The beauty industry is a crowded place⁠, but every once in a while, a brand comes along that reimagines how we think about our beauty and wellness routines. And now, thanks to the just-launched SPARKED at Ulta Beauty™ platform, there’s a place to discover the brands that are doing just that—and changing the future of beauty in the process. To celebrate the launch of SPARKED (which will be continually updated with exciting new finds), we asked the founders behind some of the inaugural brands how they’re building a beauty brand that’s changing the game. First up, Zoe Boikou, founder of the wildly-popular German beauty brand ZOEVA, tells us how she went from starting in her living room to selling out internationally, and now launching in the U.S. exclusively at Ulta Beauty. Get ready to be inspired—then click here to discover ZOEVA products.

What inspired you to start your own beauty brand? 
The inspiration behind ZOEVA came from a desire to give back to women in need, women who’ve suffered domestic abuse, as my own mother and too many others have. At our core, we’re a beauty brand with purpose, committed to empowering women to appreciate their individual beauty, to know they’re worth every penny of self-care and pampering. To celebrate their courage and perseverance in the face of every triumph and challenge.
 
When I started my business in 2008, there were no high-quality but affordable makeup brushes on the market. I was frustrated by what I would find in the German perfumeries, so I sat down, determined to find a solution. I had no business plan. I had no capital. I had no connection to the beauty industry. But I had heart. I had hope. And I had determination.

Once you developed the idea for ZOEVA, what came next?
I began by Googling brush manufacturers in my living room. I had no beauty industry contacts, no business plan, and no investors. I put my first brushes on eBay, and they sold quickly and for a profit. That was the moment I realized there was a gap in the market for great makeup brushes at an affordable price.
 
Building a successful beauty brand was not easy. I remember attending one beauty convention and trying to introduce myself to people at the booths, but instead most of them turned their backs on me. After that event, I told myself that I would continue to work hard to build a company and make the products I had in mind, no matter how many times I was told no. Rejection became my strength. Today, as I see ZOEVA products hitting the shelves of Ulta Beauty, there is no doubt that all the hard work has been worth it. I am so thankful for the support.

What does it take for a beauty brand to break through in today’s fast-paced, constantly evolving beauty industry?
To succeed in today’s market, a beauty brand must offer consumers something that nobody else can. I believe ZOEVA stands out for two reasons—our commitment to creating affordable, luxurious products, and our commitment to supporting women in need.
 
Formulated in Europe, our color cosmetics are deeply pigmented, nutrient-rich, and high quality. When it comes to makeup brushes, we craft each one by hand under the supervision of Korean brush masters. We offer these premium products at affordable prices because we want as many people as possible to have the high-quality products they desire.
 
Just as importantly, ZOEVA is committed to supporting women who have faced challenging times and personal struggles. My mother braved both domestic abuse and ovarian cancer, and though she is no longer with us, she continues to be my biggest inspiration. Her memory lives on in every product I create.

Being a part of the inaugural collection introduced within the SPARKED at Ulta Beauty™ platform is a huge milestone for any emerging beauty brand. How has this accomplishment changed things for ZOEVA?
We are absolutely honored and thrilled to be part of SPARKED at Ulta Beauty. It’s the culmination of more than 10 years of hard work, and it makes us even more excited to share our products that were created with such heart. We can’t wait to introduce our products to Ulta Beauty shoppers, who will no doubt inspire new products down the road. 

What are the next steps for ZOEVA?
I am excited to partner with more inspiring women…share their stories and develop new collections. 

What are your top three favorite products from ZOEVA?
My two most favorite products are the 104 Buffer Brush and the Cocoa Blend Eyeshadow Palette. The 104 Buffer Brush applies foundation very quickly and with a very smooth finish. And I just love the colors in the Cocoa Blend Palette because they emphasize my eye color, and you can mix and match them depending on your outfit or whether you want a lighter or more bold look. I also love our Screen Queen Eyeshadow Palette—it makes everyone feel like a star. 

What is the one thing you really want beauty-lovers to know about your brand?
ZOEVA invites women to define their own unique brand of beauty. We believe your true authentic self is your best self and there are no rules for how you choose to reveal it to the world. We create every pigment, palette, and collection to share our story and inspire yours. Your own brand of individual expression—whether bold or quiet or uniquely original—is the very definition of beautiful.