MAC Cosmetics' former chief chemist has launched Pure Culture Beauty, a 23andMe-inspired skincare line by TanyaKlich
MAC Cosmetics alum Victor Casale is teaming up with Joy Chen, another beauty industry heavyweight, to launch a new approach to skincare.The skincare market is already clogged to the pores with prestige labels and indie brands alike.
While the duo has self-funded the launch, Casale and Chen have raised north of $5 million from their networks for future deployment. They met through Victor’s longtime partner, Melinda Richter, global head of JLABS, the Innovation hub at Johnson & Johnson. Says Casale, “[Melinda] is telling me about the future of pharmaceuticals and where it's headed to custom drugs for specific genomic types… It's called targeted medication.
Disrupting the customer experience also drives Chen. “The industry needs to be more data and science-driven. Customers are used to picking products based on what they think they have. It’s not science-based or objective.”Pure Culture Beauty Meanwhile, the second word of their newly launched label presents a double entendre. While “culture” refers to its microbiological techniques, it’s also a nod to their unique, science-based approach to beauty. “This is not a brand that is going to solve everyone's problem today. It's a continuous innovation model,” says Casale. “We launch product, we test, we get feedback, we tweak.”
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