Championing Midlife Women’s Skincare Needs

Founded by the dermatological team behind personalised prescription skincare Skin + Me, And Begin provides a free online skin consultation to gain a wider scope of knowledge needed to prescribe better ingredients that address individuals’ skincare goals. The insights then feed into a tailored version of its debut serum-in-a-cream product, The Revolution. It features potent core prescription ingredients, like tretinoin and azelaic acid, alongside a custom selection of cosmeceutical actives, such as hyaluronic acid and ceramides, as well as a blend of nourishing and soothing ingredients, including camomile-derived bisabolol. All three components of the formula work in synergy with one another to elicit a tangible and progressive change in midlife skin.

The result is a product that delivers multiple skincare goals in one, offering women in midlife a broader selection of effective ingredients alongside prescription ones they traditionally find in premium products. “Our consumer is informed about skincare ingredients and wants transparency, efficacy and visible results, albeit with luxurious self-care and indulgence,” said Sophie van Ettinger, the brand’s chief marketing officer.

As explored in Bespoke Beauty’s Budget Transition, brands are capitalising on rising consumer interest in dermatological products that deliver the superior skincare benefits of prescription ingredients in a personalised product. This high-quality yet accessible entry point is resonating with consumer demographics like midlife women who are seeking solutions targeting their specific needs.

The brand’s name also evokes a positive and uplifting attitude to approaching this life stage and the new chapter midlife women are embarking on.