Starting her career in 2001, Demee’s path was far from linear. From customer service roles to executive positions, her career took her from the UAE’s bustling retail and distribution sectors to Switzerland’s innovative beauty scene. By 2006, she had launched a consultancy specializing in cutting-edge beauty concepts and luxurious day spa experiences. Her academic journey further propelled her ambitions, earning an MBA in International Marketing and laying the groundwork for her future ventures.
In 2017, Demee took a bold step by founding DE MOI by Demee Koch, a brand that stands at the forefront of the Conscious Beauty Movement. This initiative isn’t merely about creating aesthetically pleasing products; it’s about fostering a deeper connection between beauty and self-care. Her vision is to elevate beauty from a superficial pursuit to a celebration of personal well-being and ethical responsibility.
DE MOI embodies several core principles. First, it champions the transformation of vanity into self-care—a practice grounded in self-love and personal growth. Demee believes that true confidence arises from understanding oneself and setting healthy boundaries. Second, she tackles the pervasive issue of greenwashing, advocating for authentic social impact rather than mere marketing ploys. Through her brand, Demee integrates charitable initiatives into every product, ensuring that each purchase supports a cause close to her heart.
A key aspect of her approach is promoting awareness of our personal impact. From everyday choices to environmental stewardship, Demee emphasizes that our actions matter. Her brand’s mission is to encourage mindful consumption and to use purchasing power as a tool for positive change.
What sets Demee apart is her unwavering dedication to authenticity and impact. Her holistic view of success extends beyond financial achievements, focusing on creating a meaningful legacy through her work. As a mother of two, she is driven by the desire to leave a positive imprint on the world for future generations. Her commitment to merging beauty with conscientious practices reflects a deep-seated belief that true success lies in making a difference.
When choosing projects, Demee is guided by her values and the potential for genuine impact. She meticulously selects collaborations that align with her mission of redefining beauty and fostering social responsibility. Each endeavor reflects her passion for authenticity and her commitment to advancing the Conscious Beauty Movement.
Demee’s motivation stems from a profound desire to make a lasting positive impact. For her, success is about transforming beauty norms, promoting self-care, and inspiring sustainable practices. Her achievements are not measured by personal gain but by the positive influence she can exert on others and the environment.
Among her proudest milestones is the global expansion of DE MOI, achieved through organic growth. Her investment portfolio now includes ventures like Soursop Nutrition by BeMe – Beyond Medicine LLC, dedicated to promoting health and wellness products, and Maliche LLC, a couture house in the UAE. Additionally, her international best-seller, Becoming Miss Right: A Holistic Journey to Fulfillment, and her DE MOI Water initiative showcase her commitment to addressing global issues.
Looking ahead, Demee is excited to launch her new book, *Love Life: Musings of the Soul*, and to start a podcast aimed at inspiring others to pursue their dreams. These projects reflect her ongoing dedication to making a positive impact and encouraging others to live purposefully.
Through her innovative approach and deep commitment to social responsibility, Demee Koch is redefining the beauty industry and demonstrating that true success is about creating meaningful change and inspiring others to do the same.
