Hannah Gay discovers the cosmeceutical brand that ticks every box.
In 2025, peptide is the word on the lips of beauty and aesthetic professionals globally. And while not a new ingredient, usage of the active has drastically risen in frequency. One cosmeceutical brand has been at the forefront of peptide research from the beginning, investing in ingredient and delivery innovation for over 20 years. That brand is HydroPeptide – an American owned skincare brand developed off the back of advanced manufacturing efforts, specialising in peptide production.
An impressive collection of over 65 peptides occupy HydroPeptide’s catalogue of professional- grade formulations. Clinically-derived ingredients work in harmony to counteract signs of ageing in skin, promoting collagen production while targeting other skin concerns ranging from acne to sensitivity. Across the brand’s extensive range, treatment protocols are designed to be customised.
So why peptides? HydroPeptide is interested in the impact of epigenetics on the health and appearance of the skin. Scientists behind the brand work to find ingredients that can affect gene behavior and switch certain genes on or off. Techniques used in the lab measure and test gene function and observe how genes respond to certain topical ingredients. Peptides, when selected with consideration, are powerhouses in targeting and treating ageing skin. HydroPeptide’s formulas are developed from a synergistic and proprietary perspective to maximise impact.
It’s a process that has seen HydroPeptide secure its place as a leader in anti-ageing skincare innovation, not only for its use of ingredients, but for its distinctively high-end feel. In fact, the company recently rebranded its key messaging to reflect this vision: Cutting-Edge Peptide Science Meets Luxury Therapeutics for Truly Transformative Results.
Annette Rubin, CEO of HydroPeptide, describes the brand as sitting at “the intersection of luxury experiences”. “Everything we do is high touch, but we really believe that in order to deliver on a luxury experience, you have to go beyond just the elegance of the texture and scent experience, and you have to deliver results.” HydroPeptide was founded by and for professionals, ensuring that the luxury experience carries seamlessly from medical spas to five-star resorts. “We want it to consistently be the best skincare experience of your life,” Annette says. Despite the brand’s grounding in science, Annette believes in the power of the skincare routine and the significance it plays in consumers’ wellbeing. “If we fall in love with that routine, and we’re compliant with it, it’s that compliance that is key to getting those lasting results.”
To further the brand’s exclusive appeal, key peptides are patented for use by HydoPeptide only. Annette shares, “We work really closely with top ranking academia and our benefactors from the research being done. We’ve got a very close relationship with The Keck School of Medicine at USC (University of Southern California) and we work very closely with Dr Bo Han, PHD. She leads the regenerative tissue lab and finds interesting solutions [for tissue repair].”
Annette credits the brand’s team of molecular biologists, dermatologists, nurse injectors and aestheticians who act as liaisons in providing educated feedback on a formulation’s efficacy; it’s a “multi-pronged approach”.
“Everything we do is high touch, but we really believe that in order to deliver on a luxury experience, you have to go beyond just the elegance of the texture and scent experience, and you have to deliver results.”
In addition to researching topical skincare solutions, HydroPeptide works with organisations worldwide including the world’s leading developer of peptides to craft the most efficacious solutions available. The goal is to drive outcomes through the analysis of data surrounding how peptides interact with certain ingredients. “I’ve been in the industry for over 35 years, and I’m seeing this incredible shift in skincare to regenerative aesthetics,” Annette explains. “How do we help our bodies naturally repair? Peptides are the key ingredient to unlock that.”
With that, Annette says that there is no one target HydroPeptide user, given peptides also form naturally in the body and serve as the body’s building blocks. “The beauty of peptides is that they are able to target what you want them to target, while not leaving other damage” often caused by prescription medications, Annette says.
Half of all HydroPeptide users fall within the ages of 19 and 45 – a broad spectrum that reflects the brand’s universal appeal. And while the largest user cohort sits within the 35-45 range, Annette reveals the brand is witnessing a skew toward a younger demographic. “[They’re] super interested in ‘prejuvenation’, and so they’re really leaning into HydroPeptide… if you think about a prejuvenation brand, there are not a lot that are looking at it from the lens of Gen Z blending through to Gen A.”
The full HydroPeptide range is made up of 56 homecare SKUs plus a range of exclusive professional-only backbar solutions. The expansive range is designed to target “all skincare fundamentals”, Annette sees. And while the brand invests in continuous development, she flags a difference in simply addressing consumer “wants”, and addressing those wants with consideration of how a product will also contribute to overall skin health. “We need a broader range in order to allow for that highly customisable skincare experience that someone is looking for.”
The brand’s hero product – Nimni Cream – was named after renowned scientist Dr Marcel Nimni, the godfather of collagen. The cream features patented Nimni™ Technology in conjunction with a complex blend of amino acids, retinol, antioxidants and, of course, peptides, including patented peptide cell-renew-16, together designed to promote healthy cell turnover. “He kept challenging that there are better ways to stimulate collagen production and that really, a healthy stimulation of collagen production is the most important thing we can do to support overall skin health,” Annette explains. She flags issues sprouting from alternative actives, noting the “inflammation cascade” caused by retinol use alone. “Nimni’s [alternative] creates a better outcome without the negative side-effects.”
Off the back of Dr Nimni’s findings, which are anchored to elevating the functionality of individual amino acids (or mini peptides) and their ability to stabilise other actives that are ordinarily difficult to stabilise, HydroPeptide continues to achieve great things through R&D. The more “high-tech” products in HydroPeptide’s range have taken at least 24 months to develop – a testament to the brand’s attention to detail and commitment to results.
The brand’s latest development seeks to tap into the booming glass skin trend via ‘HydroGlass’. The in-clinic treatment is comprehensive – a 12-step routine, no less, that combines physical exfoliation, a Shikimic acid peel, 2-step oxygenation treatment, and moisture infusion mask (with optional LED amplification) in one. Annette credits “the real magic” of the treatment to HydroPeptide’s Shikimic acid peel – “highly effective, highly active, but with no down time.” Visible improvements in skin tone, texture and luminosity levels positions this medical-grade treatment in a class of its own.
Outside of the company’s dedication to product development is a dedication to women, Annette reveals. “I’m really passionate about this. In the beauty industry, there are more women owners and operators than any other segment of business. However, the rate of success is not what we would all want it to be.” HydroPeptide boasts an all-female C-Suite. “If you were to ask any one of us what our big ‘why’ is, it’s to help women in our industry; to be able to find lasting business and financial success.”
Creating a remarkable product is the first piece of the pie for Annette. What follows is maintaining a genuine connection to female business owners, expressing trust in her understanding of the dynamic of their businesses. “We understand the juggle. I only want to partner with distributors that share [this supportive mindset].” She credits Australia’s Professional Beauty Solutions team for this shared ethos. “I love this industry, and I think we have a profound role to play in how we help women look and feel their best. Beauty is for women, our most vulnerable place. There is a psychological benefit in being able to help women achieve beautiful, healthy skin.”
Professional Beauty Solutions + HydroPeptide = The Perfect Partnership
Professional Beauty Solutions (PBS) took over the highly sought after reins of HydroPeptide in 2024. Since then, the brand has continued to flourish in Australia, gaining momentum as a leader in providing peptide-packed solutions to local professionals and consumers alike. PBS Co-Founder Lisa Williams outlines the brand’s impact, and the many benefits of partnering with the distributor for HydroPeptide.
Why did PBS take on HydroPeptide in 2024?
“At Professional Beauty Solutions, we’re passionate about sourcing the very best for our clients, and HydroPeptide is a leader in the cosmeceutical skincare game globally. We’re driven by the mission to enrich lives through the power of skin health, combining professional treatments with results-driven at-home care, education, training and support. HydroPeptide perfectly aligns with this vision, making this partnership feel like a natural, organic fit for PBS. Together, we’re committed to delivering exceptional results, empowering both professionals and consumers to achieve radiant, healthy skin every day.
What makes HydroPeptide a standout in the professional skincare space is their unique focus on epigenetics and advanced peptide technology. They offer professional-only products and in-clinic treatments designed to be customised based on individual epigenetic skin markers basically tailoring skincare to how your skin behaves on a molecular level. The products within the HydroPeptide range speak for themselves in the results they achieve and empower salons, spas and clinics in providing results for their clients. The range of products HydroPeptide offers is incredibly innovation driven, meaning our clients are at the forefront of cutting-edge technology and products. Partnering with HydroPeptide has helped our partners unlock new opportunities and achieve remarkable growth in their business.”
How many HydroPeptide products and protocols exist?
“With over 60 products and 14 professional protocols, HydroPeptide is a range that boasts something for every skin type and skin concern. The targeted collection has become a large part of salon, spa and clinics’ success with clients.”
“Partnering with HydroPeptide has helped our partners unlock new opportunities and achieve remarkable growth in their business.”
What stands out about HydroPeptide’s range of skincare solutions compared to competitor ranges made available to professionals in Australia?
“What sets HydroPeptide apart in the Australian professional skincare market is its sophisticated fusion of high-performance science with a luxurious user experience. At the heart of its innovation is epigenetics—a cutting-edge field that explores how gene expressions can be influenced without altering the DNA itself. HydroPeptide has harnessed this science to develop formulas that encourage the skin to activate genes linked to hydration, regeneration, and youthfulness, while quieting those associated with ageing and damage.
Central to their approach is the use of epigenetically active peptides—short chains of amino acids that act as precise messengers within the skin. These peptides are designed to signal skin cells to function in a more youthful, healthy manner, boosting collagen production, enhancing elasticity, and reducing inflammation. By intelligently targeting the expression of specific genes, HydroPeptide’s products help extend the skin’s natural vitality, offering results that are both visible and lasting. This science-led, gene-supportive strategy places the brand firmly at the forefront of professional skincare innovation in Australia and beyond.”
What does PBS look for in a potential stockist of HydroPeptide?
“At PBS, our mission is rooted in transforming lives through the power of skin health, and we seek out stockists who share that same passion and purpose. We look for professional partners who are not only committed to delivering exceptional client outcomes but who also demonstrate a genuine dedication to ongoing education and growth. For us, it’s about aligning with therapists who view skincare as a lifelong craft—those who are constantly refining their knowledge, embracing innovation, and striving to provide the most advanced, results-driven treatments possible.”
Talk us through what being a HydroPeptide stockist looks like, including the onboarding process, training offered, and ongoing support.
“The PBS onboarding process is one of the most thorough and supportive in the industry. We provide in-depth brand training to equip our partners with the knowledge and tools needed for success. Our expert Business Development Managers work closely with you to write bespoke treatment menus, optimise your website, and design a launch strategy that elevates your business utilising our free ‘Marketing on a Platter’ support. With free marketing materials, promotions to keep the brand fresh, and access to a dedicated training portal and team, we ensure you’re supported every step of the way. At PBS, we are deeply committed to enriching the lives of our salon partners and driving their success.”
What is the minimum opening order with HydroPeptide?
“We understand that every business is unique, which is why we take a tailored approach with every account. It’s not about selling more—it’s about providing exactly what you need to succeed. Our team will create the perfect, personalised solution for your business.”
For businesses interested in partnering with PBS for HydroPeptide, what steps should they take?
“Contact the PBS team today by phone or email – we’re here to discuss how HydroPeptide can elevate your business. Call us at 1800 625 387 or email enquiries@probeautysolutions.com.au. Together, let’s enrich lives through the power of skin health.”
HydroPeptide Partner Testimonial
With Skin Deep – one of HydroPeptide’s longest term stockists across three locations in Mullaloo, Floreat and Perth, WA.
Helen Golisano, for how long have you been a HydroPeptide stockist?
“We were one of the very first HydroPeptide stockists in Australia. Mandy Gray of True Solutions originally launched the brand into Australia and invited the founders of HydroPeptide to Sydney. We met them and immediately placed an order. We’ve never looked back!”
Do you partner with HydroPeptide for backbar? For retail? Or both?
“We utilise HydroPeptide for both backbar and retail, ensuring consistency from treatment room to home care. This continuity allows our clients to experience immediate, visible results post-treatment and continue their skin journey with confidence using tailored at-home regimens. HydroPeptide’s formulations are sophisticated yet user-friendly, making it the ideal bridge between in-clinic treatments and long-term skin health management. Hydropeptide’s Nimni Day and Night creams, Exfoliating Cleanser, Eye Authority, and Solar Defence Tinted Facial Moisturiser are my absolute go-tos everyday!”
Who is the ideal HydroPeptide client?
“HydroPeptide is ideal for clients seeking visible, age-defying results without harsh side effects or downtime. It resonates strongly with clients who value a holistic, science-meets-luxury approach to skincare. From first-time skin clients needing barrier support, to advanced skincare users seeking anti-ageing solutions, the brand caters beautifully across generations and skin types. It’s particularly effective for age management, sensitive skin, and barrier repair, and is perfect for clients committed to both short- and long-term results.”
“HydroPeptide’s formulations are sophisticated yet user-friendly, making it the ideal bridge between in-clinic treatments and long-term skin health management.”
What drew you to the brand initially, and keeps you dedicated to the brand today?
“Initially, I was drawn to HydroPeptide’s innovative use of peptide technology and clean cosmeceutical formulations. It offered results without the typical harshness of some clinical brands, which really appealed to our client demographic. Over the years, the brand’s consistency, education, product integrity, and beautiful client experience have kept us committed. I also deeply value their transparency, professional support, and ongoing innovation in ingredient technology and formulation.”
Why does HydroPeptide stand out from competitor brands in the professional market?
“HydroPeptide strikes the rare balance of clinical performance and sensory luxury. It delivers on results while creating an exceptional client experience. Unlike many clinical brands that lean heavily on active ingredients without considering user experience, HydroPeptide products are a joy to use, beautifully packaged, and supported by a strong brand ethos around skin health and ageing well. It also stands out because it’s backed by scientific research, committed to clean beauty standards, and remains exclusive to professional partners, ensuring it retains its value and credibility in the marketplace.”
Talk us through the training and support offered by Professional Beauty Solutions.
“The training and support provided by Professional Beauty Solutions (PBS) is truly exceptional – it’s one of the key reasons we’ve continued to partner with HydroPeptide. PBS’s approach is thorough, consistent, and tailored to suit the ever-changing needs of modern salons like ours.
Whether it’s through online modules, in-salon hands-on training, or event- based education, PBS ensures that our team stays up-to-date with product knowledge, treatment protocols, and the latest industry trends. Their educators are knowledgeable, approachable, and genuinely invested in our success, making training not just informative, but also inspiring.
The ongoing support we receive extends far beyond product orders. From marketing support and promotional campaigns, to social media assets and business coaching, PBS is always there to help us grow. We’ve felt completely backed every step of the way, especially during major campaigns and product launches.
Additionally, their Tiered Reward System and Staff Incentives are a huge motivator for our team. These programs create excitement, boost morale, and encourage consistent sales performance, all while rewarding loyalty and hard work.
In short, PBS isn’t just a supplier – they’re a true partner in our business success. Their dedication to training, support, and salon growth makes them an absolute winner in our eyes.”
This article originally appeared in the Issue 02 2025 print issue of Professional Beauty magazine. Read it here.
Photography: Supplied
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