MADE TO MEASURE
WITH PERSONALISED PRODUCTS DELIVERED RIGHT INTO OUR HANDS, JULIETTE WINTER LOOKS AT WHAT’S NEW IN CUSTOM BEAUTY.
known this forever: every human is unique. Individuality is more than skin-deep – it filters down to our preferences and quirks – but the rising inclusivity movement has shone a bright light on embracing our visible differences. No two skins are the same, and few of us fit into the demographics imposed by off-the-shelf products.
“Everyone’s cosmetic needs are different,” says Guive Balooch, Global Vice President and head of L’oréal’s Technology Incubator, and spokesperson for Skinceuticals. “Personalisation is moving toward inclusivity and it’s a trend that will stay and sustain. Mass personalisation provides a way to reach new levels of performance for everyone.”
Hyper-personalised formulas allow professionals to tweak ingredient dosages after taking into account not just your skin type, but your complexion’s predisposition to things like ageing, blemishes or sensitivities.
Take Skinceuticals Custom D.O.S.E, a diagnostic service available through dermatologists and aestheticians. It analyses 250 skin-trait combinations before pumping out a tailor-made formula while you wait. “In the hands of a medical practitioner, the percentages of specific ingredients can be made much higher in order to treat specific conditions,” says Dr Joseph Hkeik, an aesthetic physician and founder of All Saints Skin Clinic.
Melbourne-based skincare company Rationale has taken the make-it-mine approach to a whole new level by using DNA testing. A quick cheek swab is all it takes to analyse your skin’s genetic make up and susceptibilities, allowing Rationale to customise treatments.
Bespoke beauty is becoming a global movement. In London, Harrods offers hair DNA testing to revive lacklustre locks. In Japan, Shiseido has launched a subscription iphone app, Optune, which uses the phone’s camera to analyse everything from your sleep pattern and hormones to humidity in order to create a personalised formula.
On the cosmetics front, Lancôme invented Le Teint Particulier, a beauty counter service that uses colourmatching technology to sort through
Create a skincare routine that’s perfectly tailored to you.
• When cosmetic chemist Ee Ting couldn’t find the right skincare, she created her own, and Hop & Cotton was born. Just fill out the online test and Ee will create skincare that’s exactly what your skin needs now. Try Hop & Cotton The Brilliant ($168 for 40ml), a moisturiser and serum in one.
• Need a fun gift idea? Engrave directly onto fragrances and make-up at yslbeauty.com.au. Add a name, message or sweet symbol with this cute complimentary service.
• A serum that is created in just 10 minutes, Skinceuticals 22,000 skin tones in order to blend your custom foundation on the spot.
“Given that 50 per cent of women say they can’t find the right shade of foundation, this technology truly met a deep consumer need,” says Guive.
Customised solutions can even be delivered to your door via brands such as Hop & Cotton, an Aussie skincare company that creates a three-step regimen based on answers to an online quiz. Similarly, a quiz at Function of Beauty results in shampoo and conditioner tailored to your tresses.
“Personalisation touches all beauty categories and we’re using technology to put it into the hands of consumers,” says Guive. “It’s a new lever to understanding the skin and hair better so that people can seek out products that satisfy their concerns.”
Satisfy is an apt word because driving the tailor-made trend is the growing disquiet that we’ve outgrown a one-size-fits-all beauty solution. There are also hidden benefits to connecting directly with skin professionals. “It translates into correct diagnoses and management,” says Dr Hkeik. “Not only is it possible that clients are less likely to struggle because their skin condition has been treated appropriately, but certain conditions, such as melanoma, may be diagnosed earlier. Lives could be saved.”
Custom D.O.S.E (price on application) is formulated after your skin is matched with over 250 skin types and issues.
• Get a bespoke routine via Universkin, where doctors decide what your skin needs. Product prices start at $160.
• If you want custom skincare without leaving your couch, try Qr8 Mediskin. An in-depth questionnaire, along with photos of your skin, is reviewed by a doctor in a telehealth consultation. Product prices start at around $130.
• Jocelyn Petroni’s Custom-blend Manicure ($80) uses two Mavala nail polishes to create a hue just for you. Mavala Nail Colour Cream in Wichita and Reno ($8.50 each for 5ml).