The beauty industry has adapted to individual needs, be it products for textured hair or broader foundation shades for the wide range of women’s complexions. Skin care, however, has been more of a one-size-fits-all.
While focusing on skin types and antiaging, the industry has overlooked the levels of melanin in skin, according to Deepika Vyas, the chief executive officer of Global Beauty Science, which has just launched Avya Skincare to address that issue.
“I’ve always felt frustrated that I couldn’t find skin-care products that worked for my skin,” said Vyas. Everyone has different levels of melanin based on genetics and heritage, she added. This month, Vyas’ company launched five formulas under the Avya logo developed with the needs of, but not limited to, those with higher levels of melanin. The ingredients and technology address the skin’s melanin cycle, sebum production, cell turnover and texture.
More than five years in development, Vyas said the concept encountered roadblocks in the early days, including generating retailer interest. “People weren’t ready to accept the idea then,” recalled Vyas. Compounding that was the challenge to communicate the idea. Now the timing is different thanks to social media, she suggested. Consumers are also on a quest to learn