One-size-fits-all skincare is fast becoming a concept of the past, as research has shown that 75% of us are using the wrong beauty products for our skin.
It’s great to have so many options on the market when it comes to skincare, but finding the right one for your skin type isn’t all as straightforward as it seems. According to Mintel’s Beauty Online market research report last year, over 50% of women are overwhelmed by the vast categories and types of products available. Filtering the good from the bad just takes too much time and money, and then there’s the risk of skin inflammations and adverse reactions to unidentified chemicals and ingredients.
“It can be so confusing. We don’t want to spend hours online searching for the right product and still end up with the wrong one.” Nidhima Kohli, Founder of My Beauty Matches (the world’s largest online beauty shop and first personalised beauty site)
Accessible customised skincare, in its various forms, isn’t just a passing fad. “How we deliver personalisation for a mass audience is a big talking point for everybody in the industry. And it’s not going to go away anytime soon,” said Dr. Jo Watson, No7 Colour Scientist for Boots UK. In the past, skin was merely categorised into three types – dry, oily or combination. This one-dimensional blanket approach just won’t do anymore. Every skin is different, with its own unique needs that change over the course of one’s life and from exposure to different environments.
Skin therapist Amy Erbacher agrees that an individualised approach is now the way to go after dealing with so many “confused” skin types in her practice. “I’m seeing more people with sensitised skin. People self-diagnose through the internet or beauty counters, thinking they have a particular symptom, when it may be something internal. Or they could be applying a product with ingredients too harsh for their skin (like fragrances, colour agents and preservatives),” she explained.
“Formulating at effective concentrations maximises results, reduces irritation, and gives an impeccable feel upon application.” Amy Erbacher, Skin Therapist
Customised products are effective because they only use ingredients that are actually going to make a difference, and nothing more. What we believe our skin needs differs from what our skin cells actually need to function efficiently. Each of us can face multiple issues with our skin all at once. It can be dry yet acne-prone, oily on the T-zone yet dehydrated on the cheeks, and there’s also the issue of hyperpigmentation. The tricky part is determining your exact skin type and locating the right treatment for it. And that’s where customised skincare comes into play.
Enter Kiehl’s Apothecary Preparations
A great number of customised skincare is currently only available, but Kiehl’s is one of the first major skincare brands to bring personalisation to the counters. Through its Apothecary Preparations initiative, Kiehl’s offers customers the opportunity to develop custom-made concentrates (otherwise known as serums) to suit specific skin requirements and personal preferences. Each individually blended concentrate consists of two complexes from an option of five, each of which provides different skincare benefits – Brightening, Texture Refining, Wrinkle Reducing, Visible Redness Neutralising and Pore Minimising.
Before creating your customised concentrate, you will have to undergo a consultation with an in-store Kiehl’s representative to gage your skin’s hydration and oil levels. You will be required to provide a breakdown of your skincare routine and the main causes of concern. Once the details have been finalised, you will be provided with a personalised box, complete with custom-printed label, two complexes, and a base of Kiehl’s Skin Strengthening Concentrate (a mixture of a botanical and skin lipid complex designed to nourish and protect the skin’s moisture barrier). All you have to do when you get home is mix the three components together and you’ll get the serum of your dreams.
“It is identifying specific individual problem areas and then selecting targeted active ingredients that provides consumers with the most effective product. As this becomes more affordable, the popularity of bespoke skincare will only grow,” acknowledged Dr. Alexis Granite, consulting dermatologist for Kiehl’s UK.
While online quizzes and questionnaires are no doubt insightful and effective, dermatologists and skin doctors recommend getting a personal one-to-one consultation with a trusted specialist for a truly informative and all-encompassing bespoke experience.
Kiehl’s Apothecary Preparations is currently available at Kiehl’s Pavilion, Queensbay Mall, Aeon Tebrau, KLCC, Sunway Pyramid, Bangsar Village II and 1 Utama.
Image Credits: Shutterstock & Kiehl’s Malaysia