Q: Can you describe your approach to skincare product formulation? What key principles guide your process?
A: Science and data drive everything we do. We start by identifying a key skin concern and diving deep into the research. Before we even consider texture or ingredient selection, we thoroughly explore the issue to understand the multiple factors beneath the surface that contribute to visible skin concerns (there are often many things happening below the surface of the skin that contribute to the ONE visible skin concern). Addressing all these factors ensures we give clients faster, more holistic results.
Once we have a clear understanding, we begin sourcing active ingredients - it’s like a treasure hunt! We’re incredibly picky about the actives we use: they must be vegan, cruelty-free, and backed by in-vivo clinical testing. Testing on living human subjects is essential because it accounts for real-world factors like pollution, stress, and sun exposure, which can’t be replicated in a lab. I’ve seen better results time and time again with ingredients tested this way. This commitment to proven ingredients gives our formulations an edge.
My passion as a formula developer is to push the boundaries of what’s possible with topical skincare. I love creating products that not only deliver visible results but also elevate the skincare experience.
Q: When did your passion for formulation begin? How has your approach evolved over time?
A: My passion for formulation started before my career in beauty - even in college, one of my favorite weekend activities was visiting Sephora to touch and test products! Over the past two decades, I’ve refined my approach to focus on deeply understanding each skin concern and choosing the most effective ingredients while crafting balanced, luxurious textures.
Our formulas stand apart because they’re packed with active ingredients - often 10 or more, compared to the 2–3 you’ll find in many luxury brands. This allows us to deliver best-in-class results. But skincare isn’t just about efficacy - it’s about creating harmonious formulas. Ingredients need to complement one another, not cancel each other out or cause irritation.
For me, formulation is like composing music: each ingredient has its own “sound,” but the real magic happens when they work together. To ensure every formula is both safe and the most efficacious on the market, we invest over $100K in final testing for each product. This dedication drives me every day - I’m not interested in creating something that’s already been done. I want to set a new standard.
Q: What INNBEAUTY product formulations are you most proud of?
A: I’m proud of all of them because they are all truly so unique! I am especially proud of Extreme Cream. It is the first moisturizer on the market that addresses effects of gravity on skin (ie: sagging). We discovered a ground-breaking peptide that works to tighten the connection between facial ligaments and the top layer of skin - creating a more lifted appearance.
Q: Are there any particular ingredients or technologies that you’re excited about right now?
A: Absolutely! I discovered an incredible ingredient that tackles the effects of stress on skin cells, helping to reduce redness, irritation, and sensitivity. You’ll find it featured in our just-launched Calm The Red Down product, which I’m beyond excited about!
I’m also obsessed with the encapsulated (vegan) growth factor we’ve included in Elastic Skin. After diving deep into all the available topical growth factors, we landed on one with superior data - and it’s a game-changer. Thanks to its encapsulation, it’s up to 12x more effective at reaching the right layers of skin compared to other growth factors out there.