In an exclusive interview with N13, Anouki Areshidze, founder of AnoukiBeauty, talks about how personal memories turned into a modern luxury beauty brand, the clear philosophy behind it, and how Georgian DNA meets Italian craftsmanship in the idea of timeless beauty and accessible luxury.
How did the idea begin? What was the main inspiration behind your beauty line?
The idea came very naturally. It comes from the place where my love for beauty first started – my mother’s lipstick, an old mirror, my childhood. I remember watching my mother do her makeup, her gestures, her confidence. One lipstick shade always stayed in my mind. I dedicated a color to it in the first collection – Bella.
That feeling – nostalgia, warmth, and elegance – became the main inspiration for AnoukiBeauty. I wanted to create a beauty line that is not just a trend, but a small ritual, something connected to inner strength and self-confidence.
What is the main philosophy or message of the brand?
Our core message is Timeless Beauty. It is not linked to one season or trend. The philosophy of AnoukiBeauty is high quality that is accessible, while still staying in the premium segment. Clean formulas that feel light, almost invisible, but give real results. Our idea is to highlight each person’s natural beauty.
What makes AnoukiBeauty different from other beauty brands on the market?
We have several key differences. AnoukiBeauty is the first Georgian luxury beauty brand made in Italy, with Georgian DNA, but produced according to international premium standards. Every color and tone is carefully selected. The visual identity is nostalgic but modern – gold aluminum packaging inspired by the early era of lipsticks, combined with a clean, minimalist, contemporary design.
Which key ingredients are used in your product formulas?
In our lipsticks, the main focus is on nourishing oils and emollients that do not dry the lips. We use pigments that give deep, clean color, and special moisturizing components to keep the formula soft and comfortable.
For mascaras, the formulas are built around hydrating and volumizing ingredients. The texture is light but highly pigmented, enhancing the eyes and adding definition. It works perfectly for everyday use, but also creates a false-lash effect. The flexible, long-lasting formula spreads evenly on the lashes and delivers an impressive result.
What was the biggest challenge during product development and production?
Nothing about the process was easy. We worked with many factories and laboratories before achieving the result my team and I wanted to deliver to our customers. Colors, textures, and packaging details were changed many times – sometimes we had to start the whole process again from zero.
The journey took almost five years, but today we can confidently say that every challenge was worth it.
Read the full interview with Anuki Areshidze in the latest issue of N13, now available at Biblusi bookstores.
