Revolutionizing Skin Health

In the ever-evolving world of skincare, few brands have made as significant an impact as Skinfix. Founded by Amy Gordinier, this innovative company has redefined our approach to skin health by focusing on the foundational importance of the skin barrier. In this exclusive interview, Gordinier shares insights into Skinfix's unique development process, their commitment to clinical validation, and how they're shaping the future of skincare. From identifying crucial market gaps to partnering with industry giants, Gordinier's journey offers valuable lessons for aspiring entrepreneurs and skincare enthusiasts alike.

1. What gap in the beauty industry did you identify that inspired you to launch Skinfix?

When I discovered the original Skinfix balm which had been compounded in 1870 by a chemist/pharmacist in Yorkshire England, I was captivated by the incredible testimonials re: how it had healed serious skin issues and restored skin wellness and quality of life. The formula had multiple FDA approved OTC active ingredients at effective/active levels. It sparked my desire to expand the ethos of this formula into a line of clean, clinically validated, dermatologist approved therapeutic skin products to treat multiple skin concerns from eczema to rosacea to KP to acne. In the process of developing therapeutics, I began to understand the criticality of skin barrier health at the root of all skin concerns. This led to the creation of the Skinfix barrier+ line formulated with the first ever patented ingredient complex for barrier health. The Skinfix BL-3 complex is clinically proven to restore skin barrier health by increasing ceramide and fatty acid levels - critical lipids in the barrier itself. There was a gap in the beauty industry where barrier health wasn’t given enough attention. Many products focused on temporary fixes or surface level hydration rather than addressing skin concerns at their core.

2. How does Skinfix's approach to skin care or beauty products differ from traditional offerings in the market?

Many skincare brands will source stock formulas from a contract manufacturer or chemist - and maybe tweak or add an ingredient to make it their own. Many products will market 2-3 hero ingredients - which may not even exist in the formula at active/effective levels. These ingredients are often chosen because they are trending - and not necessarily because they have efficacy in addressing sensitivity or skin concerns. Skinfix builds each and every formula
from the ground up. We never start from a stock formula. We intentionally curate a bespoke combination of ingredients that will work together - in synergy - to effectively transform skin by treating visible concerns rapidly - and transforming skin over time. We use the active and appropriate levels for each key ingredient. We validate the safety and efficacy of our products through third-party clinical studies, as well as work alongside top dermatologists for feedback throughout the formulation process. Our process is highly unique in the skincare space - and is one of the reasons we have the support of the dermatology community and have won over 40 major beauty awards.

3. Can you share a pivotal moment or challenge in your entrepreneurial journey that shaped Skinfix’s direction?

Our decision to launch with Sephora in April 2019 was a pivotal and transformational decision. Sephora saw a need for a dermatologist validated/developed, clean skincare line that was focused on foundational skin barrier health and therapeutics. The merchants at Sephora are incredibly good at seeing the future - and staying ahead of the curve. They are also amazing partners in building brands. The beauty advisors in the Sephora stores are passionate about skincare and science, and are strong ambassadors for the Skinfix brand. When we train BA’s in Sephora stores, we are told countless stories of how the Skinfix products literally transformed the skin of BA’s, their family, friends, and clients. Skinfix has brought many firsts to Sephora, including clinically validated products for restoring skin barrier health - now the fastest growing category of skincare at Sephora. We were also the first to introduce fungal-acne safe acne products and revolutionary adapinoid - a retinol for acne-prone skin. Sephora partners closely with us to launch innovative, ground-breaking products - and to educate the client. Their exclusive partnership has propelled the brand’s trajectory.

4. How do you balance innovation with meeting consumer needs in your product development process?

The product development process is informed by the consumer. We leverage feedback from derms re what their patients are needing/asking for, direct feedback from our clients, insights from Sephora staff and social media trending topics in skincare. We also spend a tremendous amount of time with the scientists and chemists at the forefront and cutting edge of ingredient technology. We marry the need - from aging support to therapeutic treatments - with the most innovative, ground-breaking technology. We prioritize proven efficacy and safety over fleeting trends, ensuring each ingredient enhances our commitment to skin barrier health and long-term results. For example, we recently launched our Ceramide + Ectoin Gentle Gel Cleanser which is one of the first cleansers on the market to feature the ingredient ectoin which is slowly growing in popularity amongst other brands and products. Ectoin has proven clinical efficacy in cleansers as an ingredient that binds to skin’s natural lipids to minimize the stripping that can be caused by surfactants. It is the latest technology in barrier-safe cleansers. We are also the first cleanser at Sephora to prove that we remove sunscreen in one cleanse! Our approach marries innovation with real customer needs.

5. In what ways does Skinfix prioritize inclusivity and sustainability in its practices and offerings?

Skinfix has been conducting clinical studies with a diverse population of ethnicities and skin tones for a decade. Our numerous clinical studies have long prioritized the criticality of understanding how ingredients and formulas performed on many skin types and tones. We have also been deeply dedicated to sustainability from our inception - and were one of the first skincare brands to utilize post consumer recycled plastic (PCR). We also work hard to constantly improve waste reduction, offer refillable packaging, and leverage responsible design. We aim to make all of our packaging 'recycle ready' by avoiding mixed materials and partnering with Sephora @ Pact Collective to ensure recyclability. Since 2021, we’ve introduced refillable options for four products, including the Triple Lipid-Peptide Cream, which have been shown to have a lower environmental impact. Additionally, our packaging design incorporates at least 30% post-consumer recycled plastics, optimizes size to reduce waste, and uses 100% FSC-certified paper made from recycled fibers. We are proudly one of 25 brands to be certified CLEAN AND PLANET AWARE at Sephora (a rigorous certification process for sustainable brands).

6. What's the most valuable lesson you've learned about building a successful beauty brand in today's competitive landscape?

It is extremely easy to launch a skincare/beauty brand. There are low barriers to entry. Anyone can go to a contract manufacturer and choose formulas and packaging and put their brand name on it. Savvy marketing can land a brand with a distribution partner and provide momentum. However, many brands built this way do not stand the test of time. To have longevity and build a successful “forever brand”, it is critical that the brand has a strong DNA and a true purpose for existing. Brands that grow at a robust but steady pace - building a strong community rooted in passionate product/brand love and loyalty - are the brands that will be around in 50 years. There are no easy paths in a competitive business like skincare. If you aspire to enter the fray - it’s critical that you truly have a passion and a strong POV - and that you are building a brand that is making a difference in consumers’ lives.

7. Looking ahead, how do you envision Skinfix evolving to meet future consumer trends and demands in the beauty industry?

There is so much incredible skincare technology in the pipeline. AI has accelerated ingredient research, and allowed scientists to identify targeted peptides, microorganisms and delivery systems that are transforming skin at a cellular level. We are on the precipice of reversing cell aging and delivering powerful formulations that will change skin at a foundational level. It is incredibly exciting - and Skinfix will be at the forefront of that conversation!