With a cosmetic chemist on one hand and novel delivery systems on the other, a new brand is aiming to disrupt the skin care market.
Enter Circē, the skin care brand founded by cosmetic chemist Patricia Finn, which is debuting Tuesday with two ampoule systems for respective day and night serums, as well as cleansing capsules. They will launch on the brand’s website, with prices ranging from $48 to $125.
Industry sources estimate the brand will reach $1 million in sales for its first year on the market.
Finn, who initially started her career in public relations, said she made the move to product development after working with beauty brands on go-to-market strategies, and has since developed products for Jack Black, Neora and Norwex.
She went on to name the brand after a goddess “known for using herbs to make potions that have transformative properties,” she said.
“She’s also known as a symbol of feminine power and wisdom,” Finn said. “When I joined Jack Black, I was an early employee, and instead of being siloed to ingredient sourcing, packaging or storytelling, I took over everything.”
She spent a bit over three years developing Circē, which is composed of SupraTonic C antioxidant and anti-pollution serum, as well as HydraRet A restore and repair serum, each of which are housed in homeopathic-style glass ampoules designed for only two uses. The products are sold in monthly dosages.
“It is such a crowded space, and everyone says they have these clinically backed products, but one thing I have from years of experience is that a great product has three components: the right ingredient at the right percentage in the right packaging,” Finn said. “If you look at the packaging, I’m telling the consumer exactly what’s in the formula.”
To that end, HydraRet A has 41 percent squalane alongside 0.5 percent pure retinol, while SupraTonic C pairs 15 percent stable vitamin C with 9.3 percent fermented rice water, as displayed on the ampoules’ outer cartons.
The PhytoFacials daily cleansing capsules, which crack open and emulsify with water, has 8.3 percent jojoba seed oil and a proprietary adaptogenic blend.
“The packaging was designed to help a consumer wade through all the different options on a shelf and be able to see exactly the benefits and promises,” Finn said. “And we’ve put in a lot of interesting ingredients to help with transdermal delivery and sensitivity.”
Finn’s focus for the marketing has also been about ingredient storytelling in a digestible and straightforward way for consumers — especially as she aims to bring the brand to retail.
“We have our first employee, and he’s going to be hitting the ground running by selling to medical spas and dermatologists,” she said. “We’re starting with the pro channel because it’s a more involved consumer — this is not for the consumer necessarily who is going to run into a CVS and grab something off the shelf. When they’re looking for active, clinical-grade skin care products, they’re going to do their research and look for someone who’s knowledgeable in the space to help make a decision.”
