NOT GIVING Fs TAKES A HECK OF A LOT OF F-GIVING.
In order to make skincare that gives no Fs, you must first stare into the over-frothed chaos cloud of the skincare & beauty industry and think to yourself, "I'm not a celebrity, celebrity dermatologist, aesthetician, celebrity aesthetician, socialite, influencer nor heir to any fortune other than a secret family gravy recipe...but hey, I have skin & ideas for a different type of skincare company, so why the heck not?!"
If there's an easier way to get the ride or die skincare routine you couldn't find, don't tell me now.
I've been through everything imaginable on this almost two year journey, including working uphill physically against a chronic illness, months of research, too many rounds of formulation to count, months on custom box and bottle design and then the fun of having all 20,000 of these custom-designed bottles & boxes illegally impounded under the threat of imminent destruction by a rogue foreign shipping pirate trying to extort money from me.
All helpful learnings for that next skincare brand I'll definitely start any day now.
But I get it—if I told you how hard it was to do this—how much sleep that was lost, money that was spent (this whole thing is self-funded), weekends I wanted to spend with my kids that were vaporized, tears that were shed, grey hairs that sprouted and were expensively colored, and yes, all the fleeting 'fine lines' that grabbed their morning Wordle & coffee and settled in nice n' deep for the long haul, you wouldn't believe me.
You wouldn't believe me because all of the incredibly talented, generous and overall badass experts I was blessed to collaborate with on this journey made something that feels effortlessly beautiful.
From the US-based skincare lab that custom-formulated these unique, skin-transforming products for me despite (or optimistically, because?) I've been "the most difficult client we've had in five years," to the creative teams who brought the brand to life so gorgeously, to the countless friends who gave time, sage advice and shoulders to cry on...everyone did a world-class job and they did it with heart.
But the biggest heart award goes to my family: the love & support of my amazing boys & husband has been essential for me at every step of the way, especially the seemingly impossible ones. It's not lost on me how bizarre this whole skincare world is to them.
Especially to my husband. For a guy whose response to me telling him he really should use moisturizer was, "Why bother, I'll be dead one day anyway?!" he's sure been a good sport about my crazy-ass skincare dream.
Thank you so much & love you all.
xo
