Introducing ananné, a new award winning, super natural skincare brand. Developed and manufactured in Switzerland by neuroscientist, Dr. Urs Pohlman,. ananné offers a unique sensory experience in the world of natural skincare. Ananné offers a unique sensory experience in the world of natural skincare. Certified natural and organic.

We speak to prof Dr Med URS Pohlman, the founder of Ananné about why he started the brand and what makes his beauty products so special

Tell me a little about yourself, and what inspired you to create ananné

Be gentle and respectful to your skin! That’s our motto. All Spa treatments applied in one of the 5star resort spas we collaborate with, follow this motto. Gentle yet deep cleansing, is an important step that beauty insiders understand of course. Revitalisation is the second step, nourishment the third. We respect the skin and thus only use highest quality ingredients. With our rituals, you feel that your skin is almost thankful for this kind of nourishment and treatment. The attention we give, turns into wellbeing: That’s the ananné skin feeling.

Can you talk us through some of the skincare rituals you follow/are inspired by to create your products?

Be gentle and respectful to your skin! That’s our motto. All Spa treatments applied in one of the 5star resort spas we collaborate with, follow this motto. Gentle yet deep cleansing, is an important step that beauty insiders understand of course. Revitalisation is the second step, nourishment the third. We respect the skin and thus only use highest quality ingredients. With our rituals, you feel that your skin is almost thankful for this kind of nourishment and treatment. The attention we give, turns into wellbeing: That’s the ananné skin feeling.

What has been the most rewarding feedback you have received from a customer who has purchased one of your products?

As a medical doctor I was often deeply touched by the thankfulness of clients, who experienced that using our products solved skin issues they had already accepted to be stuck with. It is so rewarding to hear that people can truly enjoy their skin again, feel their health and beauty. Our skin is a sensory organ: Feeling your skin is well taken care of is a great resource for happiness and wellbeing.

Of the products that we’re featuring on the website, what’s the best seller, and why is it a must-need?

Our cleansers have surprised many skin care experts: The cream cleanser is a classic, and we still work on improving it even more.
The 24 hour creams light and rich feel like an invisible shield protecting the skin from within.

Finally, the serums Solacium and Nurticium are strong troubleshooters and have convinced so many people. Thus, the question of THE best seller is difficult to answer really. Our customers often stay with us for many years. Maybe that’s why these products qualify for a good tie break.

Where do you see ananné being in the next five years?

When launching ananné over 10 years ago, we were very innovative compared to the rest of the market. That was difficult to communicate and mostly reflected in the beautiful awards we were honoured to receive over the years.  We permanently focus on improving our products and I see us as benchmark together with a handful of other beautiful brands to advance skin care to being healthier, more beneficial and value driven. As a researcher and “freak for creating a better ecological footprint”, for me there is always something to improving our products and to advancing our field. I believe in a cooperation, fairness, and mutual inspiration. I would be thankful, if ananné will be recognized as one of the brands that endured to becoming a changemaker in cosmetics for a better world.

Where do you see the beauty industry in the next 10 years, with regards to products designed specifically to help move the sleeping process along? Do you think there’s an up-and-coming ingredient or practice in the market that we should keep an eye out for?

Sleep is such an essential part of our life and yet, we still don’t really understand what it is. Sleep issues have such a spectrum of causes and can be positively influenced with numerous specific means like meditation, mindfulness, and also “mental ecology”. I think that of course there will be helpful tools, software or hardware products. Our most direct and effectful resource is our mind and the way we treat our body with nutrition, rhythm, and what we confront ourselves with. As with skincare, I believe that the most sustainable and effective approaches will be based on a holistic understanding of the human being. We will be rewarded for a deepened and widened perspective: our improved quality of sleep is most important for our regeneration. It is an ancient insight that a good recovery in sleep is essential for a deeply rooted healthy lifestyle and this directly improves our beauty. Our experience of beauty actually is the perception of health translated into an esthetic concept.

Finally, a few pearls of wisdom from you! Run us through your recipe for a great night’s sleep, and some do’s and don’ts that you recommend following, or including in a pre-sleep schedule.

Our sleep is closely attached to how we life the day. The strongest factors for a rewarding sleep are a healthy and attentive lifestyle. Consciously taking time for reflection during the day prepares us not to take too much “homework” into our sleep phase. Consciously clearing our mind before sleeping might seem like a banality, I consider it to be an “obvious pearl”. Another “obvious pearl” is giving attention to our body. A minimum of healthy movements can be achieved on so many levels that no one should have an excuse to neglect the movement. My most recent discovery is to “love” your journey into the night. Sleep is not the absence of the day’s activity, but best compared to a journey into a resort of regeneration, recharging, and relaxation. It is an activity that should be carried out with respect and care. Sleep should be the contrary of a passive “not-doing-anything”. Our positive attitude that is best summarised with the word “love”: It’s your time to visit a beautiful inner place and to celebrate the wonders of human existence, and to thankfully receive the beneficial gift of sleep.