Latest / Skin Anarchy / Explore how Timeless Skin Care is Revolutionizing Affordable Beauty While Maintaining Efficacy

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Explore how Timeless Skin Care is Revolutionizing Affordable Beauty While Maintaining Efficacy · Skin Anarchy

• 0:00
  SPEAKER_00: Hi guys, welcome back.
• 0:03
  SPEAKER_00: And I'm really excited to introduce you guys to the brand that we have today product because a lot of times I think we're always looking for staples in our speaker routines, and it's pretty hard because these days I see there's a lot of brands coming out with very high price points.
• 0:17
  SPEAKER_00: And even buying something like a hyaluronic serum or something that's really not only a serum that you can buy at a usable price, but I think the cost that becomes a hurdle for a lot of consumers.
• 0:27
  SPEAKER_00: And I know I got a lot of emails from many of you kind of complaining about this.
• 0:31
  SPEAKER_00: And the brand that we have today is called Timeless.
• 0:34
  SPEAKER_00: I'm sure a lot of you have heard of them, and they offer such wonderful options for skin health.
• 0:39
  SPEAKER_00: You know, just your tried and true product, but also a lot of great innovation as well.
• 0:44
  SPEAKER_00: And on top of it, the price points are so wonderful as well.
• 0:47
  SPEAKER_00: So without further ado, I'm going to introduce you guys to the CEO of Timeless, Veronica Peterson.
• 0:51
  SPEAKER_00: Welcome to the show, Veronica.
• 0:52
  SPEAKER_00: I'm so excited to talk to you today and to learn from you.
• 0:56
  SPEAKER_02: Thank you so much for having me today.
• 0:58
  SPEAKER_00: Yeah, no, I'm excited to chat and discuss, you know, what led to the creation of Timeless.
• 1:04
  SPEAKER_00: If you could walk us down memory lane.
• 1:06
  SPEAKER_02: Oh, absolutely.
• 1:07
  SPEAKER_02: Uh my goodness, it's been so long.
• 1:09
  SPEAKER_02: It's great to now reminisce about the beginnings of Timeless.
• 1:13
  SPEAKER_02: Timeless was really founded by my husband and myself and eight.
• 1:18
  SPEAKER_02: And it was a time and place in which we saw a need for kind of like ingredients that were based on cleaner ingredients.
• 1:28
  SPEAKER_02: I think it was also kind of like a booming age in technology as far as like access to information was concerned.
• 1:34
  SPEAKER_02: So a lot of us were starting to become much more aware of ingredients.
• 1:38
  SPEAKER_02: And I think it was important to start having transparency when it came down to what we were not only ingesting, but also what we were placing on our skin.
• 1:48
  SPEAKER_02: And that was really the foundation of what Timeless was, just to provide active ingredients that were cleaner ingredients in that respect, having transparency for a brand and also socioeconomic situations going on back in 2008, 2009 warranted for products that were much, much more affordable and respectively quality ingredients.
• 2:10
  SPEAKER_00: I think, you know, back in 2008, I won't even lie, you know, nobody was talking about skincare back then, you know, really like like they are now, not even close.
• 2:18
  SPEAKER_00: And finding options not only was it difficult, I think, for consumers, but it was also like just not knowing what to buy, you know.
• 2:26
  SPEAKER_00: So I think you guys really paving that road, you know, and and revolutionizing a space that was really needing options, you know, that's really phenomenal to me that you were able to do that as a brand.
• 2:38
  SPEAKER_00: One of my big questions is when you were first, I mean, I know it's it was a while back, but when you were first creating your first SKUs, right, for the brand, what were some things you had in mind that you really wanted to bring to the forefront in terms of formulas or the kinds of products that you wanted to bring out?
• 2:52
  SPEAKER_02: Sure, absolutely.
• 2:54
  SPEAKER_02: Uh, we were really interested in single ingredient products.
• 2:57
  SPEAKER_02: That's obviously something very difficult to do.
• 3:00
  SPEAKER_02: One of our highlights, obviously, we have the oils that are single products, nothing that's mixed into other stuff, nothing that's added extra to fluff any the products up, you know, this kind of stuff.
• 3:10
  SPEAKER_02: But we were really interested in hyaluronic acid specifically.
• 3:13
  SPEAKER_02: This is kind of like our our base for so many of our products to this day.
• 3:18
  SPEAKER_02: It was important for us to formulate something that was as easy as possible so that, you know, the consumer can understand that what we're doing here is again like trying to be as clean as possible, trying to provide products that had transparency to it, ingredients that you can look up yourself, these kinds of things.
• 3:37
  SPEAKER_02: And so uh hyaluronic acid specifically was our initially our hero product at the beginning, and uh adding peptides to it or adding certain vitamins to it and stuff like that to sort of like boost the serums up was a thing for us to do.
• 3:52
  SPEAKER_00: I think a good hyaluronic serum is like it's so staple now, you know, in most routines.
• 3:58
  SPEAKER_00: Um but you know, it it's interesting how it's evolved over time.
• 4:02
  SPEAKER_02: Absolutely.
• 4:02
  SPEAKER_02: Everything is about texture, smell, and I think what a lot of things were back then were just it felt like a gooeyness prior to our formulation.
• 4:12
  SPEAKER_02: It felt kind of like tacky.
• 4:14
  SPEAKER_02: Um, and that's not what we wanted.
• 4:15
  SPEAKER_02: We wanted something definitely that just kind of felt that it eased the skin a bit, it it absorbed quickly, it didn't stay on, it didn't affect makeup.
• 4:23
  SPEAKER_02: So these are the kinds of like things that were very tactile for us as well, you know?
• 4:28
  SPEAKER_00: Yeah, absolutely.
• 4:29
  SPEAKER_00: So I I want to know, like, you know, in terms of because uh starting a brand, you know, earlier in the phases of an industry, you know, especially when there isn't that much education around, you know, and there isn't a lot of like, you know, people talking about things in terms of the benefits of really good skincare.
• 4:45
  SPEAKER_00: How was that?
• 4:46
  SPEAKER_00: You know, what were some of the hurdles that you faced as a founder in those early years?
• 4:50
  SPEAKER_02: I think there's a lot of it.
• 4:52
  SPEAKER_02: Uh there's a lot of things going on involved in that because we are a self-funded company, uh self-invested.
• 4:59
  SPEAKER_02: We really um we really try to see it from a perspective of of would I buy this product?
• 5:05
  SPEAKER_02: And I think a lot of uh brands are kind of what we call grassroots founders, and you're not backed by big ol companies and stuff like that.
• 5:12
  SPEAKER_02: We come in from a perspective of like, would I buy this product?
• 5:15
  SPEAKER_02: And would my mom use it?
• 5:17
  SPEAKER_02: Would my sister use it?
• 5:18
  SPEAKER_02: Would my brother use it?
• 5:20
  SPEAKER_02: We wanted to assure that what we were putting out and creating was going to be something that all of us were gonna use and be happy with the effectiveness of it, you know.
• 5:30
  SPEAKER_02: Trying to tell the consumers from that perspective is the most difficult part, you know, because you come in like again, like very grassroots founded, you know.
• 5:39
  SPEAKER_02: You remember like your mom and your aunts and your grandmother creating stuff in the kitchen, like uh facial masks with egg whites and you know, or scrubs with just like sugar involved, you know.
• 5:51
  SPEAKER_02: And you think about these things and you think about like just really simple, natural, foundational kind of recipes and ingredients and things.
• 6:00
  SPEAKER_02: And I think that's kind of one of foundation for us.
• 6:02
  SPEAKER_02: We really wanted to come from a perspective of like, I'm the buyer, I'm the consumer, I'm the end user.
• 6:09
  SPEAKER_02: What would I want to do and how would I want the brand to speak for itself in that respect?
• 6:14
  SPEAKER_02: So that's why with Timeless, we never had like an advertising or marketing budget until I would say about 2013, until we were in our secondary facility.
• 6:22
  SPEAKER_02: Our growth process was really word of mouth, and we were very thankful to be many of the first online businesses that grew online presence only, where we had like no storefront presences, we had nothing of that nature, you know.
• 6:35
  SPEAKER_02: So we were very grounded online in the very beginning.
• 6:39
  SPEAKER_00: That's really cool.
• 6:40
  SPEAKER_00: I mean, I think that's really commendable to to create something so innovative in that kind of space.
• 6:46
  SPEAKER_00: Because, you know, for me, when I look around, I see a lot of brands that are I mean, obviously the the industry is very saturated now, you know, but it's like a lot of redundancy too, you know, and it's like I used a lot of the same thing over and over again and that kind of spirit, you know, that spirit of like looking at something for the first time.
• 7:05
  SPEAKER_00: Like I just I wish we had more of that in this industry because it's just I don't see it.
• 7:11
  SPEAKER_00: So when I look at your brand, I'm just like, yeah, you know, you guys were really doing it.
• 7:14
  SPEAKER_00: One of the products that really impresses me is that you guys have like, for example, like I know everyone at this point has part of vitamin C with ferolic acid, you know, uh CEF.
• 7:24
  SPEAKER_00: Yeah, everyone has part of it, but it's like at the same time, you have two different concentrations that you offer, you know.
• 7:31
  SPEAKER_00: And so that's that's huge to me.
• 7:34
  SPEAKER_00: I think that's absolutely awesome as a consumer because we have so many people that are like, no, just use this, you know what I mean?
• 7:39
  SPEAKER_00: Like blindly trust, but they don't offer the office of dosing and you know whatnot.
• 7:44
  SPEAKER_00: So how was that for you?
• 7:46
  SPEAKER_00: Like like what was the thought behind the CEF serum, like, you know, when you were creating it?
• 7:50
  SPEAKER_02: I think the CEF serum was a notion that came out of just need, right?
• 7:55
  SPEAKER_02: My husband, he has foundations, he's obviously a chemist, and um he initially was going to be a dermatologist.
• 8:03
  SPEAKER_02: Um, he went through all his pre-med and all everything he went, you know, during uh his undergrad years.
• 8:09
  SPEAKER_02: And for him, he was very interested in creating something again that he had an understanding of what would work.
• 8:17
  SPEAKER_02: Again, he's like the guinea pig in some respect, right?
• 8:20
  SPEAKER_02: He's definitely the guy that's trying the product for himself and assuring, you know, the rest of us are like happy with the the contents and everything.
• 8:28
  SPEAKER_02: But the CF was so specific because when we came out with it, obviously Skin Suticles has uh a CE furlic acid, and we were compared to Skinzuticals very on, very, very, very on.
• 8:40
  SPEAKER_02: You know, we came out with a product that was$20.95 for I believe a a one ounce at the time.
• 8:46
  SPEAKER_02: And you know, Skinceuticals at the time was selling their CE furlic acid at least like$120.
• 8:52
  SPEAKER_02: And a lot of people in the industry felt that we disturbed it when we we came in and and they were very much like, oh, this is a fraud, this is a fake, this is like, you know, how can we even trust Timeless?
• 9:04
  SPEAKER_02: You know, that they're making this from absolutely like nothing and their trash ingredients.
• 9:09
  SPEAKER_02: Oh, you should have seen it.
• 9:11
  SPEAKER_02: It was this uproar of stuff.
• 9:13
  SPEAKER_02: How can even somebody possibly make it at such a uh quote unquote cheap cost, you know?
• 9:20
  SPEAKER_02: And it was very important for me to tell people that the product is not cheap, quote unquote, because of the cost.
• 9:27
  SPEAKER_02: It's just that we don't have that many overheads to deal with.
• 9:30
  SPEAKER_02: We don't have this like giant facilities, everything is very small, small batch products.
• 9:35
  SPEAKER_02: We have super control over what we were doing, you know.
• 9:38
  SPEAKER_02: And in the very beginning stages for us, we were hand filling our products.
• 9:42
  SPEAKER_02: You can only imagine, you know, hand filling a thousand bottles in a week.
• 9:46
  SPEAKER_02: It's very like time consuming, you know.
• 9:48
  SPEAKER_02: And um, everything we did ourselves, everything was just hands-on, everything from the sterilization process to sealing everything, hand labeling everything.
• 9:57
  SPEAKER_02: And now by our growth, now we have uh a lot of machines that do that for us, you know.
• 10:02
  SPEAKER_02: And we still, by the way, do that all in-house.
• 10:04
  SPEAKER_02: And so we know exactly from the very beginning to start.
• 10:06
  SPEAKER_02: But yeah, the CEF is definitely one of our zero products.
• 10:10
  SPEAKER_02: And uh, as we've grown, we had no advertising and marketing.
• 10:14
  SPEAKER_02: All of it was just reviews and people were talking about it, you know, saying, Oh my gosh, I love this product, and telling their friends and their family members about it.
• 10:23
  SPEAKER_02: And it was all word of mouth in the very beginning.
• 10:26
  SPEAKER_02: And I'm very thankful for that because you can go all the way back to 2010, uh to yeah, 2010, uh, when the product was really kind of like shining in that respect.
• 10:35
  SPEAKER_02: And you can still see to this day people's comments about, you know, it's not like skin seuticals, but I'd rather afford this one than skin pseudocals this product.
• 10:43
  SPEAKER_02: And skin physicals does an amazing job, but we're just different.
• 10:47
  SPEAKER_02: I think for our client base, you know, I often see still to this day in reviews, oh, I want to go tie try another brand, but I came back to timeless because, you know, not only does it work for them, but then the cost-effective point is there for them.
• 11:00
  SPEAKER_02: And I think to me that was most important.
• 11:03
  SPEAKER_02: We have to consider our customers what their needs are, you know, what even like what economically they can spend.
• 11:10
  SPEAKER_02: And, you know, we're now in a new situation today in which customers are considering exactly what they're spending again now, you know.
• 11:17
  SPEAKER_00: Yeah, and this is really interesting to me because I think, you know, many times as consumers, we want to believe that the most expensive thing is the best made.
• 11:26
  SPEAKER_00: And in this industry specifically, I find it to be there's a lot of looking mirrors around this stuff, you know, because it's like in the sense of like we don't really understand as consumers the price of ingredients, the price of creating things, manufacturing, you know, products.
• 11:43
  SPEAKER_00: A lot of that stuff kind of it just goes over our head because there's not real transparency, you know, there from the larger, much larger companies.
• 11:52
  SPEAKER_00: I'm not saying I blame you know large companies, it's more so of a question I have, which is you know, is there really any merit in this idea that a$300 serum is doing something different than somebody who's not?
• 12:06
  SPEAKER_00: Like what are your thoughts on that?
• 12:08
  SPEAKER_00: Like even outside of timeless, you know, in general when people say things like that, that yeah, oh yeah, you know, I spent$300 on the serum and I think it's better quality or whatever.
• 12:17
  SPEAKER_00: Like, what are your thoughts on that?
• 12:20
  SPEAKER_02: I say teach their own, to be honest with you, you know, because I mean, any one of us, I think of it like sometimes like food.
• 12:27
  SPEAKER_02: You may like something, I may like something, it's the same recipe, but it's just it just tastes different to us, right?
• 12:33
  SPEAKER_02: We all have to go through like clinical trials, by the way.
• 12:36
  SPEAKER_02: We all have to go through efficacy tests.
• 12:38
  SPEAKER_02: We all have to, especially brands, we all have to be proven in some respect, you know?
• 12:43
  SPEAKER_02: And so we all have to do that.
• 12:45
  SPEAKER_02: And uh we have gone through these trials, we have gone through these efficacy tests in order to assure that our products are safe for topical application.
• 12:55
  SPEAKER_02: And we're in the same boat as everybody else's.
• 12:58
  SPEAKER_02: A lot of it is the advertising and marketing budgets, a lot of it is how fast we can get something out there, how much content can we create, how much um, how much do we expose the to the consumers to try to get them to purchase it?
• 13:12
  SPEAKER_02: And I think a lot of the costs wrapped up into products specifically are these overhead costs, these advertising and marketing costs.
• 13:19
  SPEAKER_02: It's not necessarily the product itself.
• 13:21
  SPEAKER_02: We all know that when we go to the grocery store, we purchase, you know, ingredients and stuff like that for a recipe you want to create at home.
• 13:28
  SPEAKER_02: You can create that that same recipe, that same thing.
• 13:31
  SPEAKER_02: You go to a restaurant, you know, obviously this is their overhead cost from the location to the staffing to everything.
• 13:38
  SPEAKER_02: So all of that is wrapped up into that.
• 13:40
  SPEAKER_02: And we didn't want to put a lot of those costs onto the consumer.
• 13:44
  SPEAKER_02: And so we sort of ate a lot of the costs our overheads as far as uh, you know, all of our warehousings or our equipment or whatever the case is, you know.
• 13:52
  SPEAKER_02: We're still in business for the last 14 years now, you know, and we're very thankful that we continued the same model, the same pricing.
• 14:00
  SPEAKER_02: We haven't really gone up in pricing over the last 14 years.
• 14:04
  SPEAKER_02: We still stay very tried and true to what we're doing.
• 14:06
  SPEAKER_02: And again, it's like to each their own.
• 14:08
  SPEAKER_02: I don't like to bash other companies or other products, you know, because I know what that feels like.
• 14:15
  SPEAKER_02: And I I I I and and me, you know, again, being a consumer, I'm the lady that you go into my shower and I have like probably about three different body shampoos, you know, and shower excuse me, shampoos and and body scrubs and everything.
• 14:29
  SPEAKER_02: I'm still a consumer like everyone else.
• 14:31
  SPEAKER_02: I have obviously my timeless products on my counter, but I have some other products there too that I enjoy.
• 14:38
  SPEAKER_02: And I'm very um realist when it comes to that, you know.
• 14:42
  SPEAKER_02: So I I assume my c my my customers are the same, you know.
• 14:46
  SPEAKER_00: Yeah, no, I like that.
• 14:48
  SPEAKER_00: I like that you're very grounded there in the the world of consumers because I think many times brand founders they kind of stray away, you know, from the the everyday struggle that I think consumers face when we're trying to find the best products.
• 15:00
  SPEAKER_00: And you know, for me it's always been kind of a myth, you know, this idea of like, oh, something more expensive is better.
• 15:07
  SPEAKER_00: Because I think when you come from science, also like you mentioned your husband isn't from in the chemistry side of the company, and I'm sure you can understand when you come from the science side, like you start to understand that like it's not about that, you know, like it's really about you know, if you're doing good science, that's gonna be the same regardless of what building you're in and facility, yeah, across the board.
• 15:31
  SPEAKER_00: And like I just think a lot of times there's this veil, you know, presented to consumers where it's like, oh, well, look at you know, look at all these other extra fluffy things that we have going on, you know, with a brand.
• 15:43
  SPEAKER_00: It's like this is why you should spend five times the amount, you know, for this product.
• 15:48
  SPEAKER_00: I mean at this point in time, I see absolutely no reason why people are spending a hundred dollars on a hyaluronic serum.
• 15:55
  SPEAKER_00: You know what I mean?
• 15:55
  SPEAKER_00: Like it baffles me.
• 15:57
  SPEAKER_00: It really baffles me.
• 15:59
  SPEAKER_02: I'm like I a lot of it is packaging.
• 16:02
  SPEAKER_02: A lot of it is pretty packaging.
• 16:04
  SPEAKER_02: And uh, and I I mean to this day, I mean, obviously I'm I'm very aware of everything that's going on.
• 16:09
  SPEAKER_02: Um, and I see packaging and I'm like, oh, unit cost for this this particular bottle packaging cap, you know, dispenser, everything across the board, easily like a good maybe two dollars for this specific unit.
• 16:23
  SPEAKER_02: And I think about this, these kinds of things when I see a lot of like packaging going on.
• 16:27
  SPEAKER_02: And I'm like, a lot of people are just buying the fancy packaging, the fancy acrylic, the fancy, you know, transparency types of things or the different types of dispensers out there, whatever the case is.
• 16:37
  SPEAKER_02: And I'm just like, yeah, it's a lot.
• 16:40
  SPEAKER_02: And I again I don't want to put that onto our customers, you know, and a lot of the times we're just buying the packaging, and to be very frank with you.
• 16:48
  SPEAKER_00: Yeah, no, I completely agree with you actually.
• 16:50
  SPEAKER_00: That's like right on point with how I think as well, because I've said it before, you know, on the show where I'm like, I really feel like we're surrounded with a bunch of packaging.
• 16:58
  SPEAKER_00: That's what we're dealing with now, you know, in the industry.
• 17:01
  SPEAKER_00: And it's like very little is very little time is spent criticizing formulas and you know what I mean, like their efficacy and their what you had mentioned about how you know you do have to go through clinical trials and testing and stuff.
• 17:15
  SPEAKER_00: We don't spend enough time talking about that and and looking at that as consumers.
• 17:19
  SPEAKER_02: And it we have to at the end of the day, you know, it you have to and especially in this day and age, we're so much more knowledgeable now.
• 17:26
  SPEAKER_02: Like I said, back in 2008, 2009, you just kind of really started seeing the the internet implode and you had an access of information all of a sudden.
• 17:36
  SPEAKER_02: We didn't have to go to encyclopedias anymore.
• 17:38
  SPEAKER_02: We didn't have to, you know, go to certain news sources or whatever the case is.
• 17:42
  SPEAKER_02: Now everything's at our fingertips.
• 17:45
  SPEAKER_02: And that was important for us, especially in our development as we grew, is to have like an education thing and to really kind of educate individuals more than anything, you know, and um and then in just being different sectors too.
• 17:58
  SPEAKER_02: We've we've really like for me, timeless has been a lot of things we've provided.
• 18:01
  SPEAKER_02: Tuition, for example, we've participated in all of like community events.
• 18:05
  SPEAKER_02: It's not just like a venue for, you know, uh providing good skincare products, but it's just like an overall brand, you know, an overall idea of what we should be doing in our world and being not only transparent with individuals, but as well as giving back as much as you can to your community and including our staff, our facilities, you know, we want them to be safe facilities.
• 18:26
  SPEAKER_02: We have daycare programs in our facilities, you know, these are things that people don't know because it's not like advertised as what we do internally.
• 18:34
  SPEAKER_02: But as a business owner, I really feel like we can do such an impact, not only just obviously providing good products, but the brand itself of what we stand for is really important for me as well.
• 18:47
  SPEAKER_00: Yeah, absolutely.
• 18:48
  SPEAKER_00: I love that that you've done all of that though.
• 18:50
  SPEAKER_00: That's really important.
• 18:51
  SPEAKER_00: I feel like a brand is a community, you know.
• 18:53
  SPEAKER_00: Like I it is a community, absolutely.
• 18:55
  SPEAKER_00: It is like even like for me, like when I purchase something, like I'm not just purchasing an item, like I'm really buying into like the idea of like who the founder is, what the story is, you know, behind that brand.
• 19:07
  SPEAKER_00: Like, what do they stand for?
• 19:09
  SPEAKER_00: You know, that kind of stuff.
• 19:10
  SPEAKER_00: Like it really matters.
• 19:12
  SPEAKER_00: And it and I think as consumers, like we don't really get told that part, you know, we're just like shown all these ads and these like marketing gimmicks.
• 19:20
  SPEAKER_00: And at the end of the day, like all of that is kind of lost to us, this idea of community.
• 19:26
  SPEAKER_02: It is both of my parents are immigrants to this country.
• 19:28
  SPEAKER_02: My husband's parents are immigrants also.
• 19:30
  SPEAKER_02: We don't often talk about our personal backgrounds, but to me, American Made was necessary for us to be, obviously.
• 19:38
  SPEAKER_02: We are extremely grassroots, like I said.
• 19:40
  SPEAKER_02: We had no investors, nobody believed in what we were doing, nobody wanted to give us a loan.
• 19:45
  SPEAKER_02: Nobody wanted everything that we put into time with has just been our own funds.
• 19:51
  SPEAKER_02: We consistently continue to invest into our company, invest into packaging, into things that are, you know, more cost effective for us, obviously.
• 20:01
  SPEAKER_02: You know, we don't care about the big old fluff of the packaging and the boxes have to be a certain way or, you know, all the pretty, you know, different types of pumps out there and different dropper systems and all these kinds of different sprayer systems and these kinds of things.
• 20:14
  SPEAKER_02: I'm like what we're investing in specifically is the active ingredients and the delivery system of how we're gonna try to get it to the consumer as quickly, as effectively, you know, where we don't have shipping issues as much, you know, these kinds of things from the very beginning stages of production, um, how are we still small batch manufacturing to this day, although it's a cost for us.
• 20:36
  SPEAKER_02: It's a you know, it's a it's a cost at the end of the day because you have to employ people, you have to employ obviously uh engineers for all your machines and it's a lot of things.
• 20:44
  SPEAKER_02: To this day, we're still very super involved, Alex and I, and we're still family-owned.
• 20:49
  SPEAKER_02: The next steps I'm always like looking at the trends, and sometimes we want to fall into the trends, you know.
• 20:54
  SPEAKER_02: But I'm a big foodie, so I always like refer back to food.
• 20:57
  SPEAKER_02: I'd like to think of a recipe that like my grandmother gave and she's never changed it.
• 21:02
  SPEAKER_02: And my mom's had it, and my aunt's had it, and my cousins have it, and I have it, and we haven't changed the recipe over what 40, 50, 60 years, you know, so why change the recipe now?
• 21:12
  SPEAKER_02: Um, so sometimes we we as a brand always look at everything that's going on around us, and I want to, you know, jump on that or maybe think about that or whatever the case is.
• 21:21
  SPEAKER_02: But you know, a lot of people would be like, oh my God, what what just happened?
• 21:26
  SPEAKER_02: Like timers changed their formulations and it's not the same anymore.
• 21:30
  SPEAKER_02: And I kind of don't want to do that.
• 21:31
  SPEAKER_02: I just want to stay with the same chicken soup recipes that we have going on, you know, and uh and keep it from that perspective.
• 21:39
  SPEAKER_02: And hopefully we can keep doing this for you know centuries to come, to be honest with you.
• 21:43
  SPEAKER_02: I would be great to know that we made something um and solidified it.
• 21:48
  SPEAKER_02: And I want to be that company uh that's been around for a hundred years, you know.
• 21:52
  SPEAKER_02: Although I may not be.
• 21:54
  SPEAKER_02: Our legacy continues to go on that we have done this tried and true, continues to be the same.
• 22:00
  SPEAKER_02: And we try to instill that in our executives and our we try to instill that in our staff.
• 22:04
  SPEAKER_02: You know, I want our staff to be employed with us until retirement, you know, and they've been with us for X amount of years and they're happy and they're content and every and everything is great.
• 22:16
  SPEAKER_02: Like everything is good.
• 22:17
  SPEAKER_02: Like we couldn't we shouldn't complicate life too much, you know, that we already have a lot of complications going on.
• 22:22
  SPEAKER_02: And our skincare shouldn't be one of those.
• 22:25
  SPEAKER_00: Yeah.
• 22:25
  SPEAKER_00: No, I agree.
• 22:26
  SPEAKER_00: I completely agree.
• 22:27
  SPEAKER_00: I love what you said.
• 22:28
  SPEAKER_00: And I I really love that you mentioned this whole idea of like tried and true, because I really believe in that.
• 22:34
  SPEAKER_00: I think that a lot of times as people, we have a hard time forming habits.
• 22:39
  SPEAKER_00: And, you know, one of the hardest things about forming a habit is you can't keep switching things up.
• 22:44
  SPEAKER_00: You know, you have to stick to something.
• 22:46
  SPEAKER_00: Like I and at the end of the day, like, I mean, you'd be so shocked at how many emails I get where it's like somebody will email me and say, Yeah, you know, I bought this product, I used it for five days, and it's just not doing anything.
• 22:58
  SPEAKER_00: And I'm like, Your skin is an organ.
• 23:00
  SPEAKER_00: It's an organ.
• 23:02
  SPEAKER_02: It takes several days to regenerate your skin.
• 23:06
  SPEAKER_02: That's one.
• 23:07
  SPEAKER_02: And then two, I mean, it's true.
• 23:08
  SPEAKER_02: You know, I also see these trends right now recently with these young ladies um using uh anti-aging um products, right?
• 23:17
  SPEAKER_02: And they're in their they're in their very, very early 20s, and some of them are in their teens.
• 23:23
  SPEAKER_02: And I'm looking at this, I'm like, oh, your poor skin, like man, like hold on a second, like relax.
• 23:29
  SPEAKER_02: You don't need, you know, ceramides and peptides and you know, retinol, and you don't need like all of this right now.
• 23:36
  SPEAKER_02: Just like relax, hold on, like it'll be just fine.
• 23:39
  SPEAKER_02: And it's really hard for us as a brand to see that because I think uh we got tagged at one time and like a young girl using our product, our Matrixel, and I was not I'm not reposting that, I'm not condoning that.
• 23:53
  SPEAKER_02: You know, I think that it's important that we have this conversation as an industry.
• 23:58
  SPEAKER_02: Um uh obviously we are into moisturizing our skin, we're into our anti-aging products, we're into assuring stability for our skin, but it is having to have this conversation of saying, look, there's cell turnovers, there's um you can also be aging your skin a lot sooner than you need to be.
• 24:17
  SPEAKER_02: These conversations need to start happening in our industry because it's not okay.
• 24:20
  SPEAKER_00: 100%.
• 24:21
  SPEAKER_00: I completely agree with you.
• 24:22
  SPEAKER_00: I actually created, you know, it's a sidebar, but I created a seal, it's called the safe seal, and one of the categories is uh teens for teens.
• 24:30
  SPEAKER_00: And literally the the idea is exactly what you said, you know, where our goal, you know, as a committee is to find if because we can't stop these kids, you know what I mean, at the end of the day.
• 24:40
  SPEAKER_00: We can't stop them from buying things, but what we can do is take responsibility as scientists and as adults and say that, you know, this is safe and this is not safe for adolescent skin.
• 24:50
  SPEAKER_00: And I think you're right.
• 24:51
  SPEAKER_00: This this conversation has to be had on a very large scale, you know, and and it has to be something that at the forefront, you know.
• 24:58
  SPEAKER_00: And I I like what you said about how you saw somebody doing this and you did not condone like you you did not go for it.
• 25:05
  SPEAKER_02: I'm not gonna re-host it.
• 25:06
  SPEAKER_02: As much as uh this individual had a lot of engagement as like an influencer, I'm not going to do that.
• 25:12
  SPEAKER_02: I think that it was reckless.
• 25:14
  SPEAKER_02: Um and for me, I have to stand firm on certain things, although some people are not gonna agree, and you're gonna have like people that are gonna hate on you for that reason.
• 25:22
  SPEAKER_02: I think you it's better to stay ethical and have morals and standards that protect people and keep people safe.
• 25:29
  SPEAKER_02: And for me, that was not safe usage of our product.
• 25:32
  SPEAKER_02: And so, you know, I can't have like a you know 14-year-old using our Matrixel serum like that.
• 25:37
  SPEAKER_02: It's just not beneficial.
• 25:38
  SPEAKER_02: And I wasn't I wasn't gonna promote it.
• 25:40
  SPEAKER_00: So that's very cool, V to take responsibility and do that.
• 25:45
  SPEAKER_00: No, it is, it's very cool.
• 25:46
  SPEAKER_01: We have to.
• 25:47
  SPEAKER_00: Yeah, we have to.
• 25:48
  SPEAKER_00: And at the end of the day, you know, people love criticizing brands, but they never really acknowledge when a brand's doing something right.
• 25:54
  SPEAKER_00: Like to me, that's that's a huge, you know, plus that you do have this community feel to your brand because it's not just about creating products and like making money.
• 26:03
  SPEAKER_00: And I think a lot of times in this industry, people create brands and they think, oh, overnight I'm just gonna become a millionaire.
• 26:09
  SPEAKER_00: You know what I mean?
• 26:10
  SPEAKER_00: I'm gonna create these products and they don't take responsibility and they don't have any ethical compass, you know, or moral compass guiding them.
• 26:17
  SPEAKER_00: And it it bothers me.
• 26:19
  SPEAKER_00: It really bothers me because the kids and the new generations to come, like they're they don't understand that the skin is an organ and the skin is not just another beauty product.
• 26:29
  SPEAKER_00: Skincare industry isn't makeup, you know.
• 26:31
  SPEAKER_00: This isn't just like, oh, well, we're gonna change your shade of lipstick every day.
• 26:35
  SPEAKER_00: Like, that's not what it is.
• 26:37
  SPEAKER_00: And I think it that education piece and like understanding that is very important, but more importantly, it's a brands that come out with like 50 SKUs, you know what I mean?
• 26:46
  SPEAKER_00: And they're constantly changing based on trends and like it just it's nonsense to me.
• 26:51
  SPEAKER_00: Like, I don't understand why they do that.
• 26:54
  SPEAKER_02: Somebody at a desk somewhere or a big long desk, an entire committee saying we need to up revenue costs and you know it's gonna solidify everyone's paychecks if we continue to do this.
• 27:04
  SPEAKER_02: And like I said, we're very s we're still very small organizations at timeless.
• 27:08
  SPEAKER_02: And for me, again, it's never about the revenue.
• 27:11
  SPEAKER_02: I think it's always about staying stable and sustained.
• 27:14
  SPEAKER_02: We obviously need to run a business and we need to assure that you know our debts are paid or employees are paid and we can have raises accordingly to individuals and you know take care of our staff accordingly and things like that.
• 27:29
  SPEAKER_02: But you're very right.
• 27:30
  SPEAKER_02: The 50 SKUs is a real situation, and I think it confuses the consumer at the end of the day.
• 27:35
  SPEAKER_02: You go to a brand's website and and a lot of brands are doing a very good job as like categorizing things, you know.
• 27:41
  SPEAKER_02: But I like a menu, you know, a little like less options is nice.
• 27:46
  SPEAKER_02: I'm not confused about anything.
• 27:47
  SPEAKER_02: I'm like, okay, well, this is this and this is that.
• 27:50
  SPEAKER_02: Cool.
• 27:50
  SPEAKER_02: I'm gonna go with this.
• 27:51
  SPEAKER_02: And as opposed to something that is like it's you just get lost on websites and you're just at some point you're like, oh, I'm not gonna do this.
• 27:58
  SPEAKER_02: This is a lot.
• 27:59
  SPEAKER_02: And uh I I wouldn't want that.
• 28:01
  SPEAKER_02: I wouldn't want that for our timeless community.
• 28:04
  SPEAKER_02: We kept it very simple.
• 28:06
  SPEAKER_02: Simple ingredients, simple products, simple packaging.
• 28:09
  SPEAKER_02: Everything's extremely simple and affordable at that, you know, cost effective.
• 28:14
  SPEAKER_00: That's a really good way to think of it.
• 28:16
  SPEAKER_00: And that's a really good way to put great products out there, you know.
• 28:19
  SPEAKER_00: And there's a lot of transparency in doing that as well.
• 28:22
  SPEAKER_00: That's one thing that I really I really value, you know, when people are just transparent and when you're creating products that have very tried and true ingredients, you what you see is what you get, kind of thing.
• 28:34
  SPEAKER_00: That really builds trust, you know, over time.
• 28:36
  SPEAKER_00: And I always encourage anybody that ever asks for advice is like when you guys are shopping for brands, look for that, you know, look for look for the founders and the brands that are actually trying to staying true to like the medical literature out there, to the tried and true ingredients, the ones that are kind of, you know, they're leaning in towards the science and they're leaning in towards this like knowledge base that's been created over years because that's what's going to lead to great refinement of products, you know?
• 29:06
  SPEAKER_00: Yeah, yeah, exactly.
• 29:08
  SPEAKER_00: Exactly.
• 29:09
  SPEAKER_00: No, sustainability.
• 29:10
  SPEAKER_00: I mean, it's a huge topic, you know.
• 29:11
  SPEAKER_00: Everyone talks about sustainability and it goes it goes beyond packaging, like it goes so much far beyond that.
• 29:18
  SPEAKER_00: And I think that's where you know science really shines is this ability to bring out all of these wonderful things we want to see in a brand or you know, whatever we're putting on our bodies.
• 29:28
  SPEAKER_00: It science brings that out, you know, when you're able to lean into science.
• 29:32
  SPEAKER_00: I want to ask you, so what is what is coming up for Timeless?
• 29:35
  SPEAKER_00: I know you guys have some really great products, but I mean, is there anything on the horizon that we can look forward to?
• 29:41
  SPEAKER_02: That's a lot.
• 29:43
  SPEAKER_02: Um, I yeah, we're you know, we're definitely not going 50 SKUs.
• 29:47
  SPEAKER_02: I'll say that first.
• 29:48
  SPEAKER_02: We definitely are wanting to go back, and uh we're not going to touch any of our formulations right now.
• 29:55
  SPEAKER_02: Everything is gonna stay the same.
• 29:57
  SPEAKER_02: Um, but I think that we're going to be looking into um a lot more uh so one of the the new things that we've been doing are this uh the single use uh pouches, right?
• 30:09
  SPEAKER_02: And a lot of it, I know some people are like, oh, they're not recyclable.
• 30:13
  SPEAKER_02: They are recyclable, first of all.
• 30:14
  SPEAKER_02: Everything that we're doing is to try to be as sustainable to the earth as possible.
• 30:18
  SPEAKER_02: And even in our own like production facilities, we keep that in mind too when we're talking about recycling and all these kinds of things too, right?
• 30:25
  SPEAKER_02: But uh so some of our single-use packets, we started off with obviously the C the vitamin C, and uh we're we're testing out the other ones right now, uh, currently.
• 30:35
  SPEAKER_02: And I think for us it's because people travel and people are more mobile these days, and so um a lot of that uh and also seals in a lot of the freshness as well.
• 30:44
  SPEAKER_02: So that's something that's considered when it comes to the single use packets.
• 30:48
  SPEAKER_02: Um and then as far as uh formulations, we'll just uh there's some things in the pipeline.
• 30:53
  SPEAKER_02: So I don't necessarily want to come out with them just yet because I know that uh when we came out with some other products, I saw some other brands sort of piggybacking on on some of that.
• 31:03
  SPEAKER_02: And uh so some some some secrets are going on right now, but great things.
• 31:07
  SPEAKER_02: At the end of the day, whatever we come out with timeless, it's transparent, ingredients that you can research, things that are simple, easy packaging, and obviously to the end consumer, it'll be affordable.
• 31:19
  SPEAKER_00: That's awesome.
• 31:20
  SPEAKER_00: I love that, and I'm really excited to see whatever you guys come up with next.
• 31:24
  SPEAKER_00: I I wanted to actually tell you my brother's a big fan of your brand, by the way.
• 31:27
  SPEAKER_00: He uses it very consistently.
• 31:30
  SPEAKER_00: Yeah.
• 31:30
  SPEAKER_00: No, he it's hard for me to get him to get um into skincare, but he really likes your products and um he's been using them pretty consistently and great results.
• 31:39
  SPEAKER_02: You know what's really cool sometimes?
• 31:40
  SPEAKER_02: I I've been to places.
• 31:42
  SPEAKER_02: Um I I I will tell you this story once.
• 31:44
  SPEAKER_02: I was at a friend's house and I didn't I a friend of a friend's and then they didn't know who I am or what I do for a living or anything of that nature.
• 31:52
  SPEAKER_02: So I went to the restroom, and sure enough, there it is, the vitamin C e phylic acid sitting on the countertop.
• 32:00
  SPEAKER_02: And I just kind of like I don't know how to explain it, but there was something just so like fulfilling inside because again, they didn't know who I was, they don't know anything about me or whatever the case is, you know.
• 32:12
  SPEAKER_02: And uh it's fun to see these kinds of things, or like when other people say, Oh my gosh, yeah, that's my friend's brand, or you know, I get uh personally people send me pictures or like uh or they see us in CVS or something like that, or they've seen us on a target website or things of that nature, and people are like, Wow, you guys are really out there.
• 32:32
  SPEAKER_02: It's one of those things that it says that yeah, it's cool that we're we're doing something.
• 32:36
  SPEAKER_02: And um, yeah, it's really it's really cool to to really be in that in that sphere of of like changing people's skin too.
• 32:44
  SPEAKER_02: And and I think it's about feeling confident too.
• 32:47
  SPEAKER_02: So we're adding a little bit of confidence to people and that they feel like their skin is really kind of um it's the first thing you see, right?
• 32:54
  SPEAKER_02: And I think that if you're able to help people feel confident about themselves, just like when they go out for a workout or you know, they get a full face makeup done or something like that, it's when you're fresh and clean and your face and you're putting on the Sims and you look in and you're like, wow, this is uh something is happening.
• 33:11
  SPEAKER_02: And and and I'm very thankful for that, being able to to do things from a very altruistic perspective also, you know.
• 33:19
  SPEAKER_02: So a lot of that really helps us to want to continue to do what we're doing and you know, stay in our lane sometimes too, to be honest with you, because when we talk about the different SKUs, I'm not gonna get into certain things that we don't specialize in, you know.
• 33:33
  SPEAKER_02: And the only way we're gonna do that is if we start to specialize in it from a very scientific perspective.
• 33:38
  SPEAKER_02: Not we're just not, you know, gonna, you know, jump on the bandwagon because certain people are doing certain things and we see there's money in it.
• 33:45
  SPEAKER_02: That's not what we're doing here.
• 33:47
  SPEAKER_02: Um, so we're gonna stay to where we're at for now.
• 33:51
  SPEAKER_02: And there are some some things in the pipeline, so that's exciting for us.
• 33:55
  SPEAKER_00: That's really cool.
• 33:56
  SPEAKER_00: I love that.
• 33:56
  SPEAKER_00: And I I really applaud you for creating a beautiful brand.
• 34:00
  SPEAKER_00: That's it's truly timeless.
• 34:01
  SPEAKER_00: It's a wonderful brand.
• 34:02
  SPEAKER_02: Yeah, it truly is.
• 34:04
  SPEAKER_02: Yeah, it is.
• 34:05
  SPEAKER_02: Yeah, that's what that's it.
• 34:06
  SPEAKER_02: It really is.
• 34:07
  SPEAKER_00: And I I really encourage everybody listening.
• 34:10
  SPEAKER_00: You know, if you're looking for genuinely a very good tried and true brand that has great formulas, great prices, you know, does not compromise on efficacy, on the quality of formulations, like this is really the brand for you.
• 34:24
  SPEAKER_00: I really encourage you guys to check it out.
• 34:26
  SPEAKER_00: If you have not already, I will be linking everything in the show notes.
• 34:29
  SPEAKER_00: And again, just a reminder for anyone listening, please uh make sure to rate, subscribe um to our podcast or whatever platform you're listening in.
• 34:38
  SPEAKER_00: And if you have any questions at all for us, um, for Timeless, you know, for any of their team, please let us know.
• 34:45
  SPEAKER_00: We'll pass it along.
• 34:46
  SPEAKER_00: But thank you so much for tuning in.
• 34:48
  SPEAKER_00: And um thank you so much, Veronica, for your time.
• 34:50
  SPEAKER_00: It's been wonderful.
• 34:51
  SPEAKER_02: Oh my god, it's been such a pleasure.
• 34:53
  SPEAKER_02: Thank you for taking me back down memory lane.
• 34:55
  SPEAKER_02: Sometimes I need that a little flyer in our in our system now.
• 34:58
  SPEAKER_02: So thank you so much for having us.
• 35:00
  SPEAKER_02: Of course, thank you.
• 35:02
  SPEAKER_00: Okay, guys.
• 35:03
  SPEAKER_00: So I hope you love that episode.
• 35:04
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• 35:09
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• 35:12
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• 35:15
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• 35:18
  SPEAKER_00: That's why you're able to tune in to amazing insights from experts, brand founders, industry leaders, authors, all the wonderful people that we host.
• 35:27
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• 35:34
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• 35:37
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• 35:42
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• 35:44
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• 35:47
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• 35:52
  SPEAKER_00: And it's really a great place for all of you science geeks out there that want to learn a little bit more.
• 35:58
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• 36:04
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• 36:09
  SPEAKER_00: Thank you.