Skinome’s water-free concentrates replace the serum step.

Pressmeddelande —

Skinome skips the serum

Swedish skincare brand Skinome replaces traditional serums with water-free concentrates mixed with moisturiser immediately before use. Skinome is the first skincare brand to eliminate the serum step entirely. The concentrates’ efficacy has been documented in peer-reviewed studies and recognised by the international trade press.


Why Skinome skips serum
“Many of skincare’s most effective active ingredients, such as retinal, are sensitive to water, oxygen and light. In a conventional water-based serum stored in the bathroom, these ingredients can begin to degrade while still in the bottle. A long shelf life also often requires preservatives and stabilising ingredients. That’s why we keep our active ingredients in a water-free concentrate, mixed with moisturiser in the palm of your hand just seconds before application,” says Ulf Åkerström, Chief Innovation Officer at Skinome.
“Our concentrates contain six to eight ingredients, are free from preservatives and come in an airless pump. One pump of concentrate is mixed with two pumps of moisturiser. We optimise the moisturiser and concentrate separately, allowing each skin type to pair the right base with the right active ingredient. The formulation technology is the subject of a European patent application.”

Three industry firsts
  1. No serum. Concentrates mixed with moisturiser immediately before use replace the serum step.
  2. Production and expiry dates on the packaging. Customers can see exactly how fresh the product is, just as they can with crème fraîche. But how old is that moisturiser in the bathroom that still looks new after several years? A long shelf life tells you nothing about the efficacy of its active ingredients. Why should the production date be a secret?
  3. Refrigerated immediately after production. The products are developed and manufactured in small batches in Stockholm and refrigerated immediately to preserve their active ingredients. They can be kept out of the fridge for two to four weeks—for example, when travelling.


    S    kinome’s concentrates are stored in the fridge, just like fresh food.

    Approximately 70% fewer ingredients on the skin than a comparable retinal routine
    An evening routine combining Skinome’s Retinal Concentrate with an Emulsion suited to your skin type contains a total of 25 unique ingredients and no preservatives. A comparable retinal routine using a serum and moisturiser from an established skincare brand contains 82 unique ingredients, including preservatives, essential oils and fragrance allergens. With Skinome, that means approximately 70% fewer ingredients on the skin.
    “Fewer ingredients mean fewer substances that could potentially irritate the skin or disrupt its barrier and microbiome. Every ingredient in our products must serve a purpose,” says Johanna Gillbro.

    From The Scandinavian Skincare Bible to fresh skincare
    “The idea for fresh skincare came during my years as a researcher in the skincare industry: to preserve the efficacy of active ingredients without preservatives. An active ingredient is only useful if it is still active when it reaches the skin. That’s why we’ve skipped serum and keep our active ingredients in water-free concentrates until you mix them with moisturiser. And you should be able to see when your skincare was made and how long it will last, just as you can with food,” says Johanna Gillbro, PhD, co-founder of Skinome.
    Johanna Gillbro is a skin researcher with a PhD and the author of Hudbibeln, published in English as The Scandinavian Skincare Bible and translated into seven languages. The book has been featured in publications including The Times and the Financial Times. Through Skinome, she has translated the book’s insights into the skin microbiome and gentle, effective skincare into her own products—and now into published clinical research.



    Press contact

    Johanna Gillbro, PhD, co-founder

    press@skinome.se

    Press images are available on Pretopia



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