Skin care consumers simplifying routines with focus on ‘five pillars’ – Dr Dennis Gross

He believes this movement is gaining momentum after the COVID-19 pandemic’s skin care boom, which has seen many people trying out new products.

“Consumers are going to go back to basics – focusing on incorporating the five pillar ingredients in their regimen: vitamin C, retinol, alpha and beta hydroxy acids, niacinamide and SPF,” said Gross, a board-certified practising dermatologist who also founded his eponymous brand.

“2024 will be a year where less is more – consumers will pare down their regimens to the essentials. During quarantine, many people added new products and extra steps to their regimen, essentially overtreating their skin, causing irritation, dryness and signs of ageing.”

Recently, the skin care market has been experiencing a surge in consumer interest in retinol.

“We have seen a heightened demand [for retinol]. Retinol is a great ingredient to smooth texture! And who doesn’t want that? Retinol does wonders in preventing and treating signs of ageing as well as treating and preventing acne. These are the top concerns I see in my practice,” said Gross.

The brand recently introduced the Advanced Retinol + Ferulic Perfectly Dosed Retinol Universal 0.2% in markets such as Singapore, Malaysia, and Hong Kong through long-time retail partner, Sephora.

“Retinol is a powerful, highly effective ingredient that addresses ageing and complexion concerns; however, it can disrupt the skin’s moisture barrier and cause irritation if not used properly,” said Gross.

“I decided to fill a void in the market and create a product that’s easy to use, non-irritating, but still delivers the best results without compromising the skin’s balance… I wanted all skin types to benefit from retinol without worrying about irritation.”

The product is a pre-dosed treatment pad with 0.2% pure liquid retinol which claims to visibly reduce and prevent visible signs of ageing.

It is supported by bakuchiol and rambutan for enhanced anti-ageing benefits. Furthermore, it is formulated with soothing and nourishing squalane, hyaluronic acid, and ferulic acid to add hydration to the skin.

“I hope to see more consistency in my patients’ skin care routines by using clinically proven products every single day that not only offer immediate benefits but support skin health in the long term,” said Gross.

“I am proud to offer a retinol formulation that strengthens the moisture barrier and delivers anti-ageing and acne-free results in a perfect dose, every time. I have never seen something like this offered to patients before.”

Despite being a well-known and extensively researched ingredient, retinol still faces many misconceptions today.

“For example, people think they are too young to start retinol, retinol is harsh and will irritate skin and retinol will thin the skin. I wanted to create a product range that would blow all of these misconceptions out of the water. I created a range of products that tackle a range of skin care concerns so there is a retinol for everyone.”

Moving forward, Gross hinted that fans of the brand can expect to see more new launches coming this year.

“This year we have a lot of exciting newness coming up that will continue to bring clinical-level results to consumers.”