Angela Ursem: A Transformational Business Leader Redefining the Beauty Industry

Angela Ursem, co-founder of, is a transformational business leader with a mission to revolutionize the beauty industry. Inspired by her experience at impact company Tony’s Chocolonely, Angela embarked on a journey to create a skincare brand that takes full responsibility for the planet, people, and profit. Her vision is to prove that responsible, effective, and carefree skincare is possible while building a sustainable business for the long term.

Becoming a Transformational Business Leader:

Angela’s path to becoming a transformational business leader was not a conscious decision but rather a natural progression. By aligning her values and beliefs with her work, she found herself making choices that felt right from the heart. Angela emphasizes the importance of following one’s gut and living up to personal beliefs, even if they may not align with conventional practices.

Defining Transformational Leadership:

For Angela, transformational leadership is characterized by having a vision, a plan, and the intrinsic motivation to execute it. It goes beyond extrinsic factors and stems from a deep belief in one’s dream. By taking ownership of their vision, transformational leaders have the drive and determination to make it a reality.

Successful Transformation Project:

Angela’s most impactful transformation project is itself. As a brand committed to sustainability, they explored upcycling waste from the food industry into valuable cosmetic ingredients. This endeavor has led to a shift in the organization’s mindset, embracing upcycling as the norm. From using natural oils to repurposing denim industry leftovers for packaging, exemplifies their commitment to reducing their ecological footprint.

Staying Ahead of Industry Trends:

To stay up-to-date with the latest trends and innovations, Angela emphasizes the importance of communication and feedback from consumers. By actively listening to their customers and engaging with them, she gains valuable insights. Additionally, Angela finds LinkedIn to be a valuable resource, connecting with like-minded professionals and staying informed about industry advancements.

Fostering a Culture of Innovation and Creativity:

As a startup, nurtures a culture of self-willed individuals who share a common intrinsic motivation to make a positive impact. Angela believes in empowering her team to take ownership and contribute their ideas freely. By creating an environment where everyone’s voice is heard and respected, the organization encourages innovation and creativity.

Balancing Stakeholder and Shareholder Needs:

For Angela, balancing the needs of stakeholders and shareholders is straightforward.’s core principle is to consider the planet, people, and profit equally in their decision-making process. With this holistic approach, they ensure that the interests of all stakeholders are addressed, as enshrined in the company’s articles of association.

Team Building and Talent Management:

Angela believes that individuals who take responsibility for their actions and demonstrate accountability are the right fit for the team. Building upon trust and respect, creates a strong foundation for collaboration. By empowering team members to take ownership, the organization fosters a sense of unity and enables the formation of robust teams.

Measuring Transformation Success:

At, success in transformation initiatives is measured across purpose, planet, people, and profit. Angela and her team set targets in these areas, aligning their efforts with their mission. By monitoring progress regularly, they ensure that the transformational goals are being met.

Handling Resistance to Change:

As a relatively small team, has not encountered resistance to change. Each team member joined with the shared goal of making a positive change in the beauty industry. As long as the organization stays true to its mission of cleaning up the industry, resistance to change remains minimal.

Maintaining Agility and Adaptability:

To ensure their organization remains agile and adaptable in the face of unexpected challenges, Angela emphasizes the importance of staying true to their purpose and maintaining an open mindset. By embracing flexibility and being receptive to new ideas, can effectively navigate unforeseen circumstances and continue their transformative journey.

Making Difficult Decisions Against the Norm:

Angela recalls a time when she made a challenging decision that went against conventional norms. She handled it by staying true to her personal values and beliefs. By aligning her decisions with what felt right in her heart, Angela demonstrates the importance of staying committed to one’s own principles, even in the face of opposition.

Maintaining Values and Mission During Transformation:’s values and mission are intrinsic to the organization’s DNA. As a result, they do not undergo a transformation but embody it. Angela emphasizes that incorporating sustainability and social responsibility is not a separate endeavor for them but rather the foundation of everything they do.

Sustainability and Social Responsibility in Business Strategy:

Sustainability and social responsibility are not incorporated into’s business strategy as separate entities; they are integrated into every aspect. By demonstrating that profitability and ethical practices can coexist harmoniously, Angela and her team are proving that a responsible business strategy is not just attainable but essential.

Advice for Aspiring Transformational Business Leaders:

Angela’s advice to aspiring transformational business leaders is simple yet powerful: Just do it. By combining the gut, the heart, and the head and staying true to personal values, leaders can find the drive and energy to initiate and achieve transformation. Living up to one’s own beliefs serves as a catalyst for making positive change in the world.


Angela Ursem, as a transformational business leader, exemplifies the power of aligning personal values with professional endeavors. Through, she is setting an example for the beauty industry, proving that responsible, effective, and carefree skincare is not only possible but necessary. By embracing sustainability, social responsibility, and an unwavering commitment to their mission, Angela and her team are reshaping the industry and inspiring future leaders to follow suit.