Your skincare routine is about to get a little longer.
Acne and hyperpigmentation skincare brand Urban Skin Rx launched a pre-cleansing treatment called HyperCorrect on August 9, formulated to improve the appearance of hyperpigmentation, including discoloration caused by melasma. Made with 5% cysteamine, a skin lightening agent, HyperCorrect is designed to be applied to dry skin before cleansing, and can be applied over dirt, sweat and makeup. On its marketing and product information pages, Urban Skin Rx refers to HyperCorrect as “Step 0” in its skincare routine. And the slogan for the launch campaign is “Zero in on hyperpigmentation”. Few other brands offer 5% cysteamine products except for the little-known APC and teledermatology brand Musely.
“Anytime you’re one of the first mass brands to bring an ingredient to market, there’s a lot of education. But there’s another hurdle with the fact that how you use that product doesn’t is not how you use any other product. That’s why a big part of the campaign is called ‘Step 0,'” said Rachel Roff, Founder and CEO of Urban Skin Rx.
HyperCorrect is a pre-cleansing treatment as using HyperCorrect on freshly cleansed or damp skin may cause skin sensitivity. Founded in 2010 in Charlotte, North Carolina, Urban Skin Rx has doubled its revenue since the brand went viral on TikTok in January 2020. At the time, one user, Ashley Boggs (@niceoneashley), posted a Before and after testimonial on the brand’s flagship product, the Even Tone cleansing bar. Urban Skin Rx made approximately $30 million in gross revenue in 2021. Approximately 50% of its sales are through DTC e-commerce, with the rest of the sales coming from retail partners like Target, Ulta Beauty, and Walmart. The HyperCorrect treatment sells for $48.
Instagram and TikTok remain the brand’s main channels for social media and product launches. Urban Skin Rx has over 500,000 Instagram followers; on the channel, he focuses on educational content around hyperpigmentation and acne and posts user-generated content. Over the past two months, the brand has seen a 50% increase in engagement around UGC, especially on IG Reels. HyperCorrect will tap into the same evergreen strategy on the platform.
Additionally, Urban Skin Rx teamed up with dermfluencer Dr. Suchismita “Tia” Paul on TikTok to share launch news. Dr. Paul has over 200,000 TikTok followers, while Urban Skin Rx has around 31,000. Dr. Paul led a masterclass with Roff on August 10 on Instagram. Urban Skin Rx will also partner with makeup brand Live Tinted to cross-promote each brand and provide a social media giveaway to expand the audience for both brands.
Although Urban Skin Rx does not focus on any particular skin tone, it has become a favorite among black women with hyperpigmentation. The brand recently launched a men’s range in March. Roff said that in addition to sending letters to beauty influencers and editors, she wanted to engage cosmetic chemists, estheticians and dermatologists to highlight the effectiveness of this low-ingredient and application approach. familiar.
“We will need their support to further familiarize consumers with this application technique and this ingredient. We play with Dermtok and Cosmetic-chemistsTok and try to get this community talking [Hypercorrect]”, Roff said.
“This launch was the perfect opportunity to come back and strengthen our roots around innovation and efficiency,” added Haydee Searcy, CMO of Urban Skin Rx. “We are not a brand that everyone knows. We must use these moments to help tell the story of who we are.
The concept of pre-cleansing is generally new to the skincare world, and there are indications that HyperCorrect won’t be the last pre-cleansing product to be launched. In April, Dove launched pre-cleansed body moisturizers meant to be applied minutes before hopping in the shower and washing off. And brands like Dermalogica and Make Beauty already offer pre-cleansing oil cleansers to remove makeup as part of a double-cleanse routine. Various pre-wash hair treatments have been around for years, from brands like Love Beauty & Planet, JVN Hair, and L’Oréal Paris.
Roff said Urban Skin Rx was not trying to sell everyone a pre-cleansing treatment and it was simply necessary because of the ingredient cysteamine. And despite the TikTok brand’s cult status and social media investment for the product launch, Roff said she doesn’t expect HyperCorrect to become an overnight sensation.
“This is a staple product that we need in our product collection, especially if we want to be leaders in the fight against hyperpigmentation. But I think this product will take time to catch on in the industry,” she said.