Sarah Nicole Skincare Protects The Skin Barrier With A Pared-Down Range Of Three Products

In a digital age that gave rise to shelfie images packed with products, Sarah Nicole Skincare founder Sarah Payne is encouraging consumers to pare back their skincare routines to provide skin a chance to recuperate.

“Many skin symptoms we experience trace back to an impaired skin barrier. Think about everything that throws your skin out of balance making it sensitive, dry, dehydrated or dull: over-exfoliating, retinoids, too many actives, harsh products, seasonal changes, travel, jetlag and diet,” she says. “When it comes to nurturing and caring for your skin in a way that puts its essential health first, a less-is-more approach is key.”

An aesthetician and influencer with the Instagram handle @youglowgal, Payne’s skincare minimalism is epitomized by her brand’s three stockkeeping unit range. The hero product Nourishing Cream retails for $49.99 and is formulated with lipids to address conditions caused by a compromised skin barrier. Rounding out Sarah Nicole’s range are Preservation Serum featuring retinaldehyde, a gentle form of retinol, and calming facial oil Dew Drops. The retail for $79.99 each. Sarah Nicole has no intention of cranking out different skincare lines under the brand’s umbrella.

Sarah Nicole Skincare
Priced at $49.99, Sarah Nicole Skincare’s hero product Nourishing Cream is formulated with lipids to address conditions caused by a compromised skin barrier.

“I believe it takes 28 days to really see the effects of any product you use. A lot of us get consumer fatigue, especially with how saturated this industry is now. You’re constantly being bombarded with something new. When you’re constantly trying new things, you may find that you may not be able to find skincare that really works,” says Payne. “We want to help our customers return to skin health, and that is all about protecting the skin barrier. Part of that is getting back to the basics and helping customers set realistic expectations, instead of continuously buying skincare they see on Instagram.”

The skincare brand is available for purchase on its website and has no plans to enter retail distribution at the moment, although Payne doesn’t rule out retail partnerships completely. Spa distribution is a possibility. Payne previously worked at Hiatus Spa and Retreat in Dallas, and it as well as similar spas are on her radar as stages for her brand’s sales. She has no interest in pursuing big retailers such as Sephora and Ulta Beauty at this time.

“When it comes to nurturing and caring for your skin in a way that puts its essential health first, a less-is-more approach is key.”

In the skincare market, Payne pegs Sarah Nicole’s pricing as moderate. “A lot of consumers have a different view, but, from the inside, a $100 serum is justified,” she says, noting that, as an emerging brand purchasing relatively small quantities from suppliers, Sarah Nicole had to pay more than a larger brand that’s achieved economies of scale. Sarah Nicole aims to keep pricing below $80 per SKU. With the exception of Dew Drops, its products are housed in non-recyclable plastic and acrylic packaging. Moving toward eco-conscious packaging is a high priority for the brand.

Since November 2015, Payne has been gathering insights via her Instagram account that have helped shape Sarah Nicole and her understanding of the skincare segment. Her relatable feed, filled with comedic memes about the struggles of skin, has drawn more than 13,400 followers. While she has a close relationship with her followers, Payne doesn’t view her Instagram channel as a revenue driver for her brand.

Sarah Nicole Skincare founder Sarah Payne
Sarah Nicole Skincare founder Sarah Payne

“You would look at @youglowgal and see the numbers and think, ‘She must really be able to tap into sales,’ but the type of customer that follows me isn’t necessarily Sarah Nicole Skincare’s customer,” she says. “We might play around with it again, but they just don’t bite.” For fellow influencers looking to branch out to their own brands, Payne says, “Don’t bank on your followers being your customers.”

Sarah Nicole has spent $150 to $300 on a few sponsored Instagram influencer posts. The sponsored posts netted little return, according to Payne. “I don’t think influencer marketing should be done away with, but the golden days of it are dwindling, I think,” she says. “To improve this, the ego really needs to be taken out. Yes, we create content and should be compensated for it, but we also need to realize our true market value and understand brands are also a business. Not only do influencers need to be treated fairly, but so do the brands you desire to work with.”

“We want to help our customers return to skin health, and that is all about protecting the skin barrier.”

Payne’s boyfriend and Sarah Nicole’s co-founder Ilya Feynberg runs Sarah Nicole’s operations, marketing, web development, data analysis and supplier management. Payne spearheads most of the brand’s creative initiatives and customer relations. Payne says, “Sometimes our responsibilities crossover, but we try to stay in our own ‘genius zones’ to focus on what we’re really good at without stepping on each other’s toes.” Payne and Feynberg invested $30,000 to launch Sarah Nicole.

Next year, the brand will explore bringing on an investor. “It may come down to friends and family in our first round of investing, so we can maintain as much equity as possible,” says Payne. “Maintaining control and direction without giving up a lot is really key for us.” The brand’s fundraising target is between $50,000 and $100,000, and it expects the capital would go to restocking inventory, sampling and product development.

Sarah Nicole Skincare
Sarah Nicole’s lofty goal for 2020 is to reach $500,000 to $1 million in sales.

In 2020, Payne says her “loftiest sales goal” is for Sarah Nicole to generate $500,000 to $1 million in sales. The brand’s core customers are in their 30s and 40s. “Most of them are experiencing issues that are related to skin barrier issues like a significant increase in fine lines that is not really age-related. It’s more like inflammation and dehydration, dull, lackluster skin and enlarged pores,” says Payne. Her brand could add a facial cleanser, eye cream and antioxidant serum to its assortment in the future, and it will soon introduce an online skin barrier IQ quiz. Giving customers personal skin barrier scores to determine whether or not their skin issues are caused by barrier neglect and product recommendations.