Our Founder

Liz Whitman

The beauty industry vet spent years retailing “potent” clinical skincare products before having her AHA moment while she was President & CMO of The Red Door by Elizabeth Arden: estheticians optimize precious active ingredients by mixing skincare fresh, in the moment. This led her to question: so how effective can pre-mixed retail products be? After two years of researching hundreds of skincare products, including third-party testing on top sellers, the conclusion is: your skincare products, ironically, have an aging problem.

Our APPROACH

We aren’t your typical
“skincare experts”

(the term is tossed around pretty casually in our opinion)

Think of us as curious questioners: industry insiders (chemists, product developers, brand retailers, industrial designers) who listened to our sneaking suspicions and dove down the rabbit hole. We took matters into our own hands, put our heads down, and spent the last two years conducting independent research and commissioning studies to get at the facts. The deeper we went, the more frustrated we got — why should consumers spend good money on ineffective products?

TAKE ADVANTAGE OF OUR TOOLS AS WE PUTTER AROUND THE PETRI DISH.
WE’RE WHIPPING UP SOMETHING NEW AND CAN’T WAIT TO SHARE.

The Quest

The data is there if you have the itch to look and the stamina to pursue it, but frankly, it’s an arduous journey. With every new uncovery and discovery, we kept our friends updated and heard their disappointment when they’d invariably ask:

stylistic key hole image to represent the key to good skin

“SO then, WHAT SHOULD I USE?”

We get it: consumers can’t devote time towards an ongoing investigation.

Many of the labs we worked with didn’t even have protocols for this type of efficacy research. The industry focuses on stability, safety, and microbial tests to ensure products don’t fall apart or cause health concerns which makes sense — you can’t have a product actively do harm.

But where is the rigor in making sure these products actually WORK?

How do we know ingredient concentrations start at effective levels and maintain those levels over time? While our research sparked considerable head-scratching, it also prompted us to rethink skincare formulations.

Our Mission

To set a new standard for effective skincare so you can cut through the clutter and choose products that actually work.

KEEP IT FRESH

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