S5, Ep3 – In conversation with Eva Alexandridis
11 September 2024
Dr Reena is back in the Harley Street recording studio with the third episode of season five and is joined by an industry insider many of you will instantly recognise as soon as the globally renowned brand 111SKIN is mentioned.
Introducing Eva Alexandridis – as 111SKIN’s CEO, Eva founded the iconic line alongside her world-renowned plastic and reconstructive surgeon husband Dr Yannis Alexandrides, driving their commitment to excellence, upholding its luxury status, and inspiring a company culture of thought leadership and creativity.
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Conversation Show Notes – The Recap
Eva opened the conversation by taking us back to the very beginning of those early years, sharing how she grew up in Eastern Europe, in Bulgaria, with a very simple upbringing. Her dedication and hard work earned her a place at the University of Moscow; however, it was a time when Bulgarians could choose to study anywhere in the world, and she headed to university in San Francisco. She cited this as her initial journey into the open world — an eye-opening experience that became the start of her entrepreneurial journey.
Eva had already started multiple companies herself, and when she met her husband in 2002, a plastic surgeon, he had already established his clinic in London at 111 Harley Street. Eva recalls how their conversations turned to the products he was using in the clinic, and how they were not fully satisfied with them — patients found the products a little reactive, and the ideal products he wanted simply did not exist yet.
They had, of course, identified a gap in the market, and thus the global brand phenomenon of 111 Skin was born. Dr Reena highlighted the differences in their backgrounds and how bringing their contrasting experiences together proved to be the ideal combination. Eva stated, “Two founders are better than one,” with Eva focusing on the experience and sensorial side, while Yannis brought forward the technical, clinical, results-driven expertise.
When asked about key standout moments and what makes the 111Skin collection and experience so unique, Eva confirmed that they have standout moments continuously. She especially appreciates those key moments, day to day, when she sees 111 Skin stocked in five-star hotels and international department stores. She considers themselves very, very fortunate. She added that although the company was started over eleven years ago, there were many behind-the-scenes battles inherent to building a brand. However, 111 Skin was created on very serious and strong foundations aligned with the principles of the medical industry.
Eva also shared that their products resonate with international audiences, so they don’t need to focus heavily on product stories.
On the topic of press, where the brand is regularly featured, and Eva’s frequent participation in panels and events with key industry leaders, Dr Reena asked about her favourite topics. Eva discussed how she prefers all conversations and audience interactions to be as organic as possible and doesn’t like to overprepare, allowing panels to steer topics naturally.
Eva smiled, confirming she is inspired by many things — for example, their hand cream, for which 100 percent of the profits go to charity. Of course, there are days when simply stepping into a spa and hearing feedback is all the inspiration she needs.
Every day is different — some days are filled with back-to-back events, others are office-focused, working across all teams within the 111 Skin brand, not to mention the regular global travelling. Eva credits staying active and cycling everywhere in London as the best way to stay mentally and physically fit, fitting in a workout throughout the day, for example, a cycle to the office is a 30-minute workout.
When it comes to the three key products Eva always has on her throughout the day, first up is her agenda and phone. She also always carries a couple of 111 Skin masks to gift to people she meets, liking to add a little highlight to their day.
Episode Key Takeaways – The Best ideas
Two founders are better than one, especially when you have a complementary mix of backgrounds.
Building a global brand takes hard work and effort, but also a bit of luck.
Build your brand with the strongest foundation and create a product that people internationally can resonate with.
Have real conversations with your audience – don’t overprepare for events and panels.
Staying active is the ideal way to stay on top form and focused.
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