Say hi

Say hi is a Polish vegan skincare and makeup brand based in Warsaw. It was founded by two former beauty-industry executives, Anna Szubrycht-Aguilar and Małgorzata Dyrcz, who met while working at L'Oréal Polska before leaving to build their own line of multi-functional cosmetics [9]. The company positions itself around clean, plant-derived formulas that work across skin types, produced in Poland and sold both through its own online store and through wider European retail.

The brand remains active, operating from Warsaw as a small indie start-up and reporting a presence in 27 European markets by 2025 [8]

Say hi was created by Anna Szubrycht-Aguilar and Małgorzata Dyrcz, who had spent much of their careers inside large cosmetics and consumer-goods companies. Szubrycht-Aguilar describes around twenty years in cosmetics, including a decade at L'Oréal managing brands such as YSL, Biotherm and Kiehl's, plus a period at Hourglass Cosmetics in California; Dyrcz spent roughly fourteen years in corporate finance roles, including at L'Oréal and the lingerie group Triumph, where she worked as chief financial officer. The two met during their L'Oréal years.

In interviews the founders framed the venture as an answer to a long-held wish to build something of their own after years of corporate success. Each invested 150,000 Polish złoty of personal capital to launch the brand [11]. According to the company, the aim was to create what it calls Poland's first genuinely lifestyle-oriented beauty brand, combining effective skincare with modern communication and an engaged community.

The founding date is recorded slightly differently across sources. The company's legal entity, SAY HI sp. z o.o., was registered with board members appointed in July 2021 [12], while Polish editorial coverage dates the commercial launch to early 2022 — a June 2022 trade profile described the brand as having debuted a few months earlier [10], and a later interview placed the start about two months before the outbreak of the war in Ukraine [8]. The brand entered the market with an initial four products.

Say hi presents itself as a vegan, multi-functional line intended to suit a wide range of skin types rather than a single category of user. Its stated mission is "developed for you, with you and our planet in mind" [3], and the company sums up its outlook with the line that, for it, every skin is normal. Products are built around multi-tasking formulas, so that a single item is meant to serve more than one purpose — a cleansing emulsion that doubles as a detox mask, or a moisturiser that also acts as a smoothing primer.

The formulas are described as 100% vegan across ingredients, formulas and finished products, and the brand says it excludes materials such as silicones, microplastics, mineral oils and paraffin. It also states that its products are dermatologically tested and formulated to be safe for pregnant and breastfeeding users. Marketing centres on a warm-weather idea captured in the tagline "say hi to vacay skin all year long."

The range spans face serums, creams, cleansers, sun and tanning care, and a lip product line. Frequently highlighted items include Glazed Skin, a peptide-and-ceramide serum; Sunrise Serum, a vitamin C brightening serum; the face cream Aqua Resort; and Smoothie Skin, a cleansing emulsion. Named active ingredients across the line include peptides, ceramides, hyaluronic acid, vitamin C, antioxidants, green clay, tamanu oil and cold-pressed oils.

In 2024 the brand extended into makeup with Glassy Lips, a tinted, peptide-based lip balm sold in several shades. The lip line drew much of the brand's editorial attention and has been treated as its standout product in Polish press.

Environmental packaging is a consistent theme in how the company describes itself. It says its creams use simple, thin, transparent glass jars, with outer boxes made from paper certified by the Forest Stewardship Council (FSC) and left uncoated so they remain recyclable and biodegradable. Shipments are described as using recycled boxes filled with biodegradable chips and sealed with FSC-certified paper tape, with a stated policy of avoiding foil wrapping. On ingredients, the brand says it uses Ecocert-certified materials that are ethically sourced and support fair and local trade, and that it traces its supply chain to source. The company states that its cosmetics are developed and produced in Poland in line with EU standards [4].

Coverage has come mainly from Polish lifestyle and trade media rather than formal awards. The magazine twojstyl.pl listed Say hi among "7 beauty premium brands to follow in 2025," noting that the brand had caught its attention in 2024 with its products and lip glosses [5]. Wysokie Obcasy Extra and Zwierciadło both featured the Glassy Lips lip product, and the founders were profiled in interviews by outlets including Rzeczpospolita and the trade titles Wiadomości Kosmetyczne and Wirtualne Kosmetyki. The brand also lists Polish lifestyle figures, among them Maffashion and Kasia Tusk, as ambassadors on its site.

Say hi is active. It continues to operate from Warsaw as a small start-up, described on its LinkedIn page as employing a handful of people, and its most recent visible activity includes an April 2025 editorial interview and continued expansion of its product line. The founders have said the business roughly doubles revenue each year and were aiming to pass one million złoty in turnover [9].