One-year-old Starface may have launched as a acne-patch brand, like Hero Cosmetics, Peace Out and ZitSticka before it, but since May, it has rounded out a fuller assortment to include a facial cleanser, a moisturizer, an exfoliating night water and pore strips, along with special editions of its hero Hydro-star patches. And because Martin is a women of color herself, she has found that a significant portion of customers are Black and brown men and women who have gravitated to the brand - not necessarily because of the formulations, but because they seen themselves in her and the company’s branding on social media. She cites other companies like Topicals and Starface as building an authentic following among teens - for Rosen, Twitter has been its community’s go-to. But Martin recognizes Rosen is not the only Gen-Z acne brand filling a white space. Rosen has taken a holistic acne approach since its debut and launched with a three-product regimen: a rosewater face dew, a charcoal mask and a tingly mud mask. Still, she has seen steady 30% month-on-month growth in 20, which is expected to accelerate with Rosen’s debut. Martin has taken no institutional capital since launching Rosen, as she’s focused on the company’s steady profitability versus exponential growth. “It’s been really important to be clear on who we are.” So we tweaked our messaging to be more welcoming to those suffering with breakouts,” said Martin.
BUBBLE SKINCARE TARGET SKIN
In 2018, we noticed that 50% of our audience thought we were about glowy skin because of our rosewater face dew and our Vitamin C bright citrus serum the other 50% thought we were about helping acne. “I wanted people to see Rosen and think: breakouts.
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