The beauty business has always been the language of change. It promises younger skin, brighter complexions, and reversal of time. However, it has in the vast majority of its history fulfilled such vows in a superficial way: creams that make skin plump, serums that smooth; solutions that are designed to sell more than to make a difference. Jelena Milovanovic examined the same industry and perceived not a market to pioneer, but a paradigm.
Being the Founder and the CEO of Eridan, a Serbian-born skincare and biotechnology company, she did not enter beauty via fashion and aesthetics. She came in with ecology, biotechnology and dual PhD providing her with an entirely different perspective on the skin. She perceived systems where others saw the surface.
Where other women had viewed aging as cosmetic, she viewed it as cellular. And where other people had created brands on trends, she created one on a belief: that skincare could be biologically transformative, not just visually compelling. That belief gave birth to Eridan, and within it, one of the strangest creations of the modern era of beauty, a patented underwater farm. It grows beneficial plants in aquaculture, where the salinity of the ocean depths enriches their effects through a unique form of biological stress.
As the Founder & CEO, what inspired you to enter the beauty and skincare industry, and how did your vision evolve into a brand centered on innovation?
“My journey into the beauty and skincare industry was never driven by trends, it was driven by purpose. With a background in ecology and biotechnology, I have always viewed the world through the lens of interconnected systems. Skin, in many ways, is a reflection of those systems, internal health, environmental exposure, and time itself.”
What inspired me most was the realization that the beauty industry was largely focused on surface-level solutions, while the real opportunity lay in addressing the biology of aging and skin health at a deeper, cellular level. I wanted to bridge science and beauty in a way that had not been done before, where skincare is not just cosmetic, but biologically transformative.
That vision evolved into Eridan, a brand rooted in innovation, sustainability, and scientific credibility. The turning point came when I combined my research in biotechnology with my ecological expertise, leading to the development of our patented underwater farm. This was not just a technological achievement, it was the foundation of a new philosophy: creating high-performance skincare while respecting and working in harmony with nature.
The beauty and skincare sector is highly competitive and trend-driven. How do you define innovation in this space, and what differentiates your leadership approach from conventional beauty entrepreneurship?
Innovation in beauty is often misunderstood. It is not about launching something new, it is about creating something meaningful, something that changes the paradigm.
For me, innovation means developing solutions that are rooted in science, validated by research, and designed for long-term impact rather than short-term appeal. It is about asking deeper questions: Can we influence aging at the cellular level? Can we create ingredients in a way that is both sustainable and more potent than traditional methods?
What differentiates my leadership approach is that I do not follow trends, I build systems. My decisions are guided by scientific data, long-term vision, and ecological responsibility. Coming from a dual PhD background, I approach business the same way I approach research.
In a market driven by marketing narratives, I lead with evidence and purpose. That creates not only differentiation, but trust.
Building a skincare brand requires a balance between science, aesthetics, and consumer trust. How do you lead cross-functional teams to ensure innovation remains both credible and commercially viable?
Leadership in a science-driven company requires translation. You are constantly translating between researchers, formulators, marketers, and consumers, each with a different language and perspective.
I ensure alignment by grounding every team in a shared vision: scientific integrity first. Our researchers and formulators work with complete freedom to pursue efficacy, but always within the framework of real-world application. At the same time, our marketing and creative teams are educated deeply on the science, so they communicate with accuracy rather than exaggeration.
“We operate in a highly collaborative environment where no department works in isolation. Innovation is not a single moment, it is a continuous dialogue between science, design, and user experience.”
Commercial viability comes from clarity. When your product truly works, and when your messaging is honest, the market responds.
Consumers today demand transparency, sustainability, and efficacy. How has your leadership philosophy shaped the way your company approaches product development and ethical responsibility?
“Transparency and sustainability are not trends for us; they are non-negotiable principles. My background in ecology and love for the planet has shaped every decision we make as a company.”
Our underwater farming system is a direct reflection of that philosophy. By cultivating plants 13 meters below the sea in a controlled hydroponic environment, we eliminate the need for soil degradation, excessive freshwater use, and harmful agricultural practices. At the same time, we enhance the potency of the plant due to the unique environmental stress factors underwater.
From a formulation perspective, we prioritize efficacy over marketing claims. Every ingredient we use has a clear purpose, supported by research. We do not overpromise, we deliver measurable results.
Ethical responsibility also extends to honesty. Consumers today are highly informed, and they deserve brands that respect their intelligence.
Innovation often involves calculated risks. Can you share a pivotal decision where you chose long-term brand integrity over short-term market trends? What did that experience teach you as a leader?
One of the most pivotal decisions I made was investing in the development of our underwater farm rather than launching multiple fast-moving products to capture market trends.
From a business perspective, it would have been easier, and more profitable in the short term, to follow industry patterns. But I knew that building a truly differentiated brand required patience and commitment to a larger vision.
“Developing the underwater farm was complex, resource-intensive, and time-consuming. There were moments of uncertainty, but I remained confident in the long-term value it would bring, not only to the brand, but to the industry.”
That decision taught me that leadership is about discipline. It is about having the clarity to say no to opportunities that do not align with your vision, even when they seem attractive in the moment.
Technology is rapidly transforming beauty. How do you evaluate emerging technologies, and what role does strategic foresight play in your decision-making process?
I evaluate technology through three lenses: scientific validity, scalability, and long-term relevance.
As someone deeply involved in biotechnology and genetic engineering, I am particularly interested in technologies that address the root causes of aging and skin health, such as cellular regeneration, epigenetics, and longevity science.
Strategic foresight is essential. Many technologies appear promising in the short term but lack sustainability or real-world application. I focus on those that have the potential to redefine the industry over the next decade.
Our latest innovation, the use of ingredients derived from our underwater-grown Gotu Kola, is a perfect example. This is not just a new ingredient; it is a new way of thinking about sourcing, potency, and biological interaction with the skin.
As a founder, culture starts at the top. How have you cultivated a culture of creativity, experimentation, and resilience within your organization?
Culture is built through example, not statements. I encourage experimentation by creating an environment where failure is seen as part of the process, not something to be avoided.
Coming from a scientific background, I understand that breakthroughs rarely happen without multiple iterations. That mindset is embedded into our company culture.
At the same time, I emphasize resilience. Innovation is not a linear path, it requires persistence, adaptability, and belief in your vision even when outcomes are uncertain. Creativity, in our case, is not separate from science, it is driven by it.
The skincare industry thrives on trust and emotional connection. How do you ensure that your brand’s innovation aligns with authentic consumer needs rather than fleeting market hype?
We listen carefully, but we do not react impulsively. Consumer feedback is essential, but it must be interpreted through the lens of expertise. People may express concerns about visible signs of aging, but the real need lies deeper, in maintaining cellular health and longevity.
Our role is to translate those needs into solutions that are both emotionally meaningful and scientifically effective.
Trust is built when consumers see real results and understand the story behind the product. Our innovation is not created for attention, it is created for impact.
Scaling a beauty brand while preserving its core philosophy can be challenging. How do you maintain consistency in quality and vision as the company grows globally?
“Consistence comes from systems and standards. We have strict protocols for formulation, sourcing, and production, ensuring that every product meets the same level of excellence regardless of scale.”
At the same time, I remain personally involved in key strategic decisions, particularly those related to innovation and brand direction.
Global growth does not mean dilution, it means amplification. The core philosophy must become stronger, not weaker, as the brand expands.
Looking ahead, what legacy do you aim to build in the beauty and skincare innovation space, and how do you envision your leadership evolving over the next five years?
My goal is to redefine what skincare represents.
I want to position it not just as beauty, but as a form of longevity science, where we actively support the body’s natural processes and slow down aging at its source.
The launch of our first product derived from underwater-farmed ingredients, our “Elixir of Youth”, is just the beginning. This product, designed to support telomere protection and prevent aging from within, reflects the future direction of the brand.
Over the next five years, I see my role evolving from founder to industry architect, someone who not only builds a company, but influences how the entire sector approaches innovation, sustainability, and science.
Legacy, for me, is not about recognition. It is about impact, creating something that changes the way people think about beauty, health, and the connection between the two.
