When we launched the brand over 20 years ago, consumers were hungry for efficacious skincare products that delivered real results. Many of the products available to them did not have active ingredients found in dermatologist offices and were essentially fancy hydrators with no real anti-aging benefits. We saw this as white space. With Dennis’ deep expertise in his living lab, we created the Alpha Beta Daily Peel, an at-home version of the practice’s most popular professional peel.
The groundbreaking, two-step Alpha Beta Daily Peel created a new category of dermatologist-developed skincare and disrupted the industry. We asked people to peel daily at a time when intense chemical peels were thought to be state of the art but, in reality, were causing serious damage. Our peel was and still is different—not only was there no downtime, but the peel was also proven to strengthen the skin and improve the moisture barrier while building collagen. The unique combination of active ingredients, antioxidants, and soothing botanicals delivered an immediate radiance with long-term benefits for signs of aging, hyperpigmentation, and acne. Over the past 20 years, we introduced the peel to hundreds of thousands of consumers, changing their skin and leaving a lasting positive impact on their lives. This set us on a path to create other treatments that would deliver clinical results at home. We went on to build a brand that set the gold standard for dermatological treatments, prioritizing safety.
Founder: Carrie Gross and Dr. Dennis Gross
Founded: March 2000
Leadership:
2023 Full Year Expected Revenue Range: $100 to $125 million
Categories: Skincare, Tools, Spa Services, Cosmetic Services
Distribution Channels: Prestige, Amazon, Department Store, Professional
Funding Rounds: Private Equity
June 2020, Main Post Partners made a minority investment in Dr. Dennis Gross Skincare, representing the brand’s first outside investment.
Notable Investors: Main Post Partners
Has your brand participated in any form of an accelerator program? Sephora Incubator and Surge Brand
What are some of your key business initiatives for 2023?
Our three key 2023 business initiatives include international expansion, continued focus on our professional channel, and launching a new brand partnerships channel. Internationally going global with Sephora, we are partnering to launch in EMEA including the UK and Turkey while continuing to open new doors in already established territories, with the goal of growing international to 30% of our total business. In spa, we are focused on developing new partnerships with wellness properties, luxury destinations, and day spas, expanding our elite portfolio of spa doors and treatment offerings. We are also working with HydraFacial to develop a new booster that leverages our skincare know-how and patented formulations in a professional setting, delivered by HydraFacial’s patented technology.
What are you most proud of having accomplished?
As a female CEO, founder, and mom, I am so proud of building a successful global business with my husband while raising four children—not an easy task. I am proud of our ability to stay true to our brand DNA while continuing to innovate and disrupt for all these years while at the same time building a strong team that cares deeply about our work and brand mission. We have never lost sight of our mission and identity. Even though we’ve grown big, our workstyle is like a small business, fostering collaboration and infused with the energy of a start-up. In fact, Dr. Gross has found a way to remain even more accessible to clients using technology to connect with consumers across the globe. Science is state of the art, so it makes sense that our success is driven by continuing to develop the highest quality technologies, delivery systems, and ingredient cocktails. We’ve successfully encouraged all this innovation without detracting from our brand philosophy.
What has been the biggest surprise since the brand was founded?
The biggest surprise was the power of our clients. Before influencers became a key driver, we had a growing group of consumers who loved what we did so much that they took it upon themselves to spread the word. We grew organically through word-of-mouth thanks to these self-appointed brand ambassadors. We’ve since brought them into the brand for workshops to give feedback and inside looks at new product launches. Their feedback is invaluable.
What aspect of your brand DNA fuels your competitive advantage?
Our brand DNA is intertwined with Dr. Dennis Gross’ philosophy and approach to skincare —his professional experience as a cancer researcher, practicing dermatologist, and formula innovator are cascaded into every aspect of the brand. He has an advantage by being a practicing dermatologist. He works in a living lab and is always exposed to patients and their lifestyle and skin goals—whether it is a one-step or ten-step regimen. Our brand delivers science-based skincare with humanity. We call it skincare with a soul. Skincare is personal. We prioritize human interactions, meeting the consumer where they are to educate, recommend, treat—and follow up! We really go on a journey with our consumers and are there with them as their skin changes at every stage of life. Our products are formulated with proven active ingredients and state-of-the-art delivery systems to give transformative improvement while never throwing the skin off balance. We clinically test every single product and formulation as well as full regimens. We compile before and after images so that you know our products work. The products’ tried-and-true, immediate, and long-term benefits combined with Dr. Gross’ unique philosophy on skin health, product formulation, and consumer education, set us apart.
Please share your insight on the future of the beauty industry.
Skincare will become more synonymous with wellness, and we will see beauty become less gendered and more aligned with selfcare. Wellness no longer is a luxury; it has become essential to modern life. Technology will allow consumers to better diagnose their skin health and create a more personalized beauty experience. We will continue to see trends come and go. However, the big wins in the industry will be by brands who have efficacious products. People expect results. If you don’t provide them, they won’t repurchase.
What is the best piece of advice you’ve been given?
I’m a voracious reader, and a quote from Simon Sinek’s book Start With Why has stuck with me for years: People don’t buy what you do; they buy why you do it. It is really about leading your business with the “why?”. Create an emotional connection to your brand and the rest will follow.
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
Identify the white space and innovate. The beauty industry is becoming increasingly more crowded. To stand out, you need a fresh idea and unique positioning. Ask yourself what you can do better than anyone else, start there, and be clear on your brand mission. Be crystal clear on your strategy. Make sure that the strategy is shared and understood among your leadership team and then commit to action. After you take those two steps, you can unify action. No brand has unlimited resources, which is why crystalizing the strategy is so important.
If you could change one thing in the beauty industry, what would it be?
I would tackle misinformation and increase accessibility to information that is credible and relevant to clients’ specific skin concerns. If someone doesn’t have the authority to properly recommend products, there is a potential for a negative experience. Lack of credibility or expertise in formulating or recommending products that contain active ingredients puts the client at risk. Consumers are craving expert-led brands that can deliver efficacious products. When consumers are armed with accurate information, they can make the best decisions for their skin.
