Skincare is having a major moment right now, and everyone's talking about masks, serums, and moisturizers. What made you guys want to focus on face wash?
Beyond face wash being my personal favorite category, we found that no brand was making this step the “star” of their line. This struck us both as odd, since it’s the one step you can’t skip and it’s the most replenishable item in your routine. There also seemed to be no real innovation or re-thinking of face wash. We’ve come a long way since “lather, rinse, repeat”. Washing your face isn’t the sort of thing you overthink, but we found that there needed to be much more thought put into this category than what was currently being offered. We were inspired by how much innovation was coming out of the serum, cream and mask categories, yet cleansers were supremely overlooked and under-thought … I felt married to all other categories BUT my cleanser.
After a deep dive, we found that the majority of them are water and surfactants (cleansing agents) with a few key ingredients sprinkled in for marketing value. This led us to imagine a world where cleansers could deliver a fresh canvas but do so by also flooding the skin with nutrient dense formulas because cleanser counts... big time. Not washing your face properly is like eating a salad without washing the leaves; I’m going to let you imagine those consequences!
[Photo by Hannah Choi]
.jpg "How Comms Guru & Founder Of The PR Net Lisa Smith Put Her Stylish Stamp On The Industry")
.jpg "Who Are The Assoulines? Meet The Chic First Family Of Luxury Publishing")
.jpg "Who Is Nats Getty? The Oil Heir & Trans Activist Is Living Life Loud & Proud")
.jpg "Worldly Socialite Haya Maraka's Elegant Etiquette Tips For The Modern Lady")
.jpg "Haute Hostess Christine Chiu's Guide To Throwing The Most Fabulous Fête")
