DODICI – Beauty That Begins Within

This edition of our Artist Series took us somewhere a little different from our usual destinations. While we typically visit designers in their studios, we met Kadri Lutus, founder and creator of DODICI, at the new building of the Tallinn Business Incubator. As the DODICI studio is located outside Estonia, our meeting in Tallinn offered an opportunity to explore Kadri’s creative world, her philosophy of life and the story behind the creation of DODICI.

Some dreams come to us in an instant, while others grow with us for years, waiting for the right moment. Kadri had long dreamed of creating her own beauty brand, but from the very beginning, she knew she wanted to create more than just another cosmetics brand. She envisioned something with a story of its own, a distinctive identity and a deeper meaning.

For years, she had been fascinated by astrology, the world of plants and the inner energy of human beings. By bringing these worlds together, DODICI was born – a luxury facial and body oil brand inspired by the twelve zodiac signs. Its name means “twelve” in Italian.

However, DODICI carries a much deeper purpose: to inspire people to recognise their individuality, trust themselves and find mindful moments for themselves amid the rush of everyday life. Kadri believes that there is something special within each of us – sometimes, we simply need to pause for a moment to rediscover it.

The story of DODICI is also an example of how a dream can grow into something much greater than we ever imagined. Kadri believes that the most important thing is to have the courage to pursue our dreams while remaining open to the opportunities life brings our way. For her, reaching the destination is only part of the journey; everything we discover along the way matters just as much.

“I believe we should never put limits on our dreams. Life has an incredible way of bringing opportunities into our lives that we could never have imagined. What matters is having the courage to dream, trusting ourselves and enjoying the journey rather than simply waiting for the final result.”

For Kadri, astrology has always been about much more than zodiac signs. She is fascinated by human nature – our differences, our strengths and our ability to understand ourselves more deeply. This curiosity became the foundation of DODICI’s philosophy, where astrology meets the natural world and finds expression in distinctive facial and body oils.

At the heart of this philosophy lies individuality and the belief that every one of us is unique. While astrology inspires Kadri to explore the different facets of human nature, the richness of the natural world gives her the opportunity to express these ideas creatively.

Yet for Kadri, the true value of DODICI goes beyond luxurious skincare. Her intention is to transform an everyday beauty ritual into a mindful moment – a chance to step away from the pace of the world around us and turn our attention inward.

“I want people to take a moment for themselves when using the oil. To warm it between their palms, breathe in its fragrance and simply allow themselves to be. I hope this little ritual reminds them how important it is to listen to, trust and value themselves.”

Kadri believes that these simple moments hold something truly precious. We do not always have to rush somewhere or achieve something. Sometimes, it is enough to pause and allow ourselves to appreciate what we already have.

“For me, true luxury is not just about material things. The greatest luxury is knowing that you and your loved ones are well, feeling at peace within yourself and being able to do what you truly love in life.”

For Kadri, beauty cannot be confined to a single framework or defined by universal standards. In a world where social media often creates an illusion of perfection, she believes it is essential to preserve something far more valuable: our individuality.

“I believe that every person is beautiful and special in their own way. We do not need to try to resemble someone else, because it is our differences that make us interesting. Do not be afraid to stand out – your uniqueness is your strength and an essential part of your own story.”

For Kadri, outer beauty and inner well-being are inseparably connected. We may see a beautiful reflection in the mirror, but if we lack contentment and balance within ourselves, we may still struggle to feel happy.

“When you feel good about yourself, it radiates outward. To me, the most beautiful person is someone who knows how to love and appreciate both themselves and others, and whose inner peace and kindness are reflected in their actions and presence.”

This is the very philosophy that DODICI embodies. Beauty is not only what we see, but also what we feel. True radiance does not come from striving for perfection, but from being at peace with ourselves and bringing more kindness and love into the world.

The creation of DODICI’s facial and body oils was preceded by nearly two years of dedicated development. What began as a creative idea evolved into a fascinating journey that immersed Kadri in the world of plants and essential oils. It was a period filled with discovery, learning and experimentation.

One of the greatest discoveries for Kadri was the incredible versatility of fragrances – how a single scent note can transform the character of an entire blend, how different plants complement one another, and how carefully selected ingredients come together to create a harmonious whole. Every new experiment revealed further possibilities and made the creative process increasingly exciting.

Astrology gave this journey a distinctive creative direction. Kadri wanted to give each zodiac sign its own olfactory expression – to find a fragrance blend that would reflect the character and individuality of that sign. This required both imagination and patience, as the goal was not simply to create a pleasant scent, but to ensure that every element formed a thoughtful and harmonious whole.

“The entire creative process was incredibly exciting for me. I loved discovering how different plants and fragrances complement one another and how they can be combined to create something truly unique. It was an opportunity to bring together two worlds that have always fascinated me – astrology and nature.”

The result was a collection of twelve distinctive facial and body oils, combining carefully considered formulations, high-quality skincare and Kadri’s personal creative vision.

For Kadri, creating DODICI has been about much more than building a brand. It has allowed her to unite two sides of herself: creativity and entrepreneurship.

On the one hand, she is a creator who loves to dream, visualise and recognise possibilities where nothing yet exists. On the other, she is an entrepreneur who understands that turning ideas into reality requires courage, consistency and a willingness to take responsibility. Building your own brand means continually learning, facing new challenges and keeping sight of the bigger picture, even when everyday tasks demand your full attention.

“When you do what you truly love, it is no longer just work – it becomes your passion and your way of life.”

Kadri believes that true motivation must come from within. When you act in alignment with your values and your inner desire to create something meaningful, it gives you the strength to keep moving forward, even during difficult moments.

At the same time, determination does not mean forcing everything to happen. Kadri considers it important to listen to your intuition, slow down when necessary and give your thoughts room to breathe. Sometimes, the best solutions emerge precisely when we stop searching for them so intensely.

“I believe that the right things happen at the right time. This does not mean we should simply sit back and wait – we must take action to pursue our dreams. But not everything has to be achieved through force. Sometimes, we need to pause, trust life and allow things to unfold naturally.”

Growing her own brand has also taught Kadri patience. She understands that building something valuable takes time and that earning trust and recognition does not happen overnight. For her, however, success is not measured solely by the goals achieved.

“What matters to me is not only where I eventually arrive, but also how I get there. I want to enjoy the journey, stay true to myself and do things with positive energy. Because what is the value of success if, by the time you achieve it, you have lost the joy that inspired you to begin in the first place?”

This is one of Kadri’s most important principles: to pursue her dreams with courage and determination without forgetting to enjoy life here and now.

When Kadri looks towards the future of DODICI, her vision is clear: to grow the brand into an internationally recognised beauty and wellness brand whose distinctive identity, exceptional quality and inspiring message resonate with people around the world.

For Kadri, growth does not simply mean pursuing new opportunities and goals. Preserving DODICI’s original essence, individuality and values is equally important. She believes that pursuing big dreams requires the courage to take action, as well as the ability to trust the natural course of life.

When asked what she dreams of most at the moment, Kadri does not name a single specific goal. For her, dreaming is something much broader than setting concrete objectives. She believes that we sometimes limit our own possibilities because we only know how to wish for things we are already familiar with or can imagine.

“Do not wish only for your dreams to come true. Wish for life to bring you something so wonderful that you cannot even dream of it yet.”

Kadri believes that life can bring unexpected encounters, new opportunities and extraordinary experiences that surpass even our boldest dreams. What matters is remaining open, trusting our intuition and having the courage to embrace what life has to offer.

Creativity had been part of Kadri’s life long before DODICI was born. At one point, she dreamed of becoming a film actress, having always been fascinated by the world of cinema, storytelling and the possibility of giving imagination a visible form. She has also long been drawn to photography, visual expression and the ability to convey emotions through images.

DODICI has become one of the ways in which these creative interests have found a common expression. It is a world where Kadri’s love of beauty, imagination, entrepreneurial spirit and desire to create something with deeper meaning come together. For her, DODICI is not simply a brand, but a way to bring her ideas, values and dreams to life.

At the end of our conversation, we return to the idea at the very heart of DODICI’s story. What does Kadri hope people will feel when they open their first bottle of DODICI oil?

“I want people to give themselves something more than just skincare when they use the oil. I want them to take a moment for themselves, listen to their inner voice and remember how much strength, beauty and potential they truly hold within.”

For Kadri, DODICI is much more than a collection of oils inspired by the twelve zodiac signs. It is an expression of her personal philosophy and values – a belief in the inner strength of every individual, self-love and the ability to appreciate both ourselves and others.

Every DODICI oil carries its own story, but the most important part of that story is the person who holds it in their hands: their individuality, their dreams and their energy.

DODICI is a gentle reminder that the beauty of life lies not only in great achievements, but also in our ability to pause, savour the moment and find joy in the journey. It reminds us not to lose sight of ourselves in a world that constantly demands more from us.

“Never lose faith in yourself, and never forget how much beauty, strength and potential you hold within. Sometimes, the most wonderful stories begin at the very moment we dare to believe in ourselves.”

Your Sign. Your Story. Your Energy.

Discover DODICI products on our website and in DODICI’s own online store.