For some beauty consumers today, ‘chemical’ is a bad word. But Dr. Suzanne Saffie-Siebert believes that there are just as many people who want skin care that’s been developed using the latest science and who look to technology (not herbs) for product that works.
Here, the she shares a profile of herself and her new brand Good Science Beauty.
Name: Dr. Suzanne Saffie-Siebert, PhD; CEO and Founder
Indie Beauty Company: Good Science Beauty
Launched: We started Good Science Beauty in mid-2017 and introduced our first product in April 2018 to gauge consumer response to the technology, product and brand. Following positive feedback we launched a further five products in October 2018.
Headquarters: Dallas, Texas
Cash flow: Good Science Beauty is incubated by my first business SiSaf Ltd, a global research and bio-pharmaceutical company that develops bio-courier technologies for healthcare, crop care, and animal health. Good Science Beauty is a wholly owned subsidiary of SiSaf and has exclusive rights over our patented technology, Good Silicon+, which my team and I spent almost ten years developing.
It is still very early on, but we have exceeded our targets since launching and are confident we have a winning formula.
Indie how? To me, what makes a beauty brand independent is when it takes a personal approach to beauty. For Good Science Beauty, that means being able to fulfil my passion of bringing meaningful science and technology to skincare -- an area of personal care that is so important to many consumers, including myself.
Team work: 2 full-time employees, 5 part-time employees
Distribution: We are focused on the US market through our own ecommerce site www.goodsciencebeauty.com.
Years in beauty: Since completing my PhD in advanced drug delivery, my career has been focused in pharmaceutical development. We have been developing prescription and OTC dermal products since 2008, but I began working in the beauty industry per say about 18 months ago when I realized that my patented invention Good Silicon+ was also beneficial for addressing some of the key issues limiting the effectiveness of skincare ingredients.
Years at Good Science Beauty: 1½
Entrepreneurial experience: I launched my first company, SiSaf, 10 years ago to focus on drug-delivery research -- a field I was working in for almost 15 years before I started the business. Good Science Beauty then launched in 2017 as a subsidiary of SiSaf, dedicated to improving outcomes in skincare. Our business plan is based on our two companies complementing each other.
The business: We are a skincare company based on science and a unique technology proven to improve the effectiveness of active ingredients. Our mission is to use science to solve skincare problems without creating new ones, and make everyone feel great in their own skin. We always ask ourselves, “how would a good scientist answer this” -- whatever the question or issue is.
The wow-factor: What makes Good Science Beauty unique is that we lead with science and technology. We all want skincare that works and the most effective ingredients are time-tested over decades. To be effective, ingredients must be absorbed into the skin, be present in the skin in an active form, and be available for a sufficient time to perform the intended function. Additionally, lasting skin health, strength and resilience is down to your own individual Collagen production. Good Silicon+ technology addresses all these issues to deliver clean, safe and effective skin results -- all in sustainable packaging. Silicon has been an undervalued essential micro mineral, especially in skin care. This is our revolution.
The customer: Good Science Beauty’s products are aimed at health-conscious consumers who are wary of unnecessary or damaging ingredients. They want technology to solve problems with no reliance on herbal formulas or regressive technologies, and they believe healthy skin results in beautiful skin . As such, our consumer demands authenticity from the products they buy, seeking clear facts and evidence. Science is not fake hope. A sense of social and environmental responsibility is also evident in purchase behavior. Additionally, our target consumer is resistant to being defined by gender and age. They think beauty is about expressing individuality, not following trends.
Milestone moment: We’ve received overwhelmingly positive feedback from customers on our product performance, packaging, and branding. This is my technology in the hand of consumers. Their honest and candid feedback is so important.
Advice for fellow beauty entrepreneurs: Don’t be put off by how busy and cluttered the beauty market is. Skin health is incredibly important to consumers who spend a lot of time, effort, and money to achieve their desired results. If you can make a difference, go for it -- many people will share your passion.
Just one: Asked about her desert island beauty product, Saffie-Siebert replies, I would have to say it’s our ‘003-Hy: Hydrating Face Cream’. Our Good Silicon+ technology carries a unique combination of Hyaluronic Acid to increase deep hydration and locks it in with skin barrier protecting (odor free) Marine Omega-3, resulting in plumper skin while reducing fine lines and wrinkles, and supporting long term skin health.
Of course I'm bias towards my own technology so outside of this I would say pure coconut oil. It's great for hair, skin, cooking, and lubricating a fishing line -- all good stuff on a desert island!
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.