SUN­DAY RI­LEY

She works fast, thinks fast and even speaks fast. And her epony­mous beauty brand is tak­ing its cue from its founder by de­liv­er­ing prod­ucts that de­liver quick re­sults.

Herworld (Singapore) - - NEWS -

The fast-talk­ing, fast-think­ing founder of the epony­mous beauty brand wants to de­liver prod­ucts with fast, in­stant re­sults.

Sun­day Ri­ley is a self-pro­fessed im­pa­tient woman. Judg­ing from her ma­chine-gun speech and barely-there pauses – not to think, but to catch her breath be­fore she rat-tat-tats away again – we’d agree. “I’m im­pa­tient even when tex­ting. I don’t like wait­ing for replies; I want to see the mes­sage im­me­di­ately!” she says.

Liv­ing in Hous­ton in the United States, Ri­ley is welladapted to the fast, whirl­wind pace of liv­ing to “get things done”. Be­cause of how quickly her life moves, she ex­pects her skin­care to re­flect that same speed and ef­fi­ciency.

“I’m a now per­son. When I want change, I want it to­mor­row. And it’s hu­man na­ture to want things in­stantly. I have four kids, so I’m very aware of that,” she says.

Which is why her prod­ucts are based on the idea of in­stant gratification. It’s also why she uses acids for in­stant re­sults.

Ri­ley only uses pu­ri­fied acids in her for­mu­las. She ex­plains that be­cause they con­tain less filler ma­te­rial, they’re bet­ter ab­sorbed by the skin. The re­sult: quick im­prove­ments you can see.

That said, the brand’s high­per­for­mance prod­ucts aren’t harsh on sen­si­tive skin. Ri­ley’s found the sweet spot, ex­pertly mix­ing in botan­i­cals to bal­ance the po­tency of the acids.

This merg­ing of botan­i­cals and acids is a form of green tech­nol­ogy, Ri­ley says. “It’s about the 360-de­gree ap­proach to our skin. Botan­i­cals don’t show re­sults in­stantly, but they’re great on skin. The com­bi­na­tion of acids and botan­i­cals gives this now-and­later change, which we’re about.”

Take, for ex­am­ple, Good Genes, the brand’s best­seller. It’s a lac­tic acid serum that sloughs off dead skin cells and plumps fine lines for in­stant ra­di­ance. It’s in­fused with liquorice and lemon­grass, which both help to boost long-term ra­di­ance. It also has sooth­ing aloe.

While con­sumers may be more aware of the ben­e­fits of acids in skin­care to­day, Ri­ley says the sen­ti­ment was vastly dif­fer­ent when the brand launched in late 2008. Good Genes sold poorly. It was tough con­vinc­ing peo­ple to put acids on their faces.

“Peo­ple were afraid to try, be­cause our prod­ucts seemed very ad­vanced. So we made our names fun and re­lat­able to mod­ern life, to con­vince them that Sun­day Ri­ley would fit right into their every­day skin­care regime.”

The strat­egy worked – and still works. Good Genes sold purely through word of mouth first, then Ri­ley dis­cov­ered so­cial me­dia mar­ket­ing. Word spread even faster, which matched the Sun­day Ri­ley phi­los­o­phy well.

But de­spite the brand’s speedy na­ture, Ri­ley doesn’t rush to churn out new prod­ucts. Af­ter a decade, her brand has just 14 items. Why? All the for­mu­las are cre­ated by her, from scratch, at her in-house lab in Hous­ton. And craft­ing each one takes time.

She works on at least eight for­mu­las ev­ery day, but most of them “hit a dead end”. The prod­ucts have to work well on her skin first be­fore she dis­trib­utes them to her team to test.

“Some­times, you have to wait for the tech­nol­ogy to evolve,” she says. “They’re done only when they’re done right.”

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