In this conversation, we talk to Amy Zapantis, founder of skincare brand Amatus. Driven by a belief that skincare should be simple and effective, Amy brought her global experience in beauty back to Australia.
Here, she developed a straightforward three-step skincare routine that’s easy for anyone to follow. After years abroad, Amy returned to her roots to be closer to family and to grow her brand. As we learn about her journey from bustling London to her homecoming, Amy shares how focusing on essential, quality ingredients and minimal steps can transform daily skincare.
Amy, with a wealth of experience from working with top skincare brands around the globe, what inspired you to create Amatus and bring it back to your roots in Australia?
I wanted to develop a core range of skincare products for all skin types for everyday use, based on a refined 3 step routine. As I got older and noticed my skin changing, I became more obsessed with skincare and just found confusion when trying to decide on products to use. The sheer volume and ranges of different brands was so overwhelming.
I wanted something simple and effective that I could maintain. I always knew I wanted to start my own business and always had an entrepreneurial appetite, beauty was always my passion and as I was exposed to more in this industry, I decided to do something about it and take the leap.
I wanted to create a brand where I could connect with the consumers and provide them with an honest and effective brand from the inside out. Living in London was an amazing time, I gained so much experience and provided me with an abundance of knowledge about starting my own business, the market and industry.
However, Australia was calling! I am extremely close to my family and have three sisters who are my best friends and being so far away became difficult. Once the brand started growing in the U.K, I thought it was time to come home and take on the Australian market. It’s been amazing to connect with other Australian brand owners, consumers and being able to share this in Australia is truly amazing and connects on a sentimental level.
With so many skincare routines out there, yours stands out for its simplicity. How did you land on the idea that less really can be more when it comes to skin health?
The concept that less can be more in skincare routines is based on a minimalist approach that focuses on using fewer products with high-quality ingredients that are effective and suitable for individual skin needs.
When looking at so many other brands in the market, there are so many ingredients added that aren’t necessary which dilutes the product, many of the ingredients we don’t know what they are and why they are in there.
I was researching hundreds of ingredients and it was clear that refined formulas and routines were lacking in the market. Quality over quantity. You can still achieve clear and healthy skin in just three steps which is also maintainable.
Simplifying your routine can help identify which products are truly beneficial for your skin without overwhelming it. Benefits include, reducing risk of irritation, product efficiency, maximise effects of essential ingredients, saving time and cost, less environmental impact and promoting skin barrier health (too many products can compromise the barrier and lead to other skin issues).
Looking back on your extensive career in skincare, is there a piece of wisdom or a particular insight that you now hold dear, something you wish someone had told you at the start?
There are always a million thoughts running through my head, ideas and things I want to achieve. I was and still can spread myself thin. However, being able to really focus and mastering one thing at a time is key. Less is more. Keep things simple and stick to your main value.
Trust your instincts. There are always people or factors around you that can deter you. If you take the leap, you are doing it for a reason and you have a vision and passion that is there for you to drive. There are so many times I would second guess myself!
There is no rule book to follow so I had to rely on my experience, intuition and gut when it came to certain decisions, especially at the start when it was just me, you need to back yourself and keep moving forward. This helped me keep authenticity and alignment in the brand and carry out my vision.
Simplifying skincare routines is a beautiful concept. But what’s a common pitfall you see people falling into when they try to pare down their regimen, and how can they avoid it?
When trying to simplify their skincare routines, a common pitfall people often fall into is neglecting essential steps or products. They might attempt to cut out certain steps or products, thinking they are not necessary. However, neglecting key skincare steps can lead to negative consequences such as dryness, breakouts, or lack of protection and promoting skin health.
To avoid this pitfall, it’s important to identify the fundamental steps in a skincare routine: cleansing, moisturising, and protecting by promoting skin health. Instead of eliminating these steps, look for multi-functional products that can help simplify your routine while still addressing your skincare needs. A 3-step routine is all you need to achieve and maintain clear and healthy skin and should be your everyday routine.
For example, you could use a cleanser that also offers some exfoliating properties to save time and streamline your routine. This is something that our Complex Cleanser incorporates. It not only cleanses, but it also has an element of exfoliation and peeling.
It targets deeper skin concerns and is packed with rich ingredients for everyday use to avoid stripping the skin. This concept is something we have ensured all Amatus products encompass. It’s crucial to pay attention to your skin’s specific needs and adjust your routine accordingly.
The beauty industry is constantly evolving. How do you see your brand adapting or innovating in the future to meet changing needs and trends?
Even though the beauty industry constantly changes, new fads and trends coming in, your core skincare routine should remain constant. Therefore, when developing the range, it was important to ensure the products were developed with this approach, always bringing it back to the basics. There are always hot new products to try, however, what do you always come back to? Our products on offer are not seasonal, it’s a routine you can’t live without.
However, as the brand and industry grow, we always and previously will always impale research and development to achieve the best results, high quality ingredients and emerging skincare concerns. This was something that I spent two and a half years on before launching the brand.
Sustainability initiatives, ensure we consider and implement sustainable practices, eco-friendly packaging and reducing carbon footprint. Education and transparency, providing educational resources about ingredients, skincare science, and product usage to empower consumers to make informed decisions and always delivering with an honest and sincere philosophy.
Ingredients are the heart of any skincare product. Could you walk us through how you navigate the vast world of options to choose the best for your formulations?
Navigating the world of skincare ingredients can be overwhelming, but there are a few key elements I consider for my formulations, this consists of a very thorough and long process. Identifying the goal was my starting point, the overall objective of the brand and then ensuring this aligned with each product.
Once I knew the range, I was able to then identify the purpose of each and then I researched specific ingredients which formed part of the two years of formulating and developing process. There is so much out there to learn and so many ingredients, I wanted to fully immerse myself into this research stage to ensure I was able to create high performing, quality products.
This included researching scientific studies, tests and trials, and speaking with reputable sources to understand the efficacy and safety of each ingredient, this included dermatologists and chemists from different countries.
Formulas were created with our chemists who have over 30 years’ experience in the industry and we ensured all ingredients are of high-quality and reputable sources. We look at efficiency and effectiveness of each individual ingredient, and how they work together as the overall product.
Involved was considering the compatibility these ingredients had with one another and ensuring all these elements aligned with the product purpose and brand’s overall goal. We also ensure all products are safe and sustainability sourced, meeting the strict criteria I had for each formulation. Testing the different formulas was a crucial aspect of the product development process as I wanted each product to be as effective as possible.
