Interview with Andreas Wilfinger
In 1993, Andreas Wilfinger established Ringana as a company that creates nutritional supplements and fresh organic cosmetics using natural substances and does not contain chemical preservatives, additives, microplastic or mineral oils. Since then, Ringana has become a leader in the Austrian market and has been prominent among the British public. In this interview, he talks about their products, why Ringana it's a symbol of absolute freshness and who consumes the brand.
Why did you decide to invest in the British Market?
The British market is so interesting for us because the products, philosophy, and solutions are very interesting for British women. Although we are facing, in these five years, we have been facing a few problems. Export to the UK is quite difficult due to Brexit, but there are other reasons. COVID was a big problem for us too. So, we started the business in the UK, but every year something happened, and we couldn't develop as in other countries. It grew, but it's only minimal, and I'm very disappointed because it's a huge market. So, we hope this year to make the UK market great again.
What is the main difference between Ringana to other vegan brands?
The concept of freshness in our products is crucial for their effectiveness and sustainability. Several key points contribute to this idea, but the main focus should be on the anti-oxidative properties of freshness. This is particularly important in our cosmetics and high-end anti-oxidative ingredients are difficult to preserve over time.
To illustrate this point, the analogy of olive oil can be used. Fresh olive oil is rich in anti-oxidants and can catch free radicals, making it a healthy choice. However, over time, the oil becomes saturated and loses its effectiveness. Similarly, cosmetics that are too old can become saturated and ineffective, as the number of so-called barracks increases due to oxidation.
To combat this issue, our company has made freshness a top priority. By creating fresh products. Also fresh means less; why less? Because we don't need all those ingredients you'll need if you want to stabilise the product. And that's not only preservatives. It's also MRC fires, PTs, such as mineral oils and neutral oils, over the stuff you'll need to stabilise it. We don't need that.
When did you feel the need to launch a product specifically for men?
That's a great question! Our primary objective is to launch a flagship product, and although we don't have an extensive range of products, we aim to create a product that caters specifically to men's needs. Men typically don't use as many cosmetics as women, preferring a single, multi-purpose product. Therefore, we developed our moisturizer for men, which can be used both morning and night, eliminating the need for additional serums. Our formula is quick and convenient, designed to cleanse and moisturize in one easy step. It's one of our most prized formulations and we take great pride in it. Even though only about 12% of our customer base comprises men, we still believe this product is a hidden gem in our lineup.
How has been your customer satisfaction with your products?
It's remarkable that 40% of our customers repurchase the same product rather than opting for something different. We take great pride in this achievement, especially as a life sciences company where customer loyalty is key. Our focus is on three primary metrics: acquiring new customers, retaining repeat customers, and managing customer attrition rates. We've managed to maintain a growth rate of 20-30% annually, largely due to our commitment to customer satisfaction. Our goal is not just to meet their needs, but to exceed their expectations and create excitement around using our products every day. Even as CEO, I get to try our alpha versions, similar to the IT industry, where better versions are continually developed and tested. This process is a lot of fun for me!
Have you ever considered producing vegan makeup?
While we do offer similar products such as tinted moisturizer and tinted lip balm, our focus is primarily on daily care rather than makeup. We acknowledge that makeup is not our area of expertise, as it involves a wide range of colours and requires many different products for different uses. Therefore, it is not feasible for us to produce makeup products with the same philosophy as our daily care products. Furthermore, our commitment to using natural ingredients as substitutes for traditional shampoos and other products presents another challenge. As I mentioned before, the natural assets we use would be a disadvantage.
What is the product that you are most proud of it?
I like every product, and I use every product except the Fem capsules for being a product specific to females. That's not for me. And we have the tinted moisturiser that I don't use either. But all that products I use every day. I'm very proud of it.
