With a name like Allies of Skin, you know the beauty brand places a huge emphasis on helping its users combat skincare woes. Nicolas Travis, founder of this homegrown label, is as passionate about providing authentic, no-frills beauty products catered to both men and women as he is about convenience and efficacy in a skincare routine.

To the Biomedical and Pharmaceutical Science graduate, this brand is a labour of love. In fact, love is one of the founding principles of the brand, along with joy and effortlessness. We spoke to the passionate 28-year-old about his philosophy on creating safe and effective skincare products tailored for every skin type.

1. You worked in Ogilvy & Mather after graduating. Did you have any background in beauty, and why the switch to skincare?

I did Biomedical Science for two years and Pharmaceutical Science for another two years in college so I understand the science behind product formulation.

Having my own skincare line has always been the dream for me. I’m fascinated by the link between good skin and confidence. Unfortunately, we still live in a time where men get to roll out of bed and show up to work, but a woman can’t. The ability to be able to leave the house as you are is powerful. The choice to not hide or conceal with layers of makeup is powerful. It all starts with good skin.

There are a lot of false promises in the industry and a lot of fear-based directive that claim that if you have wrinkles, you’re not good enough. If you don’t have a porcelain complexion, you’re not attractive. I feel it’s time for products to empower the user and I felt like I could make a difference. I decided I had nothing to lose, so I just went for it.

2. What is your brand’s philosophy?

We believe that taking care of your skin while you take on life should never feel like a chore. So all our products are concentrated, multi-tasking nutrient reservoirs that effortless and fuss-free. Our 1A Masks work on the face, eyes, lips and cuticles. They allow you to effortlessly treat your skin on-the-go. It only takes five seconds to apply.

Allies of Skin was founded on three guiding principles:

Joy — Everything you should feel joy in your skin. We hope that by using our products, your skin becomes happier and healthier.

Effortlessness — We believe the best things in life are effortless. You should surround yourself with people and situations that recharge you and we hope our products recharge your skin.

Love — Every product is a labour of love (our R&D process for every product takes about two years on average because we create every formula from scratch), and we hope that that love translates and shines through and that with our products, you love your skin and yourself more.

3. What are some key factors you consider when creating a skincare product?

There’s a lot that goes into a product (scent, texture, occlusiveness, delivery system, etc). However, our main focus for every product when it comes to the skincare is efficacy. We only want to create formulas that work. Anything else is superfluous and only contributes to the noise in the marketplace. Which defeats the purpose of why I started the company in the first place.

4. What is the biggest challenge of creating a startup business?

The sheer volume of things that require your attention. You have to do it all and do it quick. I don’t believe you should beat yourself up for not being good at everything. No one can do it all. Having an open mind and an open heart is important. The willingness to learn and ability to adapt will go far in helping to overcome any challenge you might face.

5. What is one skincare mistake many people make or misconception they have?

We live in an age of instant gratification. We have so much at our fingertips and so we demand instant results from our products. There is no silver bullet or magic elixir. Not giving a product enough time to work is a common thing that happens.

As a rule, it should take four to eight weeks of daily use for a product to work so it takes some patience and diligence.

6. What is the one skincare product everyone needs to have with him/her at all times?

The one product everyone should be using daily is sunblock. The one product that everyone should have at all times is a good mist.

Our Molecular Saviour Toner Mist is an alcohol-free, anti-evaporation booster that protects and repairs skin with multiple nutrients throughout the day. You can use it anytime to refresh tired skin.

7. What is the all-star product of your brand and what sets it apart from the existing products in the market?

All three of our products are hero products in their own right.

1A All-Day Mask: Our 1A All-Day Mask is the first daily leave-on treatment mask designed to be worn under makeup and sunblock. It is created for cities dwellers and frequent fliers. Its anti-pollution shield and cocktail of 11 antioxidants help prevent smog, smoke, heavy metal particles in the air like the haze from sticking to the skin. It also repairs and soothes skin after shaving and laser treatments. Its optimal level of caffeine reduces under-eye and facial puffiness and excess water retention.

Molecular Saviour Toner Mist: Our Molecular Saviour Toner Mist has rosewater supercharged with a special molecule that makes it heavier and anti-evaporation. It is designed to cling to skin cells instead of simply evaporating into the air. We call it a liquid booster and it is packed with probiotics, essential fatty acids, multiple antioxidants, trace nutrients and minerals; all helping to reduce irritation and the effects of stress, as well as non-inflammatory acne lesions.

1A Overnight Mask: Traditional overnight masks have lots of silicones but Our 1A Overnight Mask is a silicone-free, intensive daily treatment designed to combat the effects of too much alcohol, partying and too little sleep. It syncs with your sleep cycle to repair and reverse past and present damage. It has a special form of time-released Retinol that treats everything from acne, lines, wrinkles and dark spots without any irritation.

8. What is your own skincare routine like?

I am a big believer in masking every day. In the morning, I use a gentle cleanser called QV Gentle Wash. Then I spritz the Molecular Saviour Toner Mist and apply an antioxidant booster (one of our new products) then the 1A All-Day Mask on my face, eyes and neck. I then spritz another layer of Molecular Saviour Toner Mist before my sunblock. I have a few that I rotate from Biore and SkinCeuticals.

At night, I cleanse my face twice with the same cleanser. Then I’ll make a manuka honey mask with turmeric (it has brightening, anti-inflammatory and antioxidant properties) and chlorella powder (for lots of nutrients and minerals).

I’ll spritz the Molecular Saviour Toner Mist (misting before a mask helps your skin retain moisture better) then apply the manuka honey mixture all over and then spritz the mist again. This helps provide another layer of nutrients on top. Honey is a humectant so it draws water from the skin and the environment so you want to make sure your skin and top layer of the mask is moist so it can better work its magic. You can leave this as long as you want.

If I had too much to drink the night before, I like using a sheet mask. I like the ones from Korean brand, Leaders Insolution. Their formulas are clean and great. After the mask (wring out the mask to make sure you get all the excess essence), I use the 1A Overnight Mask on my face, eyes and neck to seal it all in. Then another spritz of the mist to finish.

9. Do you think younger men in Singapore understand the importance of skincare?

I think they are starting to. The desire to look good and feel good is universal. I think the issue is that there’s just so much noise in the marketplace and they don’t know where to begin.

We are here to show that you don’t need a 10-step regimen for clear, healthy skin; and I believe that will be embraced and appreciated.

10. What is the difference between marketing products for men and for women?

For us, we don’t see a difference. Our approach and messaging is the same throughout. Fundamentally, skin is skin and at the crux of it, both men and women want to know that they are spending their hard-earned money on products that work.

With plans to go global next, 2016 is when Allies of Skin is just getting started. This is one label you definitely want to keep your eye on!