Latest / Skin Anarchy / E.293: Redefining Luxury Skin Care W/Out Compromising The Science Ft. Emma Lewisham

Transcript

E.293: Redefining Luxury Skin Care W/Out Compromising The Science Ft. Emma Lewisham · Skin Anarchy

• 0:11
  SPEAKER_00: You can cross your fingers and all your toes during a data center migration.
• 0:15
  SPEAKER_00: You can knock on wood click a dozen four-leaf clovers or look to your lucky stars for a successful office expansion.
• 0:21
  SPEAKER_00: You can hold your breath, shut your eyes, and say all the world wishes to help avoid cyber attacks.
• 0:26
  SPEAKER_00: But none of that truly helps you.
• 0:28
  SPEAKER_00: Because next level nodes, you need the next level network.
• 0:32
  SPEAKER_00: With the security, reliability, and expertise to take your business further.
• 0:36
  SPEAKER_00: ATT business, a network you can rely on.
• 0:56
  SPEAKER_02: Hi guys, welcome back to Skincare Anarchy.
• 0:58
  SPEAKER_02: Uh, this is Ekta, and I'm very excited to introduce our guest to you today because I absolutely love her line, and I've been using specifically one of the products every day.
• 1:08
  SPEAKER_02: And uh my interns, by the way, Emma, have also loved your entire line.
• 1:12
  SPEAKER_02: So without further ado, guys, I want to introduce you to Emma.
• 1:17
  SPEAKER_02: Welcome to the show, Emma.
• 1:19
  SPEAKER_02: Hi, thank you so much for having me.
• 1:21
  SPEAKER_02: It's so great to be with you.
• 1:24
  SPEAKER_02: I love I love your line.
• 1:25
  SPEAKER_02: I love everything about it.
• 1:26
  SPEAKER_02: It's just been truly a game changer for me because it's um, you know, for cleansing especially, it's kind of solved this problem I've always had, you know, and I'm gonna go into that later, but I really want to get started um with you and your journey and your background because it's a phenomenal line.
• 1:43
  SPEAKER_02: I want to know um how you started everything.
• 1:46
  SPEAKER_01: Sure, sure.
• 1:48
  SPEAKER_01: So prior to launching Inloition, I worked for a multinational Japanese technology company actually for nine years, uh, and was one of the very few female senior global executives.
• 2:03
  SPEAKER_01: And I guess what got me to that level uh is that I'm a really analytical person.
• 2:09
  SPEAKER_01: I've always been someone that asked, you know, why, why is something done that way?
• 2:14
  SPEAKER_01: Could it be done better?
• 2:16
  SPEAKER_01: Uh, challenging the status quo and have had that grit and determination.
• 2:23
  SPEAKER_01: And five years ago I was trying to get um pregnant and I was making a number of changes in in my lifestyle, and I had a conversation with my doctor really about um food and um lifestyle and bringing down stress, and part of that he said to me, you know, and also what are you using on your skin?
• 2:47
  SPEAKER_01: Uh in which I said that I was using hydroquino, and what which he came and said, Look, that's actually found in multiple countries, and yes, it works, but there's a compromise.
• 2:57
  SPEAKER_01: And it was what planted the seed in my head and put me on a path of looking at natural alternatives.
• 3:04
  SPEAKER_01: I was always used to using really high-performing, um, science-backed uh luxuries and products.
• 3:13
  SPEAKER_01: And when I went looking for the natural alternative, what struck me was there was natural skincare out there, but they weren't challenging these conventional products.
• 3:22
  SPEAKER_01: They weren't showing that they had independent science to back up, that there wasn't a compromise when using natural skincare.
• 3:29
  SPEAKER_01: It really intrigued me.
• 3:31
  SPEAKER_01: The other thing that I could see was that the beauty industry was in need of changing fast.
• 3:38
  SPEAKER_01: Um every industry that runs a linear model has to be disrupted and changed if we are going to meet global climate goals and reduce the enormous amount of waste that is ending up in our landfill and our oceans annually.
• 3:54
  SPEAKER_01: When it comes to the beauty industry, uh it produces 120 billion units of packaging annually, and the majority, so over 100 billion of that packaging is not being recycled.
• 4:07
  SPEAKER_01: It's ending up in landfill being burnt or even downstream in our oceans.
• 4:13
  SPEAKER_01: And, you know, on the surface, and just fundamentally, that's just not a good design.
• 4:18
  SPEAKER_01: It makes no sense.
• 4:19
  SPEAKER_01: Um, our packaging production is also our largest carbon emitter in the industry.
• 4:25
  SPEAKER_01: Uh, and the the research tells us that moving to refillable circular model would reduce carbon emissions by a whopping 70%, as well as reducing the enormous amount of waste that we're creating.
• 4:38
  SPEAKER_02: So, no, I I love that you are actually so passionately speaking on this, um, Emma, because your line is just it it lacks nothing when it comes to luxury, you know, it lacks um nothing when it comes to sophistication and just true quality.
• 4:54
  SPEAKER_02: And that's why, and you know, I really, really enjoy um hearing someone like you speak about this because um, you know, people gravitate towards, you know, especially I think elder, um, older people, you know, men and women, we gravitate towards more luxury-based products.
• 5:09
  SPEAKER_02: And unfortunately, in the luxury market, I haven't noticed very many brands that are really kind of doing what you're doing, which is you know, really kind of um leading the way into this more sustainable world, you know, without compromising that feel that, you know, just the stuff that comes with luxury products, right?
• 5:25
  SPEAKER_01: Thank you.
• 5:25
  SPEAKER_01: And that was the most important thing for me, the get-go.
• 5:29
  SPEAKER_01: To change the game of beauty, we have to be in it.
• 5:31
  SPEAKER_01: And that meant that we first and foremost had to have excellent products that actually identified and filled a need and a gap in the market.
• 5:39
  SPEAKER_01: And the gap was natural products that had science and independently worked.
• 5:44
  SPEAKER_01: We have the most extensive testing that we do.
• 5:47
  SPEAKER_01: Um, it's independent, it's called standard, we we test biomedically in vitro, as well as doing clinical in vivo tests on people, so not subjective testing.
• 5:58
  SPEAKER_01: Um, and we compare our products to the lemures of the world and not even match not only match but outperform.
• 6:05
  SPEAKER_01: And what we're saying to our customers, you can have it all, you can have natural products uh that are really going to deliver visible results and from a brand that is truly sustainable and responsible.
• 6:20
  SPEAKER_01: And that's how you change it, change your model, is my first and foremost, having great products.
• 6:26
  SPEAKER_01: Um customers to compromise for.
• 6:30
  SPEAKER_02: No, absolutely.
• 6:30
  SPEAKER_02: I think a formula is everything.
• 6:32
  SPEAKER_02: I'm a huge, you know, obviously from the beginning of skincare anarchy, I've been saying, you know, just formula, formula, formula, because you know, at the end of the day, let's be honest, you know, you referenced Lamaire, and I completely agree with you, and I actually wanted to say this to you on air was when I first tried your line, that's the feeling I got, except all of the question marks that have around a lot of luxury brands that don't all not very transparent, I could say, you know, about the the ingredients and whatnot.
• 7:02
  SPEAKER_02: So that's where you know I really want to ask you in terms of because you're talking about the science, right?
• 7:08
  SPEAKER_02: And you're talking about um you mentioned you know you were pregnant at the time, and I know that pregnancy is a very tricky thing, you know, when it comes to anything we put on our body.
• 7:18
  SPEAKER_02: So when you talk about the science, the question is, where did you start?
• 7:22
  SPEAKER_02: Because you're not, you know, you're not coming from this conventional background of just you know, like like me, if I'm for Carolina, I would be like going to the lab.
• 7:29
  SPEAKER_02: You know what I mean?
• 7:30
  SPEAKER_01: Totally, totally.
• 7:32
  SPEAKER_01: I you know I actually started at university studying chemistry uh and went down uh the business track that I had you know initial understanding of the language and some depth to be able to have conversation and to build some initial credibility with scientists.
• 7:49
  SPEAKER_01: We partner with three scientists in New Zealand who have had combined level experience of 100 years.
• 7:58
  SPEAKER_01: We have a bio internal biochemist in our team and also a master of physiology in our team, so that actually have studied how functional mechanisms of living systems work.
• 8:10
  SPEAKER_01: Um we very much approach our.
• 8:13
  SPEAKER_02: One of my colleagues, I also have a master's in physiology.
• 8:16
  SPEAKER_01: Oh wow, yeah, and I think it's so important to have someone with that skill set as part of the Care Line because they understand at a real biochemical, physical level, how the different ingredients work and what role they play so that ingredients products can be synergistic.
• 8:40
  SPEAKER_01: So I'd say that that's a real unique aspect to how we approach the formulation of our product.
• 8:46
  SPEAKER_01: Um we take at least six months and literally just to do research and uh look at detail uh at ingredients in the natural space uh at their data.
• 9:00
  SPEAKER_01: So uh the endeavor and venture of testing data that's done, understanding the mechanism of how the ingredient works, how it works in the SIG of other ingredients to play a different role.
• 9:10
  SPEAKER_01: So there's a lot of problem solving and thinking that goes into a formula before we even start.
• 9:16
  SPEAKER_01: And I guess it just symbolizes again what how we work as a company, we're very innovative and we're we're all about like solving the right problems.
• 9:26
  SPEAKER_02: Yeah, that's interesting that you said that solving the right problem.
• 9:30
  SPEAKER_02: And I really like that you mentioned it like that because here's the thing I see a lot of brands that are very science heavy, right?
• 9:36
  SPEAKER_02: Like I'll meet a new brand, like an indie brand, they're very science heavy, you know, they're the science is just so um sophisticated, it's beautiful, you know, but then I'm left wondering.
• 9:47
  SPEAKER_02: I'm like, you know, I feel like as scientists and even brand, like even as entrepreneurs, we we can gravitate towards this like incredibly too much science-heavy approach where it's not like proven yet, right?
• 10:01
  SPEAKER_02: So yeah, so it needs to be a balance, and so I that's where I really find your line so intriguing because you have such fundamental ingredients in your products, but you the innovation is there.
• 10:14
  SPEAKER_02: So can you tell us about that and the process of you know maintaining the good ingredients, right, that we really do want in our product?
• 10:21
  SPEAKER_02: But they're also weaving in that science.
• 10:25
  SPEAKER_01: And it's such a balance because we're also trying to balance sustainability, and that goes right toward to our sourcing of the ingredient.
• 10:34
  SPEAKER_01: And we at times rule out really highly efficacious, innovative, uh, natural ingredients we're not confident quite yet in the sustainability aspect.
• 10:43
  SPEAKER_01: So there's a lot of things that we are factoring in and considering, um, sort of a jigsaw puzzle.
• 10:51
  SPEAKER_01: Um, but we if I give an example of our skin reset serum, which is the hyperfegmentation, it was our original product uh that I created because of the issue that I had and why I was using hydroquinone.
• 11:05
  SPEAKER_01: Uh, and actually, when we've tested in vitro on skin cells against hydroquinone and looking at what um what product prevents the overproduction of melanocytes, so actually the forming of hyperpigmentation.
• 11:19
  SPEAKER_01: Interesting, our product um matched hydroquinone, but it also protected the good cells, whereas hydroquinone actually ruled out everything, so it actually killed not over the melanocytes but the good cells, which is a really interesting insight.
• 11:31
  SPEAKER_01: But coming back to you know how our products worked and how they were designed from the get-go, we understood to if you're looking at preventing hyperpigmentation, the different pathways and what is the actual skin cell that you need to prevent, and that is the melanocytes, which causes the darkening pigment on the skin.
• 11:54
  SPEAKER_01: Um, so you're trying to prevent that from overproduct producing, but then you also want to look at an ingredient that if it does, how do you slow or mitigate it from rising to the surface?
• 12:04
  SPEAKER_01: And so we use a really interesting um combination of plant stem cells that was a result of seven years by the Swiss Agricultural Umstitute of looking at production of pigmentation across a hundred uh different plant stem cells and came down to this combination of seven, uh, which actually prevents the production of melanocytes, or plays a really strong role.
• 12:31
  SPEAKER_01: And then we combine it with myosinamine, which is vitamin B3, which plays a different role.
• 12:36
  SPEAKER_01: It actually slows the pathway down if the production of melanocytes do produce.
• 12:41
  SPEAKER_01: So I think that gives an example of the thinking that we apply when producing our products that comes back to that physiology.
• 12:48
  SPEAKER_02: Um, well it is molecular, it's molecular signaling, you know, and I think that's at the heart of like good science is really understanding the cellular pathways and and how cells are turned on, turned off.
• 12:59
  SPEAKER_02: You know, that's a very, very um novel and emerging field and the uh field of dermatology, I think, in general.
• 13:05
  SPEAKER_02: And I think that's that's excellent that you are um already focused in that direction because I genuinely believe the future of not only the skincare industry, but the beauty industry is eventually going to come down to this um intersection between aesthetics and you know what I mean?
• 13:22
  SPEAKER_02: Like it's really gonna come down to like scientists are gonna realize if we don't go to the cellular level when it comes to dermatology, you're not doing anything.
• 13:32
  SPEAKER_02: You know, like you it you have to be able to go and think on this level of signaling, and you have to be able to understand, like you know, you mentioned melanocyte, you know, we all have the same amount of melanocyte.
• 13:43
  SPEAKER_02: It's about how they're expressed and when they're expressed, and why they're being expressed.
• 13:48
  SPEAKER_02: And that's behind skin color, that's behind pigmentation, like you mentioned, that's behind uneven skin tone.
• 13:55
  SPEAKER_02: I mean, that those kind of things, but the fundamental thing to target here is what you were saying.
• 14:00
  SPEAKER_02: The progress like the signaling around when do they get turned on and why, you know, and so exactly.
• 14:08
  SPEAKER_01: So that is what we look at when we develop new products.
• 14:12
  SPEAKER_01: Um, we go to that level and that level of depth and understanding.
• 14:17
  SPEAKER_02: I love that.
• 14:18
  SPEAKER_02: Now I have a question actually as a follow-up question, because you know, um, oftentimes I have a hard time, you know, I think understanding if consumers are really receptive to this level of information when it comes to especially clean beauty products, what we would consider to be clean beauty nowadays.
• 14:35
  SPEAKER_02: You know what I mean?
• 14:36
  SPEAKER_02: Like, I always wonder like, is there a like a genuine interest in that market?
• 14:42
  SPEAKER_02: Um, I mean, what have you noticed from your feedback that you've gotten from um your customers and anybody, you know?
• 14:49
  SPEAKER_01: We really position ourselves as a like science-backed type of women brand that just happens to be natural as a bonus.
• 14:58
  SPEAKER_01: Uh and I think that coaching of it uh and positioning has really worked for us.
• 15:06
  SPEAKER_01: Um, we're not saying people have to compromise for natural, we really lead with the performance of our products.
• 15:13
  SPEAKER_01: I think there's still a lot of skepticism around saying natural products not being as effective.
• 15:20
  SPEAKER_01: Uh we've been conditioned over time to think that or to believe that synthetic products are more effective, but really they're just cheaper to use, um, they're easier to formulate with and much more straightforward.
• 15:34
  SPEAKER_01: But like what we see in our testing results is that actually there is nothing more powerful than um natural, really complex living um ingredients.
• 15:45
  SPEAKER_01: And so I think the job still needs to be done to sort of um recondition uh and that thinking that natural isn't as powerful.
• 15:56
  SPEAKER_01: Um I think it's changing, and I think also that's why we um really invest in testing, uh, and also where we saw the gap in the market was to actually prove that there wasn't a compromise.
• 16:08
  SPEAKER_01: I don't think there was a brand that actually proved through like hard like like evidence that that was true.
• 16:16
  SPEAKER_02: Well, you know what's interesting is we had brought up hydroxy kunone in the beginning, and I think that you know, I always find it to be such a it's so ironic to me how consumers gravitate towards, you know, these old worn-out dermatology drugs that are FDA approved versus um exploring other safer options.
• 16:37
  SPEAKER_02: I mean, uh for anyone listening, quinone, which is the m fundamental molecule here, it's derived from the bark of a specific tree.
• 16:46
  SPEAKER_02: And this dates back to the 1600s, you know, so the the sophistication of the chemical that we're working with is uh literally ancient.
• 16:56
  SPEAKER_02: So, you know, if you're uh somebody out there and you're like convinced that the only way to go is like, you know, I go to dermatologists and I get my prescription.
• 17:04
  SPEAKER_02: Well, a lot of prescriptions are really lacking, you know, and they're lagging behind, I should say rather, when it comes to the innovation because they have to go through a very intense process, which yeah, rightfully so.
• 17:16
  SPEAKER_02: But my point is that there's a lot of um for me, it's very irritating to see people being close-minded about skincare because of this reason.
• 17:24
  SPEAKER_02: Because I'm sitting here and I'm talking to you, and we're talking about, you know, hydroxychlone as a treatment for hyperpigmentation or whatever, and then you know, but there are other options that are safer, you know?
• 17:34
  SPEAKER_02: Yeah, yeah.
• 17:35
  SPEAKER_01: There's other options, and I think it takes disruptive brands like ours to disrupt industries and older ways of thinking.
• 17:43
  SPEAKER_01: It's like any industry, right?
• 17:45
  SPEAKER_01: Um, where it just takes someone to come through with an alternative that's like that's better, um, and to progress thinking and innovate.
• 17:57
  SPEAKER_01: So I you know, I really hope we can bring that to the industry.
• 18:01
  SPEAKER_02: No, absolutely, and I think you are doing it.
• 18:03
  SPEAKER_02: I one thing I wanted to actually mention, and this might be a little off topic from the science-heavy stuff, was I really appreciated this about your line was you have a serum and you've called it illuminating bright day, right?
• 18:16
  SPEAKER_02: And I really love Emma that you use the word illuminating as a brown woman.
• 18:21
  SPEAKER_02: You know why like I want to say this on air because I think you're gonna get it.
• 18:25
  SPEAKER_02: We are one of the few people.
• 18:27
  SPEAKER_02: As like a brown woman, like my whole life, like I was born in India, you know, I've noticed like this culture around like skin lightening creams and stuff, and they sell them with this name called brightening.
• 18:38
  SPEAKER_02: You know what I mean?
• 18:39
  SPEAKER_02: And so when I see big skincare lines putting brightening everything, brightening this, I don't think they understand like the psychology of that word, you know, and and it really when I saw your line and I saw it, I was like, you know what, she's doing it right.
• 18:53
  SPEAKER_02: Like it shows the intellect behind it.
• 18:56
  SPEAKER_02: You know what I'm trying to say?
• 18:57
  SPEAKER_02: Like it really was it's it's wonderful because I think this is a problem.
• 19:04
  SPEAKER_02: You know, I keep seeing a lot of magazines that talk about there's a problem in the world of women that are buying skin lightening creams and they're being targeted as brightening creams.
• 19:12
  SPEAKER_02: And I'm sitting here thinking, well, why aren't you talking to the brands that are mislabeling their products, not only like in a scientific way, which we talk about, but also on this cultural level, you know what I mean?
• 19:22
  SPEAKER_02: So like you know, what's your opinion about that?
• 19:25
  SPEAKER_02: Like, especially when you were naming your products and stuff, what's your opinion on all that?
• 19:29
  SPEAKER_01: We are very thoughtful and inclusive in our thinking, and we also take the approach of it being a positive angle versus talking about anti-aging, um, turning back the clock, of seeing it that helping people be the most confident and comfortable in their skin and having the best version of it, but not promoting the idea that you have to turn back the signs of aging on your skin.
• 19:58
  SPEAKER_01: So that is a real big thing for us, and considering like all people when we develop and name our products in terms of being a kind and inclusive brand.
• 20:10
  SPEAKER_01: So I think that talks to our brand values, and I'd also say if we got it wrong, that we would listen and we're open to it, we're not defensive.
• 20:18
  SPEAKER_01: Um we we'd be willing to change things if we didn't get it right.
• 20:24
  SPEAKER_01: So thank you.
• 20:26
  SPEAKER_01: I I really appreciate you picking up on that.
• 20:28
  SPEAKER_02: No, nothing's needed.
• 20:30
  SPEAKER_02: I I mean, thank you, you know, for being so mindful.
• 20:32
  SPEAKER_02: I uh really appreciate it.
• 20:33
  SPEAKER_02: And as a brown woman, like it really for me it struck, you know, it struck uh some strings in my heart because I I really you know I have a very soft spot for that specific topic, you know, and I think the beauty industry should be doing a lot more.
• 20:46
  SPEAKER_02: And you know, I have a whole slew of thoughts around that.
• 20:49
  SPEAKER_02: I'm not gonna bore you with my um opinions on that, but no, I I love the brand, and I think that you know, um, I would actually love for you to walk through and give us a nice routine because the for everyone listening, um, when you go to the website, you'll notice that Emma doesn't have like 59 products in her line.
• 21:05
  SPEAKER_02: She's got exactly what we need.
• 21:07
  SPEAKER_02: And one of my favorite products is the cleansing oil.
• 21:10
  SPEAKER_02: And I use that every night.
• 21:12
  SPEAKER_02: I use it every night.
• 21:13
  SPEAKER_02: It's revolutionized my cleansing routine.
• 21:15
  SPEAKER_02: And I would love for you, Emma, to give us like a fun spring and summer routine using your line if you could.
• 21:21
  SPEAKER_01: Sure, you're absolutely fine.
• 21:24
  SPEAKER_01: We had a very tight range.
• 21:26
  SPEAKER_01: That is because I used to be also a beauty consumer, and I knew how overwhelming it was, and how there's this sort of fear of missing out if you don't have the latest and greatest, and I wanted products that transcended trends that had that were genuinely needed within your skincare routine, um, and the the science was there to to back up any like concept that we have.
• 21:52
  SPEAKER_01: We're not a trends, fast-based beauty brand.
• 21:56
  SPEAKER_01: Um, that is starting to emerge, you're starting to see more of that sort of function.
• 22:00
  SPEAKER_01: Fashion comes through to beauty.
• 22:02
  SPEAKER_01: And also because of the sustainability aspect.
• 22:05
  SPEAKER_01: I don't think that the beauty industry needs more and more products.
• 22:10
  SPEAKER_01: I think that we can create products that have multiple benefits to reduce the amount of waste and packaging that we create.
• 22:17
  SPEAKER_01: And also to be mindful that like people and their spending and to give real value in what that they're buying.
• 22:26
  SPEAKER_01: And so some of our products have up to 30 ingredients and they deliver so much to them, not just one benefit.
• 22:34
  SPEAKER_01: So if we talk about you know my morning approach, I cleanse with the oil cleanser, uh, it has 70% organic ingredients.
• 22:42
  SPEAKER_01: So all of our ingredients, all of our products are minimum 70% organic.
• 22:47
  SPEAKER_01: Um, I really believe that organic, although a lot more expensive, is much more high in quality, obviously doesn't have the pesticides, and there's a lot of regenerative thinking as well in farmers that are using organic ingredients, and we're always looking to increase that, um increase that percentage.
• 23:08
  SPEAKER_01: So the oil cleanser, what is great about it is that it combines a really good cleanse of the skin, but also takes makeup off, um, which was something that I believe the modern woman wants, one product that does it all.
• 23:22
  SPEAKER_01: Uh, but it also doesn't strip the skin of its natural oils and leave it feeling really tight.
• 23:30
  SPEAKER_01: And that's a really hard line to sort of strike to getting both.
• 23:35
  SPEAKER_01: Um, but the yeah, the oil clear cleanser is a beautiful product, it smells beautiful, it has a great no, it's so good.
• 23:44
  SPEAKER_02: Like I use it and I kid you not.
• 23:47
  SPEAKER_02: Like, you know how like the double cleansing thing was huge for like a while?
• 23:50
  SPEAKER_02: And I'm sitting here like, we don't need double cleansing, we need MS cleanser, like the totally, totally.
• 23:56
  SPEAKER_02: I agree.
• 23:58
  SPEAKER_02: It doesn't leave any kind of residue, it just makes my skin super clean, like you said, takes everything off, sunscreen, all that good stuff.
• 24:04
  SPEAKER_02: But your skin is so soft, yeah.
• 24:07
  SPEAKER_01: It's like bathing your skin and like the most beautiful concoction of flowers and vitamins and antioxidants, and uh actually, we also have tested that products in terms of once you've cleansed, how long does the antioxidant properties work for on your skin?
• 24:25
  SPEAKER_01: And after eight hours it's still working.
• 24:27
  SPEAKER_01: So the antioxidant that you put on your skin is still active.
• 24:30
  SPEAKER_01: So it actually has sustained benefits as well, which I think is really unique for um a wash-up product and just all the specs of the I have no idea.
• 24:41
  SPEAKER_02: That's cra that's so what is it what's in it that makes it like that?
• 24:47
  SPEAKER_02: Like it causes that prolonged um antioxidant effect.
• 24:50
  SPEAKER_02: Which what ingredients?
• 24:52
  SPEAKER_01: Well, I would I would say that it's actually the combination of the like level of ingredients is like um for um slow enzymes, jasmine, viroly, um lavender, um, it's got some really great delivery systems from lipisome technology.
• 25:12
  SPEAKER_01: Um it's the organic properties as well.
• 25:16
  SPEAKER_01: So there has been early science and testing come out on organic ingredients having a much higher level of antioxidant properties than standard oils.
• 25:27
  SPEAKER_01: So I think it's a combination of things, and it's just great to ever know that like you have an oil cleanser that can keep working for you post-cleansing.
• 25:37
  SPEAKER_01: So definitely use it in the morning.
• 25:39
  SPEAKER_01: That's another reason to cleanse in the morning, not just to um take off any residual dirt, um moisturizer that's left on the skin from the night before, which could block the penetration of the moisturizer serums that you apply after it.
• 25:55
  SPEAKER_01: Uh, I, after oil cleansing, I put on our skin reset serum.
• 26:01
  SPEAKER_01: I wear that morning and night because I do struggle with plant pigmentation.
• 26:04
  SPEAKER_01: It's really kept my skin um and uh really prevented new pigmentation on my skin, which has been um phenomenal uh and really given me a lot more confidence in my skin to wear you know makeup and to yeah, it was really something that I struggled with in terms of my confidence.
• 26:26
  SPEAKER_01: So I wear that morning and night, and then I apply the illuminating day cream after it, which again has been tested in terms of being collagen-producing.
• 26:38
  SPEAKER_01: Uh, we just tested it alongside LaMaire on hydration over 72 hours, in which we surpass Lemere.
• 26:47
  SPEAKER_01: Um, so it's a really hydrating, plumping, beautiful day cream that again has sustained benefits.
• 26:54
  SPEAKER_02: Um I was gonna I was gonna actually say that to you.
• 26:57
  SPEAKER_02: Is that seven?
• 26:58
  SPEAKER_02: Okay, not the not the day cream, but which is amazing, but like actually two-hour hydration.
• 27:04
  SPEAKER_02: Oh my god, Emma, that product, I don't know what you did, but that product, it is just phenomenal.
• 27:11
  SPEAKER_02: Like if anyone listening, like if you want that cream that's gonna like make you look like genuinely like four-year in the morning, this is it.
• 27:20
  SPEAKER_02: Like, I put it, I remember when I first tried it, and it's not just me, me and my intern, we both tried it.
• 27:25
  SPEAKER_02: And she messaged me and she was like, Oh my god, like have you tried that 72-hour moisturizer?
• 27:31
  SPEAKER_02: I'm like, Yes, yes, I have.
• 27:33
  SPEAKER_02: It's phenomenal.
• 27:35
  SPEAKER_01: It is so phenomenal.
• 27:36
  SPEAKER_01: Um, again, it's um proven to boost collagen um cells, uh, it's had testing, clinical testing, um, which it just shows it softens um fine line chickles, it has the hydration aspect.
• 27:51
  SPEAKER_01: And I think what we've also done is like given a line which is super luxurious and scientific, but it is the accessible price point as well.
• 28:00
  SPEAKER_01: So I think it's a really great price point that people can get something that is at that top end, but doesn't have that necessarily like really extremely high price point.
• 28:10
  SPEAKER_01: That is a market.
• 28:13
  SPEAKER_02: You give a lot of product, like it's like packed.
• 28:15
  SPEAKER_02: Like, if you like here's the thing, I'm not trying to interrupt you, I'm sorry.
• 28:19
  SPEAKER_02: I'm um I was talking about this, I think, on a previous show, and I just remember thinking to my in my head, like if anyone's listening out there and you want good quality products, like most likely, like if you buy the night cream we were just talking about, the value you're getting out of that product is far, you know, it's far superior than going to the drugstore and getting a cream that you're just gonna have to use like 18 pumps up.
• 28:45
  SPEAKER_02: You know what I mean?
• 28:46
  SPEAKER_02: Like you don't want, you don't I don't think consumers think about that.
• 28:49
  SPEAKER_02: You know, it's like you, yes, these products like they might look at first glance like, okay, that's this much, but you will never like it lasts you forever, you know.
• 29:01
  SPEAKER_01: Yes, but they're really um they're not filler-based, there's not like that that like really rich.
• 29:08
  SPEAKER_01: You only need a really little bit of that cream, and it lasts like it can last up to five months.
• 29:13
  SPEAKER_01: Um, so I think that we do that really well as well.
• 29:17
  SPEAKER_01: So that product, yeah, phenomenal I would use that particular product in the evening.
• 29:22
  SPEAKER_01: We do have customers that use it morning and night because they just love the richness of it and that hydration and that clumpiness that it gives, and just they know that it's boosting collagen, so they want to keep using it.
• 29:36
  SPEAKER_01: So um another really great product.
• 29:39
  SPEAKER_01: So I think you know, all of our products I feel have been like category defining, they really offer something that doesn't exist, and that's been another thing to us.
• 29:48
  SPEAKER_01: We don't want to just bring out a product for the sake of it.
• 29:50
  SPEAKER_01: What innovation does it offer to the beauty industry?
• 29:53
  SPEAKER_01: Um, does it actually work?
• 29:56
  SPEAKER_01: Uh, and does it outperform conventional brands?
• 29:59
  SPEAKER_01: And if it doesn't, then we don't launch the product.
• 30:02
  SPEAKER_01: And why we've got such a tight range that everyone knows if they buy a product from us, it's not just a filler in the range, it's not just to add incremental sales, it's like because it's genuinely really, really good.
• 30:14
  SPEAKER_02: Right.
• 30:14
  SPEAKER_02: No, I think that's you know, that's truly commendable, and I think every product in your line, I mean, it just it really is unique.
• 30:22
  SPEAKER_02: There's not a redundancy, you know, that I've noticed at all.
• 30:26
  SPEAKER_02: I mean, everything has a place and a reason, and I think, you know, it just it that for me that's truly like a good luxury line.
• 30:33
  SPEAKER_02: You know, you you want to be when I think about luxury products, whether it's in beauty, in anything, that's my go-to.
• 30:39
  SPEAKER_02: You know what I mean?
• 30:40
  SPEAKER_02: And I think that in this market specifically, like people either like say, okay, luxury products are just like bougie or whatever, or they'll say something like, Well, no, I only buy luxury products, and I'm that second type, which is like, you know, if I buy something that's in the luxury category, I'm expecting a lot more, you know what I mean, to come from it.
• 31:00
  SPEAKER_02: And that I think you've done just so beautifully, because in this world, like, I mean, there's$500 creams out there, and they do nothing.
• 31:09
  SPEAKER_02: They're worse than that.
• 31:10
  SPEAKER_02: You know what I'm saying?
• 31:11
  SPEAKER_02: Like, it's so it's really interesting the way your brand is and the way it's positioned in the luxury market.
• 31:17
  SPEAKER_02: You know, for me, like from a business angle when I look at it, because it's it's beautiful, but it's still affordable and it's truly luxury.
• 31:25
  SPEAKER_02: So, like, I just want to you know ask you for all the entrepreneurs out there that really are trying to create something like this, um, if you have any advice, you know, about how you did that, how you made this beautiful balance occur in this specific niche.
• 31:39
  SPEAKER_01: Sure.
• 31:41
  SPEAKER_01: What I would say is like, what is the problem you are trying to solve?
• 31:46
  SPEAKER_01: So are you actually contributing to something that needs to be solved rather than just adding another product?
• 31:53
  SPEAKER_01: And will your business work to contribute to solving the world's problems?
• 31:58
  SPEAKER_01: You know, I know that's that's a lofty sort of statement, but I genuinely believe that any new business that launches now in the world has to be coming at it and going, I am going to make the world a better place, and that the the world needs me in it.
• 32:14
  SPEAKER_01: Um I really don't think that it's good enough just to launch a business for a perspective of just money anymore.
• 32:21
  SPEAKER_01: Like I don't think that it ever has been.
• 32:24
  SPEAKER_01: Um, but I'm very passionate about business being a force for good and that as a business launches that they need to contribute something to the world.
• 32:32
  SPEAKER_02: I love that, and that's so true.
• 32:35
  SPEAKER_02: Yeah, I couldn't agree more.
• 32:36
  SPEAKER_02: And I hope everyone is saying you guys, I really want you to check this line out if you have not already.
• 32:41
  SPEAKER_02: I mean, it's it's kind of a huge deal, you know, already.
• 32:44
  SPEAKER_02: So I'm sure a lot of the listeners have already uh checked it out or use it.
• 32:48
  SPEAKER_02: But if for if you haven't, the website is Emma, so E-M-M-A-L-E-W-I-S-H-A-M.com.
• 32:57
  SPEAKER_02: Check them out.
• 32:58
  SPEAKER_02: Every single product is genuinely it's you know, it's a standout product.
• 33:02
  SPEAKER_02: So, you know, I just want to say Emma, thank you so much for coming onto the show, for introducing us to your beautiful creation and your vision.
• 33:10
  SPEAKER_02: It's it's really, really extraordinary.
• 33:12
  SPEAKER_01: Thank you so much, Ica.
• 33:14
  SPEAKER_01: I had such a great time chatting with you, and I really appreciate the opportunity.
• 33:18
  SPEAKER_02: Absolutely.
• 33:19
  SPEAKER_02: The pleasure was all mine.
• 33:20
  SPEAKER_02: And everyone tuning in, please do not forget to rate us and subscribe and share our podcast with all your friends, anyone you know who's a skin nerd like we are.
• 33:28
  SPEAKER_02: Um, you know, definitely share the show and give us some ratings and uh more importantly, give us feedback.
• 33:34
  SPEAKER_02: You know, if you've got any questions for me or if uh Emma spoke about something you're interested in, leave it in the comments on Instagram.
• 33:41
  SPEAKER_02: Uh we check every comment and we will definitely pass them along to her team if they're applicable.
• 33:45
  SPEAKER_02: But we love hearing from you guys, so please, I urge all of you listening.
• 33:49
  SPEAKER_02: Please give us some feedback, tune in more, and just yeah.
• 33:54
  SPEAKER_02: That's stuff I'm supposed to say.
• 33:56
  SPEAKER_02: All right, thank you so much, guys, and I'll be back next time.
• 34:00
  SPEAKER_02: Hey guys, so I hope you love that episode.
• 34:02
  SPEAKER_02: Please make sure to hit subscribe if you're tuning in to us on any podcast platform.
• 34:07
  SPEAKER_02: We are available on so many different platforms.
• 34:10
  SPEAKER_02: So wherever it is that you're tuning in, just go hit subscribe.
• 34:13
  SPEAKER_02: You will be immediately notified when we publish new episodes.
• 34:16
  SPEAKER_02: This way, you're able to tune in to amazing insights from experts, brand founders, industry leaders, authors, all the wonderful people that we host.
• 34:24
  SPEAKER_02: And that's very important for me because I love to hear from you guys and really understand what you love and what you want to hear more of.
• 34:32
  SPEAKER_02: Also, make sure to give us a follow on all of our social media outlets.
• 34:35
  SPEAKER_02: We are available on Instagram, TikTok, X, you name it, we're there.
• 34:40
  SPEAKER_02: We also have a blog on Medium.
• 34:41
  SPEAKER_02: So if you're a reader and you love Medium blogs, check us out on Medium.
• 34:45
  SPEAKER_02: We publish some really great articles on there that do deeper dives than just what's available on the podcast.
• 34:50
  SPEAKER_02: And it's really a great place for all of you science geeks out there that want to learn a little bit more.
• 34:55
  SPEAKER_02: We go above and beyond with our research and making sure we're bringing you information that you usually probably won't hear about in other events.
• 35:02
  SPEAKER_02: So check us out.
• 35:03
  SPEAKER_02: Leave us a comment, leave us a review, and we'll be back next time with another episode.
• 35:07
  SPEAKER_02: Thank you.