Expert

When the businessman from Toronto Brandon Truaxe decided to begin the company on start of magnificent care products for skin, he made what many to it already did. It began search of miracle ingredient. Hoping to achieve the same success as the great La Mer brand whose branded extracts of seaweed are recognized by saviors of skin, or SK-II with the, so-called Pitera complex, he rummaged around all globe in search of long-awaited big opening. But after visit of research laboratories of Salzburg, Austria, to it pointed to Hong Kong and vineyards of the Tuscan village of Monteriggioni – so it underwent baptism of fire. "It was really difficult for me to accept it", - he says, - "but there was no magic means any more".

Instead Truaks collected more than 120 most exotic and interesting units in various markets and united with scientists, including Adel Rammal which worked with Christian Dior to give to all events sense. They spent two next years, studying everything: from seaweed and plankton to the Canadian herbs and leaves of the African trees. Euoko, the line of care of skin which is consisting of 24 means, already reached Bergdorf Goodman threshold became result.

Products from the Euoko line are intended to protect skin.

The brand divides the products more likely not as skin, and on the problems disturbing you, and for each means puts the instruction. All five categories: W for bleaching, P - for protection, A - from pimples, Y - for youth and R - for shine - contain the rare, high-concentrated active components. P-40 Watermelon Defense contains Kalahari watermelon extract for protection against environment factors, and Y-30 Intense Lift Concentrate is a synthetic complex which is identical to chemical structure of snake poison and works like Botox – the substance paralyzing muscles. Smoothing wrinkles oligopeptid in Y-40 Blueprint Resculpting Cream cream the okra is taken from plant seeds.

"Despite novelty and the present, it is very serious line with strong components and serious results", - Patricia Saxby, the vice president and the fractional sales manager of cosmetics and perfumery in Bergdorf Goodman which asked the colleagues to test the Euoko line before offering it for sale says. "I never saw it: in couple of days after purchase of means people approached me and told about the happening and already noticeable changes. And it caused big pride that else there is someone, like Brandon who does not ripen in the industry, but who has great passion to it and thanks to it creates the brand of the dream".

Really, this 29-year-old reckless man it is possible to call the impresario of cosmetics with full confidence. He had a wandering childhood - from Cyprus to Canada - before opening of several computer enterprises. In the 20 it sold the company of the software and invested $400.000 in Euoko.

Truaks's curriculum vitae includes one very short though, very important point during the work in the world of beauty thanks to which he understood that often there is huge inequality between costs of production of cosmetics and their retail prices. "I thought if consumers are ready to pay a lot of money why not to think over and carefully to select each component of a product, irrespective of raw materials cost?"