May 13, 2021

How Skinfix Got Derms, Millennials on Board

Dermatologists are a tough crowd.
Skinfix chief executive officer Amy Gordinier-Regan learned this the hard way when she sought their seal of approval on the brand’s products, which are all based on a proprietary natural healing balm developed by a pharmacist in the 1870s.
But Skinfix won them over, and now the Halifax, Nova Scotia-based brand’s products, which target skin irritations such as eczema and dermatitis, now tout the tag line “the natural brand derms believe in” on their packaging.
A sign-off from dermatologists, Gordinier-Regan said at the WWD Beauty Summit, is what has helped Skinfix, which she bought from a local Canadian family in 2012, carve out its own niche in the crowded mass skin-care landscape. Instead of being specifically natural, free from bad ingredients, or doctor recommended — it is all a combination of the three.
“We’ve found a little slice of white space — we’re doing something no one else is doing,” asserted Gordinier-Regan, who brought Skinfix to the U.S. two years ago. It is distributed here in retailers such as Target, CVS and Ulta Beauty. Gordinier-Regan, who has also introduced a baby line and basic skin-care line, also appears with the brand on QVC.
But getting the

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