Consumers can now discover their own personalised DNA-based skin care routine tailored to their needs with the launch of KNOW Beauty, the new direct-to-consumer smart skin care brand co-founded by actress Vanessa Hudgens and singer Madison Beer.
Developed by Hudgens and Beer in collaboration with dermatologist Dr Karen Kagha, the new brand aims to empower consumers to 'know' their skin using a Skin DNA Kit (US$95) – said to be the first accessible at-home DNA test – as well as an online skin diagnostic quiz to provide a personalised routine and product recommendations.
Consumers can take the skin diagnostic quiz to analyse lifestyle factors such as diet and stress levels that can affect their skin health, while the DNA kit assesses seven unique factors that impact an individual's skin over time, including collagen quality, skin elasticity, fine lines and wrinkles, UV protection, antioxidant protection, hyperpigmentation and skin sensitivity.
The brand then uses the information to provide customers with a personalised recommended skin care routine from its product range, which includes a range of cleansers, moisturisers, serums, eye, mask and treatment products (from $20–30).
High School Musical actress Hudgens and 'Selfish' singer Beer said they were inspired to create the line after their experiences growing up in the public eye with their own skin challenges, after becoming frustrated with the difficulty they had finding products to combat their issues and understand their individual skin needs.
They teamed up with dermatologist Kagha due to her experiences with developing customised skin care solutions to help her patients feel more confident in their own skin.
Kagha, KNOW Beauty's Chief Medical Officer, commented: “Our skin has the power to affect how we interact with the world.
“I wanted to create a more effective process for everyone who feels unsure about themselves or left out of the conversation.”
Customers can take the skin diagnostic quiz and shop the brand's product range now exclusively at knowbeauty.com.
