Meet The Team: Tobi Edusi, Beauty Product Developer

From initial concept ideation and packaging design to ingredient formulation, right through to production and launch, our Beauty Product Developer, Tobi works with some of the best beauty creators.

Meet The Team: Tobi Edusi, Beauty Product Developer

What do you do at Genflow?
I’m the Beauty Product Developer here at Genflow, so in a nutshell my role is to work with our clients to develop their beauty products. This is right from ideation - so the initial concept development - market research, packaging, ingredient and formula trends analysis right through production and launch.

What were you doing prior to Genflow?
Prior to Genflow, I was in a similar role for a celebrity-founded brand and prior to that I was down in the South of England as a formulation development chemist working across global skincare, haircare, fragrance and body care brands.

Describe your role in 3 words?
Creative, innovative, expressive.

The highlight of your time at Genflow so far?
The highlight of my time so far has been being able to work with some amazing creators who are truly passionate about their brand and their vision, and who want to innovate in the sector. They've taken all the learning of working with brands and listening to their audience and know exactly how they want to make their mark.

It has made the process all the more enjoyable and I can’t wait to see all the success it brings in the coming weeks and months... watch this space!

Advice for someone who wants to start in the beauty industry?
Find your passion!

There are so many diverse roles within the cosmetics industry and it’s so easy to get caught up in thinking you can only ever thrive in such and such division. I would definitely recommend getting a degree in Cosmetic Science as each semester opens you up to the possibilities within this vast industry from formulation, to fine fragrance development, quality management, regulations, toxicology, microbiology, marketing and so much more.

I would also recommend reading up on the happenings in the industry with publications like Cosmetic Business as this helps you stay ahead in such a dynamic sector.

Your favourite beauty creator?
Well… this is hard but I’d say Monica Veloz aka Monica Style Muse, I love her personality and energy. I’ve been following her for a few years now and I just love that she has always been her authentic self. She’s definitely a creator I would love to work with.

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