Found in Beauty is a column where experts and creative minds share insights and their genesis in the game. Ahead, we have Marc Gallagher, Chief Marketing Officer at Facetheory who is spearheading the Asian expansion of the UK-based skincare brand.
The days of uneducated guesses have long been behind us when it comes to shopping for skincare. Nowadays, the average shopper is not going in blind. From recognising their skin types to understanding how it interacts with the environment, today’s consumers are smarter than ever—and Facetheory’s Marc Gallagher knows this.
Even if you don’t know what your skin needs (because let’s face it, ingredient analysis can be quite a daunting task), the skincare company is here to empower its customers. As a new entrant to the local beauty market, the brand may have to overcome several barriers to entry, and aligning with consumer values may prove to be effective for courting Malaysian shoppers. On its website, Facetheory has a quiz section that asks you to list out primary concerns, how much you’re willing to spend to address the issues, and more. If you’re ever anxious about where to start in your beauty ritual, there are resources available.
But Gallagher is truly not sweating much on this part. “Malaysian consumers are savvy and well-informed about their skincare needs,” he said. We have to agree. We grew up in households that treasure every single drop of SK-II’s Facial Treatment Essence. Today, our skincare routine includes some of the latest and greatest from South Korea. All of this is to say that our proximity to excellence has resulted in a certain expectation of the products we choose to buy.
Skincare enthusiasts can have downright encyclopaedic knowledge when it comes to their skin. Even more advanced ones are able to find out exactly what is irritating their skin, or what can and cannot work in certain environments and lifestyle choices. This subset of the clientele can be quite a challenge for marketers. But the ask has always remained the same. We want our skincare routine to do just as it promises on the bottle. If that box can be ticked off, all it has to do is keep up the good work. For the discerning, they might even expect the brands they consume to mirror their personal values. Retailers like Sephora have long been in the habit of labelling products as ‘cruelty-free’ and ‘recyclable’ in order to make shopping smoother for those with stringent standards.
The balancing act proves to be a task that Gallagher can work on without breaking a sweat. Since its inception in 2014, Facetheory has been manufacturing vegan and tailor-made formulations in-house. Even as it expands into Asia, this part of the brand’s operation remains the same. “Aside from the personal touch, this allows us to ensure the highest quality in every product. At the same time, we’re also minimising our environmental impact by reducing mass production processes,” Gallagher enthused. “We have complete control over the entire process, from formulation to production. For our customers, it translates to high-quality products that are consistent and reliable. You can trust that every product is crafted with love and backed by rigorous testing—because your skin deserves the best.”
Keeping operational processes in-house grants Facetheory access to a certain kind of liberty. First of all, they don’t have to rely on any external parties. A new innovation hit the market? They can get right on it, no queues necessary. It’s an independence that is not afforded to many, so this is something that Gallagher relishes. “It gives us the freedom to innovate and respond quickly to customer feedback. We can develop new products that meet the needs of our community and maintain our commitment to sustainability without external pressures.”
There was a point during our research for this interview where we wondered how the brand manages to stay hand-made as it expands its reach. ‘Surely it puts a strain on the production line?’ we pondered. After all, we just went through multiple worker’s strikes—both the Writers Guild of America and the Screen Actors Guild went on strike in 2023. There’s also the looming threat of artificial intelligence and how the job market is shifting. But fret not, because the brand is B-Corp certified, which is a marker that the business is meeting high standards of performance, accountability, and transparency. Part of the rubric? A healthy workplace culture. In order to get the certification, brands would have to dedicate months if not years to achieving the necessary marks before they are awarded one. “This is a testament to our commitment to social and environmental responsibility. It holds us accountable for everything we do, from sourcing ingredients to impacting our community. Being a force for good is just as important as being a successful business,” said the Chief Marketing Officer.
Some of their hit products include the Glow-C Daily Moisturiser SPF 30 and the HydraSerene Night Cream. Both are in the ‘Protect’ step of the recommended four-step routine and are the perfect places to start exploring the brand. Gallagher recommends we give the product at least four to six weeks to work. “Skincare is a journey, and some active ingredients need time to show results. If you don’t give a product a fair shot, you might miss out on those incredible benefits, especially if it’s designed to transform your skin over time,” he expressed.
As Facetheory is settling its roots in Asia, Gallagher has his eyes set on the future. For him, the next big thing will be barrier-repairing ingredients—which is music to our ears, especially when the recent trends revolve around the wonders of retinol and the blends of acids that can help us retexturise the skin. “It’s exciting. Biotechnology is revolutionising the way we source and create innovative actives with a lower environmental footprint,” said the chief. This means that Facetheory can only get even more sustainable with their upcoming launches and reformulations as industries come up with more cutting-edge methods.
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