Inaugurated in 2021, the brand took nearly three years to debut its first product Jelly Plump last November, as the founders focused on sourcing the ingredients predominantly from Australia and developing the formulation locally.
“We were very invested in making sure that the first product we released is a really good one and sets the bar. We wanted to prove that Jelly Plump, being a multi-purpose product, can be used in the ways as claimed and not just fulfilling part of the functions,” Jana Tangalakis, co-founder of Prime Skin, told CosmeticsDesign-Asia.
The three-in-one product serves as a makeup remover, cleanser, and overnight mask. According to Tangalakis, a lot of time was spent on ensuring these functions could work simultaneously.
“For example, the oil-based ingredients have a high percentage of sunflower seed oil that dissolves makeup, including waterproof mascara and eyeliner, really effectively without tugging [at the skin] or causing irritation.
“Additionally, it contains botanical extracts, such as chamomile and calendula, which are good for calming and nourishing the skin during cleansing or after. These ingredients also have anti-inflammatory properties, making it ideal for people with sensitive skin. We haven’t seen many jelly-based cleansers, so we were really excited to release the product.
“Lastly, it’s got a high amount of glycerin and vitamin E, known for their ability to provide long-lasting hydration. They work synergistically to lock moisture in the skin while repairing the skin barrier, which is why it can also be used as a mask. In fact, you can use it before makeup or overnight — whichever way an individual deems fit for their routine.”
During the research process, the brand found that many cleansers in the market are skin stripping. This occurs when the skin’s natural oils, which help maintain its barrier function and moisture, are removed, leading to dryness, irritation, and sensitivity.
“When we formulated the product, we wanted to avoid any harsh chemicals such as sulphates, parabens, and silicones that can disrupt the skin’s natural microbiome. We use a gentle emulsifier that cleans without stripping moisture from the skin and that retains its protective layer of natural oils.
“For consumers who have got a specific skin concern, there probably are other products that are better suited and may have more actives. But for us, we’re really focused on being as versatile and safe as possible for sensitive skin — nothing that counteracts with the skin’s microbiome while helping to maintain natural pH levels.”
Problems with overconsumption
One of Prime Skin’s biggest concerns about today’s beauty trends is the propagation of overconsumption.
“Take 10-step regimens for example, they are time-consuming and expensive. This kind of trends tell people that ‘more is more’, when the reality is sometimes less is more to have good skin.
“Over-complicated routines can confuse the skin and encourage excessive oil production, whereby it works harder to remove toxins rather than to rejuvenate itself. By cutting back on the regimen, the skin has a chance to repair itself, rebuild its natural acid mantle, and get back to regular pH levels. Less consumption is also good for the planet and the wallet.”
At the same time, Tangalakis said that many skin care products are formulated with different active ingredients that do not support each other, and hence the user is essentially not getting the benefits.
“Unless you are super educated on this, there are a lot of ingredients that the average person doesn’t know can’t be mixed. Too many actives definitely can strip the skin as well, causing redness, irritation and blemishes because products that chemically induce cellular turnover can mess with the skin’s natural renewal process.”
In the pipeline
As for portfolio expansion, Tangalakis revealed that two new products will be introduced in May. Specifically, one is a multi-purpose product comprising functions of a primer, moisturiser and serum, and the other is a after-sun spray.
“The multi-purpose product is lightweight and yet packed with hydrating ingredients that complement each other. The spray contains soothing ingredients as well as mica to create an illuminating finish. If you wear it on its own, it’s not only nourishing but also promotes a healthy glow to the skin.
“We are in the process of finalising the launch roll-out. It’s very exciting to finally have a family of products!”
While the brand’s priority for the year is to build a line-up of products, it is also working on differentiating itself via application methods.
“My co-partner and I recently went to CosmoProf in Bologna, and we got to meet lots of suppliers and found some really cool packaging, which we’re looking into at the moment.
“Besides being multi-purpose, we also want to focus on the application part. Because it’s such a competitive space and there are so many options for consumers, having a point of differentiation, even just in how you apply a product, is such a powerful and fun thing.”
Currently, Prime Skin is solely available on its website, with marketing efforts mainly targeted at Australia and New Zealand.
“We have plans to expand beyond this, but our first step is to gain momentum locally and release more products before sharing them with the rest of the world.”
