CHERUBINA & FRIENDS | Today we talk with Estefanía Ferrer

In this new chapter of Cherubina&Friends, we are pleased to present Estefanía Ferrer, the entrepreneur behind LICO Cosmetics (@lico_cosmetics) . Since our first meeting, we have not stopped admiring the passion and innovative spirit that Estefanía brings to the world of cosmetics. Fighter and visionary, she has managed to revolutionize the sector with her unique approach. We hope that her story inspires you as much as it has inspired us.

Estefanía Ferrer is a chemical engineer and leads a Sevillian company that takes cosmetic engineering to the top. LICO Cosmetics is that dream that materialized with the discipline and perseverance of a woman from Granada who worked for more than ten years at Airbus DS. Passionate about cosmetics from a scientific point of view, she set out to create the perfect product that she could not find on the market. What started as a hobby is now a digital brand with four years of experience that is continually growing. Estefanía is a tireless traveler, and in each LICO essence she establishes the best synergies between cosmetic engineering and nature. “Detail engineering” he calls it. The LICOLOVERS - and anyone who tries LICO - assures that it was “love at first bottle”.

What inspired you to create LICO Cosmetics and what was the main reason behind its founding?

It's funny, but LICO was born from a hobby . I belong to the world of engineering, in particular I am a chemical engineer, and at the same time I am passionate about cosmetics. I admit that not so much for self-care, but for its formulation and reaction with the skin. Engineering stuff, I guess. Appreciating the results after all the work behind it is a great reward for my work.

Was there a specific moment or experience that triggered your decision to start this business venture?

The confinement. I worked at Airbus, and when the pandemic hits they sent me home. Three months locked up goes a long way… As I mentioned, cosmetics is my favorite hobby, and I started researching. In the current market there are two very evident lines: “very natural” cosmetics, which in my opinion does not exist, since any natural ingredient requires a chemical process to adapt it to a cosmetic product and is not effective in treating problems such as spots, bags. or firmness. The other trend is “very laboratory” brands, with quite interesting active ingredients, but which sometimes include substances that, honestly, I didn't feel like putting on my skin.

Basically, I realized that I couldn't find my ideal product and decided to create it. I got to work, and by word of mouth we got to where we are today.

This question cannot be missed. Estefania, what is LICO Cosmetics? How are you different from other brands?

LICO are the initials of Cosmetic Engineering Laboratory. We believe that engineering transforms scientific knowledge into results. To formulate the perfect treatment, we first analyze what skin needs we want to satisfy. We are defined by rigor, seriousness, research and innovation, combining the most effective cosmetic engineering assets and the best natural raw materials. In this sense, we research and travel tirelessly until we locate the most effective natural assets on the planet. From the heart of Africa to the depths of the seas of Iceland, our essences are a journey to discover.

Although our “small detail engineering” is what really makes the difference. Everything we do, from formulas to shipping, has a high concentration of care. We want our LICOLOVERS to feel “love at first bottle”. And this is the most important.

At LICO, how do you develop new ideas for cosmetic products and what is the process behind creating a new product line?

We are very close to our clients, the LICOLOVERS. In fact, more than it seems, considering that we are a digital brand. We listen carefully to your concerns and proposals to solve your skin care needs.

Following this objective, we have developed more than ten skin care treatments, twenty products, and many of them awarded and recognized. African Essence improves luminosity, Amazonian Essence firmness (it is our anti-aging treatment par excellence), Japanese Essence has a very effective anti-blemish formula, and Icelandic Essence are our eye contours, best sellers of the brand. Without forgetting Rosetta Essence, for skin with rosacea, Reunion Essence, our SPF 50 sunscreens or the cleansers, Polynesian Essence. We have a firming body line, Mediterranean Body Essence, with a specific product to improve varicose veins and a dry touch body oil that is exquisite. I only need to mention Oceanian Essence -Fill Roll On-, which fills the nasolabial fold wrinkle, Balinese Essence, with a specific serum for the intimate area, or Nepalese Essence, a mist that acts as a shield against pollution and light blue.

As you can see, we continue working and innovating to launch new essences. The most recent is Borneo Essence, dedicated to the great forgotten part of cosmetic routines: the neck (with a firming product and another to reduce the double chin). And I can't say much more, but soon we will announce a line that will revolutionize the market as we know it...

What role do sustainability and ethics play in the philosophy and production of LICO Cosmetics?

We can affirm that all our formulas are respectful of the skin and the planet. We do not understand skin care if it is not this way, it is an essential part in the development of our treatments.

From the R&D team we ensure that all ingredients are quality and respectful of the skin and the planet. On the other hand, we use glass in the packaging of our products, which is a more easily recyclable material and beneficial for the conservation of its properties.

What have been the biggest challenges you have faced running this company and what do you consider to be your greatest achievements so far?

My greatest achievement is that our community does not stop growing, more and more LICOLOVERS trust us and we deeply appreciate their loyalty to the brand. They feel part of this big little family and they really are the engine that moves us.

And of course, the LICO team, all the people who feel this project is theirs. I'm talking about commitment and human quality. Thanks to that, we have achieved that Seville has a place for a loved and respected cosmetics brand.

As main challenges, in the R&D team we have challenges such as launching a product on the market that has visible improvements in the drooping eyelid, that fills the nasolabial fold wrinkle or that firms the chest and arm. Many times these challenges require great efforts for the projects to become effective.

Was there a specific challenge that, once overcome, marked a turning point for you and your company?

It comes to mind when I joined Lanzadera, the project of Juan Roig, president of Mercadona, which is a business incubator. It was a turning point in my professional training but also personally. For about two years I lived between Valencia and Seville, and well, I was already married, haha. That change of address was a great physical and mental effort for me.

Where do you see LICO Cosmetics in the next five to ten years and what are your long-term goals for the brand?

Without a doubt, I see LICO being one of the most loved and respected cosmetic brands in the world. We combine engineering and natural ingredients in each formula. We would like to bring cosmetic engineering to as many LICOLOVERS as possible.

How do you think current trends in the beauty industry are influencing the direction of LICO Cosmetics and how are you adapting to those changes?

The reality is that we don't look at other people's watches. Trends and competition do not mark our horizon, since our focus is on listening, understanding and satisfying the needs of LICOLOVERS.

Are there any emerging trends that you think will have a significant impact on the future of the industry?

I believe that the consumer increasingly has more information and training, so the commitment of brands regarding restricted substances is greater. This is the case of chemical filters suspected of being hormone disruptors, avobenzone, octocrylene, homosalate, etc. For example, our R&D team has managed to eliminate SPF 50, incorporating in their place new generation organic filters and a great novelty: a biological filter in our Calm Sun Repair and Fresh Sun Repair sunscreens.

At LICO we are governed by REACH, the Regulation on the Registration, Evaluation, Authorization and Restriction of Chemical Substances, and by the Scientific Committee on Consumer Safety (SCCS), relating to the European Union. I assure you that no brand is in a position to say whether a substance is toxic or not, since there are serious organizations in Europe that already take care of that. Everything that these two organizations and committees limit or prohibit is not used in LICO, such as salicylic acid.

What advice would you give to other entrepreneurs who are considering launching their own brand?

The first thing is to find a problem or need that is unmet in a critical mass of customers. Many entrepreneurs launch products without having previously tested them with real people. There is no one better than the founder to keep the pulse of his company through the client. The most important thing is not to lose this focus throughout the process.

Was there any advice you received early in your career that turned out to be particularly helpful?

In Lanzadera, Juan Roig's project, I decided to talk to all the founders or CEOs who were immersed in their second, third or even tenth project. I wanted to understand why they had failed those first times, to learn with humility, accepting that it could happen to me too. It helped me put common patterns into perspective, and from there I became clear about what not to do. Although that does not guarantee anything, because doubts often arise along the way.

Thank you, Estefanía, for dedicating your time to us and for inspiring us with your incredible journey in the world of cosmetics. And to all of you, thank you for being with us in this new chapter of Cherubina&Friends. We are excited to continue sharing more stories of women entrepreneurs who inspire us to explore, learn and grow together. See you next episode!