Across both groups, there’s a need
for acne care that’s gentle, portable,
and clearly designed with them in mind,
no second guessing.
Research helped define a few key truths
that guided the brand system:
Clear skin earns
respect.
Acne is still stigmatized,
clear skin is seen as a sign of discipline.
Acne is still stigmatized,
clear skin is seen as a sign of discipline.
Portability is power.
Busy professionals
want compact skincare that fits into their routine.
Harsh ≠ effective.
Hyperpigmentation and dryness from other brands are common concerns.
Tradition guides treatment.
Holistic medicine is passed down generationally in many households.