Its key ingredients are growth factors, which are specialised factors that work on the human cellular level to restore skin barrier.
These growth factors include the human epidermal growth factor (hEGF), fibroblast growth factor (FGF), and keratinocyte growth factor (KGF).
Mechanisms of action
Speaking to CosmeticsDesign-Asia, co-founder Karen Chow explained the mechanism of action behind the growth factors:
“They play a crucial role in wound healing and tissue regeneration.
“When the growth factors recognise the skin damage, they send an alarm to the cells in the damaged area that triggers a cellular response to repair the damage. The activated cells then help in closing wounds and repairing the damaged skin.
“[For the repair process,] growth factors play different roles, such as building new blood vessels to supply the healing area with nutrients and oxygen, and remodelling the extracellular matrix, which is a scaffolding that holds our skin together to make sure it’s strong and flexible.”
Karen added that growth factors were previously used in medical grade that is above 15% to 20% concentration, and they are increasingly being used by skin care brands in cosmetic products.
Prevalence of skin disorders in polluted, hot, and humid climates
TiN5 is targeting consumers living in polluted, hot, and humid climates, including Hong Kong and South East Asia.
“The climate has created a lot of acne, rosacea, and eczema-prone skin. The first batch we’ve created is focused on skin barrier renewal and restoration, especially for those with sensitive skin.
“Many people have the misconception that the products are not suitable for them if they have oily, dry, or acne skin. Ultimately, it’s because we don’t have enough nutrients and our skin barrier is getting weak. The skin gets irritated when there’s a change in climate or the environment,” explained co-founder Nicholas Chow.
Launched in April 2023, TiN5 was started at the back of the sibling cofounders’ own experience and observing others around them struggling with the same skin issues.
Their parents had formulated bespoke skin care solutions in their Hong Kong-based factory that was registered in 1995. The siblings had since reformulated them to make it lightweight and non-greasy for the local climate.
Target consumer
Its current batch of products span an enzyme cleansing wash, toner, hydrating mask, moisturisers, eye essence, and treatment concentrates targeting anti-ageing, hyperpigmentation, and sensitive skin.
The products are available for international shipping via its official website, as well as two physical retail spaces in Rosewood Hotel and a beauty salon in Hong Kong.
“Most people who go to beauty salons or parlours have a genuine interest in the skin condition and would be willing to spend the money, time, and effort to maintain it, contrary to just walking past the store and wanting to try a product.
“Having a therapist in the salon also allows the building of a personal connection with the clients. Also, the combination of different products would have a different effect on the skin, so we want to focus on distribution channels that are more personalised to the customer,” Nicholas explained.
Its products are priced within the range of HK$480 (US$61.30) to HK$2,880 (US$368).
The co-founders pointed out that consumers are increasingly seeking out for products that work and that there is greater appreciation in the research that goes behind it.
Consumers today are also more inclined to look into the ingredient label, and more empowered today to do their own research on the skin care offerings in the market.
The firm said that its ingredients are currently only backed by in vivo studies, but is looking into clinical trials for its products. It claimed that its signature product, a concentrate for sensitive skin, had been well-received by customers suffering from skin disorders like rosacea and eczema.
It is also currently trialling a VIP service at Rosewood Hotel to personalise skin care solutions for invited customers on a yearly subscription basis. The VIP customer would meet with their skin care professional every month to assess their skin condition and have bespoke solutions customised for them.
