What I Learned Building a Skincare Brand That Prioritises Skin Health Over Quick Results

When I started building a skincare brand, I assumed the hardest part would be formulation.

I was wrong. The real challenge was choosing not to follow what sells fastest

1. The First Truth I Had to Accept

In India, skincare conversations are still deeply tied to one idea: lighter skin equals better skin. This belief is so deeply embedded that products promising “visible fairness” often outsell those focused on actual skin health — even when the science doesn’t support the claims.

One of the earliest lessons I learned was this: Most people aren’t taught to look for healthy skin. They’re taught to chase a colour. But skin is an organ. And organs don’t need to be lighter — they need to function well.

Healthy Skin Has a Glow of Its Own

When skin is truly healthy — well-hydrated, balanced, and repairing itself properly — it glows naturally, regardless of skin tone.

That glow:

• Isn’t instant

• Isn’t dramatic

• But it lasts

Healthy skin always shows.
Not because it’s lighter — but because it’s stronger.

2. Marketing Sells Faster Than Quality (But at a Cost)

Another uncomfortable lesson: Marketing often matters more than formulation.

I saw products with:

• Buzzword-heavy ingredient lists

• Little attention to balance or skin barrier health

• Aggressive actives designed for “before–after” photos

They sold well. They also created long-term skin issues.

Here’s the wow moment most people miss: A product can deliver visible results quickly and still be harmful over time. When skincare is built for speed instead of sustainability, the skin eventually pays the price — with sensitivity, dependence, or damage. 

3. Skin Doesn’t Know Your Gender

One of the clearest realisations while formulating was this: Skin does not discriminate by gender. Men and women have skin. Skin responds to ingredients — not marketing labels.

Yet the industry insists on:

• Separate products for men and women

• Different fragrances, packaging, and branding

• Often the same base formulation underneath

This separation is more about storytelling than science. At Lumaè, we chose to be gender-neutral because:

• The same high-quality ingredients work for all skin

• Barrier repair, hydration, and antioxidant support are universal needs

• Healthy skin isn’t masculine or feminine — it’s human

Why “Quick Results” Became a Red Flag for Me

The deeper I went into formulation, the clearer one thing became: Quick results often mean the skin is being pushed, not supported. Stripping, exfoliating, or overstimulating the skin can create visible changes — but they come at the cost of long-term health.

What Building This Brand Ultimately Taught Me

Skincare isn’t about perfection. It’s about resilience. Doing the right thing for skin health is rarely the fastest way to build a brand. But it is the most honest one.

A Thought I’ll Leave You With

Trends will keep changing. Marketing will keep getting louder. But skin remembers everything you put on it. When you choose skincare that prioritises health over hype, the results don’t scream — they stay.

And when skin is healthy, its natural glow doesn’t need explanation. It simply exists — in every shade, every gender, and every stage of life.