Some brands are built around products; others are built around a philosophy. DERTIOK brings the two together, creating skincare rooted in self-care, confidence, conscious well-being, and a deeper connection with your body.
In this edition of Beyond the Brand, we speak with Khaled Weidauer, founder of DERTIOK, about his journey to entrepreneurship, the experiences that shaped him, the philosophy behind the brand, and his vision for its future.
Tell us about yourself and your journey as an entrepreneur.
Khaled Weidauer describes himself as a dreamer, a believer, a father and an entrepreneur. More than anything, he sees his life as a chance to become a living testament to what is possible, showing that where someone begins does not have to determine where they end.
His journey has been shaped by difficult chapters, including his mother leaving when he was five and growing up with an alcoholic and abusive father. These early experiences deeply affected his confidence, communication, emotional well-being and tendency to people-please.
At some point, Khaled realised that he could not continue living that way. This marked the beginning of a long process of rebuilding himself. He developed a deep interest in human behaviour, psychology, communication, emotional control and personal accountability, seeking to understand both others and himself.
His physical health became another important part of this transformation. Having previously been dangerously underweight, his weight eventually rose to around 105–108 kg. He recognised that he had been living with little discipline, movement or responsibility towards his body and decided to make a change. Today, he weighs around 74 kg, but for him, the transformation goes beyond the number on the scale. It was about developing discipline, rebuilding his relationship with his body and understanding that self-care goes much deeper than appearance.
Khaled had initially started studying marketing, with the expectation of pursuing a conventional career in banking or a stable office job. However, after around half a year in college, he decided to leave and move to Switzerland. His idea of success had begun to change, and he realised that one of his biggest fears was not failure, but reaching the end of his life without discovering his true potential.
Although he already spoke Arabic, French and English, Khaled chose to settle in the German-speaking part of Switzerland rather than take what might have been the easier path in the French-speaking region. He learned German and Swiss German in a very short period, viewing the experience as an opportunity for integration, independence and personal growth. He eventually built a new life in Switzerland, got married and became a father.
Starting DERTIOK became another chapter in his journey. Entrepreneurship offered him the opportunity to turn everything he had learned through his experiences into something tangible. For Khaled, DERTIOK is more than a business project. It represents transformation, self-respect and consciously rebuilding one’s relationship with oneself.
What inspired the creation of DERTIOK’s products and what do they represent within the brand?
DERTIOK was born from Khaled’s belief that everyone deserves to feel comfortable in their own skin and body. For him, skincare is not only about appearance, but also about how people feel and how they treat themselves. Self-care should come from appreciation rather than from trying to fix perceived flaws.
The inspiration for the brand came partly from seeing a family member experience concerns such as dryness, wrinkles, dark circles and age spots. It led Khaled to reflect on how easily appearance can become connected to insecurity, and how care can instead become a way of appreciating and respecting the body.
The philosophy behind DERTIOK therefore goes beyond skincare. It is rooted in self-care, self-love and holistic well-being, including movement, nutrition, physical health and the way people speak to themselves. The idea is to reconnect with the body through awareness, respect and care rather than constantly feeling the need to fight or change it.
Khaled’s own physical transformation strongly shaped this perspective. He believes that physical change means little without a corresponding change in mindset and in the relationship a person has with their body. Through DERTIOK, he aims to express this philosophy through skincare, not as a pursuit of perfection, but through small moments of care, awareness and connection.
What inspired the creation of DERTIOK’s products, and what do they represent within the brand?
The products of DERTIOK are designed to translate the brand’s philosophy into an everyday experience. Rather than creating a complicated routine, the range focuses on essential roles such as cleansing, hydration, nourishment and radiance.
The core products include RevitaClear Face Oil, ShineCharm Drops, Luminara Elixir and LuxeLift Face Cream. The products are 100% Swiss made, vegan, cruelty-free and suitable for all skin types, with high proportions of natural ingredients, some reaching up to 99%. The use of glass packaging also reflects a more conscious and environmentally considerate approach.
For Khaled, quality is important. The focus is on premium formulations and thoughtful ingredients rather than simply following trends. He does not want DERTIOK to make people feel that they need 10 or 15 different products to take care of themselves.
The ritual itself is just as important as the formula. Each product is intended to create a moment in which people consciously care for themselves and reconnect with their bodies. In this sense, the products represent more than skincare. They are reminders to pause, care and reconnect with oneself, which Khaled describes as the “blue side of skincare”, a calmer and more conscious space around self-care, confidence and reconnecting with the body.
What gap did you see in the way people approach their relationship with their bodies, and what values and principles guide DERTIOK in addressing it?
Khaled believes that modern beauty culture can make the relationship people have with their bodies increasingly complicated. There are constant messages encouraging people to be younger, smoother, thinner, brighter or simply different. He does not believe there is anything wrong with wanting to improve one’s appearance. The question, however, is whether that care comes from valuing the body or from feeling that one is never good enough.
This is at the foundation of DERTIOK. Self-care and self-love are not viewed as superficial concepts, but as part of a broader approach to well-being that includes nutrition, movement, mental well-being and everyday habits.
For Khaled, confidence does not come from one product. Instead, small acts of care can gradually improve the relationship a person has with themselves. DERTIOK therefore focuses on creating an inclusive and gender-neutral approach, with products designed for different skin types and the belief that reconnecting with the body should not be limited by gender, age or a particular beauty standard.
The values guiding the brand include quality, empathy, inclusivity, conscious choices and self-empowerment. Ultimately, DERTIOK aims to encourage people to care for themselves without making them feel inadequate.
What has building DERTIOK taught you, and where do you see the brand going next?
Building DERTIOK has taught Khaled the importance of patience. While the idea is often the easiest part, turning it into a functioning brand involves product development, regulations, packaging, logistics, e-commerce, marketing, customer experience, partnerships and making decisions without always having certainty.
The journey has also taught him to accept setbacks, slow progress and unexpected opportunities. One of the most meaningful parts of building DERTIOK has been seeing people use the products, share positive feedback and understand the philosophy behind the brand.
The brand is now entering a new phase, with partnerships, collaborations and conversations aimed at expanding its presence in Switzerland. Khaled wants the brand to grow without losing its meaning. His ambition is for DERTIOK to become more than a skincare brand and instead be recognised for a broader philosophy around self-care, body confidence and conscious well-being.
He wants people to associate the brand with taking a moment to pause and reconnect with their bodies. At its heart, DERTIOK is intended as a reminder that people matter too, that self-care is not something that has to be earned, and that there is value in creating a moment of care for oneself.
“DERTIOK was created because of you, for you, and always back to you.”
DERTIOK — Reconnect with your body, with the blue side of Skincare.
Did Khaled’s story and DERTIOK’s philosophy resonate with you? Are you curious to learn more about the brand, its approach to skincare, and its philosophy of reconnecting with your body?
Connect with Khaled Weidauer through DERTIOK’s Website or follow the brand on Instagram to discover more about its skincare products, philosophy, and journey.
Are you an Entrepreneur/Founder/Leader/ Content Creator? Get featured on My Swiss Story!
We are constantly looking for people with fascinating stories and experiences; those who are passionate enough to make a difference, those who have built meaningful businesses and brands, those who are creating something unique, and those who have taken bold steps to turn their ideas and experiences into something meaningful.
Would you like to join our growing community? Join us here.
Are you interested in meeting, connecting, and collaborating with Women across Switzerland, check out “With Purpose“.
Follow us on Social Media: Instagram | LinkedIn