A biotech firm using the benefits of microalgae as the heart of its differentiation in the beauty realm is proving successful. And 2016 is poised to be the biggest year yet.
Launched nearly five years ago, Algenist skin care was born out of a biotech lab whose initial purpose was to create biofuel out of microalgae. Until that point, Solazyme, Algenist’s parent company, had worked solely with the Department of Defense and the Department of Energy on developing biofuel innovations. But during the firm’s research for microalgae-based renewable energy solutions, their team of scientists unexpectedly discovered alguronic acid, an ingredient clinically proven to address the most visible signs of aging.
Its efficacy has turned the brand into a success. Algenist currently generates more than $60 million globally, according to industry sources, attracting savvy skin care consumers looking for innovative products and result-driven formulas: each of Algenist’s 48 items promise 10-day results. Sold in 22 countries in more than 2,800 stores, Algenists’s retail partners include Sephora, Ulta, Nordstrom and Space NK; it considers brands such as Dr. Nicholas Perricone and Dr. Dennis Gross as competitors.
Leading the company since its start is Frederic Stoeckel, who joined the company as General Manager in 2011 as its first employee without a Phd. Prior to Algenist, Frederic managed the marketing strategy of L’Occitane USA. He also held several senior marketing positions at The L’Oréal Group, including overseeing marketing and communications strategies for Lancome France.
At launch, the brand entered Sephora and appeared on QVC, the first skin care brand to form such a retail partnership, Frederic said. He recalled the QVC debut a hands-down success, selling 8,000 units in six minutes. That same week The New York Times ran a story talking about the brand’s unique biotech platform and its unexpected product benefits, followed by a story in the Wall Street Journal of the same ilk.
But Algenist isn’t resting on its skin care laurels. In February, Algenist is expanding into color cosmetics with a color correction line called Reveal. Formulas utilize a multitude of microalgae-based species aimed to color correct and improve skin tone. Formulated with a new and proprietary AlgaCorrecting Complex, Reveal’s formulas uses naturally occurring red, blue, green and golden algae to camouflage skin imperfections, while also delivering anti-aging skin care benefits. Microalgae oil, which Frederic said is clinically proven to keep skin hydrated five times longer than untreated skin over a 24-hour period, is featured in each of Reveal’s items.
The lineup includes Color Correcting Radiant Primer, $36, a tinted primer formulated brighten skin and minimize the appearance of skin imperfections; 6-in-1 Color Correcting Concealer, $28, a multi-tasking concealer formulated to prime, brighten, treat and fight the visible signs of aging; Color Correcting Anti-Aging Serum Foundation SPF 15, $48, a lightweight and buildable liquid designed to color correct, smooth and cover imperfections; and Concentrated Color Correcting Drops ($38), which can be used alone or added into makeup or skin care products to help balance skin’s texture and tone.
Reveal launches on QVC in January and within Sephora at the end of February.
While most of the brand’s popularity is gained by word of mouth and by the heavy education employed by Sephora’s cast members, social media is an opportunity for gaining new consumers for the brand, Frederic said.
