What goes into a skincare brand developed by millennials

New kid on the block

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Call us skincare geeks. We get super excited when new brands come to our shores or better yet, emerge from our sunny island.

RE:ERTH is one such new brand that’s recently popped up and just meeting the young/youthful group of founders had us totally psyched to try the products.

 

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Young, dynamic brand founders

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The group of five young entrepreneurs behind RE:ERTH consists of four Singaporeans and one Japanese. The dynamic group have a clear, collective idea about skincare: It needs to be fuss-free and mindful, and effective in bringing out skin’s natural beauty.

 

Friends since their University days, Ziling and Winnie wanted to delve into a skincare business but needed some insights into the skincare market first. So they met Shinji through their skincare research project, finding out what Singaporeans and millennials want in skincare. Shinji brings the skincare expertise to the brand, having worked in the skincare industry for six years and his family business in Japan revolves around skincare ingredients. Then Keith was roped in for product design and Celestine for the brand’s management and development.

 

From left: Winnie Lim, marketing director;Toh Ziling, COO;  Shinji Yamasaki, CEO; Keith Cheong, design director; Celestine Koh, compliance director.

 

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The miracle ingredient

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Japanese white turmeric is the star ingredient in the brand’s formulations, and only in this one brand. “No other brand uses this ingredients because we hold the patent to this species of turmeric,” says Shinji. The ingredient was studied by Kindai University in Japan and proven to preserve skin’s hyaluronic acid, stimulate skin cells and boost collagen production.

This ingredient is found in the highest concentration in the RE:ERTH Multi-Targeted Elixir, the key product that addresses multiple skin issues in one go, from uneven skin tone and signs of ageing to enlarged pores and dullness.

The brand founders gushed about this skincare serum passionately, professing that they’ve each used 5 to 6 bottles of it in the past year since embarking on the brand development. “My husband steals it to use too!” said Ziling.

 

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Minimalist skincare line

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RE:ERTH’s skincare line consists of just six products – The Clarifying Cleanser ($87), Purifying Bar soap ($35), Calming Toner ($87), Multi-Targeted Elixir ($135), Hydrating Gel Moisturizer ($106) and Smoothing Eye Cream ($125).

“It’s a small range that’s in line with our brand’s philisophy to provide an easy skincare solution for busy ladies. Simplified, effective, and it does what it says and does it well,” said Ziling.

Our faves are the star Elixir, which our skin just drinks in; and the Eye Cream, which might just be the lightest nourishing eye cream we’ve tried recently. The Elixir smoothens skin’s texture almost instantly and keeps it balanced and happy. No breakouts or irritation (touch wood!) since we started using it for two weeks now. And the eye cream is just rich enough to keep the eye area hydrated but still feels weightless.

 

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Photo: Instagram/junedujour

What is mindful beauty?

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"It is about using what you need instead of piling on everything," said Ziling. The brand is streamlined to offer just that. In addition, RE:ERTH's mindful beauty philosophy also extends to the formulation, which is mostly made up of botanical-based ingredients. "Skincare must feel good on the skin, and make you feel good," added Winnie. "It isn't necessarily about perfection and flawlessness, but more about making your skin as healthy as it can be."

 

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Product packaging

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We are suckers for pretty packaging and RE:ERTH’s white and rose gold tubes had us at ‘hello’. We can totally see it sitting pretty on our vanity table or sinkside.

Designed by Keith who brings his product design experience into the mix, four out of six of the product tubes don’t have caps and instead have handy twist up nozzles, making the range travel-friendly (no spills) and super fuss-free (no more missing caps). Only the Calming Toner and Clarifying Cleanser have caps and non-retractable nozzle because of its more liquid-y formula.

 

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What's in a name?

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“RE:ERTH is an abbreviation for re-encountering earth. The shortened spelling alludes to the brand’s minimalism ideals. It is supposed to mean a reconnection to nature,” said Shinji.

Besides the patented Japanese white turmeric, the brand also uses other natural ingredients like yellow turmeric for anti-inflammatory action, Japanese spring turmeric to counter hyperpigmentation, water-soluble vitamin A for regeneration, and colostrum from Danish cows, which boosts skin’s repair and improve elasticity.

 

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