Dominique Bastin | FF Rustig #5
As a little boy, he already hated friendship books, because he has no hobbies, no favorite color, no favorite singer, no favorite song. “So let’s just start talking,” he says, “because then more will become clear.” During the conversation, Dominique Bastin lets slip that he is someone who is easy to work with. Because he is rational, solution-oriented, looks at things from both sides and is open to constructive criticism. He does not know everything and therefore easily allows himself to be assisted and corrected. Making shampoos, as he likes to describe it, has ensured that he has the best job in the world. Meet Dominique’s RainPharma, the most popular care brand in Flanders that only uses natural ingredients.
From homemade peep boxes to selling creams
Dominique Bastin comes from a family of independent entrepreneurs. No big ‘corporate entrepreneurs’ with sophisticated business plans, but ‘gut feeling entrepreneurs’. He can be clear about where and how it all started. As a child he sold home-made peep boxes in his parents’ shop. He hated secondary school, because you learn about life there but you can’t apply it.
He likes the practical side. Dominique did not sit still at school. Through the student council he ended up in the Flemish Scholierkoepel, which gave him wings and freedom. He has always worked, also during his studies. With the money he earned he bought a computer, printer and camera so that he could make cards to sell again.
He started studying law, but after a few months he switched to sociology. “Because it was more about life.” His goal was actually to go into politics, fight for children’s and human rights and education. As long as it wasn’t too theoretical… His first job application after his studies was at production company Eyeworks, where he was allowed to start immediately. After two weeks he handed in his resignation. It wasn’t the company’s fault, but his own. Even a bit of a 9 to 5 rhythm, it was and is not for him.
Through his father’s physiotherapy practice, he eventually started expanding wellness studios. There he sold creams, protein food, … It was the beginning of more.
Flying cars
“How much we as humans like to be fooled. That applies to everyone and to every product, to every service. But… you can’t make a wrinkle disappear with a cream. The skin is the only organ that we really have to take care of. That makes us human. Even the ancient Egyptians did it,” he says passionately. Dominique Bastin believes in his own products, albeit in a sensible way. “I won’t sell you a car and tell you that it can fly. I’m not driven by money or luxury, but believe in what I do. My products add value.”
RainPharma as a muse
He started with food supplements – mind you: the hardest part – then followed face and body care, and finally make-up was added. RainPharma is a system of healthy nutrition that “just works”, he says. Dominique: “After 15 years, I am further along than I thought. I am proud of our products, and of myself. It took me 15 years to find a healthier lifestyle. I succeeded thanks to RainPharma. It is a muse for people. Beauty and care start from the inside out, it is a value that we want to convey.”
Influence as a company
What on earth do shampoos and sociology have in common? “They have nothing to do with each other,” he says. “But through my studies I have insight into groups of people, the dynamics of people and I know what people stand for and how they think. Like the statement “also for men”, you immediately exclude a group with that. While as a company you should not underestimate the influence you can have on a society through your statement and image.”
“You have a product that exudes a certain self-esteem. We don’t just make what the customer asks for. That gives confidence to existing customers, but admittedly, it’s not the easiest way,” says Bastin. “The temptation was there to deviate from those principles, but I didn’t feel good about that. Drawing a straight line ensures that you win in the end. Choosing is not losing. You can’t please the market. We are a super specialist and that ensures that we are still getting stronger. It is still satisfying to see that the products we make are also used.”
Entrepreneurship requires courage
Life is not that long, so living and working should be fun. That is his philosophy. “I am now 41 – in my head I am still 21 – and I notice that life is short. I am very independent, have no debts and there is no work-life balance. All of that can be mixed up. Working hard, it is just something I do. Entrepreneurship requires courage, because you have to let go of those who do not agree with your story. That can be both privately and in work circumstances. I believe in my values and the long-term reward, that is what I work for.”
Advice? He doesn’t have any. Or maybe: “If you believe in something, go for it.” Sounds simple, and anyone who feels Dominique Bastin’s fire knows that it is the only right way.
