Key Takeaways
- Doris Johnson co-founded Practical Alchemy, focusing on compact skincare essentials for busy lifestyles.
- The launch includes three products: Purify + Protect Duo, Vanishing Pimple Patches, and The Just In Case.
- The brand aims for sustainable practices, with plans for broader retail distribution and potential expansion into other personal care categories.
Innovative Skincare for Busy Lifestyles
Doris Johnson, a former IMG business affairs executive, recognized a gap in the market for travel-ready skincare products suitable for those with hectic schedules. After teaming up with Melissa Chu, ex-co-president of SiO Beauty, and Anna Maib, a packaging expert, they launched Practical Alchemy, focused on compact solutions.
Their initial product line includes three offerings developed over three years: the $48 Purify + Protect Duo, $20 Vanishing Pimple Patches, and $32 The Just In Case. The Purify + Protect Duo comprises 15 single-use sachets, each featuring a micellar-infused plant-based purifying cloth alongside broad-spectrum SPF 30 sunscreen, enriched with aloe, jojoba, green tea, glycerin, and shea butter. The cloth is made from hemp sourced from a regenerative German farm, contributing to its compostability.
Practical Alchemy aims to accommodate a user’s lifestyle. “You can slip it in your backpack, pocket, or diaper bag,” Johnson explains. The company operates with a small team, allowing for a lean, agile approach that emphasizes quality in formulation and sustainable materials without constraints from external investors.
The Vanishing Pimple Patches include 57 patches in varying sizes, designed to be worn up to eight hours. The patches feature a thin profile and beveled edge, indicating when they are ready to be removed by turning white, revealing the efficacy of the product. The Just In Case is a compact case lined with a mirror for easy reapplication of patches and made from post-consumer recycled materials.
Johnson reflects on product challenges, particularly with the sunscreen’s formula, which required extensive testing to reduce residue and enhance absorption. The packaging’s design ensures practical usage, eliminating waste. “The goal was to offer a solution that is genuinely easy and useful,” she notes.
Self-funding was key to the brand’s development, allowing Johnson to prioritize product integrity and brand identity. She emphasizes the balance between convenience and effective product use. The brand anticipates modest sales for initial growth, planning future releases of full-sized products in the fall.
Practical Alchemy’s vision extends beyond skincare essentials; the plan is to evolve into a holistic lifestyle brand. While currently selling direct-to-consumer, they aim for retail partnerships with established names such as Erewhon, Goop, and CAP Beauty, as well as expanding into platforms like Amazon and TikTok Shop.
The overarching mission is to create an enduring brand that seamlessly integrates beauty and practicality into everyday rituals. Johnson hopes to explore other personal care categories, reinforcing Practical Alchemy’s commitment to simplicity and effectiveness in skincare.
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