The skincare industry is fiercely competitive, and it takes a lot for a brand to make its mark. Perfecting details like packaging, brand image and customer service are crucial to a brand’s success.
Case in point, Skin Design London officially launched in London in 2017 with their skincare range that promises clinical-style results. Before that, the brand went through a serious branding and packaging redesign process that ultimately led to their global expansion this year.
Fatma Shaheen, co-founder of Skin Design London, has a genuine interest in people. The Turkish-born, London-raised Shaheen says her Mediterranean roots make her someone who wants everyone around her to feel welcome and comfortable. As a result, she made this the core of Skin Design London’s brand philosophy.
In light of Skin Design London's Asia debut at Joyce Beauty in Hong Kong, we talked to Shaheen about how the brand went from its London launch to international success in just a year:
What did you do before you started Skin Design London?
I have been managing London-based skin clinic Azamay for about 10 years. Prior to that, I am a business graduate and I did some consulting and recruitment work in London after graduation. Then I had my kids, and I decided to be a stay-at-home mum for a short period of time. Then, I started managing the skin clinic when two business partners invited me to join the team.
Why did you decide to develop your own skincare brand?
I work hard and I love working with people. I am the kind of person who wants to be the best host possible and make sure my guests are well-fed. So as a businesswoman, I want to make sure everyone is taken care of, especially when it comes to their skin problems.
When you love what you do, you will want to do something to the best of your ability and give it your all. As a result, the first serum of Skin Design London’s collection came around three years ago.
What made you decide to revamp the packaging for your products?
I felt the old packaging we had did not capture the chic identity of the brand, and I wanted to create something that would also look good on the shelves. I decided that we needed to redesign the packaging as we had already created a high-quality range of products.
As soon as we got the packaging right and revealed the new look, we closed a deal with our first buyer.
After Hong Kong, you are launching the range in luxury department stores in the United States, France, German, Bangkok and more. Did you ever see a global expansion coming?
I never thought it would become this big. But you always have to have ambition in whatever you do, because it gives you that motivation. For me, customer feedback is important. After I knew I got the products right and my customers loved them, I just kept working hard to introduce our products to everybody.
One thing that ambition has taught me: don’t take no for an answer.
Is there a beauty product that you can’t live without?
C Antioxidant Glow Serum. I suggest frequent travellers to always keep one in their bag as the serum contains vitamin C and a potent antioxidant blend of seven super nutrients that work wonders on tired skin.
Skin Design London's skincare range is available at Joyce Beauty in Hong Kong. For more information, visit joyce.com