Elle’s World


Zoe Boikou is the founder of ZOEVA, the global makeup brand which aims to inspire people to celebrate their individual beauty.  Since its inception in 2008, ZOEVA has become a cult beauty brand that's a favourite of makeup artists and beauty influencers alike.

What started as an Ebay store selling makeup brushes, ZOEVA has  grown in to a global beauty empire selling hundreds of beauty products and brushes and is stocked in over 80 countries around the world.

The success of ZOEVA is in part due to social media, not to mention the incredible quality and affordable prices of the product and we are thrilled to have Zoe share her story on Boss Babes.



You started ZOEVA in 2008 from your lounge room, what lead you to this idea?

I was on the hunt for the perfect beauty product and had to find out that there was a lack of high-quality, reasonably priced makeup brushes available on the German market. I could only find incredibly expensive brushes, or affordable but lower quality ones that lost their hair every time I used them. So, I decided to change the situation and make my own. Even though I had no history in makeup, I knew exactly what I liked, so I ordered some brushes online and sold them through an account on eBay. The demand grew continuously which finally lead me into founding ZOEVA in 2008.

What has been the biggest highlight of your career to date?

We support several charitable organisations. I don't just want to sell products, it is very important to me to also give something back. This is my vision and my goal - I want to support women all over the world. We recently pledged to donate all our zoevacosmetics.com sales in a 24-hr period to a local charity that supports women and their children suffering from domestic abuse. The organization is called Frauen helfen Frauen which is German for “women helping women” –this motto also perfectly embodies our brand message and brand approach to business.

You were one of the first beauty brands to blow up on social media.  What are your thoughts on social media and the power of influence?

We owe a great deal of our success to social media. It’s important for us to always be up-to-date and keep up with the zeitgeist, especially because beauty is such a fast-moving industry. However, it is not our aim to just follow mainstream beauty trends. We want to focus on individual beauty and encourage our customers to express their authentic style.

What is the biggest lesson you’ve learnt along the way?

I think the most important thing is to be passionate and have a strong vision. When you have real passion and vision it is much easier to overcome any challenge. For me, not compromising or taking shortcuts on our product quality is something that is very important to me. This sometimes can mean taking the more challenging route in our product development process. However, it is part of my core vision for ZOEVA to always offer our customers an extraordinary experience. 

What is next for Zoeva?

With the current, uncertain situation in the world, I am more than ever committed to empowering and inspiring women around the world to believe in their individual beauty and their own strength.

What does your day-to-day look like?

Although I love experimenting with makeup, my favourite every day look is a more classic and natural makeup look: a radiant and even base paired with a black wing liner and a natural looking nude lip.

The modern world is a busy one! What is your version of self-care?

I like to take time to really pamper my skin, a relaxing beauty ritual is a good start to the day for me. But most importantly: Sleep well, hydrate and eat healthy!

What three things would we always find in your beauty bag?

The first thing would be our Authentik Skin Foundation together with our 104 Buffer brush for a seamless application. Also, our 228 Luxe Crease Brush is always in my beauty bag so that I can achieve a smoothly blended eye makeup look.

If you could have any five women sitting around a dinner table with you, who would they be and why?

My Mother – Because she has been the biggest treasure and inspiration for me

My Sister – She is my best friend and motivator

Michelle Obama, she encourages women across the globe to step up and speak about the causes they care about

Malala Yousafzai, a powerful role model for girls living in Pakistan and countries where cultural factors prevent them from living happy and secure.

Maria Callas for her extraordinary talent, persistence and self-discipline

What's the last song you listened to?

Ella, elle l’a by France Gall

Parting words of advice for being a #bossbabe in work and life?

My mum gave me the best advice I´ve ever got: “You can achieve anything if you believe in it.” I would like to share the same advice, especially when the world looks so uncertain, it is more important than ever to believe in yourself and in your dreams.