“You don’t have to worry about your chest looking like a map of Georgia,” said Gigi Howard — raised in Georgia herself — on her new skin-care line, Sio Beauty, which launched last month.
Sio Beauty doesn’t offer your average skin products. Rather, the brand’s offerings are precisely formulated to tackle one specific body part: the décolleté.
Struggling with premature wrinkles on her own décolleté from a young age, Howard unsuccessfully tried different methods to treat her skin. Because the skin on the décolleté is thinner than other parts of the body, wrinkles develop more quickly and cannot typically be treated with antiaging products designed for the face. After consulting dermatologists and plastic surgeons and using different face creams and masks herself, Howard grew restless with the minimal results she was seeing. “I even thought of using duct tape!” she joked.
It wasn’t until Howard saw a friend using medical-grade silicone to heal a surgical scar that she had her aha moment. She borrowed a piece of the adhesive for her own use, and was stunned by the instantaneous results.
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“Medical-grade silicone has been around for decades,” explains dermatologist Dr. Dendy Engelman. “We use it in skin cancer surgery and in wound healing everyday, but it actually can help prevent and treat existing wrinkles.”
Enlisting Lorrie King, former senior director of global marketing at Coty, as the brand’s president and testing out over 80 prototypes of the adhesive, Howard came up with a three-product regimen that’s delivered fast and lasting results.
The treatment starts with the Sio Décolleté Cleansing Discs, a gentle wipe packed with glycolin and lactic acid to exfoliate the skin and eliminate dead skin cells at the end of the day. Next comes the Sio SkinPad — an overnight mask — which can be reused up to 15 times and is designed to draw moisture to the skin’s surface, smoothing out existing wrinkles and preventing any future damage while you sleep. The next morning, the treatment should be finished off with the Sio Décolleté Serum, made with Stevioside — an extract of the stevia leaf that minimizes wrinkle prevention — hyaluronic acid, Trehalose and red algae to lock in the moisture from the SkinPad.
All products range from $39 to $125 and are sold on siobeauty.com and through the Home Shopping Network, which is the brand’s exclusive launch partner. Industry sources estimate that the brand could generate $10 million in retail sales for its first year.
“What was most important to me was that it feels like skin and looks like skin,” Howard said about the comfort and practicality of the adhesive pad. “I always say this, every single morning for a woman to peel this off and see the results, it’ll feel like Christmas.”