“We never settle” — the conviction of those who lead with consistency, vision and purpose
With a restless spirit and global vision, Vasco Castanheira is turning D'AVEIA into a national reference. From glacier climbing to the management of a Portuguese company, it tells us about innovation, science and purpose. An inspiring conversation with those who believe that success is built on consistency and authenticity.
Vasco's Journey
Vasco, what was your academic career and how do you think it contributed to your business vision?
I graduated in Management from the Universidade Católica Portuguesa and later completed a Master's degree in International Marketing at the Hult International Business School in London. These experiences gave me a solid base of knowledge and a global mentality, especially with the exchange I did in Buenos Aires during my degree and, later, in San Francisco, already during my master's degree.
During his degree, he decided to do a Gap Year. What motivated you and what impact did this experience have on your life?
While studying, I worked as Public Relations and was able to collect a significant amount that allowed me to do a Gap Year. I traveled for seven months alone through Asia, passing through countries such as India, Nepal, China, Vietnam or the Philippines.
It was a profoundly transformative experience that shaped me both personally and professionally. Challenges such as climbing mountains or crossing glaciers taught me resilience, focus and ability to adapt, skills that today I try to apply daily to the leadership of D'AVEIA.
After his master's degree, he remained in London. What did your professional experience at that time consist of?
After finishing my master's degree, I joined the startup HotelTonight, where I participated in the first international expansion team. I was responsible for the markets of Portugal, Spain and Greece. It was three years of many challenges, ups and downs, but, above all, of intense learning that provided me with a very clear vision of how to scale a business in different markets. The result was very positive, culminating in the acquisition of the startup by Airbnb in 2019.
What led you to return to Portugal?
Despite feeling that Portugal did not offer me the same type of challenging opportunities, the return came out of nostalgia for the country, the sun and the quality of life. And it was at that moment, in 2017, that my mother, Cristina Varandas, founder of Dermoteca, invited me to join the D'AVEIA project.
Before taking over the leadership of D'AVEIA, I had experience in a technological startup. The transition to a more traditional and regulated dermocosmetics company was certainly remarkable. How did you experience this change?
The dermocosmetics industry is much more traditional, conservative, and regulated. In the first two years at D'AVEIA, I focused on digitally transforming the company. Only then did I start focusing on business development. Development would not be possible without a solid digital base. It was a process of deep learning and adaptation to a reality very different from the one I knew.
The Dermoteca
How was the Dermoteca created?
Dermoteca was created by my mother in 1994. She is a pharmacist by training and, at the time she finished the course, she did not yet have a very definite professional direction. Then there was the opportunity to represent dermocosmetic brands in Portugal, such as URIAGE, Istitut Esthérdem, among others, through a recommendation made by a college professor. Later, his work and recognition led to the invitation to launch the Aveeno brand in Portugal.
It was in this context that my mother decided to found Dermoteca, becoming responsible for the distribution of Aveeno in Portugal. In the first five years, the growth was truly impressive, with sales nearly doubling from year to year. However, in 1999, Aveeno was acquired by the American giant Johnson & Johnson, and at that moment my mother had to make a decision: either close the company, or create something new, that would allow the company's “independence”.
That's when D'AVEIA was born, a brand with Portuguese DNA, designed from the ground up to respond to real dermatological needs, using ingredients such as colloidal oats. We started with a line of 12 products, focused on skin care and intimate hygiene, and the brand has been growing ever since. My role today is to ensure that this heritage is modernized, without ever losing the authenticity that defined it from the beginning.
How many people are currently part of the D'AVEIA team?
Right now, we are a team of 22 people. We have seven people in the office, responsible for the pharmaceutical, logistics, commercial and marketing areas, and the rest of the team is in the field, in direct contact with pharmacies, health professionals and partners.
Is your production internal or do you have external partners?
All our products are produced in Italy, with highly specialized partners in the area of dermocosmetics, who guarantee very high quality standards. We consider that, unfortunately, Portugal is not yet ready to produce dermocosmetics with the quality we need and at competitive prices. This decision allows us to remain focused on research, development and distribution, always ensuring the excellence of our products.
What are the pillars that support the D'AVEIA brand?
D'AVEIA is based on three fundamental pillars: we are a Portuguese brand, we work with natural ingredients and we have a strong connection with medical and pharmaceutical recommendations. This combination is what sets us apart and allows us to gain the trust of health professionals and consumers.
Are there any essential principles or messages you would like to highlight in skincare?
Without a doubt. The skin is the largest organ in the human body, and we often only remember to take care of it when there's a problem. At D'AVEIA, we believe that prevention is the best care. Our products are designed not only for adverse situations but also for everyday use, precisely to keep the skin healthy and balanced before complications arise. It is this commitment to continuous care that we seek to pass on to those who trust us.
A process of exporting the brand began, which was eventually stalled by the pandemic. How did you handle this setback?
Exporting was a strategic step that we started in 2019, but it ended up being stalled with the arrival of the pandemic. It was a significant setback, but it forced us to rethink priorities. Instead of moving forward with internationalization, we chose to consolidate our presence in the domestic market. I realized that in Portugal there was still little appreciation for dermocosmetics of national origin, and I decided to focus efforts on changing that perception. During this period, the brand remained solid and, taking advantage of the context, we launched D'AVEIA Ceutics, an anti-aging range that combines natural ingredients with the most recent and innovative dermocosmetics ingredients, responding to the need we identified in the market.
D'AVEIA - Present and Future
What characterizes D'AVEIA today, after more than 25 years of existence?
D'AVEIA is a national reference brand, present in more than 800 pharmacies and recommended by dermatologists, gynecologists and pediatricians across the country. We are committed to science, innovative formulations, and the efficacy of our products. We don't make empty promises. We work with a small but specialized team, which allows us to be agile and maintain close contact with health professionals and consumers.
What are currently your main objectives with the brand?
In 2024 and 2025, the focus is on sustainable growth and the increase of Awareness from the Portuguese brand D'AVEIA as a reference for daily use. I believe that the adaptation phase to the new market reality is over, and now we want to reinforce our impact with health professionals and consumers. Today, the brand is synonymous with trust, quality and science.
How do you define D'AVEIA's success?
For me, success isn't just measured by market shares or revenue. It is measured by the clinical impact that our products have, by the trust we build with doctors and pharmacists, and by the extremely positive feedback from Portuguese families. Achieving this, success associated with market shares and invoicing will naturally follow. Our commitment is to science, to innovative formulations and to efficacy proven by dermatological tests.
He runs a 100% Portuguese company, with a small but specialized team. What are the main challenges of this model?
Managing a small structure requires passion, efficiency, and thoughtful decisions. One of the main challenges is to improve and maintain proximity to health professionals and consumers, who, together with our team, are the key elements for our growth. We have three different teams: a backoffice team, which ensures all management, and two commercial teams: one working directly with pharmacies and the other dedicated to medical information, which presents our products to dermatologists, pediatricians and gynecologists.
What do you consider to be the biggest challenge in your career so far?
Without a doubt, managing people. At the end of the day, it's the people who make business happen and grow. People are the most important thing. We strive to create an environment where everyone feels valued and aligned with the company's mission. It is a constant challenge, and one that I consider essential for the success of any organization.
And how would you like D'AVEIA to be recognized by those who know it or are now discovering it?
As a 100% Portuguese brand, created with natural ingredients and recommended by experts. A project that grew organically, based on the quality of the products, the trust built over more than 25 years and a unique fragrance that many associate with comfort, family, and well-being.
D'AVEIA continues to expand, with new projects in the area of innovation and the development of new products. The purpose remains the same: to create dermopharmaceutical solutions that respect the skin, the body, and science. Maintaining a differentiating element, which is the fragrance of all products, which is recognized among the public.
Vasco - Management and Vision
How would you describe your leadership style?
I would describe my leadership style as empathetic, pragmatic, and patient. These qualities were shaped by personal experiences, many of them outside the business context. Traveling alone, facing adversity, climbing mountains or crossing glaciers, all these challenges teach us to make decisions under pressure, to deal with the unexpected and, above all, to value the people around us. In the business world, I believe that the biggest challenge, and also the most important, is to know how to manage people. At the end of the day, it's the people who do the business, not the products. My responsibility is to provide the necessary tools so that each person can enhance their qualities, aligning their development with the company's objectives, and ensuring that they feel heard, valued and an integral part of the process.
What message would you like to leave about your personal and professional vision?
My philosophy is simple: “We Never Settle”. We never settled in. We constantly strive to differentiate ourselves in a market so competitive with international giants, without ever compromising the integrity of our Portuguese brand. I believe in organic, sustained, and merit-based growth. And I know that, when the brand is authentic, consumers recognize it, due to the effectiveness of the products, the scientific rigor and even the fragrance they associate with moments of sharing and their own well-being.
Visit the D'AVEIA Website: https://www.daveia.pt/
