Latest / Skin Anarchy / Summer Is Almost Here And Glowing Skin Is In w/ INNBEAUTY Project’s Phenomenal Skincare Line : E.513

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Summer Is Almost Here And Glowing Skin Is In w/ INNBEAUTY Project’s Phenomenal Skincare Line : E.513 · Skin Anarchy

• 0:06
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• 1:01
  SPEAKER_05: This episode is brought to you by KPMG.
• 1:04
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• 1:27
  SPEAKER_02: Hey guys, welcome back to your favorite beauty podcast, GitHub Anarchy.
• 1:31
  SPEAKER_02: I am so excited because we are finally approaching the spring and summer months, and as we all know, glowing skin is definitely in for this time of year.
• 1:40
  SPEAKER_02: So without further ado, I want to introduce you guys to the most beautiful brand.
• 1:44
  SPEAKER_02: I mean, I love them from their packaging to everything that's in the products themselves and the science behind them.
• 1:50
  SPEAKER_02: And I know that you will as well after this episode if you have not already discovered them.
• 1:55
  SPEAKER_02: So without further ado, I want to introduce you guys the founders of In Beauty Project, Jen and Alyssa.
• 2:01
  SPEAKER_02: Welcome to the show, guys.
• 2:02
  SPEAKER_02: I'm so honored to be hosting you.
• 2:04
  SPEAKER_02: I absolutely love your brand and I can't wait to dive in.
• 2:10
  SPEAKER_02: Thank you.
• 2:11
  SPEAKER_06: So excited to be here.
• 2:13
  SPEAKER_02: I'm so excited to be talking about the line.
• 2:16
  SPEAKER_02: And you know, I just I know um, you know, you're both co-founders, but just for our audience's knowledge, um, Alyssa Metzger is um one of the co-founders, and Jen Shane is also co-founder, but also the she's the lead of innovation as well.
• 2:29
  SPEAKER_02: So we're gonna have a lot of fun conversation here, Jen.
• 2:32
  SPEAKER_02: I think uh about the formulas, you know, eventually in the episode.
• 2:35
  SPEAKER_02: But I want to get started with um, you know, learning all about you guys.
• 2:38
  SPEAKER_02: So maybe Alyssa, if you could get us started with your background and how you guys really teamed up on this and created the brand and you know, the real just vision behind it to get us started.
• 2:50
  SPEAKER_04: Well, would absolutely love to.
• 2:51
  SPEAKER_04: And firstly, thank you for having us.
• 2:53
  SPEAKER_04: We're huge fans, and we're super excited to be here and tell our story and dive into all the nitty-gritty on the formulas.
• 3:00
  SPEAKER_04: So, to give a little bit of background, Jen and I have been in the beauty industry for a very long time, over 15 years each.
• 3:07
  SPEAKER_04: So if you look at our collective, we're well over 30 years of experience.
• 3:11
  SPEAKER_04: And I've always worked on the marketing side of things.
• 3:14
  SPEAKER_04: I've worked for really large companies like L'Oreal and Procter Gamble and Cody and some smaller private private equity backed companies.
• 3:22
  SPEAKER_04: And Jen, I'll just give a quick background on you, but please dive in later on.
• 3:26
  SPEAKER_04: Jen's always been on the product development side as well, working for brands like Tatchar and Band Minerals and Tarte, and some of our most favorite, loved, most iconic beauty products were Yeah, all the good stuff, Jen.
• 3:38
  SPEAKER_04: All the good stuff.
• 3:38
  SPEAKER_04: Jen's had a hand in it, which is I always say I knew Jen before I knew Jen through the products that she helped create.
• 3:45
  SPEAKER_04: So um, it's a huge honor and it's an amazing partnership that we have.
• 3:49
  SPEAKER_04: And so being in this industry, really being obsessed with skincare, I think we're both really into the skincare category, first and foremost, just because of how emotional, how transformative, how serious it can be, and how how it really impacts how we view ourselves and our confidence level and all of that.
• 4:06
  SPEAKER_04: Uh, Jen and I met at a company that we both that we both worked at prior to starting in Beauty called Tula Skincare.
• 4:13
  SPEAKER_04: And it was a probiotics-based skincare company uh in New York.
• 4:17
  SPEAKER_04: And I was the VP of marketing, and Jen is the head of product development, and we were developing some really innovative products and really honing in on the brand story.
• 4:26
  SPEAKER_04: And if you rewind to the time that we were there, about five, seven years ago, it was the heyday of wellness.
• 4:32
  SPEAKER_04: And the the wellness movement was taking over every industry, every category, every vertical.
• 4:36
  SPEAKER_04: And so we saw SoulCycle and Juice Press and all these really exciting better-for-you brands and products and companies come to fruition.
• 4:45
  SPEAKER_04: And I'd say in beauty, uh, specifically in the clean in the skincare space, it was a revolution of clean.
• 4:51
  SPEAKER_04: And for the first time in a long time, we saw brands come to the forefront and talk about how clean they were, the better-for-you ingredients that they formed formulated with, and really led with that.
• 5:00
  SPEAKER_04: And some of the pioneers were our friends at Drunk Elephant and Herbivore Botanicals and Beauty Counter, and you to the people.
• 5:06
  SPEAKER_04: And we were huge admirers of everything that they were doing and really watching them intently and closely.
• 5:12
  SPEAKER_04: And at the same time, we're doing similarly innovative things within the probiotic skincare space at Tula.
• 5:18
  SPEAKER_04: However, in as soon as this became a movement and we saw, you know, Sephora launch all these exciting brands, we looked at each other and thought, these are really expensive.
• 5:29
  SPEAKER_04: The price points are pretty high.
• 5:31
  SPEAKER_04: And so if you look at, if you look at a single product being, you know, 50, 60, 70 and upwards, and then if you think about a skincare routine being comprised of at a minimum of two, three products, these are price points that most Americans and most people in the world just cannot afford.
• 5:45
  SPEAKER_04: And so Jen and I were always super passionate about clean skincare and how important it is to your skin, to the health of your skin, to your confidence, and wanted to have this passion for how can we do this clean, effective, highly, you know, pumped with active ingredients, but at a more accessible price point.
• 6:05
  SPEAKER_04: And so we just had this desire for clean, effective, accessible, and really value-driven.
• 6:09
  SPEAKER_04: And we couldn't put it down.
• 6:11
  SPEAKER_04: And so it's something that we started talking about kind of behind the scenes is like, how do we do this so that more people can afford it?
• 6:16
  SPEAKER_04: So that more people could experience it.
• 6:18
  SPEAKER_04: And that was really the the the beginning rumblings of In Beauty.
• 6:23
  SPEAKER_02: I love that.
• 6:24
  SPEAKER_02: And you know what?
• 6:25
  SPEAKER_02: That it really leads me to that wonderful segue question.
• 6:28
  SPEAKER_02: And Jen, this is for you.
• 6:29
  SPEAKER_02: How did you make that happen with the formulation side?
• 6:32
  SPEAKER_02: Like, you know, I know your formulas are top-notch.
• 6:34
  SPEAKER_02: So, you know, keeping that accessibility that Alyssa mentioned, like, how was that journey for you, you know, especially with the formulation?
• 6:41
  SPEAKER_06: Yeah, I mean, listen, it's not easy.
• 6:43
  SPEAKER_06: And I think that's why I feel so confident that we're in this niche that we're in that's hard to achieve because it's it's very difficult to keep the costs, you know, lower to pass off um, you know, those cost savings to the consumer.
• 6:58
  SPEAKER_06: And I'll just, you know, tell you, I'm not one to shy away from efficacious actives, right?
• 7:02
  SPEAKER_06: Our our eye cream, our bright and tight eye cream, which just launched in January, actually has 15%, you know, clinically proven active ingredients in there.
• 7:10
  SPEAKER_06: And I don't need to put 15% in to say, oh, it has 15%, right?
• 7:14
  SPEAKER_06: Each ingredient has a reason for existing in the formula.
• 7:18
  SPEAKER_06: And when you look at what typically is on the market, right, it's two to three percent, right?
• 7:21
  SPEAKER_06: And so the way we're really able to pack all these amazing ingredients in there and keep, you know, the cost more accessible is you know a fewfold, right?
• 7:30
  SPEAKER_06: We're never gonna be a brand that creates to hit a low price point.
• 7:35
  SPEAKER_06: We always create the best formula that we can and then figure out how to make it the most cost effective.
• 7:40
  SPEAKER_06: And so that's something that I'm super passionate about.
• 7:42
  SPEAKER_06: Like I'm never gonna say, okay, well, I want this to be, you know, 1099 and then I have to sacrifice on the formula, right?
• 7:48
  SPEAKER_06: I want to make the best that I can, and then we fact check into how make it more affordable.
• 7:53
  SPEAKER_06: And we like to say it's unmatched value rather than affordability because affordable is still relative to everyone, right?
• 7:58
  SPEAKER_06: But we like to say we provide a really unmatched value compared to what's out there.
• 8:02
  SPEAKER_06: And a couple of ways that we do this, you know, there's you know, packaging side of things where, you know, most brands will use a middleman.
• 8:08
  SPEAKER_06: It's just easier, right?
• 8:09
  SPEAKER_06: There's a lot of different distributors out there who will say, I'll help you find the pack, I'll help you with your artwork, I'll help you, you know, speak to the manufacturer so you don't have to deal with them.
• 8:19
  SPEAKER_06: And, you know, they take a markup.
• 8:20
  SPEAKER_06: Well, so you know, Melissa and my experience of the past, you know, 15, 16, 17 years each in this industry, we know we know a little bit better, right?
• 8:28
  SPEAKER_06: To just go straight to the manufacturer so that we cut out that markup.
• 8:32
  SPEAKER_06: In addition, you know, when you think about when you create a formula and then you scale it up, right?
• 8:37
  SPEAKER_06: You're gonna use a, you know, larger GMP FDA audited facility to make sure that there's no yeast, mold, bacteria growing in the formulas, right?
• 8:45
  SPEAKER_06: But when you're doing this and you're you're saying, make this formula, this batch, scale this batch up for us, right?
• 8:52
  SPEAKER_06: They're ordering the raw materials for you.
• 8:54
  SPEAKER_06: So when you look at an ingredient list, there can be anywhere from 20, 30, 40 plus ingredients in a formula, right?
• 9:00
  SPEAKER_06: Every ingredient that they order for you, they're marking up.
• 9:03
  SPEAKER_06: And so what we do on our end, that's a little bit, I'll say it's very different than what I've experienced in my past and what I know my friends at other brands do is we order those ingredients ourselves because we don't want that markup.
• 9:15
  SPEAKER_06: And so it's a lot of extra work on our team, but it then allows us to pass those savings off to the consumer and give them something, which I I'm obviously biased because I create the formulas, but to give them something that's even better than what's already on the market, right?
• 9:30
  SPEAKER_06: More efficacious, better ingredients, nice textures that you enjoy using.
• 9:34
  SPEAKER_06: And that's kind of really how we do it.
• 9:37
  SPEAKER_02: I love that.
• 9:37
  SPEAKER_02: And you know what's so interesting, Jen, what you just brought up is such an important point, especially right now in the landscape that we're dealing with in this industry, is this idea of like true innovation.
• 9:49
  SPEAKER_02: You know what I mean?
• 9:49
  SPEAKER_02: Like I feel like people are really churning out products, you know, left and right.
• 9:54
  SPEAKER_02: And that's, I mean, don't get me wrong, everyone has the right to choose, you know, whatever brand jives with you.
• 10:00
  SPEAKER_02: But at the end of the day, a lot of brands are making the same thing and putting it in different bottles.
• 10:05
  SPEAKER_02: 1000%.
• 10:06
  SPEAKER_02: You know what I mean?
• 10:06
  SPEAKER_02: And it's like I I literally try to explain this to consumers, and I'm like, you guys, look at the inky list, like look at what you're putting on your face because a lot of times you're gonna see copies, like copied formulas, you know, and it's like it blows my mind.
• 10:22
  SPEAKER_02: I'm like, how on earth is this product$98?
• 10:26
  SPEAKER_02: And then you'll see another one with the same formula and it's$58.
• 10:30
  SPEAKER_02: And so where is the, you know, and so that's where I'm like so intrigued by you guys because I'm not gonna lie, you know, the first product that caught my eye was green machine.
• 10:39
  SPEAKER_02: I love the concept of green machine because I was like, oh my God, they they they're nailing it.
• 10:43
  SPEAKER_02: Because here's the thing people, you know, and I'm gonna go on a little bit of a rant for our listeners here, but you know, for everyone listening out there and all of you that understand the benefits of true greens in our diet, um, you know, in our bodies, whatever it is that you understand them to be and their benefits.
• 10:59
  SPEAKER_02: I mean, at the end of the day, it's all antioxidants that you're dealing with.
• 11:02
  SPEAKER_02: You know, it's like that's the main goal here.
• 11:05
  SPEAKER_02: And the fact that this serum has so many heavy hitters in it when it comes to the green side is absolutely phenomenal to me.
• 11:13
  SPEAKER_02: Like I feel like, you know, we need to get away from this idea that everything needs to go into the deep, deep dermal layers of your skin and understand that whatever's sitting on the surface needs to do its job, which is fight radicals.
• 11:25
  SPEAKER_02: You know what I mean?
• 11:26
  SPEAKER_02: Free radicals, fight things like that.
• 11:28
  SPEAKER_02: So yeah, I I love that product and I would love to actually talk about that, um, Alyssa and Jen, but either of you can chime in on this one, the green machine, because it's a really, really great serum.
• 11:38
  SPEAKER_03: Yeah.
• 11:38
  SPEAKER_06: So that was a great.
• 11:39
  SPEAKER_06: Oh, go ahead, Alyssa.
• 11:40
  SPEAKER_06: You want to do that?
• 11:41
  SPEAKER_04: I was just gonna say, like, um from like a customer perspective, the the and and like why our audience has been so in love with this product, aside from the formula, um, because that's really Jen's world, thinking about everything that we all strive for and and everything that we've been through over the past five years, COVID and health, and really people understanding that you cannot look good if you are not fundamentally healthy, if your skin barrier is not healthy, if you're if you're not taking care of your skin with the greens and the vitamins and everything that you just described, this product, we we almost weren't sitting there and thinking about like how do we deliver health to skin in a product and like call it like it almost, I don't want to say a happy accident, but it was all of these things that we had in our heads that we knew we wanted.
• 12:27
  SPEAKER_04: We wanted the greens, we wanted the formula to be something so delicious and yummy that you put on your skin and just like can't wait to put it on again.
• 12:33
  SPEAKER_04: And so if you if you if you think about the texture, it's that like serum, oil, jelly, it's not really watery, but it's not super sticky, it's just so, so comfortable and it's aloe-based and it's soothing and and and it's I think just such a perfect product of our time, too, and everything that people are looking for.
• 12:53
  SPEAKER_04: They want help with redness, help with free radicals.
• 12:55
  SPEAKER_04: I think coming out of COVID and just being quarantined and people just being like stuck inside and staring at screens all day and not being able to go outside and you know, just because it was safety first.
• 13:06
  SPEAKER_04: The green machine was just for the customer, like thinking about like the customer mindset and psychographics was just the perfect product um to be our hero and it consistently is between our our our channel, support channel are number one.
• 13:20
  SPEAKER_04: And so, yes, it's phenomenal.
• 13:22
  SPEAKER_02: I know I love that.
• 13:23
  SPEAKER_02: And I love I love that you mentioned that because honestly, you're so right with co with everyone coming out of COVID.
• 13:28
  SPEAKER_02: I feel like we as like a population, as a society, we didn't really know where to go, you know, in terms of our health.
• 13:34
  SPEAKER_02: Like, I mean, it would that is across the board, I feel like, you know, whether that's things we eat, whether that's things we consume in the beauty industry, you know, if we don't like we I think all of us kind of came out of COVID, like, uh, what do we buy now?
• 13:47
  SPEAKER_02: You know, like what do we do?
• 13:49
  SPEAKER_02: How do we take care of our health?
• 13:51
  SPEAKER_02: How do we go where do we go from here?
• 13:53
  SPEAKER_02: So yeah, no, I hear you there, you know, I with that, because I think it's definitely um a product that shines because obviously it delivers, but also it um for me, it makes me feel good.
• 14:04
  SPEAKER_02: You know what I mean, as a consumer.
• 14:05
  SPEAKER_02: Like I look at it and I'm like, green machine, okay.
• 14:07
  SPEAKER_02: I know this, it's it's got nutrients in it.
• 14:10
  SPEAKER_02: You know what I mean?
• 14:11
  SPEAKER_02: Like it makes me like that part of my brain lights up, and I like that because that's what you want to feel like when you look at your skincare, right?
• 14:18
  SPEAKER_02: So, Jen, I'm gonna let you take it over in terms of the formula, though.
• 14:20
  SPEAKER_02: I would love to learn more about the formulation of this product.
• 14:23
  SPEAKER_06: Yeah, so the inspiration behind this, and I usually have some kind of inspo behind each, you know, product before I create it.
• 14:30
  SPEAKER_06: And really, this one was, you know, we all know how amazing vitamin C, you know, is for your skin, right?
• 14:36
  SPEAKER_06: And there's nothing, you know, against LScorbic acid.
• 14:39
  SPEAKER_06: It's an amazing, well-tested ingredient, but not all not everybody can use it, right?
• 14:43
  SPEAKER_06: It can be very irritating to the skin because it requires a lower pH to remain as stable as possible.
• 14:49
  SPEAKER_06: And it's a water-soluble active, and it does have to fight through some of the oils and fatty lipids on your skin to get through.
• 14:55
  SPEAKER_06: And so for me personally, right, I've tried so many vitamin C's on the market and I would wake up feeling red and hot.
• 15:02
  SPEAKER_06: Um, and so for me, I was like, how do we create, you know, the supergreens and vitamin C serum, but make it something that even those who are sensitive to vitamin C can use?
• 15:12
  SPEAKER_06: And the answer really was the oil-soluble uh version of vitamin C called tetrahexaldecal ascorbate, very well tested, a lot of clinical studies on it as well, showing that it has a lot of the same great benefits as L ascorbic acid, right?
• 15:25
  SPEAKER_06: It helps with collagen and elastin production, it helps brighten the appearance of skin.
• 15:29
  SPEAKER_06: It's a super antioxidant, right?
• 15:31
  SPEAKER_06: So a lot of great benefits there, but it's shown to be a lot less irritating.
• 15:35
  SPEAKER_06: And that's because, you know, the oil-soluble nature of this ingredient allows it to remain more stable.
• 15:41
  SPEAKER_06: Um, it you can put it in a more neutral pH.
• 15:44
  SPEAKER_06: And when I say more neutral, right, skin, you know, is happiest around a four and a half to five and a half.
• 15:48
  SPEAKER_06: So it's good at that slightly acidic pH, right?
• 15:52
  SPEAKER_06: Where your skin's happiest versus like an aloscorbic, which has to be really more in that like three and a half range, right?
• 15:57
  SPEAKER_06: Which can be a little acidic for some people.
• 15:59
  SPEAKER_06: And it's also shown because it's oil soluble, we all know like attracts like, right?
• 16:03
  SPEAKER_06: I think we're still learning that, you know, in society, that like just because you have oily skin doesn't mean you don't want to moisturize, right?
• 16:09
  SPEAKER_06: Like attracts like you actually want to like, you know, use those things to draw those things out.
• 16:15
  SPEAKER_06: And so when you think about the oil soluble version, right, it has a much easier time penetrating skin because of the fatty lipids and the oils on skin.
• 16:23
  SPEAKER_06: And so it's actually been shown to be 50 times more effective at it at absorbing into skin as well.
• 16:27
  SPEAKER_06: So you need a lower dose, again, making it less irritating.
• 16:31
  SPEAKER_06: So that was really kind of the inspo behind the formula.
• 16:34
  SPEAKER_06: And then of course, we have those, you know, amazing supergreens in there that you mentioned, just for really boosted antioxidant health, really the omega fatty acids, the nutrients, the phytochemicals in those ingredients again are helping that top layer of skin because we don't want to forget about that, right?
• 16:50
  SPEAKER_06: It's all about what's hitting each layer of the skin and not neglecting any of them.
• 16:55
  SPEAKER_02: Right, right.
• 16:55
  SPEAKER_02: No, absolutely.
• 16:56
  SPEAKER_02: And I think that, you know, um I really like what you said about the the vitamin C component here because, you know, I've uh I've heard about the stability of vitamin C from all these different companies, like odd nauseum at this point.
• 17:09
  SPEAKER_02: You know what I mean?
• 17:10
  SPEAKER_02: I get it.
• 17:11
  SPEAKER_02: I we get it.
• 17:12
  SPEAKER_02: We you stabilize vitamin C, cool, you know, let's we'll next kind of thing.
• 17:16
  SPEAKER_02: So um, but I really like how you've incorporated it, where it's not just the only ingredient, you know, and I think that's really where um ingredients like vitamin C play a role.
• 17:27
  SPEAKER_02: Um, I always kind of cringe when I hear people say, well, this is that pH of four, and it's gonna go on your skin and do great things for you.
• 17:36
  SPEAKER_02: And I'm like, actually, what it's gonna do is probably damage your uh acid mantle because your acid mantle is not supposed to be messed with.
• 17:42
  SPEAKER_02: It's actually great the way it is.
• 17:44
  SPEAKER_02: You know what I mean?
• 17:45
  SPEAKER_02: So, like um, I really actually have a problem with products that are just vitamin C or just one ingredient because it's like you're over bombarding your skin, you know, you're it's not helpful.
• 17:56
  SPEAKER_02: So I think that, you know, yeah, you're right.
• 17:58
  SPEAKER_02: Putting it in the oil-based suspension, putting it in a way that is more just not even like I don't want to use the word gentle, but I mean, yeah, gentle and more efficacious in the long run, you know, at the same time.
• 18:09
  SPEAKER_02: So I think that's brilliant.
• 18:10
  SPEAKER_02: That's absolutely brilliant.
• 18:11
  SPEAKER_02: And I think that combining that with the antioxidants from all of the greens and for everyone listening, this product itself has 15 super green.
• 18:20
  SPEAKER_02: It's a 15 super green complex.
• 18:22
  SPEAKER_02: So that's a lot.
• 18:23
  SPEAKER_02: You've got like every major green, like spinach, kale, uh, spirulina, avocado, you know, it's got everything.
• 18:31
  SPEAKER_02: And that's amazing.
• 18:32
  SPEAKER_02: And so I my question really is what was that like in terms of like uh stabilization jet in terms of stabilizing those antioxidants?
• 18:39
  SPEAKER_02: Like, did you have to go like the extra mile with that?
• 18:41
  SPEAKER_02: Or how did that work?
• 18:43
  SPEAKER_06: Yes, I'll say our formulas are never easy, and that's something I'll just point out like we're never gonna be a one-ingredient brand too.
• 18:49
  SPEAKER_06: And I think that, you know, part of what makes our formula so special, right?
• 18:53
  SPEAKER_06: There's a lot of brands out there who are like 20% vitamin C, 10% niacinamide, but like for me, just all of the research I do, right?
• 19:01
  SPEAKER_06: Like one ingredient just isn't really gonna solve all your issues.
• 19:04
  SPEAKER_06: And it doesn't matter how high because more doesn't always equal more, right?
• 19:08
  SPEAKER_06: That's another thing, right?
• 19:09
  SPEAKER_06: People love to say this has you know, 10% wanna do a 20% nice and micro and wanna do 30%, right?
• 19:14
  SPEAKER_06: That's not really necessarily the answer to better, healthier skin.
• 19:18
  SPEAKER_06: And so when we do the research for the formulas, right, we think about kind of everything that could be happening within skin to cause a visible skin concern across different skin tones, right?
• 19:28
  SPEAKER_06: And then we start building out our roster of ingredients, our cocktailing to address all of those things in an effective, not aggressive manner.
• 19:36
  SPEAKER_06: In terms of the greens, right, you know, I really wanted, um, I also love, you know, when I can have two phases of a formula in one bottle, I think it's great because you get to use water soluble actives, you get to use oil-soluble actives, you get to, you know, blend things together and have it in one easy to use step, right?
• 19:53
  SPEAKER_06: And so we we did have um, you know, uh a little bit of a challenge with getting those greens solubilized, but you know, at the end, in the end of the day, right, it's it's totally worth it because now they're stable, they're good, they're in the water-soluble phase, the vitamin C sits in the oil soluble phase, and that's what it gives it that really unique kind of oil jelly texture on the skin.
• 20:13
  SPEAKER_06: Cause I wanted to create something that gave you the feeling of sleeping in a in a topical oil throughout the night, but not something that you had to feel like was greasy or would stain your pillows or sheets or just you know would make your makeup move all over the place.
• 20:28
  SPEAKER_06: And right.
• 20:29
  SPEAKER_06: And so that water and oil combination, that dual phase formula in the bottle was really the answer to that solution.
• 20:35
  SPEAKER_06: So it solved a lot of different things we were looking for.
• 20:38
  SPEAKER_02: I love that.
• 20:39
  SPEAKER_02: No, it's actually a really great texture.
• 20:40
  SPEAKER_02: I love it.
• 20:41
  SPEAKER_02: I really love it.
• 20:42
  SPEAKER_02: And it's not greasy at all, it's not sticky at all, it's really nice.
• 20:45
  SPEAKER_02: Like it's it just feels like a good serum.
• 20:47
  SPEAKER_02: That's really what yeah, that's the best thing I can describe.
• 20:49
  SPEAKER_02: It's good serum and it works well, you know, and it also really works well with other products.
• 20:55
  SPEAKER_02: That's one of my favorite things about your product across the board, is that they don't interfere with the formulas of other products and they don't cause pilling, they don't cause, like, you know what I mean, like the sloughing off of the other other product that you put on top, whether that's a moisturizer or whatever that might be, you know.
• 21:11
  SPEAKER_02: So I really love it.
• 21:12
  SPEAKER_02: And and and I think that that really speaks very highly to your skills, you know, in the formulation sector.
• 21:19
  SPEAKER_02: Because I think, yeah, I mean, it's true though.
• 21:21
  SPEAKER_02: I mean, uh, brands always say, you know, well, you can't use such and such together.
• 21:25
  SPEAKER_02: And I'm like, well, why not?
• 21:26
  SPEAKER_02: If you're doing the formula right, you should be able to, right?
• 21:29
  SPEAKER_06: So yeah, it's a bit more challenging and it takes some more time, which I'm a texture perfectionist.
• 21:34
  SPEAKER_06: So sometimes I drive a list of nuts just because I'll be like, we have to push the launch, it's not perfect.
• 21:38
  SPEAKER_06: Like, she's like, We've got to launch something.
• 21:40
  SPEAKER_06: And I'm like, it has to be right, right?
• 21:43
  SPEAKER_06: So yeah, it can be challenging, but I think at the end of the day, it's it's definitely worth it from an innovation standpoint, and also just to level up a category, right?
• 21:50
  SPEAKER_06: You're putting something like I don't like to put anything out there unless I'm telling you that I firmly believe in my heart and soul it is the best thing on the market and it's better than what's out there.
• 21:58
  SPEAKER_02: Well, I love that.
• 22:00
  SPEAKER_02: You guys are like that because honestly, we need more like like-minded people like that.
• 22:04
  SPEAKER_02: Because I really believe in like when you're gonna put something, if you put your name on something and you put it out there, you better make it as close to perfect as you possibly can.
• 22:12
  SPEAKER_02: You know what I mean?
• 22:13
  SPEAKER_02: Like with you there.
• 22:14
  SPEAKER_04: And for us, it's personal.
• 22:16
  SPEAKER_04: While while the the brand name is not our names, it is it is our baby.
• 22:20
  SPEAKER_04: For us, it's personal.
• 22:21
  SPEAKER_04: Every every product is a hero.
• 22:22
  SPEAKER_04: It's often people ask, you know, what should I buy?
• 22:24
  SPEAKER_04: What's the what's the hero?
• 22:26
  SPEAKER_04: And I think there are many brands out there that are strategically kind of putting all their eggs in one basket and finding that hero and that one product that everyone should buy, and the rest of it is kind of okay, or just like not as strong.
• 22:37
  SPEAKER_04: For us, it's really hard to choose like which child is our favorite.
• 22:40
  SPEAKER_04: They're all rap stars.
• 22:42
  SPEAKER_04: And you're not alone.
• 22:44
  SPEAKER_04: I love that about our brand.
• 22:45
  SPEAKER_04: I love that about our brand.
• 22:46
  SPEAKER_04: People always ask, what's your routine?
• 22:47
  SPEAKER_04: You know, do you buy do you use other brands?
• 22:49
  SPEAKER_04: And so there are some that we don't have yet or product that we haven't created, but most I use in beauty all the time for every single step of my routine because they're all so, so good.
• 23:00
  SPEAKER_02: I love that you said that, Alyssa, honestly.
• 23:02
  SPEAKER_02: And I cannot like second that enough, you know, huge like thumbs up from my end and support for everything you said because I'm right behind you.
• 23:12
  SPEAKER_02: Every product is phenomenal.
• 23:14
  SPEAKER_02: Like, even like, like, you know, this might not people don't really think about things like this, but your lip oils are phenomenal.
• 23:20
  SPEAKER_02: Like the lip glaze, you know, like even like the the makeup y products, you know what I mean?
• 23:25
  SPEAKER_02: Like even let's not even talk about skincare for a minute, even though they are, you know, beneficial to your lips and they're hydrating and they're wonderful.
• 23:32
  SPEAKER_02: I mean, from the aesthetic appeal is my point.
• 23:34
  SPEAKER_02: You know, if everything comes together, it's like you guys have really, really done your homework.
• 23:39
  SPEAKER_02: And that's why I I always, you know, like like to point that out because when you fall in love with a line, it's different for every consumer, right?
• 23:47
  SPEAKER_02: I mean, some of us fall in love with the ingredients, some of us fall in love with the packaging.
• 23:51
  SPEAKER_02: I mean, you guys have everything nailed.
• 23:53
  SPEAKER_02: And you know, Alyssa, I actually have a question for you that I was dying to ask you this, you know, um, is that how did you manage to make it so because it's so appealing to Gen Z, the packaging?
• 24:03
  SPEAKER_02: Like it's like beautiful, colorful.
• 24:05
  SPEAKER_02: I mean, I'm a millennial and I love it, right?
• 24:08
  SPEAKER_02: And I know Gen Z loves it because it's right up to it.
• 24:11
  SPEAKER_02: You know, and so how did you manage to like do that?
• 24:15
  SPEAKER_02: But then still, I love it also because it's such an educational form of packaging.
• 24:20
  SPEAKER_02: So, like, you know, what was that whole process like?
• 24:22
  SPEAKER_02: Because even when you read the packaging, and for everyone listening, um, you can check out the brand right now.
• 24:26
  SPEAKER_02: I really encourage you to go to inn in beautyproject.com and check out as we're talking.
• 24:32
  SPEAKER_02: But if you look at the packaging, you'll see that even the packaging has the information right there.
• 24:37
  SPEAKER_02: So it's very informative, but it's still gorgeous and so fun.
• 24:41
  SPEAKER_02: And so, Alyssa, I really want you to speak to that and how that whole process was for you.
• 24:45
  SPEAKER_04: I would love to, and it's such a great question because if you think about just the skincare industry in particular, it can lean really on both sides, where it's really clinical or it's doctor-founded and it looks very medicinal, something that you that's something that resembles a prescription brand or something that you would get at a derm office, or it's just like very fun, yet the ingredients are not hard-hitting.
• 25:09
  SPEAKER_04: And if you're looking for serious benefit concern and uh to to address a serious issue, it really doesn't solve that for you.
• 25:17
  SPEAKER_04: And so the way we like to think about in beauty and the kind of like our guiding principle is we're fun on the outside, serious on the inside.
• 25:23
  SPEAKER_04: And when we were thinking about this brand and just kept on having these conversations, Jen and I, we looked at the market and really we didn't see a lot of brands in skincare that were like clinically effective with the serious ingredients that we formulate with that, you know, were distributed at Sephora's and Ultas and the Prestige distribution channel that had fun packaging.
• 25:43
  SPEAKER_04: It was almost like if you had to be serious, you had to look serious.
• 25:46
  SPEAKER_04: And when we thought about the future generations and how do we get a younger audience engaged in skincare, engaged in this conversation of serious ingredients and everything that we've been describing, they you gotta get them with the visuals.
• 25:58
  SPEAKER_04: It has to be visually aesthetically appealing.
• 26:01
  SPEAKER_04: And at the time, really, there were two things happening.
• 26:03
  SPEAKER_04: It was either very minimalist gray, beige, white, nude tones, or it was Glossier 2.0.
• 26:10
  SPEAKER_04: Glossier was a huge success when we were concepting this brand and really started thinking about it.
• 26:15
  SPEAKER_04: And then we saw so many Me Too brands that came out with Millennial Pink and Pink and Peach and Beige and um light purple.
• 26:23
  SPEAKER_04: And so you couldn't even at a certain point tell the difference between them.
• 26:26
  SPEAKER_04: And so we were like, everyone's going left, we're gonna go right, we're gonna go a totally different direction.
• 26:31
  SPEAKER_04: We're gonna make our packaging so fun, so bright, just sparks joy, makes you feel happy to use it, attaches, um, and grabs your attention, whether it's online or in store, because we knew that like omnichannel was something that was very important to us.
• 26:46
  SPEAKER_04: And we met with a couple of design agencies and said, you know, we're gonna launch this, this, this brand.
• 26:53
  SPEAKER_04: What kind of concepts can you come up with for us?
• 26:56
  SPEAKER_04: And a lot of them gave us a version of Glossier.
• 26:59
  SPEAKER_04: And and, you know, with all due respect to Glossier, they did it first, they did, they did it best.
• 27:02
  SPEAKER_04: We're not gonna try to replicate that.
• 27:04
  SPEAKER_04: We need to be our own thing and something very different.
• 27:07
  SPEAKER_04: And so we all we we ended up finding a design agency based in the UK that was predominantly males that were very upfront with us and said, Look, we don't really use beauty, we've never designed anything beauty.
• 27:19
  SPEAKER_04: Like, we are not your people.
• 27:21
  SPEAKER_04: We we are not consumers.
• 27:22
  SPEAKER_04: We're not gonna give, we we don't really understand your category.
• 27:25
  SPEAKER_04: And and Jen and I looked at each other, we said, that's exactly why we want to work with you.
• 27:29
  SPEAKER_04: You're not gonna give us some preconceived notion of what clean, effective skincare should be, and you're gonna you're gonna give us something bright and bold and fun.
• 27:38
  SPEAKER_04: And they really did.
• 27:39
  SPEAKER_04: I think they took everything that we had in our brains and all these concepts and ideas and put it down in a design.
• 27:44
  SPEAKER_04: And we've definitely evolved and kind of listened to our audience and listened to what's happening in the industry, but we're always very true to we're fun on the outside and serious on the inside.
• 27:54
  SPEAKER_04: And so we always hear that our bright, fun packaging is what attracts people from the get-go.
• 28:01
  SPEAKER_02: And yeah, it's it's amazing.
• 28:02
  SPEAKER_02: And also, like I love that you told them to think outside of the box.
• 28:05
  SPEAKER_02: I mean, no pun intended to be able to do it.
• 28:06
  SPEAKER_02: Absolutely.
• 28:07
  SPEAKER_04: Yes, yes, yeah, think outside the box.
• 28:09
  SPEAKER_04: And I think we got a very fun kind of like street style, very modern urban vibe.
• 28:15
  SPEAKER_04: And back then when we were thinking about this, like Gen Z wasn't a term, Gen Z wasn't an audience that people were trying to acquire and really cater to.
• 28:23
  SPEAKER_04: And so we, I think I I really the reason why I think a lot of what we're doing is successful and working is I always say, like, I'm not like inexperienced with a dream, I'm very experienced with a plan.
• 28:37
  SPEAKER_04: And so we've just seen so much evolution and have been in the industry for such a long time and seen so many things go up and down and have made mistakes and have had huge successes, that this is just so based on experience and gut and and our deep, deep understanding of this industry and our customer and what we're trying to achieve short-term, long-term, very long term, that that it's it's working.
• 28:58
  SPEAKER_04: And I also believe in evolution.
• 29:00
  SPEAKER_04: Look, we're really bright and fun and full of neons and pops of color, and uh that may evolve in the coming years.
• 29:06
  SPEAKER_04: I have no idea because I think like that's the same bit as innovation.
• 29:11
  SPEAKER_04: Your formulas have to be something truly different.
• 29:13
  SPEAKER_04: You have to do something that others are not doing.
• 29:16
  SPEAKER_04: And so as we see copycats come to the market and we see packaging that looks, you know, somewhat similar to ours, we'll always think about being ahead of it and like what's next.
• 29:24
  SPEAKER_02: Yeah, and I mean you it should be, you know, it should be flattering to you because your packaging is really, really, I mean, I find it to be very unique.
• 29:30
  SPEAKER_02: I know you had mentioned Glossier is a great example.
• 29:33
  SPEAKER_02: And yeah, you're right.
• 29:34
  SPEAKER_02: I mean, they were, you know, they were fun, you know, what in their era and stuff.
• 29:37
  SPEAKER_02: And I'm not saying they're gone or anything.
• 29:39
  SPEAKER_02: I mean, Glossier, if you're listening, I'm not no shade, but like not at all.
• 29:43
  SPEAKER_02: Um, your packaging is very different, you know, than Glossier than anyone I've ever seen because you actually have the science on your packaging.
• 29:48
  SPEAKER_02: Again, you know, like the re I'm looking at the refined serum right now.
• 29:52
  SPEAKER_02: Yeah, no, it's true.
• 29:53
  SPEAKER_02: I mean, if you look at any of the for everyone listening, if you look at any of the products, you will see exactly what it does to your skin on the packaging.
• 30:01
  SPEAKER_02: That's what I love.
• 30:02
  SPEAKER_02: It's like the refined serum.
• 30:04
  SPEAKER_02: It's an AHA BHA texture and pore serum.
• 30:06
  SPEAKER_02: It has, you know, these three things that it's really the hallmark, you know, results that you can see in your skin.
• 30:13
  SPEAKER_02: And they're all beautifully sketched right on the packaging.
• 30:16
  SPEAKER_02: You know, the smooth part where you see it going into the layers of the skin, the pores where it's you know, closing up the pores, tightening them, you know, the firmness where it's firming up that those elastin fibers, it's all there.
• 30:28
  SPEAKER_02: And it's very visual.
• 30:30
  SPEAKER_02: And so I think, you know, more than even the colors, the visual aspect of the science is what really gets me.
• 30:36
  SPEAKER_02: And it really tells me that you guys know what you're doing.
• 30:38
  SPEAKER_02: Because you, if you did it, you wouldn't be able to do that.
• 30:41
  SPEAKER_02: You know what I mean?
• 30:41
  SPEAKER_02: Like you wouldn't have thought about that.
• 30:43
  SPEAKER_02: Like, let me show the customer what this does for your skin.
• 30:45
  SPEAKER_02: Because we're all, you know, we're so used to, like you said, Alyssa, you made a great point, these very clinical colors, you know, white, beige, gray, like that's cool and all.
• 30:55
  SPEAKER_02: But if I don't know, if you have something written on your packaging, like, you know, poor soothing serum, right?
• 31:02
  SPEAKER_02: I don't know what that means as a general consumer.
• 31:04
  SPEAKER_02: I don't know how your product's working.
• 31:06
  SPEAKER_02: So something like this is a huge game changer in the industry because you can visually see what you're talking about, you know, and that's where I feel like a lot of brands kind of lose a lot of customers because you're not only not getting them because you're not explaining your science, but your science should be like self-explanatory, is my point, you know, and there's no better way to do that than put it right on the packaging.
• 31:29
  SPEAKER_02: I mean, I think that's yeah.
• 31:31
  SPEAKER_04: You bring up such a good point.
• 31:33
  SPEAKER_04: And as we think about our audience, people always ask, so like your Gen Z, like do you do you do you only target younger, a younger audience that's just starting out in skincare?
• 31:42
  SPEAKER_04: And like, what what about what about the older audience?
• 31:45
  SPEAKER_04: And what about people that are in their 30s and 40s and 50s and 60s?
• 31:48
  SPEAKER_04: And it's so interesting because we have such a wide audience space.
• 31:51
  SPEAKER_04: Obviously, our brand is bright and fun and will naturally lend itself to a younger audience, which is always our goal, because I think that's the audience that is underserved within this serious aspect of skincare, yet being accessibly priced and value, value-driven.
• 32:06
  SPEAKER_04: However, we get our younger audience because our packaging is phenomenal and it teaches them and it shows them it's very direct with what it's gonna do, how it's gonna do it.
• 32:15
  SPEAKER_04: Like those two things are key.
• 32:16
  SPEAKER_04: If you cannot read a bottle and understand what it's gonna do and how it's gonna do it, you've missed the mark.
• 32:21
  SPEAKER_04: And then our more mature audience, or some of more of like, you know, the skin pros that look at the ingredient list and look for specific ingredients, you know, above the 1% line, but below the 1% line, people that are, you know, obsessed with the Yucca app, which if you don't know what the Yucca app is, it's highly addictive.
• 32:36
  SPEAKER_04: It's an app where you can scan a barcode and really understand it, gives you a rating of how clean the product is.
• 32:41
  SPEAKER_04: And it and it's not only for beauty, you can look up food and other stuff.
• 32:46
  SPEAKER_04: Um, those people may not be you know our target for the bright and fun because they may think that it's you know a little too bright or a little too fun for them, but then they see how serious the formula is, and how John has literally put her heart and soul and buds, blood, sweat, and tears into each product.
• 33:03
  SPEAKER_04: And they come back and they're like, wow, I didn't think this product can deliver what my hundred dollar eye cream does, and it delivers and then some.
• 33:11
  SPEAKER_04: And so we hear that all the time from we get emails through our customer service from women in their 50s and 60s, and saying, like, wow, I've been buying luxury prestige products that are$100,$120, and I've seen similar, if not better, results from your formulas because my daughter recommended it, or someone, you know, in my life that's a little bit younger recommended it.
• 33:33
  SPEAKER_04: And I was so skeptical.
• 33:34
  SPEAKER_04: And then I tried it and I'm blown away.
• 33:35
  SPEAKER_04: And so we get one audience with the packaging and the bright and the fun and all of our marketing efforts and TikTok because we've seen, you know, so much success there.
• 33:43
  SPEAKER_04: And then the older audience is like, oh wow, like these products perform like hell, and and they keep coming back, and they're you know, so surprised by the price point too.
• 33:52
  SPEAKER_04: They're like, whoa, like for the price of one, I could buy three of yours, which is our whole goal.
• 33:57
  SPEAKER_04: Like, that is the goal.
• 33:58
  SPEAKER_02: Well, you know, I'm not gonna lie, I'm in I'm in my mid-30s and you attracted me immediately.
• 34:03
  SPEAKER_02: So I I wouldn't challenge anyone that says it's only for Gen Z.
• 34:07
  SPEAKER_02: No, I found the packaging to be so amazing when I first saw it.
• 34:10
  SPEAKER_02: So yeah, I think it's definitely meant for everybody.
• 34:12
  SPEAKER_02: I mean, I think as a millennial, I can really appreciate it because we have beautiful, you know, millennial colors here.
• 34:18
  SPEAKER_02: Like I remember, you know, the summers, right?
• 34:20
  SPEAKER_02: Our summers were so like colorful and like just like Gen Z, you know, we we aren't that far apart.
• 34:26
  SPEAKER_02: I mean, that's another thing with generations.
• 34:28
  SPEAKER_02: I feel like when it comes to marketing, people overthink it.
• 34:30
  SPEAKER_02: Because I mean, look at Gen Z, you guys.
• 34:32
  SPEAKER_02: I mean, Gen Z's listening to the same music we listened to when we were teenagers.
• 34:36
  SPEAKER_02: They're listening and they're looking and they're trying on all the same fashion.
• 34:40
  SPEAKER_02: They're, you know, all the things are coming back full circle and they're rediscovering the things we love, right?
• 34:45
  SPEAKER_04: And so it's new is old, what's old is new.
• 34:48
  SPEAKER_04: Exactly.
• 34:48
  SPEAKER_02: Exactly.
• 34:49
  SPEAKER_02: And so I think it's a very universal line in its appeal, you know, in terms of marketing.
• 34:53
  SPEAKER_02: I think it's really about the idea that, you know, yeah, the ingredients have to be there and the results have to be there.
• 34:59
  SPEAKER_02: And I think that's where you guys, for me, stand out a lot because I have interviewed lines and I have, you know, not interviewed lines that have reached out that are very like packaging appealing, you know what I mean?
• 35:10
  SPEAKER_02: They are made for Gen Z.
• 35:11
  SPEAKER_02: They are made for that.
• 35:13
  SPEAKER_02: How, you know, bam, appeal.
• 35:14
  SPEAKER_02: Like, as soon as you see it, you're curious about it.
• 35:17
  SPEAKER_02: But then you look at the ingredients and you're like, do I really need just a hyaluronic acid serum in my routine, like another one?
• 35:23
  SPEAKER_02: Like, no, I don't, you know what I mean?
• 35:25
  SPEAKER_02: So that's where it's like very, very unique.
• 35:26
  SPEAKER_02: So I completely agree with you, Alyssa, with what you said, where it's like, you know, the deeper you look, the better and better it gets, you know, with the brand.
• 35:33
  SPEAKER_02: I I absolutely love that.
• 35:35
  SPEAKER_02: And um, you know, my question really, I think it evolves into this idea of you guys are, I've noticed, you know, from the product range I've tried, there are a lot of actives in here, but they're, I feel like in gentle enough concentrations to where they're very applicable to anyone with different age, like or you know, your age group can vary a lot.
• 35:56
  SPEAKER_02: You know, there's a large age range here that can use these products.
• 35:59
  SPEAKER_02: And so I would love for Jen for you to speak a little bit about this because I know you guys have this wonderful, like, you know, the slushy serum, for example, for everyone listening, it's a hyaluronic with Bacucciol, but then they also have a 1% retinol serum.
• 36:11
  SPEAKER_02: So, you know, there's like a range here that you can work with, you know what I mean?
• 36:14
  SPEAKER_02: So I'd love for you to talk about that and like the six-acid toner and you know, just really talk to me about the actives.
• 36:20
  SPEAKER_02: Like what look, what was your approach there?
• 36:23
  SPEAKER_06: Yeah, so I'll just, you know, loaded question, but I'll um start with, you know, one of our one of our formula ethos is effective, not aggressive.
• 36:31
  SPEAKER_06: And that's something we take very seriously, just because, you know, I think um when you go too high with certain ingredients, right, it or you just don't educate properly on a formula, right?
• 36:42
  SPEAKER_06: You end up damaging your skin and your skin barrier.
• 36:45
  SPEAKER_06: And we all know, like, one of the most important, the most important thing is maintaining your skin barrier health, right?
• 36:51
  SPEAKER_06: And so we want to create products that will not only help to, you know, treat a skin concern or visibly improve skin, but we want to do that while maintaining a healthy skin barrier.
• 37:02
  SPEAKER_06: Um, so that's always very, very important to us before we formulate anything, right?
• 37:08
  SPEAKER_06: We always think we always look at what's out on the market because we don't want another Me Too product.
• 37:11
  SPEAKER_06: We think about how do we make it better.
• 37:13
  SPEAKER_06: But then when I'm thinking about like how do we treat a skin concern, again, we look at basically everything that could be happening within skin.
• 37:21
  SPEAKER_06: So I like to use kind of our bright and tight eye cream as kind of an example because I think it really clearly states kind of how different we are.
• 37:28
  SPEAKER_06: And so, you know, most eye creams on the market, right, that say they address quote unquote dark circles, right?
• 37:34
  SPEAKER_06: Really address the bluish purple dark circle under the eyes that can be from, you know, minor capillary leaks, lack of sleep, stress, et cetera, right?
• 37:42
  SPEAKER_06: But that's one really cause of dark circles, right?
• 37:46
  SPEAKER_06: And it's really more if you tend to be fairer complexed or more Caucasian and skin tone, right?
• 37:51
  SPEAKER_06: And so that's leaving an a big circle of the pie um unaddressed when you're looking at the other concerns that you know could be presenting themselves as a dark circle.
• 38:02
  SPEAKER_06: And the other one, number two, could be, you know, and a and a big one, I think, which is really unaddressed in our industry, is hyperpigmentation around the eyes, right?
• 38:11
  SPEAKER_06: And so you if you happen to be, you know, more olive toned or more melanated, and sometimes even pair complexion people experience this as well.
• 38:18
  SPEAKER_06: But any UV exposure, right?
• 38:21
  SPEAKER_06: Um, harsh ingredients on the skin, they can cause pollution, they can cause a darkening of the skin.
• 38:26
  SPEAKER_06: And it's not the same as the blue purple circle that you see under the eye that, you know, people typically call a dark circle, right?
• 38:32
  SPEAKER_06: But that darkening around the eye, 360 around the eye, it's still a dark circle, right?
• 38:36
  SPEAKER_06: People still say when they see that in the mirror, oh, I have a dark circle, right?
• 38:40
  SPEAKER_06: But it's not being addressed by the other products in the market.
• 38:43
  SPEAKER_06: And then the third really concern that we looked at is, you know, as we age, the skin under the eye starts to thin, right?
• 38:51
  SPEAKER_06: So it's already a very delicate area under the eye.
• 38:53
  SPEAKER_06: And so as we age, the collagen election breaks down, the the thin starts to skin.
• 38:57
  SPEAKER_06: The skin starts to thin, excuse me.
• 38:59
  SPEAKER_06: And what you get there is a gray shadowing under the eye.
• 39:02
  SPEAKER_06: So again, another third, totally different reason for a dark circle, right?
• 39:07
  SPEAKER_06: That isn't really being addressed by what's out there on the market.
• 39:10
  SPEAKER_06: And so when you look at bright and tight, that's the reason we've included these 15% clinically proven actives, right?
• 39:16
  SPEAKER_06: That each address different things happening with those three concerns.
• 39:20
  SPEAKER_06: Because quite honestly, like, yes, a lot of people have a blue-purple circle, but there's just as many people, if not more, that have hyperpigmentation or a thinning of the skin on your eye.
• 39:30
  SPEAKER_06: And some may have two of those concerns, if not three, right?
• 39:33
  SPEAKER_06: And so you really need to look at it holistically, and that's like the goal when I'm formulating the research that goes into it, really kind of then shows me kind of where I need to go active-wise and what I need to be searching for.
• 39:46
  SPEAKER_06: And then when we actually hone in on the actives, right, because you know there's literally uh hundreds of thousands of ingredients that you can use, right?
• 39:53
  SPEAKER_06: I'm really honing in on the ones that have been tested that have in vivo results, which means tested on human skin.
• 40:00
  SPEAKER_06: I want to see changes that have actually happened on human skin and not just in a petri dish, right?
• 40:04
  SPEAKER_06: And so that to me is super important when I'm taking actives because I want to ensure these actives have been clinically tested at the level we're using.
• 40:12
  SPEAKER_06: They're actually visibly showing changes, right?
• 40:14
  SPEAKER_06: And then we also look at a lot of, you know, medical journals and dermatology um magazines and articles and journals and things like that to go even further into deeper research on other ingredients.
• 40:24
  SPEAKER_06: And so a lot goes into every formula we create, but I think, you know, in doing so with like our eye cream, right?
• 40:30
  SPEAKER_06: We're addressing something that no other product on the market is addressing.
• 40:33
  SPEAKER_06: We're reach reaching a much wider audience with our formula and helping more people.
• 40:39
  SPEAKER_06: And that was long-winded, but no, and you definitely answered my question though.
• 40:44
  SPEAKER_02: I mean, it's really about um, I mean, that's really what what my question was was this idea of like, you know, the innovation side of it.
• 40:50
  SPEAKER_02: Because you're right.
• 40:51
  SPEAKER_02: I mean, at the end of the day, like how many eye creams do we all have, right?
• 40:55
  SPEAKER_02: In our in our little cabinet or van on our vanity.
• 40:58
  SPEAKER_02: And I mean, how many times can you really say an eye cream or really any product is like truly game-changing, you know, compared to the other ones?
• 41:07
  SPEAKER_02: And so if you're able to create a product that is clearly like that, I mean, that's that's huge, you know, and that's huge in general for any line to make even one like that.
• 41:16
  SPEAKER_02: But I think that across the board you have quite a few in the in the collection that are, you know, just really, really, really solid products.
• 41:22
  SPEAKER_02: And um, you know, I think the importance is really getting people to try something, you know.
• 41:28
  SPEAKER_02: And I think that's where sometimes it's like it gets lost in translation, where um consumers are often like, you know, for me, I'll give you my example, you know, they reach out to us through email, they'll ask us for product recommendations, and they're always like, well, what's going to really actually help my hyperpigmentation?
• 41:46
  SPEAKER_02: And you know, and when a consumer asks you a question like that, it's very hard because you don't know what they look like, you know, you don't know what caused their hyperpigmentation, you don't know what so you want to be able to suggest something that's got this like unique part to it, which is exactly what you described, Jen, which is like, you know, you've got this data around it, you've got the science around it.
• 42:07
  SPEAKER_02: It's able to speak for itself.
• 42:10
  SPEAKER_02: That's the kind of product you want to recommend.
• 42:11
  SPEAKER_02: And that's what I go with.
• 42:12
  SPEAKER_02: I'm not gonna lie, I go with products like that when I recommend anything, because at least I know I'm doing some sort of justice to this person coming to me for a recommendation because the science is there, okay, regardless of everything else.
• 42:24
  SPEAKER_02: So I love that.
• 42:25
  SPEAKER_02: And I love that you're able to, you know, like just boldly say that about your eye cream because you're right, you know, the innovation speaks for itself.
• 42:32
  SPEAKER_02: And that's something that I think as consumers, I see people wanting more and more of, but they just don't know where to go.
• 42:37
  SPEAKER_02: And it's like, you know, and it's kind of disheartening sometimes, but at the same time, you know, that's what we're here for.
• 42:43
  SPEAKER_02: So I hope everyone listening, if you're looking for an eye cream, I hope you really, you know, that answered your question a little bit.
• 42:48
  SPEAKER_02: And definitely you definitely check out, you know, In Beauty's eye cream because, you know, it's really about the innovation, guys.
• 42:54
  SPEAKER_02: That's really all it comes down to.
• 42:56
  SPEAKER_04: One more point on the eye cream.
• 42:57
  SPEAKER_04: I think that what we've also seen, and this is very much you know, part of our innovation strategy and really understanding our customer and our demo and how things are talked about and promoted, and and you know, like where do people find out about our products is people are very impatient.
• 43:12
  SPEAKER_04: And even with you know, a topic like dark dark circles or any change that you're looking for in the skin, all Jen always says it takes you know six to eight weeks at a minimum to see to see results.
• 43:22
  SPEAKER_04: And the problem is people write in, they're like, oh, six to eight weeks.
• 43:25
  SPEAKER_04: Like, I don't have that kind of time.
• 43:26
  SPEAKER_04: I need something instant.
• 43:27
  SPEAKER_04: And so there's this really this like desire for instant, instant, instant.
• 43:31
  SPEAKER_04: I think it's fueled by social media, it's fueled by filters, it's fueled by, you know, just a lot of different things happening in our society and how we perceive our trial ourselves and portray ourselves.
• 43:40
  SPEAKER_04: And the other, you know, icing on the cake of this eye cream, this is why this formula product sold out in 10 days when we first launched it at Sephora, which we had no idea that would happen.
• 43:49
  SPEAKER_04: It was just been a crazy wild success, so exciting to see.
• 43:52
  SPEAKER_04: Is it's got the factor as well.
• 43:54
  SPEAKER_04: And so, for those that are that don't have any patience, and I'm one of those people as well, I need instant results.
• 44:00
  SPEAKER_04: It's got instant topical brighteners and light reflectors to give you the instant kind of you know removal of the dark circles and brightening under the eyes so that you feel and look less tired and feel confident and you don't have to put as much concealer on in the morning.
• 44:12
  SPEAKER_04: And so like all the tired moms, students, everyone out there, and it's got the long term.
• 44:17
  SPEAKER_04: And so I think like the combination of both, plus the the pump that it comes in that's just so easy to use.
• 44:23
  SPEAKER_04: You don't have to stick your fingers in a jar, like thinking about the product innovation from a 360 packaging instant, long-term benefits.
• 44:31
  SPEAKER_04: All of that is what makes it a winner, and that's where Jen shines.
• 44:34
  SPEAKER_04: Like she just thinks about every single aspect, and and that's what makes a product sell out in 10 days.
• 44:39
  SPEAKER_02: I love that.
• 44:40
  SPEAKER_02: And yeah, I love the airtight packaging thing too.
• 44:43
  SPEAKER_02: That's really important.
• 44:44
  SPEAKER_02: I love that you brought that up, Alyssa.
• 44:45
  SPEAKER_02: And Jen, seriously, hats off to you.
• 44:47
  SPEAKER_02: I mean, you've really done it here.
• 44:48
  SPEAKER_02: And I think that, you know, the formulas, I always say this, you know, there's a lot of things in life that will like fail you, but when it comes to like real science, you know, and just for all the listeners, real science will speak for itself, you guys.
• 45:01
  SPEAKER_02: Like it really will, you know.
• 45:02
  SPEAKER_02: Yeah.
• 45:02
  SPEAKER_02: And it's like if someone really knows their stuff, like Jen clearly knows what she's doing.
• 45:07
  SPEAKER_02: She has worked with the biggest brands, her brand reflects every single piece of that knowledge that she's gathered over the years.
• 45:13
  SPEAKER_02: And you know, that's knowledge, it speaks for itself.
• 45:16
  SPEAKER_02: That's years worth of knowledge.
• 45:18
  SPEAKER_02: I mean, like you can't go out there and refute that.
• 45:21
  SPEAKER_02: You can't duplicate it, you can't find brands randomly, you know, you run across in whatever department store they're gonna be able to duplicate.
• 45:29
  SPEAKER_02: It doesn't work like that because you have to understand like you know, science is only as good as the person who's behind it because you have to be able to apply it as well.
• 45:39
  SPEAKER_02: You know, there's a lot of brands I interviewed that are like, oh, we have this proprietary blend, you know, it's like under patent, you know, whatever.
• 45:45
  SPEAKER_02: And I'm like, okay, cool.
• 45:47
  SPEAKER_02: How applicable is it though to like real life, you know?
• 45:50
  SPEAKER_02: Yeah.
• 45:51
  SPEAKER_02: Like you want to like, you know, alter my DNA, right?
• 45:54
  SPEAKER_02: You want to alter my genes with your proprietary blend, but like, do we really need that?
• 45:59
  SPEAKER_02: Is my question.
• 46:01
  SPEAKER_02: So, you know, I see a lot of brands like that.
• 46:02
  SPEAKER_02: I mean, it's it's a dual uh, you know, edged sword, is my point, is that you know, it can go either way.
• 46:07
  SPEAKER_02: I think that applicable science is the real name of the game here.
• 46:10
  SPEAKER_02: And I think you know, you can only get that when you've had that experience.
• 46:14
  SPEAKER_02: And so I it makes me feel better as a consumer, knowing that you know, both of you have been in this industry, you've seen how it works, you've seen the products that work, don't work, you know what I mean?
• 46:24
  SPEAKER_02: Like, and that I think is the most important thing, especially nowadays in the clutter that we're living in with this, you know, everyone has a brand kind of deal.
• 46:33
  SPEAKER_02: It's like yeah, it's a science, but it's also the people behind it.
• 46:37
  SPEAKER_02: You know, it's also about the people and their experience and those founders that have that experience.
• 46:42
  SPEAKER_02: And you guys clearly have a nip for me that speaks volumes, you know, as a consumer.
• 46:46
  SPEAKER_02: So I I, you know, huge hats off to both of you.
• 46:48
  SPEAKER_02: I think you've done such a beautiful job.
• 46:50
  SPEAKER_02: And like I said, you know, every product, guys, you're if you're listening, you know, and taking my advice, like every single product is a like a home run.
• 46:59
  SPEAKER_02: It really is.
• 47:00
  SPEAKER_02: Like, you know, I love your toner, by the way, Jen.
• 47:03
  SPEAKER_02: That toner is one of maybe two or three toners ever in my life that I've actually stuck to.
• 47:09
  SPEAKER_02: Like I've been using it for a few days.
• 47:11
  SPEAKER_02: Yeah, I know I really love it.
• 47:12
  SPEAKER_02: And I think that it's like really needed because we're always looking for like, you know, I think Alyssa, you were talking about instant results, right?
• 47:19
  SPEAKER_02: I feel like that toner is also one of those products where you use it and you instantly see that glow in your skin.
• 47:25
  SPEAKER_02: You start seeing the glow.
• 47:27
  SPEAKER_02: And I use it at night.
• 47:28
  SPEAKER_02: It's a six-acid blend, like I said.
• 47:29
  SPEAKER_02: So I use it at night, but I wake up with the most glowy, beautifully primed skin.
• 47:35
  SPEAKER_02: I kid you not.
• 47:36
  SPEAKER_02: And I've even tested the other night, I tested it.
• 47:38
  SPEAKER_02: I only use that toner and I put just like a light gel moisturizer, not from your range, like just a random moisturizer I had up on top that I know for a fact I've used that moisturizer before.
• 47:48
  SPEAKER_02: So I know that's not the reason.
• 47:50
  SPEAKER_02: Okay.
• 47:51
  SPEAKER_02: And I woke up the next day and my skin was glowing, it looked beautiful, you know.
• 47:56
  SPEAKER_02: And as a woman of color, sometimes we have this problem where you know, when our skin is dull, it almost looks almost muddy, if that makes any sense.
• 48:03
  SPEAKER_02: Like there's like that muddy look.
• 48:05
  SPEAKER_02: And so when you have a good toner and you have a good acid product, that muddiness will go away.
• 48:10
  SPEAKER_02: You know what I mean?
• 48:11
  SPEAKER_02: It will go away and it will clear up.
• 48:12
  SPEAKER_02: And that's exactly what it did for me.
• 48:14
  SPEAKER_02: So that makes me feel happy.
• 48:16
  SPEAKER_02: Yeah, yeah.
• 48:17
  SPEAKER_02: No, I mean it's true, it's it's just you know, science.
• 48:20
  SPEAKER_02: It's it's science.
• 48:21
  SPEAKER_02: So, you know, really hats off to you guys.
• 48:23
  SPEAKER_02: But um, I really love this and and I really love your brand.
• 48:26
  SPEAKER_02: And for everyone listening, I hope you've checked them out again, you know, in beautyproject.com, two ends in the inn, and make sure you check them out.
• 48:34
  SPEAKER_02: They will be everything will be tied in the concept art for this episode.
• 48:38
  SPEAKER_02: Um, you know, we're gonna have all the information for you, but please chime in with your questions.
• 48:42
  SPEAKER_02: Um, you know, any questions that you have, I'll pass them along to Alyssa and Jen's team.
• 48:46
  SPEAKER_02: We'll get some answers for you.
• 48:47
  SPEAKER_02: But this is a really great range.
• 48:49
  SPEAKER_02: And I think that if you're somebody who is on the fence with skincare, you don't know where to start, you don't know about actives, you don't know about what you need.
• 48:57
  SPEAKER_02: Here you go.
• 48:58
  SPEAKER_02: You know what I mean?
• 48:58
  SPEAKER_02: Dive in.
• 48:59
  SPEAKER_04: And you don't want to spend$500 on a routine.
• 49:02
  SPEAKER_04: I think the reality is like they're more important things to invest money in.
• 49:05
  SPEAKER_04: I don't know, education, rent, things like that.
• 49:10
  SPEAKER_02: Like, I think yeah, like if you're like a college student or you're somebody who's just like, you know, hey, in residency, I had no money.
• 49:19
  SPEAKER_02: You know, yeah, I was a resident still doing skincare though.
• 49:22
  SPEAKER_02: I mean, you know, so yeah, if you're somebody who's just you know on a budget with your skincare right now, or whatever, you know, it doesn't even matter, like it's just great products, you know.
• 49:30
  SPEAKER_02: The price range is just that added bonus to it, you know.
• 49:33
  SPEAKER_02: And so really go check it out and and try it.
• 49:36
  SPEAKER_02: I promise you'll love it.
• 49:37
  SPEAKER_02: But thank you guys so much, Alyssa and Jen.
• 49:39
  SPEAKER_02: This was such an honor to host you.
• 49:41
  SPEAKER_03: Thank you.
• 49:41
  SPEAKER_03: Thank you.
• 49:42
  SPEAKER_03: This was so fun.
• 49:43
  SPEAKER_03: This is one of the most fun hours I've spent in a long time.
• 49:46
  SPEAKER_03: Thank you really appreciate it.
• 49:48
  SPEAKER_02: Um, it's my pleasure, and likewise, I've absolutely loved learning about the brand, and I can't wait to see what you guys do next.
• 49:54
  SPEAKER_02: And for everyone listening, thank you so much.
• 49:56
  SPEAKER_02: And I hope you loved the episode.
• 49:58
  SPEAKER_02: And if you did, please take a second and leave us a rating and a review on whatever platform you are tuning in on.
• 50:04
  SPEAKER_02: Thank you so much.
• 50:06
  SPEAKER_03: Thank you.
• 50:07
  SPEAKER_03: Have a good day.
• 50:08
  SPEAKER_03: Bye.
• 50:09
  SPEAKER_02: Hey guys, so I hope you love that episode.
• 50:12
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• 50:17
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• 50:19
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• 50:34
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• 51:00
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• 51:11
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• 51:16
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