Earlier this month, Aesthetix Rx hosted an intimate breakfast for beauty media and influencers designed to showcase the very best the cosmeceutical brand has to offer the local skincare market.
Aesthetics Rx is an Australian brand that was acquired in 2018 and led by Brand Director, Nicola Kropach. Nicola’s career history spans roles with BLC, Thalgo and Skinstitut, after first training under Jacques Courtin of Clarins.
Nicola spoke to guests of the brand’s ethos and success, having experienced extreme growth in the last five years. Aesthetics Rx formulations are built using biotechnology – the process by which natural ingredients are recreated in the lab via fermentation. Utilising such ingredients is said to provide a sustainable alternative to stripping the ecosystem of value resources.
While the majority of ingredients included in Aesthetics Rx products are derived using biotechnology, Nicola’s goal for the brand is to develop their own proprietary biotechnology for use across all product formulations.
Nicola argued that the percentage of actives in a skincare product is irrelevant if the quality and dose of such actives is lacking. At Aesthetics Rx, Nicola said: “we use the best therapeutic dose.”
The company has also recently adopted its own AI program – ARx Expert – used to provide an instant diagnosis of a user’s skin using a photograph. Product recommendations are provided based on the user’s unique concerns. The idea is to encourage accurate skin self-diagnosis before making purchasing decisions on the brand’s website. “Customer informed buying is so interesting to me,” Nicola said.
The Brand Director acknowledged Aesthetics Rx’s recent success leveraging their relationship with Adore Beauty, particularly throughout the pandemic. The brand now boasts a product line of 30 retail and 30 back-bar SKUs, and is stocked in 162 salons and clinics across Australia and New Zealand.
Over the next 12-18 months, Nicola said her focus was on making its packaging more sustainable, as well as introducing a new, yet-to-be-announced brand identity.
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