Latest / The Dr. Randi Show / Behind the Brand Fueled by a 65-Peptide Blend — Annette Rubin

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Behind the Brand Fueled by a 65-Peptide Blend — Annette Rubin · The Dr. Randi Show

• 0:03
  The views expressed in this podcast are for informational
• 0:06
  purposes only and do not constitute medical advice.
• 0:09
  This episode of the Doctor Randy Show is proudly sponsored by New
• 0:13
  Beauty, the ultimate authority in beauty and aesthetics.
• 0:16
  Whether you're looking for the latest innovations, expert
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  insights or trusted recommendations, New Beauty is
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  your go to source. Visit New Beauty Calm to stay.
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  Ahead of the trends. And discover what's next in
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  Beauty. Now let's get into the episode.
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  Hello everyone, this is the Doctor Randy show conversations
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  at the intersection of beauty, innovation and real business
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  growth. I'm your host, Doctor Randy, and
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  I'm so glad you're here today. Today's guest is a true industry
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  builder. She began her career at Estee
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  Lauder and went on to lead some of the most forward thinking
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  brands in beauty and biotech. She is now the CEO, the skin
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  care company focused on clinical results with peptides leading
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  the charge and under her leadership, Hydro Peptide has
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  become the go to for professionals who want real
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  science, real luxury and real results.
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  Please welcome Annette Rubin. Thank you so much, Randy.
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  It's. Such a pleasure to be here with
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  you today. We're so excited to have you on
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  the show, so we will jump right in.
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  I've had the pleasure of trying the products.
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  I'm blown away. So thank you for sharing them
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  with me. And it's no wonder that you have
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  a cult following with celebrities like Drew Barrymore.
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  I've written what she had to say about your Eye Authority Eye
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  Cream and I already feel the same way.
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  So I'm going to jump in with a couple of questions for you.
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  So what was the first thing you wanted to change when you
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  stepped into the CEO role as at Hydropeptide?
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  It's a great question, the founders.
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  Had really developed beautiful. Products and they had.
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  Early. Adopters in the professional
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  skin care community and as. Great as they were.
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  Everything that I look to needs scientific validation tied to
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  it. So they had some great ideas and
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  they were making great. Products but I.
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  Wanted to surround them and. All of our products with the
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  right expertise that could guide our.
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  Formulations and pass. Efficacy tests the strictest.
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  With flying colors so really wanted to add that additional
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  layer of scientific validation into everything we.
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  Do here at Hydropeptide. Yeah.
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  And I've read so much about that.
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  There is a lot of science behind that, which leads me to my next
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  question of what if something about leading a clinical skin
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  care brand versus any other skin care brand that people on the
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  outside completely underestimate?
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  That's a really good. Question.
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  I think the amount of investment that we put in research and
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  development. Is huge.
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  It's. Really important for
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  scientifically grounded companies.
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  To. Really think about technology
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  and innovation in a very forward thinking way.
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  It's what we do here at Hydropeptide.
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  So as we look for partnerships that are.
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  Investing in the science of peptides.
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  Whether that's what we do with US CS regenerative tissue
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  Laboratory, where there's incredible research.
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  Happening on how to really create and sustain.
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  Healthy tissue. From all of the.
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  Incredible peptides. That have been created by ON
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  Biosciences so we've got. Incredible strategic
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  partnerships Where? We are in a position to bring
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  forward and advance. The research that they're.
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  Doing in really compelling ways into the professional skin care
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  market. Yeah, I read a little bit about
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  the partnership with USC. It sounds like you're doing
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  groundbreaking things together. I think we'd all like to hear a
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  little bit more about that. Absolutely our partnership.
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  Began with Doctor Marcel Nimny. He's regarded as.
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  The godfather of collagen. He wrote the book.
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  On collagen, he's the one that founded Type 3 Collagen and he.
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  Had devoted a. Huge amount of his research into
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  understanding the. Best ways to produce healthy
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  collagen It was through his research.
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  Of finding amino acids. How you could support?
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  Those amino. Acids with sulfur donors.
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  That was really interesting to us and so.
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  We forged a partnership. With Doctor Marcel Nimni.
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  To. Further advance the science that
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  he was doing in bringing those amino acids, the sulfur donors,
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  adding some of our peptides and antioxidants together in a
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  complete formulation that is transformational in skin care
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  and its ability to actually stimulate very.
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  Healthy collagen production. And I think that's an
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  interesting element. To how we think.
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  About creating skin care. There's a lot of peptides out
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  there. We don't just start and stop.
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  With peptides we actually. Know that peptides can be
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  incredibly effective in signaling for a specific action,
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  but we need to make sure that the skin.
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  Cells have the vital. Nutrients.
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  Where they're able to. Actually turn on and do what the
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  peptides asking it. To do so, we take a 360.
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  Approach in thinking through our formulas to really make.
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  Sure that they're able. To drive that end.
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  Result which is that. Healthy skin outcome that we're
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  all looking for. So peptides are the backbone of
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  hydro peptide obviously. And we've heard a lot of
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  different buzzwords in the skin care market right now.
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  We hear exosomes, we hear actives, we hear vitamin C.
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  What makes peptides? And, and I've been studying and
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  researching this for a long time and I use all the different
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  peptides out there. I got into copper peptides over
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  the last year even. So what makes the peptides more
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  than just a buzzword? It's a super buzzy buzzword.
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  Right now and we. Like to say that?
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  We were working with peptides. Before they were cool and it's.
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  Because there is almost endless opportunity to continue to
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  develop and create new. Peptides to.
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  Signal for the right signaling that needs to be done in.
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  Order to get that. Outcome we're looking for
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  peptides are signal specific and so there's so much work we can
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  do to help optimize our skin. Help.
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  Through the power of peptides. I think what we like to do too
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  is yes, we are leaders. In regenerative peptide skin
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  care. But we're not.
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  Just peptides. We know that you can optimize
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  the. Way a peptide performs through
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  also. Combining it with antioxidants
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  through other amino acids. There's a lot of other.
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  Ways that you can think about the advancements in peptides.
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  Through really clever. Combinations.
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  We're working on some really. Cool.
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  Advanced technology right now. Which is really a.
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  Peptide, vitamin C combination, the other things that that we're
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  seeing now. Is the ability for peptides to
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  also. Be a delivery system.
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  So there's a broad application in.
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  How you can use? Peptides too.
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  OK. So that's interesting.
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  And I feel all of these ingredients we're learning.
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  Do we use them everyday? Do we rotate them with other
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  ingredients? So how do you, I guess, deal
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  with the pressure of researching new trendy ingredients?
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  Or did you ever feel pressure to try new trendy ingredients?
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  Or do you let the science dictate the product development
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  at this point? We're primarily driven by
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  science first and foremost. But we're.
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  Looking for the science and where scientists are engaging in
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  advancing and with a very. Forward.
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  Looking lens on how to tap into the power of.
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  Peptides. And so I guess.
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  It's a little bit of both, but. First and foremost, we are
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  always grounded and deeply rooted in science.
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  And I'm sure it's difficult to decide and I'm sure you have
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  come up with a process of how to decide which innovations are
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  worth pursuing and which are just noise.
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  Yeah, I do think there's some things that New Beauty is
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  working on in Beauty Engine that's really compelling because
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  science is so important to what? We do the way we deliver it to
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  the. Professional and the.
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  Patients they serve. In a way that's meaningful for
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  them and what not only they need from that improvement and the
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  skin health that they're looking for, but also in overall
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  experience is really important one of the elements.
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  That has always. Been important to me.
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  Is you've. Got to be grounded in science,
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  but we can't just. Wholly look at that.
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  And not think about. A 360 experience that both the.
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  Professional and the. Patient that they're serving.
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  Has being that I've been on the premium beauty?
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  Side for over a. Decade of my 30.
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  Five year career. I have seen what super elegant
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  formulations and the draw. That they have to the.
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  Consumer and what an opportunity there was in professional skin.
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  Care to have a? Science first approach to skin
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  care, but combining it in very luxurious formulations.
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  I have a point of view that if you really want to drive that
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  outcome, you've. Got to create products that your
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  patients are. Going to fall in love with and
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  be deeply. Loyal.
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  To because compliance is everything in getting the
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  outcome that we want and so creating those experiences that
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  people can't wait. To.
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  Do their skin care routine in the morning or night, making
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  that a. Beloved part of their day is.
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  Another really important element that we're always mindful of.
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  So Annette, one of the products I really want to focus on is
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  your Eye Authority Eye Cream. Again.
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  I've been hearing about it for years from friends, family.
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  How long has the product been out on the market?
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  Interestingly enough, that was one of the.
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  First products ever developed by Hydropeptide, so it's got.
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  A long and deeply. Loyal group of people.
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  That cannot live without it. I just started my testing of it.
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  I've been I'm very excited about it and that has been around for
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  over a decade. How do you keep a legacy brand
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  feeling fresh and modern? When doesn't it seem every day a
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  new skin care brand comes out? It does.
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  Hydropeptide's actually been. Around for over 20 years, we
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  celebrated our 20th anniversary last year in June.
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  And I think that it comes from two things.
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  One, it's from being deeply committed to innovation, but it
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  also comes from making. Sure that we are.
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  Listening that we're listening to our providers and the
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  patients that they serve. So it was really.
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  Important to us, for example. To.
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  Also understand our responsibility to the planet,
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  for example, and develop skin care, packaging and components
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  that. Were wholly recyclable or.
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  Came from. Most recycled plastics.
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  That's something you don't see in the professional skin care
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  space. We also think about clean and
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  really unique. Ways still.
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  Grounded in science. But when we think about what
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  clean beauty means to us, it means a few things.
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  One that we run all of our ingredients through the
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  toxicogenomic database to ensure that none of the ingredients
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  have ever been linked to any. Adverse effects.
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  To our DNA, it also means that we're following all of the
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  global requirements. That are required to.
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  Sell internationally. We are a global brand, so we.
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  Follow all of. EU standards Japan, Canada help
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  Canada and Australia, which are some of the strictest government
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  bodies on banned ingredients. So we are globally.
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  Compliant there too. So it we have quite a few hoops
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  we have to jump. Through when formulating but.
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  It's a concept. Commitment to innovating and
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  then making sure that we're listening as well.
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  And on that note, and it does sound like you really have
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  elevated things from the scientific perspective.
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  So what do you believe sets Hydropeptide apart from other
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  science based skin care brands? I think that it is.
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  A. Deep focus and understanding.
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  Of. Regenerative therapeutics, how
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  we lean into that, but it's combining.
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  That with luxury experiences. From the way we think.
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  About the facial treatments. That one can have in.
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  Office to. Their home care regimen.
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  It all needs. To be a very high touch high.
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  Result experience. So how do you decide which skin
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  care concerns to address next? Is it consumer demand, is a
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  clinical research, or both? Combination.
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  Of all of the above, we've got. This incredible new peel, for
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  example, we've got this great new treatment that we've just
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  launched. Called Hydroglass.
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  And it has four different components in it.
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  To really deliver. An absolutely incredible
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  immediate result with long term benefits, but once somebody gets
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  that treatment, they are rebooking that treatment every
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  single month. The results are just.
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  Outstanding. But it's.
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  Delivered in a way that you want to come.
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  Back. It felt great to get that.
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  Shakimic peel in that hydroglass experience.
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  So it's. A multi faceted process that we
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  we look for. And deciding whether we're going
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  to go to market with an individual.
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  Product or the way? We think about developing.
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  Our overall protocol treatments that we deliver to the offices.
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  That's amazing. And I know I want to know more
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  about the glass, of course. So that's an that's an in office
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  treatment only. It's an in office only
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  treatment, Yeah. It.
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  Starts with this. Incredible.
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  Physical. Exfoliation with this vitamin.
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  C2 step peel. That we've got, that's a great
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  experience. Then it's followed with the
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  Shachemic. Acid.
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  Peel and then we. Follow with.
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  Our moisture infusion mask that's also complemented by LED
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  if you want to put an LED on light on them as well.
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  But it gives your. Skin this beautiful glass.
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  Like. Appearance to it that is a long
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  lasting. Yeah, it sounds heavenly.
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  So I am going to need to sign up for.
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  We will find you a provider. I would love for you to get that
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  amazing. Thank you.
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  Thank you. I'd love that.
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  And that's an important piece of our conversation is that
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  Hydropeptide is not just at the consumer level, it's at the
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  clinic level. And I don't think that everyone
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  knows that. For our listeners, for people
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  that are watching, I think it's important to talk about how
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  you're selling the brand into professionals as well as
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  consumers and what would be the difference difference there.
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  Yeah, we are wholly. Dedicated to the professional
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  skin care channel. Like I shared earlier, our early
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  adopters. 20 plus. Years ago were the.
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  Estheticians who were so. Excited to have Peptide.
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  Based formulations to introduce their client base too as we've
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  grown as our access. To.
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  Advanced technology has grown, we have expanded and are now.
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  Widely distributed. Around the world in
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  dermatologist, nurse injector offices and medical spas around
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  the. World as well as five star
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  resort spas, we also speak directly to the.
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  Consumer as well as. Part of that outreach.
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  If you were introduced. To hydro peptide.
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  And you are out of the country. We want to help you find a
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  provider. That's.
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  Here near to home and so we like to engage that consumer to help
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  enhance their education, but also.
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  To facilitate. An introduction to a recommended
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  professional near them. That's an amazing experience
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  that you're taking care of. That's great.
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  As I was going to ask you next is how do you handle the
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  feedback from professionals versus direct consumers and what
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  drives your next move at the company?
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  We. Welcome all feedback from.
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  Anybody who's used our products? And wants to give it.
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  I take it as an honor. Regardless of what that.
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  Feedback that somebody would take the time.
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  To share their feedback to help. Make us a better company.
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  So we openly welcome that. But.
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  We also every. Other year conduct.
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  Surveys directly to the. Professional and to the
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  consumer. With.
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  Questions really wanting to understand what their needs and
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  wants. Are so that we.
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  Can custom tailor our products and it's not.
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  Just products, it's how can we be the best possible partner to
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  the practices that we're support.
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  We believe deeply that partnership is absolutely
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  important. It's what the offices need.
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  Most. Offices you're working with.
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  Providers that are. Working directly with patient.
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  Base we need to be the type of. Partner that can come in and
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  really do. All of the heavy.
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  Lifting for them as we train and.
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  Educate their staff. From other practitioners in
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  their office to the front desk to how we think about helping to
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  also. Educate their patient base.
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  From the way we merchandise and offer educational materials to
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  their patient. And.
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  Any of those other elements that they might need heavy lifting
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  from a partner. We like to take.
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  That upon ourselves to help them just.
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  Thrive as a practice. Wow.
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  So that's a lot of support that you're providing on the clinic
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  side. That's phenomenal.
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  And it's funny, we just recently did a survey about that with
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  Beauty Engine and what clinics are looking for.
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  And they're definitely looking for more support, more training,
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  more of a connection with their skin care representative.
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  So that's great. Now let's shift over to the
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  consumer side for a minute though.
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  Are you seeing a shift in what today's consumer is actually
• 18:56
  wanting from their skin care routine and is it difficult to
• 18:59
  keep? Up, there's really good.
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  News for us. For all of.
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  Us in the professional skin care industry is that the consumer
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  wants scientifically grounded and validated skin care
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  solutions they want. That so that's great.
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  Those of us in this industry, we can check.
• 19:19
  That box they also. Want clean formulas And we know
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  that takes on a lot of different definitions based on your
• 19:27
  individual point of view on what clean means for you.
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  But I think it's important for everyone to have a point of view
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  on it. So we know that consumers want
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  that. We also know that consumers are
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  leaning in to professional treatments.
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  There is a curiosity about it. They are.
• 19:46
  Leaning in. And they're leaning in at
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  younger ages than ever before. But we also know that they want.
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  Those. Experiences to be fulsome they
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  want. To feel heard.
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  They want it to feel good and they want to walk away feeling
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  like that was that investment. Was good for.
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  All of. Them if that makes.
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  Sense that that not only did it improve their skin health, but
• 20:14
  frankly that it. Improved.
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  Even emotional health as well, and there's a lot that we can do
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  as an industry to really make sure that the patients.
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  Feel that type of support. When they're in, I think the
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  other thing that we're seeing is this blurring of the lines
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  between what is traditional spa, between what is traditional
• 20:35
  medical services and that's really driven by the consumer
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  saying I want the medical. Type results, but I'd really
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  prefer it to be wrapped. Up in a more of a spa like
• 20:45
  experience. Absolutely.
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  And people want that experience like you're saying everybody
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  wants to. I think since COVID days, people
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  are taking better care of themselves and we all missed out
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  on our treatments during those time when we weren't allowed to
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  go. So I think we're appreciating
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  those treatments more. So let's shift back a little
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  more to your CEO role. And I have an important question
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  to ask you. What has been one of the most
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  pivotal strategic moves that you have made since becoming CEO of
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  Hydropeptide? I think it's staying very firm
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  and. Wholly dedicated to the.
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  Professional, we feel like. There is a lot.
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  Of room to grow in the space and there can be.
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  Outside pressures that say. Hey, and invitations.
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  To say, hey, what about this? We love what you're.
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  Doing. But we really believe.
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  In the power and the recommendation of the
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  professional and hydro peptide. Is a.
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  Professional skin care brand with the most incredible
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  professional treatments that need to be in the hands of that
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  professional and I would say staying firmly dedicated in
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  that. Space is really.
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  Important. It's where all of our
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  investments are made and it's. Where we're here to stay.
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  OK. That's a great answer.
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  And I'm sure there's a lot of professionals listening in that
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  will appreciate that. And on the flip side, you know
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  that strategic moves, but what was something that maybe you
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  thought was going to be a game changer and then didn't wind up
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  being a game changer for you or for the company?
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  Well, that's interesting. I think this is something
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  interesting. As I process this, if you look
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  at hydropeptide, we've got. Quite a few skews in order to.
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  Create those experiences that. We want, we've got.
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  A little over 60. Retail skews, for example, one
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  of the things that's interesting when you.
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  Look at Hydropeptide is. We don't have a.
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  Hero skew our top. 20. Skews.
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  Are making up less than 80% of our total, so it sounds great
• 22:50
  to. Say, oh, all of our SKUs are
• 22:53
  heroes SKUs. But I actually think that we
• 22:56
  need to challenge. Ourselves that there are these
• 22:59
  products that. We know.
• 23:02
  Through data create. Exceptional long term value and
• 23:07
  the LTV for example around those high tech patented technologies.
• 23:12
  That we have like. With Nimny technology, with our
• 23:16
  Cell Renew 16 technology that I'm challenging our.
• 23:20
  Team all of our practices that we really need to be.
• 23:24
  Talking about those. Products first, so.
• 23:27
  I think that's an interesting challenge for us is.
• 23:30
  How do we actually create a hero skew?
• 23:32
  Within the professional space that we're in.
• 23:34
  OK, That's a great answer. And I know what there's a lot of
• 23:37
  competition. So Congrats for surviving 20
• 23:40
  years in the skin care industry. Not that many do.
• 23:43
  So thank you. That's great.
• 23:46
  So in, in wrapping up, is there anything else that you'd love to
• 23:50
  share with us about Hydropeptide?
• 23:53
  I like to ask the question of if we checked in a year from now,
• 23:57
  what do you hope that we'll be talking about for Hydropeptide?
• 24:00
  I love that you asked that, I hope.
• 24:02
  That you'll be talking. All about a hero skew.
• 24:07
  And our collagen reactivate. Series of products.
• 24:11
  We are coming out with medical exclusive technology that
• 24:15
  honestly is mind blowing. It's so good so.
• 24:19
  Maybe we can connect on that at another time.
• 24:22
  It's absolutely incredible. We just launched our collagen
• 24:25
  Reactivate PM which features that Nimny technology.
• 24:30
  That really supports that supercharging healthy.
• 24:33
  Collagen production. So I hope that's what we're
• 24:35
  talking about. I think I may have gotten that
• 24:37
  in the package you sent. Is that one of the things you
• 24:39
  sent me or is that? I hope that I hope that.
• 24:41
  It is. I'm going to double check.
• 24:42
  If not, you're going to have another special.
• 24:44
  OK, I've. Been I was going to say I've
• 24:45
  been using everything but I'm now I'm wondering if that's one
• 24:48
  of the products I've been trying so I'll take a look.
• 24:51
  And I hope. Too that people are.
• 24:52
  Talking about the team hydro peptide isn't just the Annette
• 24:57
  show I work with an absolutely. Incredible group of people.
• 25:02
  We're an all female. C-Suite.
• 25:05
  I don't know what I do without Tara and Erica, and I appreciate
• 25:09
  all the strong women that paved the way.
• 25:11
  But we've also got a lot. Of young women.
• 25:14
  Here at Hydro Peptide. And incredible young men that
• 25:17
  I'm so proud. About so if we're.
• 25:18
  Talking about something else, I hope it's shining a light.
• 25:21
  And I hope. That the practices feel the
• 25:23
  love. From the team that we have.
• 25:26
  Here at Hydropeptide that are dedicated to their success.
• 25:30
  I love that answer. I do because I fully believe in
• 25:34
  the female empowerment and I love the skin care is primarily
• 25:38
  occupied by women. So good for us and we can keep
• 25:42
  it going. It's a good.
• 25:43
  Space for us? Yeah, absolutely.
• 25:46
  Thank you for joining us today. And Annette, we look forward to
• 25:49
  having you back very soon to talk about whatever's on the
• 25:52
  horizon for Hydropeptide. Thank you so much.
• 25:55
  And I hope we get to check in a few months from now and see how
• 25:58
  things are going. I would love that.
• 26:00
  Thank you so much for having me. Doctor Randy Boyett holds a PhD
• 26:05
  and is a recognized leader in the aesthetics and medical
• 26:08
  industry. She is not a licensed medical
• 26:10
  doctor. All commentary and product
• 26:13
  recommendations are based on industry expertise and are
• 26:16
  provided for informational purposes only.