THE WWW’S – A CHAT WITH MINERAL MAKEUP EXPERT CAROLINE RIGO FROM CENT PUR CENT & I.AM.KLEAN
Have you heard of The WWW’s? Through this section on our website, you’ll be able to get to know our clients a little better, as we’ll dive deep into the WHO, WHAT and WHY of their brands. Intrigued? Then read on to discover more!
Meet Caroline Rigo, the beauty expert behind mineral makeup brands Cent Pur Cent and i.am.klean. This female entrepreneur is an overall highly regarded and inspiring face in the world of healthy beauty with over sixteen years of experience. Besides owning a successful beauty brand and launching a second one in the middle of a worldwide pandemic, she is the face behind Blush Academy + Agency, the experience store Café Beauté and the ‘Rigorgeous’ community.
— www.centpurcent.com, @centpurcent, #centpurcent
— www.iamklean.com, @i.am.klean, #iamklean
Hi Caroline! Could you please introduce yourself and tell us about your background and education?
Hi! I am Caroline Rigo. I am 37 years old, engaged and a mommy of two (actually three, if you count my dog). I am a kindergarten teacher by training, but I quickly realized that I had to stand on my own two feet and chase my dreams. After my journey took a turn and I crossed a rather bumpy road, I can proudly state that I feel like a real entrepreneur at this moment in time.
My professional daughter is called Rigorgeous, the overarching business model where you get to
know me as the spirit and personality behind the beauty brands. Because I want to turn all my B2B
customers into successful entrepreneurs, Rigorgeous not only offers healthy, high-quality and
sustainable products, but a total concept of training, guidance, marketing and sales. Everything we
do and create in the community is based on the three pillars of the Rigorgeous philosophy: GOOD
hearted, GOOD inspired and GOOD connected.
How, where and why did you come up with the idea to found Cent Pur Cent?
I believe that it is important to make easy, natural and healthy makeup accessible to women of all ages and origins. I wanted to achieve this by distributing our products through people with a like- minded vision, such as the pharmaceutical industry and beauty professionals. Through these channels I wanted to achieve my ultimate goal: make every woman feel her best while remaining her natural self.
Having worked as a makeup artist for many years already, I often missed the idea of
multifunctionality. Either the products would look beautiful but were unbearable on the skin, or they
were suitable for every skin type but didn't look like much. Women shouldn’t have to choose between
what’s right for their skin and what looks beautiful on them, and that is why I have founded Cent Pur
Cent: healthy and beautiful makeup in a luxurious jacket that adds a layer of self-confidence to every
During the Covid-19 crisis you created a second brand: i.am.klean. Could you please tell us how you were able to achieve this impressive performance?
We had been working on this for some time. We got a lot of interest from the beauty sector, requesting if they too could distribute the Cent Pur Cent products. As this demand got higher and interest arose from hairdressers and concept stores as well, we decided the time had come to launch an additional natural makeup line.
After drawing up a well-written strategy for our second brand (i.am.klean), we took the plunge. And that, indeed, in full pandemic times. But I can proudly say that after three months of hard work, i.am.klean is already available in one hundred points of sale. All of this was possible thanks to a small team of hard-working, self-employed people who are very creative in their approach to marketing i.am.klean through multiple online channels. Of course we guide them through the process by offering them unconditional support. We want to represent so much more than just our products, which is what our pillar ‘GOOD inspired’ refers to.
Could you tell us a bit more about the creation of a makeup product? Where do you get your inspiration and what do you pay extra attention to?
I am blessed with an amazing gut feeling that helps me to quickly spot new trends in the sector, but I also always listen to my customers, both B2B and B2C. We are known as a very accessible brand that welcomes feedback. This refers to the ‘GOOD connected’ pillar.
Of course there are some great brands that I look up to as an example, but I will never copy them.
Rigorgeous stands for authenticity, and I want that to be reflected in the makeup products. Together
with our labs, we carefully select the right ingredients to develop a beautiful, clean product. By the
way, the product development stage takes up most of my time. People often don’t take that into
account, but an entire A to Z process takes nine to twelve months to complete.
How did you manage to build such a strong community of Cent Pur Cent brand lovers in a short period of time?
We offer free workshops at our points of sale where we teach our customers everything about the products. As a result of that, we have been super close to the end user since day one. Our ultimate goal is to convince our customers, inspire them and to become their go-to label. Moreover, our products are not only simple and beautiful but also very easy to apply yourself which ensures convenience for our clientele.
When the first lockdown was announced, we immediately chose to remain present online.
Unfortunately, our physical workshops had to be canceled so we proactively responded through live
tutorials via Facebook and Instagram. Over the years we have created a real community page on
Facebook. Everything we could have ever wished for and so much more.
Could you tell us a bit more about the sustainable aspect within the world of makeup and how you personally apply this to your brands?
I, personally, find it extremely fascinating to get into the mindset of others, to analyze what they think and observe what they do. With Rigorgeous, I connect all my brands through the Rigoodness vision with the three pillars mentioned before. We believe that when you feel your best, both you and the world around you will grow to your/its full potential much more easily.
As far as the sustainable aspect is concerned, we work with “refillables”. For example, our loose
powder boxes and liquid eyeliners can be refilled at various points of sale. Last year, we even
released a reusable makeup palette. On top of that, we use packaging made from recycled material
and we try to reuse everything in our warehouse, think of boxes, stuffing material, etc. In this way we
try to contribute to the environment.
What is a dream of yours that you wish to fulfill in the future?
To get into the deepest of emotions with Rigorgeous. I want to touch people with my story,
knowledge, products, and yes, with my makeup brush as well *laughs*. The world we live in today is
often too superficial and prevents us from showing who we really are. Creating that better world
initially starts with yourself. Not only a change in knowledge, but a change in heart and mindset is
Sadly, female entrepreneurs are still in the minority. What’s your ultimate advice for women who are considering starting their own business?
From an early age, I had this deep urge inside of me to make a change in the world. I wanted to make people look even more beautiful without causing harm to animals or the environment. I believe that everyone can contribute to a better world in their own way, whether you are a hairdresser, a carpenter or a software developer. Learn from each other, dare to give and for the starting entrepreneurs out there: go for it, keep going and above all, support each other along the way.
Thank you Caroline, for the inspirational talk! We wish you the best of luck with your future
Intrigued and want to know more? Check out Cent Pur Cent and i.am.klean and get inspired.
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