Heritage Australian skincare brand reinvents for a new era

A revamped senior leadership team is reimagining Ultraceuticals, to offer a new generation of consumers skincare that truly transforms skin.

Heritage Australian skincare brand, Ultraceuticals, has recently revealed ambitious plans for growth, reinventing to widen the appeal to a new audience of consumers, the “skin-vestors” who are looking for a lifetime of glowing skin.

Under the leadership of a new CEO and senior management team that blends in-house talent with cherry-picked leaders from corporations around the world, beloved clinical skincare brand Ultraceuticals has long been a market leader in clinical skincare.

Founded by pioneering cosmetic physician Dr Geoffrey Heber and his team of in-house PhD chemists nearly 30 years ago, Ultraceuticals made its name by launching science-backed, clinical products formulated in the Ultraceuticals in-house laboratory.

The clinical skincare sector is thriving and experiencing significant growth, driven by the consumer’s desire for products that really deliver results. Forecasts suggest that the sector will grow at twice the rate of the broader skincare market for the next decade,

Still owned by the founder and proudly Australian to this day, Dr Heber says “It is an honour to be offering a lifetime of great skincare to our loyal customers in Australia, and to be trusted worldwide. The complex science in our skincare and our clinically tested formulas means that consumers do really trust us to transform their skin”.

With many world firsts since the beginning, Ultraceuticals insists on rigorous in-house testing and independent clinical trials, before every product hits the market.

Head of R&D, Dr Sally Noushini. says the brand uses a combination of sophisticated, patented delivery systems and powerful anti-ageing superstars like Vitamin C, Vitamin A and Alpha Hydroxy Acids AHAs. Each product is developed with a ‘multi-pathway’ approach for optimal efficacy. “Where some brands are stripping products back to a single ingredient, Ultraceuticals is leaning in, using complex science to offer simple solutions that respect the complexity of skin”.

As CEO, Thomas has been creating a blueprint for accelerating the brand’s performance in Australia and New Zealand, whilst building on solid foundations in the US market. “Respecting the heritage of this cult brand while attracting a new audience is the key,” she says.

“In our home markets, we treasure our current customers, many of whom have used the brand for years, if not decades. We often find in one family that mum, daughter, aunty and sister are all using our products and the loyalty is amazing because of the results we deliver. We want to share the brand with a new generation as the next chapter unfolds”.

“Our leadership team is reinventing this trusted clinical skincare brand while staying true to our deep principles, enabling us to compete for another 30 years,” Thomas says.

“We are leaning into the new marketing model, building strong relationships with expert opinion leaders, such as dermatologists, partnering with creators to reach new audiences, and we are always looking for new salon partners who share our future vision for skincare.”

Professional treatments are at the heart of the brand with more than 500 clinic partners around Australia & New Zealand, many of whom have worked with the brand since the beginning. “When our clinic partners decide which brand to stock, the fact that Ultraceuticals is an Australian owned brand is often an important factor – alongside our incredible results – that prompts many to select us over a competitor. This is true in international markets too, where Australian brands are so trusted,” Thomas says.

When it comes to innovation, while Thomas acknowledges that skincare fads come and go, the consumer mega trend of focusing on wellbeing and ageing well, and seeking out genuine results when selecting skincare, is catapulting the company’s growth.

A continual focus on real innovation is paramount to stand out in the cluttered skincare market, she says. “Innovation for us always starts with a real human pain point – not a trend. Whether we’re exploring exosome research or other emerging ingredients and technologies, our philosophy always stays the same – does this advance skin health in a meaningful way, can we stand by the evidence?”

Consumers are seeking out products that make a genuine difference to how they age.

“What’s exciting is that the frontier of skin science is expanding. The silver bullet solutions of the past have evolved into a deeper understanding that ageing well is complex and everything is interlinked. Consumers are increasingly thinking about the concept of ‘healthspan’ as well as lifespan and this includes having great skin at every stage of their lives. This is what Ultraceuticals has always been about.”