— An ode to the Mediterranean lifestyle coming directly from Belgium: what might sound like an odd premise speaks for the unconventional spirit embedded in emerging brand Le Rub. After all, founders Kim and Raf Maes are unconventional types themselves. The siblings boast different professional backgrounds and poured their combined expertise in beauty, fashion and branding in the shared venture they launched earlier this year.
In particular, Kim Maes is a former makeup artist who has worked as a consultant for leading brands, in addition to having founded in 2016 the Blos physical and online beauty destination carrying a handpicked selection of exclusive niche brands Her brother Raf is an experienced brand builder with a passion for design, branding and photography as well as former president and co-founder of the Komono brand of watches and eyewear. The combination of these worlds generated an appealing formula aiming to raise awareness around the importance of sun protection and make it cooler, also for new generations. The founders’ mission is to elevate the perception of the category with a smart offering of mineral and after-sun products combining high-performance formulations with skin care properties like light textures, scents winking to luxury beauty and a design packaging that could further encourage consumers to use products in broad daylight.
The approach turned out to be successful and timely given the overall positive momentum the category is experiencing, he.