6 | LUXlife Magazine Best Conscious Luxury Beauty Brand 2026 Demee Koch founded DE MOI in 2018, striving to challenge the traditional narrative of the beauty industry and demonstrate that beauty can be both luxurious and meaningful. After nearly three decades spent working across retail, distribution, product development, and global consulting, Demee witnessed firsthand how often the industry prioritised marketing and complexity over genuine care, transparency, and long-term wellbeing. Based in Zurich, DE MOI is a Swiss luxury brand built around Demee’s concept of Conscious Beauty. This is a philosophy grounded in five pillars: Smart Beauty, Conscious Consumption, Redefining Beauty, Social Impact, and Longevity. These principles guide everything the brand creates, shaping its mission to develop intelligent, multifunctional formulations that simplify routines whilst delivering real results. DE MOI’s portfolio includes advanced lash and brow serums, intelligent complexion products, and natural beauty bars that are designed to deliver multiple benefits in fewer steps. It serves a diverse clientele of thoughtful, discerning consumers who value performance, integrity, and purpose in their beauty regime, and seek products that truly work whilst respecting their time, their resources, and the world around them. “Today’s consumers are more informed and intentional,” Demee told us. “They want transparency, efficacy, and products that align with their values rather than complicated routines or trend-driven consumption. Instead of launching endless products, we focus on smart formulations designed with intelligence, restraint, and scientific precision. Our aim is always to maximise value for our clients.” The entire team at DE MOI operates through the lens of its Five Pillars of Conscious Beauty, which provides clarity and alignment from product development to partnerships. This framework ensures that the team not only understand what they are building, but also why it is being built. Pairing this understanding with an internal culture of curiosity and creativity, DE MOI continues to evolve at pace whilst remaining grounded in its overarching mission of Conscious Beauty. It has been particularly challenging for the team to introduce an alternative philosophy to an industry traditionally driven by volume, trends, and constant product launches. However, the global shift towards consumer consumption has already shown the brand that consumers are, in fact, ready to embrace a more thoughtful approach to beauty. In remaining consistent in its values and focusing on products that genuinely transform, DE MOI has steadily built an international community of loyal consumers who are ready for Conscious Beauty. Looking ahead, the future of DE MOI remains firmly anchored in its mission to create intelligent, high-performing beauty solutions that simplify modern routines whilst delivering proven results. The brand is excited to introduce several upcoming launches, including seven highly innovative products that are currently in development, each designed with multifunctionality, scientific validation, and thoughtful formulation in mind. At the same time, the brand will continue to expand internationally through carefully aligned partnerships, with growing presence across the Middle East, deeper expansion in Asia and the United States, and emerging markets in Africa and Latin America. This strategic direction will enable the brand to reach a wider global audience, expanding its Conscious Beauty community further. Ultimately, DE MOI endeavours to build a complete ecosystem of smart beauty solutions, expanding from skincare into scalp and hair care, body care, and holistic beauty rituals that support modern lifestyles. The brand has established a strong market presence with a rapidly growing community of loyal consumers and shows no signs of slowing down in its mission to deliver effective solutions that simplify routines and allow consumers to focus their energy on pursuing their ambitions and living fully. It is for this reason that DE MOI has been named the Best Conscious Luxury Beauty Brand 2026. As DE MOI prepares to continue its momentum in the wake of its recent success, Demee shared: “The future of beauty isn’t about more products or louder marketing; it’s about intelligence, intention, and integrity. When beauty is created consciously, with respect for people, time, and the planet, it becomes more than a product. It becomes a force for confidence, wellbeing, and positive change.” Contact: Demee Koch Company: DE MOI by Demee Koch Web Address: www.demoi.ch Demee Koch: Leading the Conscious Beauty Movement Through Intelligence and Intention Beauty is not something to be underestimated. When practiced consciously, beauty becomes more than appearance; it becomes a valuable source of confidence, wellbeing, and empowerment. DE MOI is one leading beauty band championing this ethos with the belief that beauty should be intelligent, intentional, and impactful. By bringing these elements together, DE MOI ensures that beauty extends beyond the product to become a force for positive change. As DE MOI is recognised in the Health Beauty and Wellness Awards 2026, we spoke with Founder and CEO Demee Koch for more.
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