CEO of Liberty Belle Skin Centre Andrea Moss reveals the inspiration behind the new skincare range co-founded with her husband world renowned plastic surgeon Dr Chris Moss.
You have a well-known Melbourne based skincare clinic that is the go-to for the who is who – tell us what inspired you to launch your new skincare range Liberty Belle Rx?
“Every single LBRx product has really been carefully thought out over many years to deliver the needed benefits that we wanted to provide our patients. Each product works to deliver results. It’s a unique range that provides all the solutions that our clients need from a skincare maintenance regime.”
How does the skincare line complement the clinic?
“Skin care is a very important part of the 360⁰ care we provide our clients. With Dr Chris being a plastic surgeon who specialises in facelift surgery and non-surgical rejuvenation through Liberty Belle Skin Centre, a skincare range was the next obvious step for us in providing a holistic approach to anti-ageing and skin maintenance care of the highest standards. Dr Chris has always been meticulous and uncompromising in everything he does. So we needed to also provide our patients the highest quality products for their home skincare regime as part of their overall management – products that are safe, effective and give real results. The skincare range was originally only intended for our patients. However, inspired by the remarkable results, I convinced Dr Chris to create a complete stand-alone range and make it available to the public.”
What were some of your major goals in launching the range?
“We wanted to create the most effective results-driven range possible – one that we could confidently stand behind as equal to the best available. The LBRx range was designed to help patients create and maintain healthy and beautiful skin for life – skin that is smooth, firm, even in tone and well hydrated. For that to happen there were some non-negotiables. Firstly, the range had to be customisable to suit all skin types, ages and genders. And it had to be honest and transparent – it was really important to us that the patented active ingredients be added at the required concentrations shown in studies to deliver the stated benefits for the skin. We wanted to offer a thoughtfully integrated range of products that work together and complement each other for complete skincare solutions – and that’s why we launched with 14 quality products.”
The products are made in Australia – how important was it for you to have a home-grown range?
“Producing in Australia gives us control and reliability for the highest safety and quality. We are so lucky to have such high standards in Australia so it was an obvious choice for us to produce our range here. Not only can we trust everything that we’ve put into the products, but we are also supporting other Australian businesses which is hugely important for us too.”
What challenges did you come across producing products here in Australia?
“Australia is an excellent place to produce and we have a choice of state-of-the-art resources from all around the world. Australia has stringent quality controls in this field which is great and means our clients can have peace of mind.”
Were you heavily involved in each step of the development process?
“Dr Chris was involved in all stages of the development process – from the design and development, through formulation and testing – even to packaging selection, he is most passionate about the science behind the actives and ingredients and naturally became most involved in this process. Being a plastic surgeon who specialises in the face, he is intricately involved in identifying and providing the most effective skin care technologies for the enhancement and rejuvenation of the skin. He understands the science of leading-edge skincare actives and how they can all work together to make real differences in the quality, health and resilience of the skin. Having practiced in skin care for 20 years and continually keeping up to date with the best that modern science has to offer, we are fortunate to be in a position to hand-pick the best skincare technology and ingredients available globally for our formulations.”
What was your involvement in the launch of the range?
“While I was also across all stages of the project, I was particularly involved in the consumer experience: from ensuring the products applied well, felt luxurious and looked great under makeup (didn’t ball!), to making sure we had products suited to all skin types and concerns – I really wanted a comprehensive range. I also was adamant on creating personalities for all the products through engaging names. So many consumers self-shop now so I really wanted to make the process easier and more fun. Keeping out certain ingredients was just as important as what we added in – we made sure to keep the range free from parabens, synthetic fragrances, sulphates and artificial colours. It is also not tested on animals and all products except the two retinol products and sunscreen are vegan friendly.”
How difficult was it to go from business manager and for Dr Chris as a Plastic Surgeon to skincare creators?
“Dr Chris is a plastic surgeon and this is his main focus and passion. Facial rejuvenation surgery, particularly facelift and neck lift surgery, is really what makes him most excited. But also creating a skincare range was not so difficult for him as he knows skin and has many years of experience working as a specialist in this field.”
What are your strengths?
“I am entrepreneurial at heart and have always been passionate about helping with skin health and skincare, so for me stepping into this skincare co-creator role was very natural. We are lucky enough to be surrounded with an amazing team of intelligent, hard-working and trustworthy people who could help us create this range. It was really important for us to have the support of our team of Doctors, Nurses and Dermal Clinicians from Liberty Belle Skin.”
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