Zoe Boikou, founder of Zoeva, talks global expansion

Germany based beauty brand Zoeva was launched in 2008 by Zoe Boikou with a line of just ten make-up brushes. Since then, the brand has grown its international presence via its online shop and gained a cult following for its make-up brushes, which are said to combine affordability with quality. Boikou talks about the brand’s move into the UK.

I was looking for professional make-up brushes at an affordable price. Failing to find this, I realised there was a hole in the industry that called out for action. I started Zoeva officially in 2008 from my home. Today, over 200,000 make-up enthusiasts have enjoyed our products worldwide.

I had no background or contacts in the beauty industry [when I started Zoeva], but I did have a strong passion for make-up as a consumer.

We live by our motto: Color. Love. Makeup. We are a human company. Our goal is to help women express themselves and build confidence through the medium of make-up. We also strongly believe in the importance of a healthy company culture, so it’s important to me that I created a fun and dynamic company.