Brand Director Custódio d’Avó’s Journey Into Skincare

Custódio d’Avó is the Brand Director of Swissline, a luxury skincare brand, where he has worked for 18 years. His career began unexpectedly at 19, when he entered the perfume and skincare world as a sales promoter while studying philosophy in Portugal. Opting for a career in cosmetics over philosophy, he eventually relocated to Switzerland, where he has played a key role in Swissline’s growth and innovation.

Safar: Custódio d’Avó, how did you get into the field of skincare?
Custódio d’Avó: I began working as a sales promoter in a Portuguese perfumery at 19, initially as a summer job to earn pocket money while studying philosophy. It eventually evolved into a part-time job. It was a happy coincidence because of my interest in perfumes and skincare. After finishing my studies, I debated whether to become a high school teacher or stay in the perfumery industry. I chose the latter, but I didn’t want to work behind the counter forever.

Was it difficult working in a female-dominated industry?
Although men worked in the industry, it was rare to see them in sales roles within this female-dominated field. I saw this as an opportunity to stand out positively. Looking back, some people may have felt uncomfortable being advised on skin care by a young man. For instance, a 65-year-old woman might have viewed me more as her grandson rather than as an advisor.

What brought you to Switzerland?
While at La Prairie in Portugal, my growing interest in product management led me to Switzerland, where I joined La Prairie as Global Head of Education. After years in Portugal and Spain, this was my first international role in my 30s.

What does your day-to-day look like as the Brand Director of Swissline?
We are a small team of 17, so titles aren’t very important – it’s all about multitasking. In education and training, I serve as a “coach” with a strong technical focus. I need in-depth product knowledge to address questions from trade partners, journalists and bloggers, while also working closely with research and development (R&D).

How has your role evolved at Swissline?
I’ve been with Swissline for 18 years, starting in a marketing-focused role as Brand Development Manager. After three or four years, I was promoted to Global Brand Director, overseeing marketing, sales training and product development – areas where I had prior experience with Chanel and Elizabeth Arden.

What inspires you in your job?
What inspires me most is my curiosity about skincare. I am motivated by creating products that feel special and sophisticated, offering a self-care experience. There’s an investment in these products, with which comes certain expectations. There’s always this balance to strike: the products need to feel good and be biologically compatible with the skin. It’s fascinating to craft something that’s both effective and enjoyable.

What are the core values of Swissline?
Our philosophy centers on nurturing the skin, rooted in Swiss DNA. This approach leads to two main ideas: First, our focus on collagen, the structural protein essential for skin resilience and youthfulness. Second, an awareness of modern lifestyle factors, such as stress and silent inflammation, which can trigger chronic mechanisms that impact overall health and well-being.

What sets Swissline apart in terms of innovation and product formulation?
There are two aspects: differentiation and compatibility. Skin is a biological organ, not a marketing playground. Effective skincare must work with the skin from the skin’s perspective. Innovation isn’t the most valuable asset to brand compared to sound formulation and an understanding of the skin’s needs. Over time, I’ve come to believe that certain marketing trends have complicated the relationship between people and their skin, including strange elements such as economic, political and religious values.

What are Swissline’s bestselling products?
Our bestselling line is Cell Shock, which embodies the brand’s legacy and focus on cellular therapy. Cell Shock has been the core line of Swissline for 35 years, featuring collagen as a key ingredient. Another standout is Age Intelligence, a line I initiated. It’s fully vegan with allergen-free fragrances and addresses contemporary aging concerns like inflammation and stress. It also incorporates cosmeceutical ingredients such as retinol, hyaluronic acid and vitamin C, ensuring it remains relevant to medical spas and technical skincare.

What is Swissline’s vision for the future?
We’re committed to our current direction, focusing on a 360-degree approach to skincare that addresses both internal and external factors. We plan to expand into food supplements, starting with a collaboration with Formetta, as well as continue to develop new products. Additionally, we are expanding and enhancing the Golden Circle by introducing a new signature massage developed with a specialist, along with the recent acquisition of LABO Spa in Zurich.  

You also have the Instagram account The Age Traveller, where you test different products. Could you share more about it?
During the first Covid lockdown, I realized I had more free time and decided to create content – something I’d always wanted to do but never had time for. That’s when I launched The Age Traveller, a YouTube and Instagram platform. It’s my personal outlet as a skincare enthusiast, where I feature Swissline products but also those from competitors. 

Is this conflicting with your role as Brand Director of Swissline?
Not all Swissline partners support my channel, and I understand their perspective. Very few people in managerial positions create content while mentioning other brands, as I do. However, The Age Traveller allows me to show a side of myself – not just as Swissline’s Brand Director, but as someone passionate about animals, Portugal and brands I’ve cherished since childhood.

How does your beauty routine look?
It’s actually very simple. In product development, I act as my own guinea pig, testing many products, including those from competitors. It’s honest and real. After all, I don’t know Michelin-star chefs who only eat at their own restaurant or movie directors who only watch their own films. Since I only have one skin, I enjoy experimenting with competitor products alongside Swissline’s development samples. About 75% of my routine consists of Swissline products, with three products from other brands. My routine changes all the time.

There are several misconceptions about skincare. Could you name a few, and how can they be avoided?
It’s important to understand that product guidelines are often based on safety and liability concerns. Brands aim to minimize risks for consumers while protecting themselves legally. For example, many products advise avoiding the eye area because they haven’t been ophthalmologically tested, but this doesn’t necessarily mean they’re harmful. In cases of doubt, it’s better to avoid sensitive areas. Another misconception is the fear of skincare toxicity. In the 80s, it was believed that most ingredients couldn’t penetrate the skin, while today, claims suggest that everything penetrates to the bones or bloodstream and is potentially carcinogenic. Both extremes are inaccurate and often used in marketing to emphasize the inclusion or exclusion of certain ingredients.

What are some key ingredients people should pay attention to?
Consumers often focus on what they fear in a product, especially preservatives and allergens. Most allergens come from fragrances, which are typically made of essential oils. Though often glorified as “natural”, essential oils are concentrated plant extracts created through distillation. While they can be beneficial, they are a powerhouse of allergens, which is why some people are allergic to fragrance.

How should skincare products be differentiated by age groups?
Age is less relevant than many people think. It’s far more important to address the age you see in the mirror than the number on your passport. The way your skin ages is influenced by lifestyle and genetics, meaning some people show signs of aging earlier than others.