As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Jeanne Retief.
Dr. Jeanne Retief is the founder of FIGGI Beauty and FIGGI Soul, blending skincare science with soul care inspired by her own journey with panic disorder and CPTSD. A former international human rights advocate turned conscious beauty entrepreneur, Jeanne creates award-winning sensitive-skin solutions infused with organic South African Rooibos, while empowering others to navigate anxiety with compassion and authenticity.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?
FIGGI was born from the ashes of my Breaking. From denial of my mental health diagnosis to shame and guilt that drove me to an even darker place. I needed to create a space where I could be honest with myself about my wiring, my journey, and how I want to move forward in this world. The starting point for me was to identify one aspect of my panic disorder diagnosis that I felt I could have an ounce of control over. One of the key symptoms of my anxiety is hypersensitive skin. This, I felt, I could do something about. I am a survivor at heart. I feel that dusting myself off, crawling back from the abyss and launching into an entirely new career is truly a snapshot of my soul.
Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?
Because LIFE HAPPENS. No matter how much we plan, how many solutions and fail-safes we put in place – life will always happen, and that’s okay.
Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?
I don’t invest my time selling skincare. Consumers have their own beautiful minds and are perfectly capable of making personal decisions about what they would like to use on their skin. I am open that we cater to a niche sensitive market with dry skin woes. If you come for the product – you will find luxurious, conscious and effective formulas that truly offer calm. But if you come for the community – you are home.
What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?
Exactly the fact that I am not everything to everyone and that I am not into the motto that “hope sells.” Life is raw and real, so is my journey and what I share. I have had a lot of PR push back for this, but I refuse to give in to what mass market stats say. I want to connect human being to human being, heart to heart, soul to soul.
How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?
I am my community. I share very openly in our private Calm Club and from there they reach out to me – and I listen. You have to be vulnerable first, and not go in with a preconceived notion that you already have the answer they’re looking for. We are all searching, all finding, and all learning.
Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?
When I got to a point where I could do more live speaking engagements. Something magical happens when I am in front of a crowd and can share my raw truth. Something shifts, souls align and community is fostered.
In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?
How did I serve? My entire life has been about service. From choosing a low paying human rights career over high-end corporate law offices, to driving community first in a retail industry that thrives upon empty promises and vanity education.
Can you recall a moment when a failure became a story worth telling in your press or brand narrative?
Everyday! I fail every day, and I share it as openly as I can, as quickly as I can so it is still raw and real. So I don’t have the luxury of skimming hard parts, but rather that I am still in it, still feel it, and can hopefully be a beacon to others going through it.
What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?
Quiet time. Not meditation, just quiet time. Anything that gives me at least ten uninterrupted minutes of letting my mind breathe. Whether that’s staring into space with a cup of coffee, lying in bed staring at the ceiling, gardening, being on my swing or meditating. Whatever that looks like – I just need time for my mind to do what it wants to do.
How do you approach innovation in a way that makes your brand both trend-aware and timeless?
Recognise that the tried and true are loved and scientifically proven for a reason. While innovation is important, we do not always have to reinvent the wheel to create something amazing. Sometimes you just need someone to remember the gem that has been buried under the sand of constant consumer culture.
If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?
It’s hard. It will always be hard, and if you are okay with many challenging times and a few glorious wins along the way – then this is for you.
Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?
Digging in my heels and refusing to change the narrative that drives our authenticity no matter how un-clickworthy it might be. Stay true to yourself, your product, your brand and keep on trying.
How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?
We’ve had an influx of wholesale and retail opportunities, less of an uphill entry battle to consumer trust, and – it really does make your heart feel good.
If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?
FIGGI really cares about us.
Where’s the best place for our audience to follow your journey and explore your work?
TikTok and Instagram. Join our soul letter via our website or socials. But, be warned it is not a product-selling newsletter. Only subscribe if you want a true connection and self-reflection.
