Located in the arty Brera district in Via Fiori Chiari, the skin supplement bar offers its customers a quick three-minute Skin Identity Check, an online test that determines the state of the skin with a series of “yes” and “no” questions such as if the customer exercises or has dry skin. Based on the results of the tests, which according to chief executive officer Sabrina Tan, has already been done on one million customers, a personalized serum is composed with three ingredients, such as collagen, vitamin C and hyaluronic acid, which retails for 118 euros or $158.
The store also features a small treatment cabin, where customers can get a Skin Inc Express treatment, a fast and powerful facial that only takes 20 to 30 minutes and consists of three steps. First, the skin is prepped with a mild peeling that removes dead skin cells, followed by the application of the personalized serum and finished off with a hydrating or brightening mask that is worked into the skin with an ultrasonic LED device.
“We launched the express treatment exclusively here in Milan, it’s the first step,” said Tan, who founded the company in 2007 and comes from a technology background in marketing and channel management. “People that are fashionable are always very considerate with their looks, so Milan is definitely a good showcase, she explained of her pick of the city. “More importantly, I feel that the Europeans probably don’t wear as much makeup as Americans, so having a good skin prep, 50 percent of the makeup is done,” she added.
The newly opened store has attracted a lot of curiosity also due to its interior design, where only the serum bottles are a fun pop of color against the white, illuminated backdrop, and Tan is open to approach more Italian cities. “Actually my favorite city in Italy is Milan, but probably next we are looking at Rome,” she said. “Usually we really like to know the customers and understand how the market works, so we are also looking at multichannel options, so it can be more accessible to many other women.”
Apart from Italy, Skin Inc has a presence in Spain with three concept stores and through Sephora, but is also eyeing other European countries, including the U.K. and Germany. “Japanese and Germans are very, very close, in terms of precision, so this would be a great fit,” Tan said, adding that the brand will also be in China and Indonesia by the end of the year.