WBJ: What inspired you to create your own brand?

Anna Wochna: I founded SunewMed+ out of necessity—I was a single mom with no free time. That’s when I had a revelation: time is priceless. I wanted to build a company that would let me take care of myself while raising my child and working. Before launching the brand, I spent ten years importing cosmetics, and I used that knowledge to create skincare that works immediately—because life doesn’t wait. I needed skincare that felt like a “power ritual.” That dream led to our first product: an epidermal dissolving gel that became an instant bestseller.

Your very first product became a bestseller. What makes the face gel so unique?

It’s a product that truly transformed my skin. When I started using it, I was dealing with serious skin issues—acne, redness, and frequent breakouts. After just one use, I noticed a huge difference—my skin felt smoother, and its overall condition improved. Interestingly, many of our customers who began with this product also saw immediate results. I remember stories from people with severe conditions like seborrheic dermatitis or atopic dermatitis, and even doctors had recommended our product to them. These kinds of stories only confirm how effective our products truly are.

Which of your products are your favorite? 

I truly love all of our products. Each one is unique and serves a specific purpose. Our SPF 50 cream is an absolute must-have for me. I love it because it doesn’t clog the skin, yet it provides excellent sun protection. All of our cosmetics combine effectiveness with simplicity—you don’t need multiple steps to get great results. For us, it’s important that our products are convenient to use, but above all, that they’re effective.

You receive lots of positive feedback. Any story that moved you deeply?

Yes, one of the most moving stories is from Ania, who wrote us a beautiful letter titled “How SunewMed+ Saved My Life.” Ania was struggling with serious skin issues as well as depression. The product I recommended turned out to be a breakthrough for her. After just a few weeks of using it, her skin was unrecognizable. As a mother of a small child, she regained her confidence. That was the moment I realized just how powerful skincare can be for our well-being and self-esteem.

Skincare isn’t just about cosmetics, it’s a lifestyle. What values guide your brand?

Our mission is to take a holistic approach to skincare—not only caring for the skin, but also for the mind, personal growth, and a healthy lifestyle. We understand how hard it can be to find time for yourself, especially when you have a family and other responsibilities. That’s why we want our products to be both effective and easy to use—so women can take care of themselves in the comfort of their own homes.

Our goal is for every woman, no matter how busy her life may be, to enjoy healthy, beautiful skin while still having time for personal growth, running a business, spending time with family, and pursuing her passions.

Caring for your skin isn’t just about appearance—that’s just a side effect. You care for your skin to remind yourself that you matter. And now, even men are beginning to embrace that idea, which is amazing. In fact, we’ve seen a noticeable increase in male customers year after year.

How do you ensure the quality and safety of your products?

Quality is our top priority. Our cosmetics are developed in collaboration with laboratories in Asia and Poland. Asia is a global leader in skincare innovation, and we draw inspiration from the best solutions while combining them with European standards. Additionally, our products are multifunctional, which helps save time and care for the skin more efficiently. We focus on ingredients that truly work—so our products not only nourish the skin but also deliver visible results from the very first use.

SunewMed+ is also a family business. What challenges come with running a company with your sibling?

Running a business with my sister is a huge challenge, but also a big advantage. On one hand, we have to separate our professional and personal lives, but on the other, we have complete trust in each other. We’ve learned how to communicate and solve problems without letting emotions get in the way—always focusing on finding solutions. That mutual trust and support allow us to work efficiently and face tough decisions without fear.

SunewMed+ may be a young brand, but it has already made its mark on international markets. Which market outside of Poland has been the most profitable for you?

In 2025, we’re seeing incredible momentum, and the United States is definitely one of our strongest markets. Dubai as well—we sell a significant amount there. In Europe, surprisingly, the Czech Republic and France really stand out compared to other countries.

Israel, on the other hand, is a market I’d love to break into. I remember someone telling me a few years ago, “If you enter the Israeli market, you’ll be billionaires.”

What advice would you give to someone thinking about starting their own beauty brand?

I think this advice applies not just to the beauty industry, but to any field. Let me give you a real-life example. My son, who’s now 13, once asked me when he was younger, “Mom, what should I do in life to make a lot of money?” I told him, “Sweetheart, no matter what you choose to do, if you do it with passion and become an expert in your field, you’ll make good money. You can be whoever you want, but if you love what you do, you can make really good money.”

I believe the most important thing is to do something you genuinely love. Running a business comes with many tough situations, but it’s the passion for what we do that keeps us going. Money eventually becomes a side effect—a confirmation that we’re doing something right. When we pour our heart into our work and people start to recognize and buy our product, that’s when everything starts to fall into place.

And one more very important piece of advice—don’t listen to others. Most people are afraid to start their own business. They lack the courage. But think about it—only about 3–5% of people in the world actually take the leap to start their own brand or company. There’s never a perfect moment to begin. There are always fears and doubts about whether we have the right skills—and most of the time, we don’t. But then you realize all it takes is courage to make that first move.

SunewMed+ wasn’t born from a detailed business plan. It was born out of the simple need to do something I love while raising my child.

So the concept everyone’s talking about today—authenticity—do you believe that’s the key to success?

Absolutely. In today’s world of social media, where everything is curated by marketing and PR agencies, authenticity matters more than ever. People can sense when someone is being real. And even if we’re not always consciously aware of it, when we meet someone who is truly themselves, we feel it instantly. We recognize that good energy that draws us in. That’s what authenticity is. 

BIO

Anna Wochna is the founder of the international skincare brand SunewMed+. A passionate advocate for effective cosmetics, healthy habits, and intentional leadership, she inspires and empowers women—proving that nothing is impossible. In business, she follows her intuition and builds honest, trust-based relationships. She’s not just a CEO, but also a mentor and a friend. Her strengths lie in inspiring ideas, positive energy, and unwavering optimism. She developed a minute skincare routine so no one can use “no time” as an excuse not to care for themselves.