Caroline, you've been active in the makeup world for 15 years, but how did you actually come up with Cent pur Cent?
I graduated as a kindergarten teacher. It's a completely different field, actually, although it also involves color and creativity. I always knew I was creative and that I had an entrepreneurial spirit, but at the time, I just didn't really know what I wanted.
When I started working as a kindergarten teacher, I thought after two days: "That's not what it's for." I started my search on the VDAB website and came across a vacancy at Omega Pharma. I worked as a makeup artist in pharmacies for various brands for two years. That was 18 years ago. After that, I became a freelance makeup artist and did makeup for video clips and the like. This was the time of Milc Inc. and all that... Very positive experiences!
I started my own shop at 27. I sourced makeup brands from all over the world and then handled the distribution myself here in Belgium. Ultimately, I wanted to launch something that combined health and luxury—something that's important to many women, and in which, with my experience in pharmacy, I had a solid foundation. I couldn't find it, so I started developing it myself with labs. That's how Cent pur Cent was born. Two years ago, we launched our second line: I.am.klean. This is more for the beauty and fashion sectors, with a greater focus on sustainability.
Ultimately, everything in life happens for a reason. You gain experience and carry it with you. I had to be at Omega Pharma at 21 to gain experience in that world. Something I can use now and that I carried with me until it proved useful again.
You have a very busy schedule. What does a typical day in your life look like?
It's all about work-life balance. In 2020, it was all the rage. I was determined to stick with it, even blocking things out at one point. Until I realized: "I'm not happy when I force things on myself."
An acquaintance of mine died unexpectedly at 47 , and sometimes this comes back to me and I question things, but I always end up with the same conclusion. I'm very happy with my life now, and even though my schedule is packed, I love what I do and wouldn't have it any other way.
I actually quite enjoy that busyness. And that's ultimately the essence of work-life. If you're happy with what you do, it doesn't matter if you work 16 hours a day and do nothing the other 8, or vice versa.
At home, I also want to be a good partner and a good mom. I also like fresh food on the table, but if there's leftovers one day, so be it. The pressure is low for me because I feel like I have to. For me, it's "I want to." I choose to do it. That's essential.
You recently moved to a brand new building in Hasselt, are you happy there?
We actually grew quite organically. We started in our garage, then moved to a shared building where we rented space, and then we moved to a larger building.
And then it was time for something more professional. In 2020, we bought our own property. We bought it completely off-plan during the coronavirus pandemic. It took two years to finish. We recently moved, and it's already too small. In the meantime, we've also bought out the neighbors. That's all great news, of course! And I really enjoy being there because it's all new.
We've also invested heavily in creating a pleasant work environment. That's important. People should enjoy coming here, and it should be inspiring to work. We have a pink kitchen and a full flower wall. Our departments all have fun names...
From what I hear, Caroline, there are a lot of similarities with Marie Méro! We also started out, 51 years ago, in a garage, in the house where managers Ruben and Steven grew up. We're a great match!
Why did you choose to stay in Hasselt? A love for the city and your roots here?
I'm a true Limburger. Born and raised in Tongeren, the oldest city in Belgium. I studied in Hasselt and ended up staying. I love Hasselt.
I'm not exactly a homebody right now. If an opportunity arose tomorrow and I could move to New York with my family, I'd do it too.
But now it's very easy. You have your network here, and my children's school is just two minutes away. It's very convenient.
Can you tell me a bit more about your favorite makeup tips for enterprising women?
My biggest tip: wear makeup. If you have to present, or you're running a company, you're a role model. Make it easy on yourself, but do it.
Our products reflect this – we offer products that require minimal effort but instantly transform your look. Mineral powders are our best sellers because they're so easy to use. Combine them with some mascara and lip gloss, and you're good to go. Cent Pur Cent products are easy to apply.
It's not my goal to turn everyone into a makeup doll, but it's a form of self-respect. Just like with nice clothes, it's an extension of yourself. You feel better when you look good. You make better decisions.
What do you do in your free time? Do you have any favorite spots?
I do go into town sometimes, but I'm more likely to do so on a weekday than on a weekend. I can certainly make time for a beauty ritual. Yesterday, for example, I took a long bath. It's the simple things, but I really enjoy them. When I travel, I pop into all the beauty shops, even at the airports, to discover new brands. I also buy other brands because I think we can learn from them and get inspired. That's also relaxation for me.
I already pay a lot of attention to my skincare. It's completely normal for me and has become a routine. But the ultimate me-time moment for me is a thorough facial. For a good facial, you have to go to Café Beauté in Hasselt. There's also a branch in Knokke, and one will open soon in Mol. I don't do it often enough, but a few weeks ago I finally decided to lie down on the couch. It's simply bliss!
You always look fantastic. How important is it to have your own style? Do you pay much attention to it?
I like wearing something nice and something that's completely me. I have a certain style, although it's not really a distinctive one. I'm not afraid to wear things that others wouldn't dare to wear. I don't feel as good if I don't have a nice outfit. I do have a lot of clothes, yes. Recently, we had to add clothes racks. My closets are getting too small (laughs).
Fast fashion is okay, it's fun to mix and match. But you still feel the difference with a quality brand.
How would you describe Marie Méro?
The first words that come to mind are: comfort, quality, Belgian... I really appreciate the quality, and the Belgian feel is very inspiring. I do think it's important to buy Belgian brands. What I find particularly surprising is that I can find my own style in the collection and can also perfectly bring my mom, who will find her favorite outfit.
What does your ideal outfit look like?
My ideal outfit is different every day. The really funny thing is that sometimes I choose something to wear, like a blue outfit, and then I lay out my children's clothes, and often they're the same colors. Then I say, "Look, we're having a blue day today."
A combination of the right color, comfort, and a strong silhouette. These three together create the ideal outfit.
Who is a powerful woman for you, who do you look up to?
I think Bieke Ilegems and Martine Prenen are beautiful women. We've often recorded podcasts together. Then you see what they're like and you know that's why they're so beautiful. Those are just two examples I'll mention, but I can also feel that way when I meet someone on the street and say, "Wow, that's a beautiful woman." They're often happy women, and they radiate that. I don't really like sourpusses. (laughs)
Do you see yourself as a proud woman?
I'm a proud woman. I'm grateful for what life has given me. What's not so great, I just accept. I'm not going to complain about it, although I do have days when I think: tomorrow I'm really going on a diet. I definitely have those days, but anyway, I'm happy and content and proud of what I've achieved.
Our slogan is #proudtowearmariemero, but with Cent pur cent you also want to convey that message to women and make them proud, is that right?
Yes, that's right. We don't just want to launch a product, we also want to create a vision. Wear makeup, feel good, and radiate it. We have a makeup community on Facebook. It's a closed group for all kinds of women. In that group, they can be themselves, and that's great. When you feel good about yourself, you also have a better perspective and a stronger outlook on life. Everything starts with a positive mindset.
Caroline Rigo's favourite outfits are available online , in Marie Méro concept stores and in the better multi-brand stores near you .
