January 31 2022 – Genevieve Chaplin
What inspired you to start a microbiome friendly skincare brand?
For most of my twenties, I have had extremely sensitive & dry skin. I had psoriasis around my eyes and no matter what I tried, nothing seemed to help. I eventually heard about skincare with prebiotic & probiotic ingredients and begun researching how they helped the skin. When I tried a face cream with these ingredients for myself I was instantly impressed and continued learning more about the skin microbiome. I was fascinated with the studies that were coming to light about how proper care of the microbiome can help various skin issues, and I didn’t think there were enough affordable, effective, and clean microbiome skincare brands out there. I wanted to start Simply Softr to bring knowledge about the skin microbiome to others, in the hope they would discover the same benefits that I have.
What were the major hurdles you faced when developing your first product, the Balancing Pink Clay Mask?
The biggest challenge was finding a formula that suited all skin types. We went through 9-10 different samples and various cosmetic chemists before deciding on our final formula. I worked closely with a formulation chemist for around 8 months before the final formula for our Balancing Pink Clay Mask was developed. I didn’t anticipate so many changes from the first sample, so this was something that I found challenging during the research and development phase.
What characteristics of the Balancing Pink Clay Mask were non-negotiable to you?
I wanted to create a face mask that was clean, affordable, effective, and incorporated microbiome friendly ingredients. I found microbiome skincare to be more on the expensive side of the market, so affordability was important, especially if we wanted to break into a market where very little was known by the everyday person. It was also important that our Balancing Pink Clay Mask was made in Australia.
If you could only pick one word to describe SIMPLY SOFTR, what would it be and why?
I can’t wait to see how research into the skin microbiome evolves over the next few years. Similar to the research into probiotics and their gut benefits, which have really come to light over the last 5 – 10 years, I believe microbiome skincare is an exciting new frontier that is only going to get more and more hype as research continues and more people catch on and reap the skin benefits for themselves.
For what skin types is SIMPLY SOFTR suitable?
We pride ourselves on having clean and effective microbiome skincare that is formulated without parabens, sulphates, mineral oil, and a range of other nasty ingredients. We spent extra time in the development phase of our Balancing Pink Clay Mask to ensure that our ingredients were clean and non-toxic. As someone who has dealt with sensitive skin issues throughout my adult life, it was always important to make sure our products were free of harmful chemicals.
So.. what’s next?
We begin working on new products! Something exciting is already in the works and we can’t wait to share it with you! 😉