Dr Evanthia Samota is the Founder of Piotis Naturals, a natural skincare and haircare range. Ahead of setting up stall at Black Barn Farmer’s Market in Salhouse tomorrow, the biologist explains how she is on a mission to help people to understand the ingredients in their cosmetics
Who are you and what you do?
I’m Dr Evanthia Samota, a biologist with a deep passion for natural skincare and haircare. I founded Piotis Naturals, a brand dedicated to creating eco-friendly, vegan and cruelty-free cosmetics that are gentle on the skin and kind to the environment. My mission is to bridge the gap between science and nature, offering effective skincare and haircare solutions that people can trust.
When did you first have the idea for Piotis Naturals and what is the thinking behind it?
From an early age, when I first discovered my sensitivity to synthetic fragrances, I embarked on a journey towards safer and more natural skincare alternatives. This path took on a new depth of personal and professional significance following the loss of my grandmother to metastatic melanoma, an event that profoundly deepened my understanding of the intricate connections between health and skincare.
My medicine and physiology background, coupled with my ongoing PhD studies in biology, further fuelled my commitment to creating skincare solutions that not only prevent harm but actively promote health. The pivotal moment came when my eldest daughter suffered from eczema. Driven by a mother’s need to heal, I formulated a natural cream from scratch, using only the purest ingredients scientifically-proven to help with dry skin, which treated her eczema in just two days.
Motivated by this success, I founded Piotis Naturals. Each product we create, from our Calming Cream for Eczema and Dermatitis to our Organic Sunscreen with Non-Nano Zinc Oxide, starts with meticulously selected natural components to ensure they meet our rigorous standards for purity and effectiveness.
At Piotis Naturals, we combine scientific expertise with a heartfelt commitment to providing cosmetics that cares for people and the planet. Our dedication to transparency and sustainability is evident in every aspect of our operations, from ingredient sourcing to our eco-friendly packaging choices, ensuring every creation supports a healthier, more radiant future for our customers and the world.
What is your background as a biologist?
My academic path began in the field of medicine at the University of Birmingham, fostering a deep-seated passion for health and patient care that still influences my work today. Motivated by a desire to explore natural remedies and address the root causes of health issues rather than just their symptoms, I transitioned to studying biology.
This led to a Bachelor’s in Human Biology, a Master’s in Bioinformatics, and a PhD in Biological Sciences at the University of East Anglia, with a notable emphasis on computer science and bioinformatics.
During my academic career, I benefited from work placements in prestigious international labs, including in Tel-Aviv, and from mentorships with exceptional professors. These experiences honed my lab-based skills, which I now apply in formulating the Piotis Naturals creations.
Our mission is to alleviate suffering and help individuals achieve healthy, radiant skin and hair, restoring their confidence with products crafted from the purest natural ingredients.
How has that influenced your approach to starting your own skincare brand?
My extensive background in biology fundamentally shapes every aspect of my approach to skincare at Piotis Naturals. With a deep understanding of cellular biology and plant science, I meticulously evaluate the science behind each ingredient, ensuring that their interactions with the skin are both effective and safe.
This scientific rigour extends to a relentless pursuit of research, where I delve into published studies to identify ingredients that are not only effective but also supported by solid scientific evidence to address various skin and hair concerns.
Moreover, my commitment to safety and purity is uncompromising. I conduct thorough research to guarantee that all ingredients used in our products are 100% safe, with no toxicity concerns. This involves ensuring that each ingredient is sustainably sourced, cruelty-free, and upheld to the highest standards of environmental responsibility. Our sourcing strategy focuses on minimising ecological impact and supporting ethical practices in all our supplier relationships.
How would you describe your range of products? In what ways can they beneficial to both our health and the environment?
At Piotis Naturals, we offer a sophisticated range of skincare, haircare, and makeup products that stand apart in an industry often criticised for greenwashing and minimal active ingredients. Unlike conventional cosmetics, which are predominantly composed of water, preservatives, and fillers, our formulations prioritise the highest possible concentrations of active ingredients. This commitment ensures that every product delivers maximum efficacy without misleading claims.
Our ingredients list reads distinctly from those of many products on the market—where ‘AQUA’ typically leads, followed by fillers and minimal actives. At Piotis Naturals, we reverse this trend, formulating products that truly cater to the specific needs of our customers. By spending time understanding individual skin and hair concerns, we create personalised routines that offer genuine solutions, leading to visibly healthier skin and stronger hair.
Our customers frequently report amazing transformations—clearer, brighter skin and revitalised hair—often seeing noticeable results within just a few days or weeks. This effectiveness not only wins their loyalty but also fuels their enthusiasm to recommend our products to others. Moreover, our commitment extends beyond just personal health to include a profound respect for the planet. We avoid excessive packaging and ensure that all materials, such as glass and aluminium, are chosen for their environmental benefits and recyclability.
By choosing Piotis Naturals, you’re not only investing in high-performance, scientifically backed products but also supporting a brand that prioritises environmental sustainability and transparency.
What brought you to the UEA and how has the UEA supported your business?
I chose the University of East Anglia for my PhD in Biological Sciences because I am a firm believer in robust, transparent and reproducible science. Aware of the issues with irreproducibility in research, I was drawn to a funded opportunity that focused on exploring technological and sociological solutions to these challenges. This PhD programme promised to enhance my capabilities as a scientist, while the picturesque and friendly city of Norwich added further appeal.
During my time at UEA, I assisted and mentored a master’s student with his laboratory project in biology, which not only further enriched my laboratory skills but also advanced my teaching abilities.
The Enterprise Centre at UEA provided crucial support for Piotis Naturals, offering resources, networking opportunities, and mentorship. Winning two business competitions from the Enterprise Centre, UEA and in collaboration with Santander Bank brought in £5,000, supporting our startup significantly.
Furthermore, we achieved recognition through the Enterprise Nation, where Piotis Naturals won the Enterprise Nation’s fund under the ‘trusted’ category from a pool of 4,500 participants. This win not only included a monetary fund but also 12 months of invaluable mentorship from Mr. Mike Turner, co-founder of Bird & Blend Tea Co., which has been instrumental in propelling our business forward.
Where can people get hold of the skincare products and/or find out more?
Our cosmetics are available through our official website, where individuals can explore our full range and learn more about our mission and the scientifically-backed ingredients we use. Visit us at www.piotisnaturals.com. We’re also very active on social media (@piotisnaturals), where we share tips, behind-the-scenes insights into our production process, and engage with our community.
At Piotis Naturals, my mission is to inform, inspire, and empower people to understand the ingredients in their cosmetics—highlighting which are safe and which are not, backed by scientific evidence. We aim to inspire a turn towards nature, not just through more eco-friendly and sustainable cosmetic choices, but also as a holistic approach to overall well-being.
We are exploring opportunities to expand into boutiques and sustainable retail spaces, and we welcome anyone interested in stocking Piotis Naturals at their premises to get in touch with us.
You can meet us and try our products in person at the upcoming Black Barn Farmer’s Market in Salhouse, NR13 6QG, from 10am to 1pm. We will be attending the regular Black Barn Farmer’s Markets, every second Satruday of every month (except January).
Additionally, visitors are welcome by appointment at our manufacturing facility in Hoveton, Unit 24, Stalham Road, Industrial Estate, Littlewood Lane, NR12 8DZ. Here, you can sample our products, collect orders, or discuss bespoke formulations. This hands-on approach allows us to meet your specific skin and hair care needs and ensures you experience the superb quality of our products firsthand.
What are your hopes and dreams for Piotis Naturals?
My ultimate goal for Piotis Naturals is to grow into a leading brand in the natural cosmetics industry, recognised for its integrity, quality, and commitment to sustainability. I hope to inspire more people to choose natural alternatives and to continue innovating in ways that benefit both our skin and the environment. Long term, I’d love to expand our product line and collaborate with environmental organisations to make a broader positive impact.
Piotis Naturals will be at Black Barn Farm Farmer’s Market in Salhouse, Norfolk, NR13 6QG, tomorrow (Saturday September 14), from 10am to 1pm. Visit piotisnaturals.com and follow @piotisnaturals on Instagram.
Featured images – supplied
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