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How this Age-Positive Skincare Brand Attracted Pharrell’s Eye

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Celeste Lee and Lorrie King, co-founders of Caire Beauty noticed a decrease in elasticity and fine lines under their eyes at 40. After trying foundation after foundation, and many under-eye products, they became frustrated at the lack of improvement. The pair have over 20 years combined experience in beauty, including posts at Elizabeth Arden and John Freida.

Lee said that she wanted to know what was going on in the skin around his eyes. “So we interviewed scientists, doctors and did a lot more fundamental research.” Dr. Joseph Librizzi is a biomedical engineer with a PHD and is well-known for her innovative research and innovation at Johnson & Johnson quickly recognized that hormone-driven skin age was the main problem in these elasticity-related skin problems.

Dr. Librizzi’s continued research and technical knowledge of the mechanics behind skin cell generation made him an ideal partner for Lorrie and Celeste as they sought to develop a new approach to aging that focuses on hormone decline. The three founders of Caire Beauty, a skin-care company for people over 40, set out to change the narrative about aging and skin.

Caire’s mission consists of two components: to address the negative effects of declining hormones (also called internal aging), and to be part of the discussion that reduces stigma surrounding perimenopause. This is especially important because the brand wants to make people realize that these periods of life aren’t diseases but natural transitions that every woman experiences. Lee states that women believe the idea of ageism to be unreal and not a major issue prior to 40. “The truth is that people will say the first thing you hear after you turn 40 is “You look great.” But, just because they are saying it, it is a form ageism. You already compare the person to someone 10-20 years older.”

Internet features a variety of educational content that addresses the importance of exercising during menopause, debunking wrinkle and fine line myths, as well as skin care tips for mature skin. King shared that the society has stigmatized aging, particularly perimenopause or menopause.

Caire’s range of products (serums, masks, and gua sha tools) and her mission to change thoughts and conversation around aging caught Pharrell Williams’ Black Ambition team’s attention. This non-profit program provides support for Latinx and Black brand founders and helps close the wealth and opportunity gap.

Caire Beauty was chosen from over 1000 competing brands to be part of Black Ambition’s 2020 summer program. An independent panel of judges selected 100 semifinalists from that group. King says that even before becoming semi-finalists, “all of us were placed in ‘circles’, where we met experts from finance, legal, creative concept, marketing, and technology. The companies can pose real problems in real-time and discuss possible solutions. You will also be assigned a pitch coach, a leader coach, scribe writer and graphic designer to prepare your brand for investor meetings.

Caire was later selected as a finalist and the founders had the chance to spend two months with the Chanel senior leadership team. They also got to speak directly to Pharrell. “Black Ambition began as a competition, but became a partner. Black Ambition and Pharrell invest in you. They collaborate in solving challenges, leveraging differiators, providing accessibility, and many other things,” King shares.

Caire Beauty launched three products after completing the program: Triple Lift Molecule Mask and Theorem Serum Boost. The hero ingredient in both formulas is Hyaluronic Acid. This is a very low-weight molecule of hyaluronic acids that can be absorbed faster and easier by the skin. Caire is the only one who has this ability. Most other formulations today do not have hyaluronic acids that can pass through the skin’s dermal barrier and actually provide hydration to the skin. This is a problem for mature skin. They are instead made from sodium hyaluronate, a lower molecular-weight derivative of hyaluronic acids.

King says that although this ingredient is not bad, it’s quite stable. However, it “sits on the skin, giving skin a temporary, but fairly limited, glow.” Caire products contain tiny amounts of hyaluronic acids that attract and hold moisture in skin. They also fill in the spaces between skin cells like structural collagen or elastin to plump up and hydrate.

Growth Factor 1 is another key ingredient that distinguishes the brand from its competitors. The biofermented proprietary peptide increases bioavailability, which allows the hyaluronic acids to pass through the dermal barrier more easily. King says that the peptide can replace estrogenic function within the skin.

Translation: The skin can be signalled by the peptide that it needs more collagen and/or hyaluronic acids. These are two essential ingredients for healthy and vibrant skin. They are also often depleted during menopause.

Caire’s age-positive messages and technology help women feel confident as they enter their 40s and 50s. Because everyone should look great no matter their age.

Our reccomendation:

  • Caire Beauty Theorem Serum Boost – $56
  • Caire Beauty Triple Lift Molecule Mask – $52
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