Ildeme Mahinay Koch

Investor & Advisor @ HeadGym

About

Beauty was never meant to be an industry.It was always a system.Long before “conscious beauty” became a term, it was already how I worked; how I built, how I made decisions, and how I saw the world.From the beginning of my career, I questioned the norm:why we create the way we do, why we overproduce, and why beauty so often speaks to insecurity instead of worth.Giving back was never a strategy for me.It was always part of the work.Over nearly three decades; across markets, roles, and facets of the industry, I’ve had a front-row seat to how beauty operates globally.And more importantly, where it falls short.Today, I am the founder of DE MOI by Demee Koch, a Swiss brand built with intention, performance, and responsibility.What matters most to me is not just what we’ve built, but how we’ve built it.DE MOI has grown organically across global markets, without reliance on heavy marketing, but through trust, performance, and alignment. It is supported by discerning customers, professionals, and communities who value both results and integrity.That same principle of alignment extends to everything I do.I am also an angel investor, backing companies that rethink how we consume, build, and define value; across beauty, wellness, fashion, and technology.There is no separation between what I build, what I support, and what I believe.Over time, I gave structure to what I had been practicing all along, developing both the Conscious Beauty Master Framework™ and the D.E.M.E.E. Framework for Conscious Growth™, systems that guide how individuals and organizations align direction, environment, motivation, effect, and evolution.Not as ideals, but as real decisions, across product, business, and culture.I often describe my work simply as:Beauty Systems Architect.Because beauty is not neutral.It shapes how people see themselves, how they value themselves, and how they move through the world.Alongside building and investing, I work with founders and communities on conscious leadership, because how we build matters just as much as what we build.My work has taken me into global conversations connected to the House of Lords, the World Trade Organization, and international forums aligned with the United Nations.But at the core, my perspective remains the same:We don’t need more.We need better.Better thinking.Better systems.Better intentions.Because the future of beauty is not just what we create, it’s what we choose to normalize.

Country

Switzerland

City

Aesch

Industry

Civic & Social Organization

Skill

Beauty Industry, Business Strategy, Strategic Partnerships, Sales, Entrepreneurship, Retail, Marketing Strategy, Business Planning, Start-ups, Strategic Planning, Direct Marketing, Business Development, International Business, Luxury Goods, Event Management, Market Research, Product Marketing, Consulting, Online Marketing, Social Media Marketing

Experience

Investor & Advisor

HeadGym

2025-11 - Present · 11 mos

United Kingdom

Member of the Board of Advisors

Professional Women's Group Zurich

2025-1 - Present · 1 yr 9 mos

Zurich, Switzerland

Member of the Board

Breaking Silence Movement

2022-1 - Present · 4 yrs 9 mos

Paris, Île-de-France, France

Founder & CEO

DE MOI® I Conscious Beauty

2018-10 - Present · 8 yrs

Switzerland

Swiss company that manufactures cruelty-free, inclusive and ecologically friendly cosmetic products with active ingredients, made with principles of honesty and fairness.

Board Member

Luxvivendi GmbH

2021-11 - Present · 4 yrs 11 mos

Frankfurt am Main

Founding Partner/ Manager

The Grooming Expert GmbH (formerly Illuzionne GmbH)

2008-9 - Present · 18 yrs 1 mo

Switzerland

TGE (The Grooming Expert) specializes in creating & operating Personal Grooming Concepts, conduct wholesale & retail of Beauty, Wellness & Fashion products, and engages in International Trading of related products. TGE launched it's first personal grooming concept called U'nique- Personal Grooming by Demee last May 15, 2010 in Langstrasse 187, 8005 Zürich, opened it's second concept, U'nique- Lashes + More at Strehlgasse last April 2015 (currently on hold due to relocation issues), and just launched it's third concept, Tally Beauty Lausanne in cooperation with Tally Beauty, the beauty arm of Tally Weijl Switzerand, at the 2nd Floor Tally Weijl Magasin, Rue Pichard 2, 1003 Lausanne. We also just launched our own line of beauty and wellness products, U'nique Beauty Switzerland. About U'nique Day Spas U’nique gathers the best of your beauty regimens (hands and feet grooming, waxing, facial, massage and gorgeous extras like eyelash extensions, eyelash curling, eyebrows and eyelashes tinting, etc..) into one posh place, bringing out the fantastic you, from the top of your head down to the tips of your toes. And oh, we have special treatments for men and little girls too. We also hosts private events (hen night, brithdays, or just because..) for a minimum of 3 persons. Using the best products in the market, U’nique assures its customers that every visit is a satisfying, safe and chic experience. And we offer 24 hours warranty on most of our services. U'nique promises a satisfying, relaxing and warm experience. Step right in and be greeted by décor that screams “stylishly theatrical”: from the signature plushly-upholstered service chairs showing the latest in the fashion world, this is a personal grooming lounge that is, truthfully, UNIQUE from the rest. Feel free to explore the site and discover the services available for you.

Member Of The Board Of Advisors

SPARBAR®

2019-12 - 2025-7 · 5 yrs 8 mos

London, England, United Kingdom

CEO

U'nique Curves (Make Me Beautiful GmbH)

2015-11 - 2017 · 1 yr

Zurich/ Barcelona

A purely European ready to wear and custom made fashion brand for career women and lady bosses in all shapes and sizes, made by passionate women; designed in Zurich and made in Barcelona. Fabrics are from Spain, Italy and France.

Sales Manager- Middle East

WellBe/Nextar LLC

2004-8 - 2005-8 · 1 yr 1 mo

I managed operations, sales, product, cost and forecasting, and develop new accounts. Managed the following brands: Essie Vitamin The Art of Shaving

HR Executive/ Grooming Manager

Paris Gallery LLC

2003-9 - 2004-8 · 1 yr

United Arab Emirates

In charged in the over all look/image of the employees, involved in creating uniform designs for different retail concepts/brands, develops uniform/grooming guide manuals, ensures that uniform/image standards are followed, and uniform departments cost management.