Celebrity-founded beauty lines are nothing new, but actress Vanessa Hudgens and singer Madison Beer are here to disrupt the skin-care industry with the launch of their intelligent line, KNOW Beauty. In partnership with Boston dermatologist Karen Kagha, MD—also the brand’s third co-founder and Chief Medical Officer—the trio has their sights set on a very specific goal: tailoring your skin care to your genetics for real results.
“We’re here to take all of the guesswork out of skin care and to give you all of the tools for you to have your healthiest, best skin,” says Hudgens of the line. Powered by a first-to-market Skin Diagnostic Quiz and Skin DNA Kit, KNOW Beauty hopes to get away from the cookie-cutter approach often taken with skin care and turn it into a bespoke one—a concept both Hudgens and Beer wish they had access to earlier in their skin-care journeys.
“I was using 17 different skin-care products, but I didn’t know what they were doing, which one was the problem, if it was my diet or where I lived,” says Beer of her struggle with acne as a teenager. “I was feeling so hopeless at the end of the day, so I wanted to make something that took away the trial and error and gave you the answers you’re desperately looking for.”
For Hudgens, her skin-care hiccups started even younger. “I grew up in front of the camera at a very early age so I was wearing a lot of makeup really young,” she says. “Skin care wasn’t really the priority.” Fast forward to her twenty-first birthday, Hudgens says her shifted diet—think: all-things wine and cheese—presented its own set of skin-care troubles.
“We all know that dairy is the devil, so I cut it out and that helped a little, but not much. It was all trial and error; there was no way to tell what was good for my skin. Now that I hit 30, I’m very aware of the fact that my skin is not the same as it was 10 years ago. And as much as we want to believe it’s not real, aging is very real.”
And so the idea for the two-pronged diagnostic was born. “Our goal with the [Skin Diagnostic] Quiz is to present people with a snapshot of their skin today by looking at lifestyle factors like diet, exercise, climate and sleep—all factors that affect the skin,” explains Dr. Kagha. The Skin DNA Kit, the doctor explains, is also about “future-proofing” skin.
“We’re all at different stages in our skin-care journey, so it gives us a snapshot of where we’re at today, but also a glimpse into the future to see what we’re more genetically exposed to,” she says. “We show you what you can do for your skin today, and what you can be doing for your skin in the future.”
The KNOW Skin DNA Kit is available for $95—it involves a simple cheek swab—and the Quiz can be completed online in less than a minute. Upon review, your individual results will be paired with products from the brand’s collection for purchase, currently including cleansers, moisturizers, serums, eye treatments and skin-care masks, all ranging from $20–$30.
According to the brand, each product uses scientifically proven ingredients such as retinoids, AHAs and BHAs and peptides “to assist with immediate skin concerns while working to prevent age-related changes that can occur across seven core genetic categories analyzed by the DNA Test.”
“Personalization is really important because we’re all different—it’s hard to take a cookie cutter approach to skin because it just doesn’t work,” says Dr. Kagha. “Everyone has different goals, everyone has different skin and everyone’s at different stages in their skin-care routine.” KNOW Beauty is available now on KNOWbeauty.com.
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