go as u.r
I started go as u.r around two years ago, a Belgian vegan skincare and make-up brand. We design and create future-proof on-the-go fashion and vegan, natural beauty products for girls on the go with an active, transitional lifestyle. go as u.r translates colours, movement and expression into powerful simplicity and freedom. We also pride ourselves on the use of recycled materials for all our bottles and packaging and use natural and vegan ingredients in all our products to ensure qualitative and sustainable products.
The creation and development of the concept and products themselves gives me the most enjoyment. The creation of my own formulas was of utmost importance to me, so I worked closely together with a cosmetologist who, together with the R&D department of my suppliers, carefully translated my ideas into workable formulas. After perfecting these, I focused on the packaging, which had to be made from 100% recycled materials. This was an ambitious task which took dedication, time and effort, but gives a huge added value to my brand.
go as u.r products are easily recognisable thanks to the colourful recycled packaging and biobased bottles.
Who was your first customer?
A vegan platform in Brussels.
When do you consider your designs or creations as being successful?
When this is positively reflected in the sales figures.
Where does your inspiration come from?
From everything around me - the city and its people.
What is your big dream?
To expand internationally.
If you were not doing what you are doing now, what would you be doing?
What I was doing before go as u.r - working for a large, international corporation.