Topicals

Topicals is a skincare company that develops treatments for chronic skin conditions such as eczema, hyperpigmentation, acne and folliculitis. The brand positions its products as clinical-grade but accessibly priced multi-tasking formulas intended to shorten skincare routines, and states that every ingredient is supported by third-party, peer-reviewed research. Products are vegan and cruelty-free, and packaging includes recyclable formats such as aluminum tubes.

The catalog spans face, body and lip categories, including the Faded brightening and clearing serum line for dark spots and discoloration, Faded under-eye masks and dark spot patches, Faded brightening cleansing bars, Faded Dark Spot Peel Pads, Like Butter moisturizer for dry and eczema-prone skin, Slather exfoliating body serum and bars, High Roller ingrown tonic, Clearly acne mist and blemish mask, Sealed active primer, Slick Salve lip balms, plus accessories (drying dish, body buffer, tube key, travel soap tin), bundles, gift cards and branded apparel. Listed prices generally range from roughly $6 for accessories to $16-$38 for individual skincare items, with routines and bundles priced up to about $100.

A central positioning claim is inverted formulation: where the company says most brands formulate against the Fitzpatrick scale from 1 to 6, Topicals formulates from 6 to 1, testing on the deepest skin tones first. Its founders have also cited avoidance of ingredients such as hydroquinone, which they describe as potentially damaging to darker skin, and the company pairs its products with mental health advocacy, donating a percentage of proceeds to organizations including Therapy for Black Girls.

Founding story

Co-founder and CEO Olamide Olowe grew up with hyperpigmentation and post-barbae folliculitis and encountered dermatologists who said they did not know how to treat her darker skin. While at UCLA on a track scholarship she co-founded SheaGIRL, a younger-sister line to SheaMoisture, with Rechelle Dennis; parent company Sundial Brands was acquired by Unilever in 2017. After graduating in 2018 she began building Topicals. She met co-founder Claudia Teng, who had severe eczema as a child and worked as a dermatology clinical research assistant in high school and later in clinical research at Stanford's Department of Dermatology, where Teng observed a lack of Black patient enrollment in trials. In fall 2019 both abandoned plans to apply to medical school to build a skincare line for people of varying skin tones and conditions. Teng became chief product officer, developing and testing formulas with a team of experts including the head of pediatric dermatology at Stanford.

Business model

Consumer packaged goods brand selling skincare products directly through its own e-commerce site and through retail partners, with a subscription option offering 15% off the first three orders and free shipping on orders over $50.

Product sales of skincare items, bundles, accessories, apparel and gift cards at price points from about $6 to $100, sold direct-to-consumer online, via subscription, and through retailers including Nordstrom and Sephora.

Traction

Raised $2.6 million ahead of its August 2020 launch, which took place online and in select Nordstrom stores. Company-cited press states revenues increased threefold in 2021 and that one product was sold every minute in 2022, and describes Topicals as the fastest-growing skincare brand at Sephora.

Latest developments

The company's most recent product introduction is the Faded Dark Spot Peel Pads, described as its most intensive clinical-strength exfoliating treatment, priced at $20, alongside a Travel Cleansing Bar Set and a Limited Edition Birthday Set.