A coffee with Chloe
Great to have you with us, Chloe! Can you tell us a bit about yourself please?
My name is Chloë and I live in Rotterdam, The Netherlands. Over the past years, I’ve worked as a CMO for different beauty and fashion brands. Last December, I finally made a long-time dream come true by launching my own brand: Amoué. It’s a wellness brand focused on body care and fragrance, created to support both skin and mind.
I genuinely love what I do, but outside of work I also really enjoy city trips, pilates, yoga, having dinner with friends, and meaningful conversations.
Where did you grow up and where do you live now?
I grew up in a small village near Rotterdam and still live in the same area today. I live there together with my husband and our little dog, Cici.
What inspired you to start Amoué, and how did you come up with the name?
During stressful periods in my life, especially while balancing work pressure and constantly performing, routines always brought me peace and structure. They helped me feel grounded and able to perform at my best.
Amoué is really about building self-care routines: those quiet moments in the bathroom where you’re completely alone for some time and can reconnect with yourself. Moments that help you either feel energized or completely relaxed afterwards. Honestly, some of my best ideas and moments of clarity always happen in the shower.
The name Amoué comes from “Amour” plus “Me”, loving yourself and creating more balance in your life.
You spent around two years developing the brand before launching. What did that process look like behind the scenes?
It was definitely a process that required a lot of patience. I first came up with the idea almost three years ago while temporarily living in Turkey. I was alone in one of my favorite places close by the sea and started thinking deeply about what I wanted to create. I already knew what the brand should stand for emotionally, but I didn’t yet know exactly which products I wanted to launch with.
When I started reading research about the rapid growth of body care, everything suddenly clicked. It perfectly matched the story I wanted to tell, and personally I’ve always been very sensitive to beautiful scents and luxurious body products.
After developing the concept further, I approached my current co-founders, Olcay and Shanice. They were immediately enthusiastic and wanted to join the journey. I’m incredibly grateful because we complement each other so well and all bring different expertise to the table.
From there, we started searching for the right suppliers, formulations, and packaging. That part honestly took the longest, because we only wanted to launch products we fully believed in.
During that process, Shanice discovered a very innovative ingredient category: neurocosmetics. That completely changed the direction of the brand. Today, Amoué is one of the first body care brands in the world to integrate neurocosmetic ingredients into body care formulas.
How has your previous/current experience as CMO for Olcay Gulsen Beauty and Equalité helped you in building your own brand?
It honestly meant everything to me. I learned so much during those years and was given the freedom to really develop myself, both professionally and personally.
It taught me far more than marketing alone. I learned what it actually takes to build and run a brand: from strategy and product development to leadership, storytelling, and decision-making.
Do you have a go-to Amoué scent at the moment? I’m sure it’s so hard to choose just one!
At the moment, definitely Santal Skin. I think I need a little extra calming energy lately. ;)
What does your perfect weekend look like?
On my ideal Saturday I wake up early and take a Pilates or Yoga class. Afterwards, I’d get a matcha at a cute coffee spot, do a little bit of work, and then meet up with a friend later in the afternoon.
Sundays are usually much slower. I love staying home with my husband and our dog, Cici, and spending time with family.
What’s something you’re currently obsessed with?
Everything related to neurocosmetics. I find the connection between skin, scent, and the nervous system incredibly interesting.
To finish off, how do you take your coffee?
Of course with a Lepelclub spoon whenever possible. ;)
And I drink my coconut cappuccino with honey… which apparently still gives people very mixed responses, haha.
