The 10 Visible Signs of Aging, and Why It Took Six Years for Barefaced to Launch a Cleanser

Okay, so what is that? What are we starting to lose as we age?

We're starting to lose collagen, which is, like, the plumpness of the skin.

We're starting to lose elastin, which is, like, elasticity, um, the bounce back of the skin.

Um, and we're starting to lose hyaluronic acid.

And so we want to replenish that.

Now, a cleanser alone is not gonna do that, but this cleanser is intended to support that.

It's a Barrier Balance cream cleanser.

It's gonna target the five visible signs of aging: loss of firmness, dullness, uneven skin tone, dryness, and loss of radiance.

So we wanted to...

Every one of our products that you will see this year, we've gone through an enhancement on our existing portfolio, so you're gonna see they target various aspects of visible aging.

Overachiever tar- uh, targets the most, the 10 visible signs, and then each of our other products target whether somewhere in that range.

Mm-hmm.

And we know that one product cannot do it all.

But we also know that cleanser is an essential step, so it needs to be a part of your routine.

And if you are in your 30s and 40s and you're just using, like, a basic cleanser or if you're still using an exfoliating cleanser, it might be too much for your skin as your skin's starting to change.

I know for me personally this is the case, and I know from, like, we did, um...

We've done several different polls, and, um, of our existing customer base-

Mm-hmm

... that we see, like, yes, the skin is changing.

And we also know that.

Yeah.

We know that based on what happens to the skin with age.

So this cleanser is not just gonna be like, oh, it's a gentle cleanser.

It is targeted for as your skin starts to change, to replenish what you are naturally losing.

Okay.