New £500-a-pot skin cream has 30,000 customers on its waiting listJune 27, 2023
New £500-a-pot skin cream from British brand has 30,000 customers on its waiting list
- The brand has had to ‘ramp up’ production to meet the demand for its products
A new skin cream from a British brand has 30,000 customers on the waiting list – even though it costs nearly £500 for just 100ml.
It helps that Gwyneth Paltrow, Eva Longoria and Victoria Beckham are fans of the company, and previous products – including a £2,000 home laser – have won rave reviews.
But the growing virtual queue for Lyma’s first skin cream – among the priciest in the world – has surprised even founder Lucy Goff.
She said: ‘I thought we might get a few thousand. We are bowled over. We have ramped up production to meet demand.’
The new Lyma Skincare costs £495 for a starter set of 50ml serum, which users put on first, and 50ml cream. Both come in the brand’s distinctive gold packaging, with refills £445.
Lyma gained a following among beauty fans and celebrities – also including Kim Kardashian and Kate Hudson – after launching a £199-a-month daily supplement in 2018
Using it morning and night, with three pumps of each, makes that amount enough for 30 days, Goff said. It also makes it close to £5,500 a year.
Lyma gained a following among beauty fans and celebrities – also including Kim Kardashian and Kate Hudson – after launching a £199-a-month daily supplement in 2018. A £1,999 at-home laser, which is said to offer facelift-style results, followed in 2020.
Although they were sent products to try, none of the famous names were paid to endorse them. Paltrow liked the products so much she began selling via her Goop website, which also sell in the UK at Harrods and Harvey Nichols.
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The wait list for Skincare was started two weeks ago after Lyma emailed existing customers of its first two products to gauge interest in its latest – and it was inundated with queries. Most are women aged 45 to 55, but there are also men of a similar age on it too.
Critics question the cost of top-end creams like this which is up there with one of the hottest beauty potions of the last decade – Estee Lauder’s La Mer, which comes in at £425 for 100ml of face cream.
But Goff said Lyma has won over fans by working with doctors and using science to create products that trials show work.
For Skincare, on sale this week, Lyma points to a doctor-led clinical trial over 12 weeks (on 50 people aged 30 to 55). Results based on a skin probe included a 72 per cent improvement to skin hydration, 51 per cent firmer skin and 21 per cent reduction in redness.
‘Most of the industry uses consumer panels, where a tester using a cream reports whether they think, for example, their skin is firmer or plumper,’ Goff said.
‘That can be very subjective, whereas a probe accurately records skin condition.
‘But there is another reason we don’t think panels work well. We tried them on our first product years ago before it went on sale. I found dozens on sale on eBay, so obviously testers just sold them and made up the results.’
Goff explained the science that underpins Skincare too.
Conventional skin creams focus on reducing the signs of ageing, but Skincare ‘is the first to address why we age’.
Most just help the top layer of skin to look better, Goff said, but the new product – three years in the making – works deep under the top layer too to stop it ageing in the first place.
She said: ‘Our medical team have cracked a code, and found there were eight mechanisms of skin ageing – and you need to target them all in order to change. So we found the best ingredients to do that.
‘If you don’t target them all then the architecture of the skin will not change. It would be like baking a cake with just eggs and sugar, but you need flour and butter.
‘Our product is not like the rest of the market which – whether expensive brand or sold in high street chemists – is all doing the same thing. They are working cosmetically on the top layer, which is skin that is dying anyway.
The brand released a £1,999 at-home laser, which is said to offer facelift-style results, in 2020
‘You are fighting a losing battle if you only tackle the surface level signs of ageing.’
Dr Graeme Glass, a plastic surgeon and a professor at Weill Cornell Medical College in New York, worked on Skincare, as he had the laser.
He said: ‘The fact is topical skincare products are formulated to feel good, to look good and to smell good, in that order but we sought to do things differently and we succeeded.’
Lyma Skin is aimed at older women, but men are on the list too – and it will also help younger people.
Skincare will be sold just via the Lyma website for six weeks, and then roll out to Patrow’s website Goop, Harrods, Harvey Nichols and more skincare retailers.
London-based Lyma was founded in 2018 by Goff, 50, and it now has 35 employees.
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