Skin Proud
We catch up with Skin Proud’s CEO, Charlotte Knight
Hi, Charlotte! Why was the brand first founded?
Skin Proud was launched in the spring of 2020, the same month that the global lockdown began. We were already developing the brand, but we saw the intense consumer demand for easy-touse, vegan and cruelty-free skincare.
We are familiar with Gen Z consumers through our other make up brand — Lottie London. So, we’ve noticed that our amazingly creative community would often ask us about skincare. But a true realisation came while noticing my daughter’s increasing interest in taking care of her skin as a long-lasting solution. She would easily choose a new make up item she’s seen on social media but spend hours trying to understand when and what items are required for her skin and the high price tag attached to it. She would talk to her friends and speak up when seeing unrealistic images by the industry giants. This essentially gave me the push to start thinking about the skincare brand for this new generation.
What makes you different to other brands?
Skin Proud stands out as we are all about celebrating and championing the skin you are in, being proud of your imperfections as well as your perfections, inclusivity beyond just different skin tones — all this makes the brand so appealing to Gen Z. There are no falsehoods or pretending to be something we are not.
What are your hero products? One of our hero products is our Frozen Over gel-to-ice moisturiser that went viral on TikTok with over 1.9 million views to date. Thanks to its unique cooling properties, it became a cult hero to its Gen Z fans. Frozen Over is a uniquely cooling skincare product like no other. Enriched with super-hydrating hyaluronic acid, this unique hydrator can be used at room temperature, as a gel for an instant burst of moisture, or popped in the freezer for three hours for an icy, soothing saviour to combat tired and puffy skin.
Talk us through your sustainability goals.
Proud by name, proud by nature. Earthsensitivity is at the heart of everything we do! We are working towards making 100 per cent of our products packaging either refillable, recyclable or made with recycled materials. All our cartons are already made with FSC card, printed using soya ink and are 100 per cent recyclable and where we can we are getting rid of them all together.
We are proud that all of our products are 100 per cent vegan and 100 per cent cruelty-free.