Launching a new beauty serum, Maria Hatzistefanis tried to work out how to make it exciting and stand out in a crowded market. 

Studying the list of ingredients she discovered something which changed the direction of Rodial, the beauty business she had founded. Snake Serum became a big-seller and helped put Rodial on the map. This was followed by another product, named Dragon's Blood. 

Maria started Rodial 20 years ago. She did everything herself in the early days.  Since then the business has grown organically each year, with Rodial now sold in high-end department stores across the world. 

Maria told me what prompted her to start the business, she gives advice to those considering launching a beauty business and explains why Estée Lauder is her business inspiration. 

Behind The Balance Sheet is a business podcast, presented by Julie-Anna Needham. Each episode features an interview with a founder or leader. We hear about their business, discover what inspires them and find out what keeps them awake at night.