“In 2018, it’s not enough to be natural,” said Amy Regan, CEO of Skinfix, about the public’s growing interest in clean beauty brands. After encountering the 140-year-old fledging brand in her hometown of Halifax, Nova Scotia, Amy bought Skinfix in 2012 because she saw an opportunity for products that heal skin without steroids, irritants and synthetics. She relaunched the products and entered the U.S. in 2014 exclusively at Target, before expanding to CVS, Ulta Beauty, QVC and in Boots in the U.K. Though Amy declined to provide sales figures, industry sources estimate the brand generates more than $25 million in sales, with growth at QVC and Ulta.com in the triple digits, and growth in Canada in the high double digits. Here, Beauty Insider spoke to Amy about growing the brand.
Beauty Insider: Why do you think the public’s interest in natural beauty is taking off now?
Amy Regan: What we put in and on our body is more important than ever. This shift to health and wellness is encouraging a new group of beauty brands to offer natural and clean alternatives that are in sync with consumers values. In fact, prestige skin care brands that promote wellness or natural ingredients have grown sales by 13 percent in the 12 months ending July 2017, outpacing the overall market, which grew by 5 percent during this time. (NPD Group, Women’s Facial Skincare Consumer Report 2017)
BI: With so many other natural products on the market, how does the brand stand out?
AR: Our philosophy of using multiple clinically validated natural active ingredients to treat serious skin issues is a refreshing approach that strikes a chord with our customers. We don’t sprinkle an ingredient in so we can put it on the label, and we formulate with clean ingredients that are non-irritating, yet clinically effective. Skinfix stands out because it’s formulated with multiple active ingredients at their active levels to effectively target skin concerns. Whether you have sensitive skin, suffer from eczema, keratosis pilaris, chronic redness or just getting a new tattoo, we have a targeted treatment that will help heal your skin. Additionally, our collections are gender neutral and beauty inclusive.
BI: What are line’s best sellers?
AR: Our Skinfix Eczema Balm uses four natural actives and is clinically proven to be as effective as 1 percent hydrocortisone cream. It’s our top seller because we are treating a chronic skin condition in a clean and natural way that is backed by science. Additionally, our hand repair cream has won five awards. Interestingly enough, our Inked Tattoo Balm, which keeps skin protected during the crucial healing phase, is our top seller at Shopper’s Drug Mart in Canada. Additionally, although our heritage is in body, our new Calm and Repair Face Collection that treats redness and rosacea is doing exceptionally well on QVC.
BI: How do you educate consumers about your brand?
AR: QVC is an amazing platform that allows us to tell the Skinfix story and drive home our point of difference. Educating and connecting with dermatologists is also a focus so we have created a Skinfix Scientific Advisory Board with prominent dermatologists, and we also attend conferences and meet with derms one on one. We also work with editors and influencers to connect with consumers.
BI: Please explain the relationship the brand has with dermatologists.
AR: First, we rigorously safety test our products, typically using panelists that have compromised skin conditions to ensure our products do no harm. Furthermore, we work with our advisory board of dermatologists to formulate with ingredients that are not known irritants.
Second, we clinically test products using strict protocols that the medical community will accept. These tests go beyond the traditional clinicals done in the cosmetics or OTC industries. Several of our clinical studies have been published in peer-reviewed dermatological journals because the results are significant to the dermatologist community.
Finally, all our products are vetted by a third-party panel of dermatologists that scrutinize our formulations and safety tests before awarding us the “Dermatologist Tested & Recommended” designation that we highlight on our packaging.We also work closely with the American Dermatology Association and the entire Skinfix Eczema Collection is approved by the National Eczema Association.
BI: Who is funding/investing in the brand?
AR: We are privately held company funded by a combination of friends and family investors, and CFFI Ventures.