Cryotherapy is an ancient practice known to reduce inflammation, tighten pores, and revitalise skin. Traditionally, facial ice therapy has relied on DIY salad bowls — made famous by TikTok — or applying ice directly to skin, which can cause irritation, trigger broken capillaries, disrupt skin barrier, and potentially impact delicate areas around the eyes.
Furthermore, uneven temperatures and prolonged exposure can compromise rather than enhance skin health.
To reinnovate this age-old ritual, Face Dunk spent 18 months developing over 50 prototypes of its patented, precision-engineered bowl that features double-wall insulation with an ergonomic tilt and spill-resistant design.
The custom ice tray is said to create a scientifically optimal ice-to-water ratio, maintaining consistent, skin-safe temperatures for skin care performance, while eliminating spills, discomfort, and direct ice contact for a cleaner and safer experience.
It is meant to be used along with Glow Drops, which were formulated specifically for this system. The water-soluble serum comes in three variations — Hydrating, Brightening, and Collagen Glow Drops — that are powered by microbiome-supportive, skin-enhancing actives chosen for their performance in cold conditions.
“The development of Face Dunk was a process driven by precision, not speed. From day one, our goal was to take an unrefined DIY trending hack and transform it into a patented, science-backed system that could deliver real skin care benefits.
“We worked closely with leading Australian industrial designers to engineer the bowl — ensuring the ergonomics, insulation, and tilt were optimised for skin-safe cryotherapy. Simultaneously, we collaborated with local skin care laboratories to formulate our water- and ice-activated Glow Drops.
“These were developed using advanced DNA analysis and AI-modelling to ensure the ingredients not only activated under cold conditions, but also enhanced absorption and skin response. It’s a first-of-its-kind skin care formulation and design. Face Dunk is the result of this multidisciplinary approach, where engineering meets skin care science in a holistic system,” brand founder Ian Roche told CosmeticsDesign-Asia.
According to Roche, demand has exceeded expectations since the launch in December 2024, especially for Glow Drops, which sold out within weeks.
“While we don’t disclose exact unit numbers, our Collagen Glow Drops, in particular, have already undergone multiple restocks due to surging demand both in Australia and internationally.
“The consumer response has been phenomenal, and continues to drive the development of new products and international collaborations. What began as a niche ritual has rapidly evolved into a high-performance skin care movement, with Face Dunk growing to become a category innovator.”
Sensory stimulation
Activated through water and ice, the Glow Drops claim to provide targeted hydration, brightening, and firming benefits. Some of its key ingredients are polyglutamic acid, copper tripeptide-1, Kakadu plum ferment, and hydrolysed hyaluronic acid.
Each Glow Drops formula also supports skin microbiome health by containing cold-compatible humectants, prebiotic-rich hydrators, and postbiotic ferment filtrates that nourish barrier function, enhance resilience, and restore visible skin vitality.
These include Tasmanian kelp ferment, sodium hyaluronate, aloe vera ferment, and acetyl octapeptide-3.
The user experience is further “modernised” through the inclusion of the Face Dunk Coach App, which offers guided timing, calming audio, and personalised routines that turn each session into a sensorial treat.
“Face Dunk appeals to a wide spectrum of skin care consumers — from curious Gen Z adopters to performance-focused professionals and beauty editors. Our users range from 15-year-olds to those over 70, united by a shared desire for effective, sensory, and science-backed rituals they can use at home,” Roche shared.
He added that the Hydrating and Brightening Glow Drops are popular with younger, glow-chasing audiences, while the Collagen Glow Drops have resonated with more mature consumers seeking firmness and barrier support.
“It’s multi-generational skin care that doesn’t just sit on a shelf — it becomes part of a lifestyle. From a [marketing] strategy standpoint, we’ve focused heavily on organic reach via social storytelling, media advocacy, and user-generated content.
“In the pipeline are pre- and post-dunk products, expansion of the Glow Drops range, integration of personalisation tools in our app to deliver skin care routines tailored to the user’s needs, data-driven campaigns tied to the app, and deeper education around our cold-activated ingredients and ritual philosophy.”
Expansion plans
Face Dunk currently operates as a direct-to-consumer brand through its website that offers international shipping.
“We intentionally launched with a digital-first strategy to ensure accessibility and scalability, especially considering our early traction on TikTok and Instagram. Gen Z and Millennial consumers don’t just shop online — they expect a full digital experience, and Face Dunk was built with that in mind.”
Australia remains its strongest market, but it has seen rapid adoption in the US and Canada since entering those regions.
At the same time, demand from Asia, Europe, and the Middle East has continued to grow, and the brand is “actively preparing” for wider global expansion over the next two years.
“While our focus to date has been on building a strong foundation through direct channels, we’ve been approached by a number of leading retailers and distributors interested in carrying the brand. We’re open to these opportunities and are exploring the right partnerships carefully. Our goal is to expand in a way that protects the integrity of the Face Dunk experience, whether that’s online or in-store.”
