Sensitive skincare could also be on the point of an upgrade. 

Or, to talk more literally, a downgrade, within the sense that allergist and immunologist Dr. Martin Smith has teamed with Unilever alum Annie Meyer to inaugurate a skincare brand comprising products each made with fewer than 14 ingredients. 

Launching Monday, Untoxicated consists of a Clean Start Facial Cleanser, retailing for $17.95, and a Lightweight Hydrate Moisturizing Lotion, $24.95, full of ceramides, hyaluronic acid, arginine and glycolipids — and free from 128 common allergens and irritants liable for a majority of reactions in people, said the founders. 

“Our name directs attention to what we do; we wish to be the safest sensitive skincare brand available on the market,” said Smith, adding that two more products, a micellar water and second moisturizer, will debut later this 12 months. 

Smith and Meyer didn’t specify sales expectations for the launch, but industry sources anticipate Untoxicated could reach $1 million in retail sales during its first 12 months available on the market.

Launching direct-to-consumer (but guided by Smith’s ultimate ambition to “be available a brief drive from anybody’s house”), Untoxicated’s product roadmap has been, and can proceed to be, informed by consumer listening. 

“Quite a lot of our top competitors within the space don’t have a direct-to-consumer presence, so we view that as a novel opportunity for us to get in, establish a relationship and start conversations,” said Meyer, who, with Smith, has long tuned into channels just like the 1.4-million-member “Skincare Addiction” subreddit to glean prevalent consumer concerns. 

And, on this era of TikTok dermatologists and skincare experts heard all over the world, who higher to front the brand on social media than Smith himself? 

“We would like to supply relatable, educational content not in a paternalistic way, but in a helpful, transparent, human way,” said Smith, who envisions a possible “query of the week” video series, and others of the like that may emphasize helpful sensitive skin practices, while dismantling misconceptions. 

This stripped-back approach informed the brand’s packaging design, too. 

“Eczema and sensitive skin — they’re stigmatized conditions, but we wish these conditions to turn out to be an on a regular basis conversation, and to appeal to people who find themselves young and vibrant and need a bit of more out of their skincare than simply a clinical blue and white packaged bottle,” said Smith.  

Sensitive skin is experienced by roughly 71 percent of adults, suggests Wei Chen and Ru Dai’s 2019 meta-analysis of 26 studies inside PubMed’s database, which cumulatively assess the self-reported symptoms of greater than 51,000 subjects across 18 countries.

“This isn’t a distinct segment thing,” said Meyer, who didn’t realize the prevalence of skin sensitivities until developing her own well into her beauty industry profession, which prompted her to change gears with the aim of tackling the difficulty for all. 

“We imagine there is a large opportunity not only inside sensitive care, but clinical care as a complete, as we expect through how we are able to not only create a latest standard for sensitivity, but a latest standard for what a clinical brand might be and represent in 2023 and beyond,” she said.