Jean-Pierre Michel

"Thanks to collaboration with Gérard Bédat and the research laboratories we have produced a type of hemp that contains natural vitamin E, which is renowned for its antioxidant properties, which help to protect the health of the skin."

Hemp is not like other crops. In Switzerland, the hemp grown is authorised by the federal authorities as long as the level of THC does not exceed 0.3%.  Its cultivation is controlled by l’Office Fédéral de l’Agriculture (the Federal Office of Agriculture). Jean-Pierre Michel was convinced of the benefits of his products, but soon realised that he would have to change the image of hemp. To enhance the credibility and legitimacy of his products he decided, from the beginning, to sell them only in pharmacies and on the Internet (and not in places where cannabis is sold). "The idea is to show that hemp is not just for smoking."

With his ioba range, Jean-Pierre Michel soon found himself a niche in the market that had previously been monopolised by the big names of the cosmetics industry – competition that he doesn't underestimate – in fact, he finds it motivating. "Ioba's competitive advantage results from the intrinsic properties of indigenous hemp oil. Its very high levels of vitamin E make it an exceptional treatment for all skin problems - with the added benefit that there are no undesirable side-effects, as there often are with corticosteroids."

ioba's performance is therefore its best selling point. Jean-Pierre Michel relies on word of mouth rather than the hard selling methods used by the major international brands. The "Made in Switzerland" aspect is an added attraction for the customers. "The Swiss trademark carries a lot of weight abroad because it suggests real expertise and high standards of work that are recognised all over the world."

The strength of the Hempcoline company – and its growth – is due to the fact that Jean-Pierre Michel oversees the complete production process, from the harvesting of the hemp seeds to the final distribution of the products, in one location. "I manage everything, from the agricultural product to the distribution of the finished goods."