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Photographer: Lewis DarlingMahtab Anghaei
Mahtab Anghaei is a programme manager for an intelligent automation (IA) company, and the founder of the beauty brand IZANEI, which harnesses natural ingredients to help customers achieve their skin and hair goals. She speaks with WOTC on where it all started and what inspired her.
When WOTC first spoke with Mahtab, it was clear that she was passionate about her career and the beauty industry. Her journey began as a biochemical engineering masters student at University College London (UCL). Instead of continuing her academic career in obtaining a PhD, Mahtab chose to join the corporate world as a consultant and for years travelled to various client sites across Europe and the UK to deliver critical projects.
Despite the heavy demands of work and travel, Mahtab actively pursued her interest in skincare and haircare, quickly becoming fascinated by how powerful plant-based ingredients could be. “I could be anywhere! Once I was in a hotel room in Munich for work, I bought fruit and vegetables from the supermarket and started making hair and face masks for myself, which I would blog about!” Her passion grew rapidly and she began studying the intricacies of product formulation. She created products for family and friends whose positive feedback encouraged her. “It was really nice to hear how something I made helped with someone’s skin or hair insecurities. I always knew I wanted to start a business of my own but this was the moment I knew it was going to be in the beauty industry.”
As the world came to a halt in 2020 due to Covid-19, Mahtab had more time to pursue her goal. “We couldn’t travel anymore, all our meetings became virtual, and this gave me time in the evenings to study and become a certified formulator.”
This is when IZANEI was born. “The products I have created are very close to my heart. They contain premium ingredients that I and many others crave in their skincare products (Coenzyme Q10, Honey, Neroli, Pomegranate, Prickly Pear, Squalane...I could go on!) As someone with sensitive skin and dry & brittle hair, it was so important that these products worked well. I wanted to see the results.”
Mahtab’s professional career has taught her a lot about running a business and although consulting and beauty are two industries that are worlds apart, the common denominator is the consumer. “You need to build a good relationship with your customer, they need to believe in you and what you’re offering. This can only happen with trust that is built over time and with consistency.”
Every product in the IZANEI range has been uniquely formulated to only contain ingredients that serve a purpose. For example, the number one ingredient in many serums and creams out there is water, “Water is necessary for delivering active ingredients, but it has no benefits,” – Mahtab revealed. “One thing that makes IZANEI stand out is that we replace these kinds of ingredients with ones that have beneficial properties. So instead of water, we’ll put Rose, Aloe Vera or Neroli Water, which benefit the skin”.
Mahtab encourages her customers to look at the label of any product (IZANEI or otherwise) to make sure it is right for them. “It is sometimes hard to decipher ingredient lists, which is why we’ve put them in simple terms and explained what their functions are on our website. We are proud of every ingredient we have chosen to go in our products, and we are transparent because we want to empower our customers to choose the right product for them.”
Mahtab’s background in biochemical engineering also plays an important role in her formulations. “What makes our face oils super light and our serums impactful is the way we’ve chosen to formulate.
The method, the quantities, the balance between fast absorbing and slow absorbing oils all make a difference. There’s a lot of science that goes on behind the scenes and I absolutely love that.”
When we asked her what advice she would give to women who would like to start a business, Mahtab shared with us, “If it’s your goal, then make it happen. Believe in yourself and take that first step, and it could be as small as writing a to-do list, but it’s a start on the right path”.
IZANEI’s current range includes face oils and scalp serums, with plans to launch a toner, face serum and face mask in the near future.