Clean cosmeceutical pioneer: Biologi to focus on international expansion and education in 2021
The brand was founded in 2017 by Ross Macdougald, a cosmetic chemist with over 30 years’ experience developing over 300 products, for industry giants.
The brand produces single-ingredient products that use native Australian plants such as Finger Lime and Davidson Plum.
This concept helps to assure consumers who are increasingly interested in knowing what exactly is in their cosmetic products.
“The driving force behind focusing on single actives is the fact that they are powerful active ingredients on their own. We wanted to always ensure we could deliver 100% activity and the way we do that is by not diluting it,” said Macdougald.
The company is able to do with its proprietary extraction technology that keeps the plant nutrients stable. The process is known as the Closed Liquid Extraction System (CLECS).
It allows the company to get 100% water-soluble active phytonutrients, as well as the plants liquid matrix.
“Thanks to our proprietary extraction technique, we’ve been able to develop technology that enables us to extract 100% of the plant’s activity and keep it stable and effective for the skin. Our research proves that by delivering 100% active plant extracts we can change the skin on a cellular level,” said Macdougald.
Biologi defines itself as a clean cosmeceutical company and believes it is a ‘new wave of skin care for the new decade’.
The concept was conceived because the company felt the brand did not fit into other categories on the market such as natural skin care, which often comes with the connotation of not being functional or effective.
“Terms like ‘natural’ and ‘clean’ are often shrouded in a stigma of not working’ and we were finding some consumers were opting for synthetic alternatives because they believed they would contain the actives the skin needs,” said Macdougald.
Pioneering the category allowed the firm to carve out a niche for itself.
“Clean cosmeceuticals sit in their own category of skin care which allows us to combine the benefits of being a natural alternative, whilst being 100% active and scientifically backed by experts. It gives us a new identity for fast working actives found in natural sources that deliver exceptional results,” said Macdougald.
This is something consumers have resonated very strongly with as interest in the brand has continued to snowball since its launch.
Biologi products are currently available globally via its official website. Additionally, the brand has officially launched in New Zealand, the Netherlands, Hong Kong, Macau, Taiwan, United States, United Arab Emirates, Mauritius and through local stockists.
The company is also currently preparing to launch in Russia as well.
Macdougald said the firm expected to see more competitors joining this space in the future, but is confident in the brand's position, regardless of competition.
“Whilst we think imitation can be the highest form of flattery, without the technology other brands will never be able to deliver 100% active plant extracts in the same way that we do. Our serums are 100% active, but they are also 100% pure and safe on the skin.”
Expansion and education
For 2021, Macdougald told us the company intends to expand its local presence in the US and the UK.
“Our focus for 2021 and beyond is our launch strategy for the USA and the UK – we currently have hundreds of customers from these regions and plan to make a bigger footprint by being available through more locals stockists over there.”
Furthermore, the company plans to focus on the educational arm of the business with its event, Confessions of a Cosmetic Chemist.
“We want to keep expanding our geographical footprint and range of products; however, we’re also focused on continuing our educational arm of our business,” said Macdougald.
Confessions of a Cosmetic Chemist is a touring event where that offers the consumer a chance at behind the scenes insights and knowledge into the skin care industry.
The event has been on paused due to the COVID-19 pandemic but Macdougald said the company is itching to restart events.
“In 2021 we hope that we can launch our events again as they were incredibly well-received. We are passionate about helping consumers make informed choices about what they’re putting on their skin. This event allows consumers to cut through the marketing hype and make decisions based on true facts.”
This is in line with the company’s campaign for industry-wide transparency about product ingredients used in formulations and existing extraction techniques.
Macdougald said: “Myself and our team are passionate about educating our customer base and beyond, through accurate information based on true facts. No marketing tactics or pseudoscience, we are passionate about delivering customers a transparent message, and above all else – skin care that truly works. We hope one day that brands around the globe will follow suit.”