BRAND ANTHROPOLOGIST AND FOUNDER & CEO, SIGNITT

Anouk Pappers, 47

Serucell User Since June 2020

“The main thing I like about aging is a growing feeling of self-confidence. When you’re a young kid, and your grandmother says ‘you will understand when you are my age,’ that’s annoying. But now I know that she was right. I do know better now.”

Anouk Pappers describes herself, first and foremost, as a brand “storyteller.” Originally from The Netherlands, Anouk studied anthropology and communication at The University of Amsterdam

and, over the past two decades, has built her storytelling career working with European, Middle-Eastern, Brazilian and American companies to develop their brand identities. Anouk’s latest venture, CoolBrands Women, is enabling her do the same for female business leaders—mostly (aspiring) board directors, business owners, and other senior professionals—helping them create their own personal brands. Anouk currently lives with her partner in New York City.

The genesis of her career

“Growing up, my mom fed me adventure books. Reading those made me want to travel the world—preferably in a hot air balloon. When I set up my company in 2002, my goal was to travel the world talking to people, studying them and helping them craft their stories. I even created a series of books called Around the World in 80 Brands, where I have documented this venture and shared the most inspiring stories.”

How she communicated in all those foreign countries

“I love languages and speak Dutch, German, French, English and some Italian. We also lived in Brazil for almost six years so I picked up Portuguese too.”

What excites her

“Travel is my passion. I enjoy traveling the world, discovering new cultures. Because of the current travel restrictions, I have had to settle for books where I can read about other cultures. I’m already plotting where I want to go next: Ecuador, the Galapagos, and take a small sailing boat to discover the Caribbean.”

Three words she’d use to describe herself

“Curious. Positive. Ambitious.”

What she likes about aging

I think the main thing is a growing feeling of self-confidence. When you’re a young kid, and your grandmother says ‘you will understand when you are my age,’ that’s annoying. But now I know that she was right. I do know better now.”

The part of aging she’s not so crazy about

“Wrinkles—hah. I also find my body recovers more slowly. Last December, I was in Patagonia and did a challenging hike. There was a time when I’d be back at it the next day, but not anymore. I spent the next day recovering in a sauna.”

Who she thinks is aging well

“My partner is aging very well. He is 61, fourteen years older than I am. But he looks years younger than he is. He’s like Peter Pan, with a young spirit. Plus, he never smoked, never drank, doesn’t eat a lot of meat, and he has an iron discipline with sports.” 

How she stays fit

“Growing up, I played softball, tennis, and I swam. In New York, I walk a lot and go to the gym, though currently the gyms are all closed. Right now, almost every day, I’ve been going for long walks with my partner. We will walk along the Hudson River and through Hudson River Park. I get out of the elevator early and walk the last ten flights up to our apartment.” 

Her approach to skincare

“I really don’t see a dermatologist unless I have a specific issue. Three years ago, I had a dark spot on my cheek and I went to a doctor to have it lasered. But that’s it. At home, I keep it simple too. I just use Serucell Serum twice a day.”

What Serucell has done for her skin

“After using it for about two months, I felt that my skin got noticeably smoother and softer.”

How her beauty regimen has changed in the last five years

“I try to be in the sun less— I avoid it between 11 a.m. and 3 p.m. And I wear a higher SPF, usually 50.” 

How she has adapted to having to work from home

“I walk, I meditate and I try to be more mindful. I can sit behind my laptop all day and not get up once, so I’m forcing myself to be more conscious. Every 30 minutes or so, I get up and do a small exercise. And I drink a lot of water, up to 2.5 liters daily, which I think is important.” 

The beauty products she’d hate to live without

“I have very curly hair and am particular about what I use to style it. I use a foam you can only buy in the Netherlands. I’ve been using it forever and stock up when I’m in Europe. But now that I can’t travel, I may have to ask my mother to send me some! I also use Keune Shaping Fibers which helps tame my curls. Luckily I can get that on Amazon.”

Her aging-well strategy

“Keep on traveling. Live mindfully. Drink lots of water. Exercise. And eat more plant-based food.”

“I really don’t see a dermatologist unless I have a specific issue. Three years ago, I had a dark spot on my cheek and I went to a doctor to have it lasered. But that’s it. At home, I keep it simple too. I just use Serucell Serum twice a day.”