SUSTAINABLE SKIN CLEANSING
SUSTAINABLE SKIN CLEANSING
The Challenge
Waschies® sought a unified brand voice to reflect their mission: sustainable self-care for every body and every day.
Tasked with a digital-first refresh, I partnered with their team to bring clarity, emotion and scientific credibility to every touchpoint—transforming both tone and online shopping experience.
The Vision
Alec wanted Sweet Chemistry®’s communication to be unapologetically science-forward to reflect his evidence-based R&D approach, while feeling human and approachable, just like the brand’s unorthodox name.
The Work
To relaunch Sweet Chemistry®’s website and store, I worked closely with Alec to understand the science behind the brand: I then translated it into a language both industry professionals, as well as consumers could understand.
Brand Intro
More scientific than any skincare brand I had ever worked on, I wanted to make sure Sweet Chemistry®’s strong foundation in regenerative medicine was the first thing people read upon entering the website. After many discussions with Alec and his co-founder Dr. John O’Neill (biomedical engineer and organ regeneration specialist), we settled on what you see to the right:
“Created to heal organs
made to repair skin”
Sweet Chemistry® is where regenerative medicine meets uncompromising cosmetic science to create evidence-based skincare worth the hype.
Landing Page*
Together with a team of UX/UI designers, I then crafted the copy + overall copy structure of the landing page including:
*For space reasons, the following content is a preview of the copy I created for sweetchemistry.com.
Points of Difference
Clinicals
R&D Introduction
Ingredient Origins
Build Collagen Without The Trauma
CURRENT PRACTICES
Most cosmetic treatments that promise to “build collagen” (ablative lasers, radiofrequency microneedling, bio-stimulatory injectables, etc.) have the potential to damage your skin, and in the process, create collagen in the form of non-functioning scar tissue.
> According to a survey by The Aesthetic Society, plastic surgeons are reporting that many of these treatments can decrease skin quality/function over time and make it more difficult to perform future invasive procedures.
SWEET CHEMISTRY PRODUCTS
Our products repair your skin and visibly restore dermal collagen in as soon as 4 weeks without causing damage, forming healthy looking, living tissue.
> This improves your skin quality as you age and allows you to stave off invasive procedures a little longer, should you desire them.
Upgrade to Hundreds of Bioactive Polypeptides
Less Marketing, More Space for Actives
Botanicals & Preservatives That Keep Your Microbiome in Mind
The World’s 1st Airless Glass Packaging
Points of Difference
Let’s Get Clinical
With Alec’s support I then reworked the clinical study descriptions and selected the visuals supervised and designed by Dr. John O’Neill that we felt best captured the product’s results, select preview below:
Visibly reduced global fine lines & wrinkles
Fine lines and deep wrinkles are visibly reduced, and skin looks noticeably smoother in only 4 weeks.
Increased skin hydration
Essential skin hydration increases significantly within a few weeks and continues to build with regular use.
Improved the appearance of hyperpigmentation
Hyperpigmentation/age spots are reduced within four weeks for more even skin tone and brighter complexion.
I then sat down with Alec to figure out how I could best introduce the research of Sweet Chemistry®’s parent company Xylyx Bio that led to the discovery of their products’ proprietary, INCI-recognized Matrikynes® peptides:
A cosmetic chemist and a biomedical engineer walk into a lab
R&D +
Ingredients
The Origins of Matrikynes®
Aside from being our award-winning formulas’ defining ingredient, Matrikynes® are used in clinical applications in regenerative medicine: They were born from innovative research in organ tissue repair by Dr. John O’Neill, originally from Columbia University's Laboratory for Stem Cells and Tissue Engineering, and his team at our parent company Xylyx Bio.
Beyond creating this novel peptide technology we use in our products exclusively, Xylyx Bio develops biomaterials and organ support systems: From lifesaving surgical lung sealants, to advanced platform technologies for organ rehabilitation and transplantation, to helping discover novel cancer and fibrosis treatments.
These matrikine signal peptides are derived from extracellular matrix (ECM), the essential, life-sustaining substance that surrounds every cell in your body. ECM gives cells the ability to organize and communicate which signals your skin to regenerate and repair.
The Matrix
To create Sweet Chemistry Matrikynes®, our scientists break down extracellular matrix proteins into skin penetrable peptide fragments using a process known as proteolysis.
The Great Loss
The ECM supports cell function and helps cells communicate, repair, and regenerate, which is essential for maintaining a healthy skin barrier. Over time, due to factors like sun exposure, stress, and aging, skin ECM starts to break down, resulting in a progressive loss of important ECM components like collagen, which eventually leads to the development of fine lines and wrinkles.
Building Blocks
The ECM is made up of structural proteins you might be familiar with such as collagen, elastin, laminin, fibronectin, and contains components such as hyaluronic acid, ceramides, squalene, glycosaminoglycans, cholesterol, minerals, epidermal growth factors, and many other substances that are essential to the human body.
Collagen Rescue
While traditional formulas use synthetic/artificial peptides to help rebuild collagen with some success, we also formulate with our proprietary, highly bioavailable ECM polypeptides, which are derived from ethically-sourced, USDA-compliant, upcycled bovine bones the food industry would otherwise discard. What makes bone the source of choice for our polypeptides is that it is a tissue with natural regenerative properties and an unparalleled reparative capacity.
