If you’ve ever flipped through the pages of a women’s magazine or compared skincare brands online, you’ve probably seen phrases like “real, visible results,” “scientifically proven results,” and “see results in as little as four weeks!” thrown about. For many of us, when we make the choice to splurge on a new skincare brand—especially a pricier, high-end brand—the first thing we want to know is how quickly our skin will become transformed. But what do we really mean when we talk about “results”?
As a small-scale skincare formulator, questions about what results to expect from our products can be challenging to respond to, because “results” can mean so many different things to different people. Some customers come to us with sensitive, allergy-prone skin, and a stress-free experience of using skincare without rashes, itching, or redness may be all they want. For others, the goal is to find gentle yet effective acne relief, or long-lasting emolliency to help hydrate their stubbornly dry and rough skin. Some customers’ concerns are tied to a specific skincare issue, such as hyperpigmentation or eczema, while others may care more about the general philosophy of the brand they’re choosing to support. I’ve spoken with customers who were sick and tired of brands constantly changing up their ingredient lists without warning, and who valued our brand’s transparency and commitment to a consistent guiding philosophy. For these customers, “results” go more than skin deep; they include the ability to relax and trust in the safety of the products they’re using.
When reading social media posts and reviews, it can be all too easy to get swept up in the trends of the month and think that, for example, everyone just wants non-pore-clogging and anti-acne products—but what’s trending online may only represent one small subgroup of skincare customers, and we are lucky to serve a diverse range of customers. That’s why we always strive to stay true to our own compass as a company, and avoid being swayed by this trend or that. My goal is, of course, to create products that offer results for a wide range of different skincare needs. But I also want those “results” to include the experience of a truly luxurious texture, an unusual, compelling scent, a unique sensory experience, a sense of trust in your skincare, and the feeling that you are supporting an ethical, values-driven brand.