StriVectin, a company often credited with starting the clinical cosmeceutical skin care category and one of the largest prestige skin care companies not owned by a multi-national firm, is aiming to be on every consumer’s skin care go-to list.

Over the last 16 months StriVectin has gone through a number of changes, mostly in management. Three women are now in charge; JuE Wong, CEO of StriVectin; Amanda Baldwin, who was added on as CMO; and Cori Aleardi, who took the role of CFO and COO. Together they’ve restructured and reorganized StriVectin.

“There’s a new perception, energy and a very good foundation. But it’s our clinical studies that set us apart from others because we do more quantitative testing rather than qualitative,” JuE said, who prior to joining StriVectin was CEO of Astral Health & Beauty. “We also want to be a brand that resonates with our customer on a emotional, professional and performance level. We want to have a soul and empower our customer.”

In December of 2002 the company released their first product, StriVectin SD, a stretch mark cream turned anti-wrinkle item. It gained huge popularity, selling over six million tubes globally. In fact, one tube of StriVectin SD is sold every 59 seconds around the world. Today, the brand has evolved into a comprehensive, clinically-proven, scientific skincare line.

Last year under the new regime, they released five products including a dark circle corrector, tightening face cream and clinical color tints. This month they went back to basics with a second generation StriVectin SD Advanced, a more potent, age-fighting formula coupled with highly developed active ingredients. In May, StriVectin AR Serum, which contains their highest concentration of retinol, will follow. In the fall, expect to see a facial toning device worn on the cheekbones, where different levels of vibrations help give facial muscles a boost.

“This is an exciting year for us. We realized we can’t rely on one item,” said JuE, talking about their iconic StriVectin SD. “We wanted to make sure we had other products that truly deliver a point of difference in the market place. StriVectin AR Serum is key for us. Women are passionate about addressing aging concerns.”

JuE went on to add that StriVectin is about innovation while offering the consumer products they want without forcing them to feel the need to buy four or five things to add to the products they already use and love. Keeping that in mind, the company is focusing on creating standalone items. “That’s why we launched StriVectin LABS on our website.” Presently, StriVectin LABS offers four products including a 5-Minute Weekly Glycolic Peel, which contains 10% AHA Acid, another first for the company, and a new ultra hydration moisturizer.

Sold primarily through department stores and specialty retailers in Europe, the Middle East and Asia, immediate growth opportunities remain with retailers in the U.S., where according to Euromonitor 2013, they are the leading independent skincare brand in U.S.

“We expect to grow 5%-10% with each of our retailers thanks to new products and the re-launch of StriVectin Advanced,” JuE said. “These are a huge part of our sales and we hope to capture new customers as well as keep old ones,” she added.

And yet, with all the products available today, JuE still feels there’s a white space to fill. “For us, that’s products that have immediate benefits along with cumulative, long term ones when used for 4 to 12 weeks,” she said.