A Journey into The Personal Care: From Ideation to Success

We talked with:

EURO COSMETICS: Hello Dr. Farsadpour, in our previous interview in 2017, we discussed raw materials. Today, we’re interested in your journey from raw materials to finished products at Birkenbach. Can you share your success story?
Dr. Saeid Farsadpour: Thank you for the opportunity. With my extensive experience in raw materials for cosmetics, personal care, and home care, the journey at Birkenbach began with the inception of an innovative idea, fueled by deep knowledge and a relentless pursuit of new ingredients and emerging product categories.
I am incredibly proud to have the support of Ms. Wang, an investor with exceptional business expertise and a visionary mindset. Her presence and contribution have been instrumental in shaping our success in China, and I am honored to have her accompany me in this interview.
As the overseer of development and production, I have leveraged my expertise in personal care ingredients to bring more than 40 finished products to life across various countries, including Germany, Switzerland, Spain, and France. This achievement was made possible through exceptional teamwork, our ability to execute our vision, and the translation of ideas into tangible products. Our journey is defined by our dedication to continuous exploration, effective collaboration, and an unwavering passion for delivering exceptional personal care products.

Our journey is defined by our dedication to
continuous exploration, effective collaboration, and an unwavering passion for delivering exceptional personal care products.

EURO COSMETICS: Could you provide an overview of the services offered by Birkenbach-Gesundheit GmbH?
Dr. Saeid Farsadpour: Birkenbach-Gesundheit GmbH offers a diverse range of services across four key areas and I have proudly led the first two key areas over the past four years.

EURO COSMETICS: Could you provide an overview of the services offered by Birkenbach-Gesundheit GmbH?
Dr. Saeid Farsadpour: Birkenbach-Gesundheit GmbH offers a diverse range of services across four key areas and I have proudly led the first two key areas over the past four years.

1. Self-owned Professional Cosmetic and Skincare Brand:
   We have developed our own line of cosmetic and skincare products specifically designed for professional use.
2. Private Label and OEM Solutions:
   Our Private Label and OEM Units provide comprehensive services, including product development, manufacturing, consulting, and marketing support. Our interdisciplinary teamwork in Europe and China ensures successful outcomes.

3. Professional Beauty Salon and Medical Beauty Center:
   Since 2019, we have expanded into the beauty salon business in China in collaboration with local professional partners.
4. Our castle resort hotel, “Schloss Rodeck,” offers top-quality German treatments for beauty and health, providing guests with a unique and rejuvenating experience.
   

These services demonstrate our commitment to delivering excellence in the personal care industry.

EURO COSMETICS: How do you ensure the quality, effectiveness, and safety of Birkenbach’s personal care products throughout the manufacturing process?
Dr. Saeid Farsadpour: As the Personal Care division manager at Birkenbach-Gesundheit GmbH, I prioritize the quality, effectiveness, and safety of our personal care products. To achieve this, I have implemented a comprehensive quality assurance system that covers all stages of the manufacturing process. This includes overseeing product development, recipe creation, selection of contract manufacturers, packaging, labeling, and ensuring compliance with regulatory requirements. We stay updated on industry regulations to ensure our products are safe, properly labeled, and accurately marketed.

EURO COSMETICS: How does Birkenbach stay up-to-date with the latest trends and advancements in the personal care industry?
Dr. Saeid Farsadpour: At Birkenbach, we prioritize staying up-to-date with the latest trends and advancements in the personal care industry through continuous market research, industry collaborations, and participation in global conferences and trade shows. Our dedicated team actively monitors industry developments, conducts regular competitor analysis, and maintains strong partnerships with suppliers and research institutions. This allows us to incorporate innovative ingredients and technologies into our product development process, ensuring that we deliver cutting-edge personal care solutions to our customers.

EURO COSMETICS: Could you share any exciting projects or plans that Birkenbach has for the future?
Dr. Saeid Farsadpour: At Birkenbach, we have several exciting projects and plans for the future. One of our key initiatives involves the development of a new skincare product line that utilizes locally-sourced natural ingredients from the pristine Black Forest region in Germany. This project aims to merge the richness of Germany’s nature with advanced skincare technology, catering to the preferences and needs of our Chinese customers. In addition to skincare, we are also venturing into the health food and supplements market. Our upcoming offerings will feature German local ingredients, ensuring not only beauty but also promoting good health among our customers. We are dedicated to providing holistic solutions that go beyond skincare, nourishing both the inner and outer well-being of individuals.

EURO COSMETICS: As a professional in both raw materials and finished products, could you please share with the audiences of EURO COSMETICS Magazine your vision for the future of the cosmetic and personal care industry?
Dr. Saeid Farsadpour: My vision for the future of the cosmetic and personal care industry is centered around embracing sustainable business models. We must prioritize environmental stewardship and address challenges such as climate change, deforestation, and water security. Achieving net-zero emissions is crucial, necessitating the reduction of carbon emissions and water impact throughout the entire value chain, from raw material providers to retail, including packaging, manufacturing, and transport.
To create a sustainable future, we must integrate practices that respect nature, biodiversity, and planetary boundaries. This entails adopting renewable energy sources, minimizing waste, promoting circular economy principles, and responsibly sourcing raw materials.
By embracing these principles, the cosmetic and personal care industry can contribute to a sustainable world, aligning with global goals of achieving net-zero emissions and preserving our natural resources for future generations.

EURO COSMETICS: Good afternoon, Ms. Wang. It’s an honor to have the opportunity to interview you as an Investor of Birkenbach and also as the Director of Operations at Birkenbach in China. Can you please share with us your professional background and how it has prepared you for your current role at Birkenbach?
Tianhong Wang: Thank you for having me. I have over 20 years of experience in the beauty industry, specializing in imported skincare products from Europe. I’ve worked as an distributor for multiple brands, opening several beauty spa centers in China. I have a strong appreciation for European skincare products and share Birkenbach’s skincare philosophy of combining technology and nature. As an investor and Director of Operations at Birkenbach in China, I leverage my expertise to promote high-quality skincare products from Germany.

As an investor and Director of Operations at Birkenbach in China, I leverage my expertise to promote high-quality skincare products from Germany.

EURO COSMETICS: What motivated you to invest in Birkenbach, and what do you see as the potential for growth and success in the personal care industry?
Tianhong Wang: With 20+ years of beauty industry experience, I’ve witnessed China’s evolving market. Rising disposable income and growing personal care awareness have fueled demand for high-quality products and services that blend nature and technology. Birkenbach excels in this area, making it an attractive investment for me. As health and beauty consciousness increase, premium personal care will thrive, and Birkenbach’s commitment to quality and innovation positions them for success in China. German-made products’ renowned reputation for reliability further enhances Birkenbach’s appeal to Chinese consumers.

EURO COSMETICS: Birkenbach-Gesundheit GmbH has successfully expanded into the Chinese market. Could you please elaborate on how this was achieved and the key factors that contributed to this success?
Tianhong Wang: As mentioned earlier, our offline presence has focused on beauty spas and professional salon channels. We’ve successfully entered the Chinese market by partnering with five-star hotels and participating in exhibitions, boosting brand awareness and reaching a wider audience.
Additionally, we’ve formed partnerships with high-end beauty and spa salons in China, showcasing our products to discerning consumers who value quality. These partnerships provide training and support to spa professionals, ensuring top-notch services for their clients. Our success in China stems from our dedication to quality, innovation, and strategic partnerships. As we expand in China and other markets, we remain committed to these values, providing exceptional products and services to our customers.

EURO COSMETICS: As an investor of Birkenbach, what initially drew you to the company and its mission?
Tianhong Wang: As a Birkenbach investor, I was attracted to their mission of producing high-quality personal care products that blend natural ingredients and advanced technology. Their commitment to safe and healthy skincare aligns with my passion for promoting natural beauty and health. The company’s focus on professional and spa channels resonates with my industry experience and belief in personalized, top-notch services. With the growing demand for natural and professional products, Birkenbach presents a promising investment opportunity in the expanding personal care industry.

EURO COSMETICS: How has the pandemic affected Birkenbach’s business operations in China? What measures has Birkenbach taken to mitigate the impact of the pandemic on its business? Tianhong Wang: The pandemic has significantly affected businesses worldwide, including Birkenbach’s operations in China. COVID-19 policies led to frequent store closures, and customers hesitated to visit due to safety concerns. This had a significant impact on our revenue. To mitigate this, we launched online sales and introduced high-quality meso-therapies as an alternative. Additionally, we developed health products and supplements to meet changing customer needs during the pandemic.

EURO COSMETICS: Could you discuss any challenges Birkenbach has faced while expanding its presence in the Chinese market and how you have navigated them?
Tianhong Wang: Expanding into the Chinese market has presented challenges for Birkenbach. Firstly, cultural differences have led some customers to find our packaging less appealing. Secondly, obtaining government approval and certification for our products and claims has been time-consuming, as China’s requirements differ from those in the European Union. This can cause delays of up to a year from product development to selling in China. Additionally, the competitive nature of the Chinese import skincare market and high marketing costs can pressure a new brand like Birkenbach.
To address these challenges, Birkenbach actively seeks customer feedback and has upgraded packaging specifically for the Chinese market. We have also hired experts to navigate complex regulations in China. By monitoring industry trends and preparing new products in advance, we aim to reduce the time it takes to bring products to market in China. Despite these challenges, we remain committed to providing high-quality products and services to our Chinese customers.

EURO COSMETICS: What do you think are the key factors that have contributed to Birkenbach’s success in the Chinese market?
Tianhong Wang: Birkenbach’s emphasis on high-quality, natural ingredients and dedication to customer satisfaction have played pivotal roles in its success in the Chinese market. Moreover, our ability to adapt to the market’s distinct challenges and opportunities, such as prioritizing offline stores and establishing partnerships with five-star hotels, has greatly contributed to our achievements.

EURO COSMETICS: Lastly, is there anything else you would like to share with the audiences of EURO COSMETICS Magazine?
Tianhong Wang: I am confident that China’s expansive market and favorable perception of EU skincare and health products provide an excellent opportunity for German and Chinese companies alike. I hope that German companies will maintain an open mindset towards the Chinese market and partners, embracing the future and fostering equitable and strong collaborations. By doing so, we can enable more people to experience the allure of “Made in Germany”.

EURO COSMETICS: Thank you both for the interview.