Urban Skin Rx snapped up by American Exchange Group

By Alessandro Carrara | Published: 21-Jan-2025

Rachel Roff, a licensed aesthetician, founded the brand in 2010 which creates products for consumers with melanin-rich skin

Urban Skin Rx has been acquired by Ax Beauty Brands, a subsidiary of American Exchange Group.

The skin care brand, also know as USRx, is stocked in retailers including Ulta Beauty and Target and was sold to the brand owner for an undisclosed sum, according to WWD.

Rachel Roff, a licensed aesthetician, founded the brand in 2010.

Roff grew the brand from a start-up into a multi-million dollar skin care business which places a focus on consumers with melanin-rich skin.

Victoria Payne, the company’s CFO, took over as CEO on 31 August 2024 after Roff decided to step down.


“18 years ago I set out with the mission to make the skin care industry more inclusive of the needs of consumers with melanin-rich skin,” Roff said at the time.

“Although major disparities in the industry still exist, I am beyond proud of the work that the USRx team and I have accomplished,” said Roff.

“We have launched over 50 custom formulas while reaching over one million customers directly through our website and on Amazon, and we have been stocked at over 13,000 retail doors.”

(Photo Credit: Urban Skin Rx Instagram)

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