After 20 years of addressing her patient’s beauty and skin concerns, Instagram renowned cosmetic doctor Naomi, talks about her approach to not only using the most advanced technology and ingredients but also bringing to the beauty market a unique approach to skincare.
Three years in the making, made in Australia, vegan and cruelty-free, new cosmeceutical skincare brand Dr Naomi Skin is here with non less than 19-strong line, and this is what we learned about her patient-centric attitude and secret weapon to transform skin.
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What was the driving force behind creating your own skincare line?
I wanted to create a retail cosmeceutical brand focused on brightening, because it didn’t exist and I wanted everyone to have access to it.
I wanted to give our customers the highest quality ingredients, with great value, and to make it science backed. I wanted an inclusive brand, focused on being cruelty free, vegan and made in Australia. I wanted to work on the “eco” aspect as well, which is a long term goal for the brand. We’ve started on this mission, with the refillable packaging for our serums, but we have much bigger plans for this aspect.
I also wanted the challenge of creating a good after so many years in services.
As a clinic, we see patients about 1 day every 90 days, and I wanted to give them something to do for those 89 other days to look after their own beauty! Skincare is the icing on the beauty cake.
Between running The Manse Clinic, treating patients and interacting with your Instagram audience, how did you find the time to create such an expansive first launch? Do you have a favourite product?
Yes I always go a little extra with most things, I can’t help it. But if you’re going to do it, you might as well do it right!
I’m a very efficient person, a good delegator, but also I have excellent management teams in both businesses, for which I’m very grateful. I could not do any of it without my teams.
Yes, I have a favourite product that’s out now, it is Pore Relation, our soothing and hydrating essence, I put it over my face and whole upper body every day after cleansing! It’s like nothing I’ve used before and is so fresh and light.
My favourite product, Let’s C Serum isn’t out yet, as it got held up, but is coming very soon, I’m really proud of this one, and our team of chemists have made magic with this one. It is a triple Vitamin C whip. The texture is really new and modern, it’s potent and it smells great. People are going to love using it. I can’t wait till everyone can add it to their morning routine. They’re going to be addicted
What is your best piece of skincare advice?
Use at least sunscreen, Vitamin A, Niacinamide and Vitamin C if you can. Wear a hat. Please, please get your skin checked regularly. Australia, in particular, is a dangerous place for skin cancers.
Having been a key player in Australia’s beauty world for so long, do you have any thoughts on the future of the skin and beauty industries?
I think both will continue to grow hugely, particularly the retail cosmeceutical market will expand. Non-surgical treatments are going to become more popular, and the technology associated with them is going to improve. I expect improvements in safety and results.
You have spoken about the importance of utilising the highest quality ingredients backed by science. Are there any ingredients Dr Naomi will never use?
For Dr Naomi Skin, we have crafted our formulas using a blend of natural, naturally derived and synthetic ingredients. It is vital with our Dr Naomi Skin actives to ensure the safety and consistency from batch to batch and also to ensure the potency of our products batch to batch. There are many ingredients that we don’t use in our range, as we wanted to use only ingredients that are not currently being questioned about safety on the global front.
In this long list, some ingredients are still up for scientific debates and further research regarding any proven safety issues when used in topical skincare application. We chose not to use these ingredients that have questions about their safety, to ensure customers could have the complete piece of mind when purchasing Dr Naomi Skin, knowing that we have formulated a powerful and science backed range without using any of the ingredients that have a question mark with regards to safety. We wanted to make it simple for our customers, and we believe, if you don’t need them, then why use them.
What is your vision for the future of Dr Naomi Skin?
I see it as the first of its type, a trusted global retail cosmeceutical brand focused on brightening, reaching every corner of the world, helping our customers achieve the flawless and luminous skin they’ve always wanted, giving them confidence and feeling smooth, hydrated and glowing so that they can choose to go makeup free if they want to.
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