By  on September 5, 2014

Singapore-based Skin Inc is bringing its mix-and-match aesthetic to the U.S. The brand was founded by Sabrina Tan, a former technology executive who was overwhelmed by her vast assortment of skin care products and set out to streamline her routine. “Skin care has to work, be fun, be effective and be simple,” says Tan. “It cannot be intimidating and it has to suit [a consumer’s] lifestyle.” Available in Singapore, Barcelona, Madrid and 13 other cities, Skin Inc launched in 2007 and is known for its customized skin care—nine serums that include seaweed-encapsulated ingredients such as chlorella, hyaluronic acid and coenzyme Q10. To create a custom blend, consumers visit Iloveskininc.com and take a short test that highlights key skin issues. Each customer is given a “prescription” consisting of three serums. “The individual and customization has become more and more critical to success,” says Tan. Now, Tan is bringing her successful line stateside to Sephora’s 34th Street and Times Square locations in September. She hopes to grow with Sephora as an exclusive partner and explore strategic distribution into channels like QVC. “[Consumers] want to be on this empowering [skin care] journey,” says Tan. “[They] want to do it online, anytime.”

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