Introducing Our New Partnership with flaconi!
Our big secret is finally out and we could not be more excited to announce that we’ve officially teamed up with flaconi as the first official partner of WAA!
After quickly realising that WAA and flaconi share the same vision and passion for authentic storytelling, it became clear immediately that a true partnership was the next step in continuing our shared goal of elevating women’s voices.
flaconi is Germany’s leading online retailer for beauty and perfume., with more than four million customers. The online shop’s extensive portfolio consists of more than 1,000 national and international brands and 50,000 products.
And it was here, at the flaconi HQ in Berlin Charlottenburg, where a packed room of guests (not even a BVG strike could stop us!) gathered to hear the personal story of Alexandra Szarmach, CHRO and Managing Director at flaconi, who shared her dedication to championing female empowerment and supporting positive mental strength in the world of business.
Alexandra’s unconventional approach and expertise in HR leadership and commercial strategy have helped shape creative and inclusive work environments at each organization she has worked at, emphasizing her commitment to nurturing company cultures and ensuring there is respect at every level of the team.
“Great performance comes from great teams”.
The evening began with Alexandra sharing how her drive to prove people wrong has fueled her career. Reflecting on the early days when she worked in a food factory and how that experience, though humble, shaped her understanding in communication and teamwork and where she learned the importance of connecting with everyone in a company – whether it was the factory workers, production managers, or the owners and stakeholders.
Over the next years, Alexandra changed jobs a few times but quickly realised that fostering a positive work culture was worth so much more than chasing money and fame, instead she was looking for somewhere where she could create an environment where everyone thrives.
“I love a good challenge”.
This understanding of the work environment she sought led Alexandra to Sephora, where she served as HR Director. It was there that she learned the value of "rolling up her sleeves and getting things done." She went on to speak about her ambition and the driving force behind her constant pursuit of new projects and challenges, driven by her desire to prove wrong those who doubted her because she was always the youngest one in her positions.
Alexandra also opened up about the difficulties of being a relatively young woman in senior roles, often working alongside colleagues with ten, sometimes even twenty, more years of age and experience which sadly frequently led her to face the patronizing question, "But how old are you?"
However, it was at this moment that Alexandra’s passion for competition kicked in, driving her to prove why she was in that position at that point in her life. It was this in combination with the support of two influential women leaders, that fuelled her passion to strive for more in her professional life and the importance of resilience in everything you do.
“I was lucky to have two amazing female leaders early in my career who influenced me and taught me about resilience.”
On the topic of resilience, Alexandra spoke passionately about her time so far at flaconi and the immense effort she and her team have invested in developing the team environment and completely relaunching the company’s values. But, as you’ve probably realized by now, Alexandra is not one to follow the rules!
It’s this passion for thinking outside the box that led her to collaborate with her team on how they could shake things up and approach things differently moving forward. This even included a surprising story about how Harry Potter helped shape the core company culture at flaconi (tune in to the episode for the full explanation, you won’t be disappointed!).
Being a caring and supportive team is deeply ingrained within flaconi, and it was something everyone immediately felt when walking into the room that evening – a sense of openness and the commitment to making everyone feel at home are at the heart of everything they do.
Alexandra then led the conversation to the challenges in business currently, specifically in online beauty brands, have faced in recent years. She shared how her strategic thinking in navigating these difficulties not only helped her retain the flaconi team but also allowed her to reward them with promotions and budget increases as a token of gratitude for their unwavering support and patience.
“We’ve put a lot of effort into our culture (at flaconi)..We want our team to feel a strong sense of belonging."
Closing the evening, Alexandra shared her heartfelt experience of how listening to your body and self is above all the most important aspect of leading a successful career, that without focusing on your own mental health, and your own personal “me time” you are at risk of losing your sense of what is actually important in your own private life. Advice that everyone in the room took home with them that evening.
“I always make sure I have my “me time”. You have to take care of yourself.”
A huge thank you to everyone for making this such a memorable event to kick off our new collaboration – from the wonderful live raffle of our 10 flaconi beauty boxes, to the great music and delicious food and refreshing drinks that were enjoyed the entire night!