Ms. Beck also mentioned the high quality of the ingredients, especially important when customers are shelling out $310 for said brightening serum.
Barbara Sturm, an aesthetic medical doctor in Düsseldorf, became the talk of social media for creating custom-blended creams with blood drawn from the patient. She created her highly regarded line based on the philosophy of eliminating all damaging ingredients.
“Clean beauty, which I take to mean nontoxic, nonirritating and noninflammatory, is at the center of my approach to healing the skin,” Dr. Sturm said.
Then there is the professor and scientist Augustinus Bader, who founded his namesake skin-care line two years ago. According to the company, it closed out last year with $6 million in revenue with just two products (moisturizers called the Cream and the Rich Cream). In February the company appointed a new chief executive, Maureen Case, a veteran of Estée Lauder, and has plans to introduce a new product this summer.
Dr. Bader, who has serious science credentials in stem cell research, took years to develop the two products. He approached his formulas from an epigenetics point of view — that is, using ingredients to stimulate repair signals inside the body.
“The stem cells, they work, but they work too slowly,” Dr. Bader said. “I thought, ‘How can we use the body’s own repair mechanisms?’ We have some inner clock as our skin ages that shuts down the repair mechanisms. My idea here is you can jump-start skin healing with the right triggers.”
“It’s a different form of treatment,” he said.
A last thought from Dr. Sturm, who, for all of her momentum, cautioned that G-Beauty is a marketing concept and that nationality doesn’t tell you if a product is “clean.” “Skin care is not the Olympics,” she said.