When the dermatologist brand phenomenon started to gain traction, nearly all of the labels bore the names of US and European celebrity derms such as Dr Nicholas Perricone, Dr Dennis Gross and Dr Augustinus Bader.
But over the past few years, Australian skincare luminaries such as Dr Naomi McCullum have debuted highly sought-after brands. James Vivian, the acclaimed Melbourne dermal therapist, has now thrown his hat in the ring with a cosmeceutical line in collaboration with leading beauty e-tailer, Adore Beauty.
Named Viviology, the six SKU lineup is formulated with some of the most widely recognised and proven ingredients in skincare – retinol, niacinamide, hyaluronic acid, Vitamin C and ceramides.
Kate Morris, the founder of Adore Beauty, has been a loyal client of Vivian’s for more than a decade and helped to bring the curated line of products to market. Viviology follows the “everything you need and nothing you don’t” pathway to achieving the best skin possible.
Since the inception of cosmeceuticals in recent years, I’ve seen clients and consumers faced with an overload of products and information that can leave them and their skin feeling confused and overwhelmed, adds Vivian. “I was driven to create a brand that made one look and feel great, was straightforward, full of active ingredients and didn’t break the bank”.
Morris has seen a tidal wave of skincare products launched over the past 20 years and brought a lot of insight to the table. “I love high-performance skincare, but it really can be so confusing for customers to try and choose the right products. Viviology makes cosmeceutical skincare simple and easy to understand, without sacrificing performance or quality ingredients”, she adds.
Viviology products are Australian-made, vegan and cruelty-free. The range includes Gentle Foaming Cleanser, Liquid Exfoliant, Ceramide Moisturiser, Retinol Serum 0.3%, Niacinamide +HA Serum and Vitamin C Serum. Prices range from $35 to $55.
Incubating brands like Viviology will be important growth drivers for growth and profitability for Adore Beauty going forward. The e-tailer is on a mission to build standalone DTC brands to attract new customers and potentially enter international markets. A second private label brand from Adore Beauty is already on the drawing board.
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