Founder
Amy Zapantis
Meaning behind the brand
what is amatus
The name behind my brand holds deep significance. I wanted it to reflect my identity and the essence of what I and the brand stand for in a truly unique way. Growing up as one of four sisters, I remember my mother’s special touches - each of our rooms had a framed picture of our names and their meanings. For me, Amy means "beloved," and I translated this from its latin root which is "Amatus". This name perfectly captures the heart of my brand, celebrating and embracing every element of your body with love. It’s a powerful reminder to cherish yourself inside and out. Amatus is, skin to be loved.
The Story
Growing up in a household of 5 women, 4 sisters and our mother, beauty was always something I found myself around. A passion from young turned into my vision and goal in life. I was always naturally and very capable in the world of beauty!
For all of my life, I have been in and around the skincare and cosmetics industry and have always been fascinated ingredients and routines. Given my Aussie roots, where, let's be honest there is a bit of a laissez-faire attitude to skin, it was when I moved to the UK that I started really investigating the industry and expanding my knowledge and experience. It is safe to say I became skin-obsessed.
I found skincare confusing and unclear about ingredients, with many brands lacking transparency. I wanted a simple, effective routine, and realized I wasn’t alone—many felt overwhelmed by the countless products. Believing skincare should be straightforward, I combined my 13 years of industry experience, starting as a beautician at 18, with my passion for quality, simplicity, and luxury. This inspired me to launch Amatus, spending two years creating high-quality, easy-to-use products that offer a seamless, enjoyable experience.
This journey eventually blossomed into a broader celebration of rituals, encompassing body and hair care. I was inspired to embrace a holistic approach, blending tradition with innovation. After returning to Australia, I dedicated over a year to crafting our signature range, Revive—products that embody our core values: refined, effective, and transparent.
Amatus was born from a desire to create a timeless, reliable everyday brand—not driven by trends, but by essential, lasting products. With my industry expertise, scientific connections, and a passionate team of chemists, biochemists, biologists with trusted advice from dermatologist with over 30 years of experience, I crafted a brand rooted in simplicity, quality and trust. This is more than a project; it’s my greatest passion.
Amatus is on a journey and it's important we document our progress. So we've developed this Sustainability Statement which will guide our company as we grow.