Face Reality is looking to destigmatize acne treatment, one professional and holistic consultation at a time. The anti-acne market has historically been one of medical aesthetics and the stronger-the-better treatments of benzoyl peroxide and salicylic acid. In the 1990s, Proactiv Solution introduced a celebrity-endorsed product range to market that helped normalize the condition. When pimple patches from K-beauty entered the scene in the late 2010s, they brought a sense of levity, humor, and an embrace of a skin condition often marked by shame and low self-esteem.

Acne affects 50 million individuals in the US alone, while the global acne treatment market is expected to reach $16.2 billion by 2032. A study by Pierre Fabre Laboratories, published in the Journal of the American Academy of Dermatology (JAAD) in February 2024, showed that the prevalence of acne worldwide is 20.5%, affecting 28.3% of adolescents, 19.3% of individuals ages 25 to 39, 23.6% of women, and 17.5% of men. The impact of the condition isn’t just surface level; 27% of those suffering from acne gave up activities they loved, and 31% changed their plans due to the condition. According to a 1,000-person study done by Face Reality, 91% of respondents said their acne made them feel anxious, and 85% stated it had a negative impact on their confidence.

Today, many consumers are still left standing in the drugstore aisle, mixing and matching a concoction of actives they hope will clear up their skin. When one doesn’t deliver results quickly enough, they may increase their percentage or switch products, a dicey gamble that can sometimes exacerbate problems. Creating a product that clears up their skin will not only establish a strong emotional connection to the product but also increase the likelihood of brand loyalty.

It is at the intersection of efficacy, professional guidance, and whole-system thinking—propositioning a new model to replace one-size-fits-all acne solutions—that Face Reality operates. The company was founded in 2005 by aesthetician Laura Cooksey and food/hospitality veteran Patrick Romani. Working closely with the company’s Acne Experts—licensed skincare professionals who have undergone a six-hour training certification program—protocols are personalized based on the type and severity of acne, as well as the individual's skin type.

Underlying these treatments is the company’s Clear Skin Method, which consists of three pillars: a personalized product routine; regular in-clinic treatments that include skin analysis, extractions, and exfoliation; and lifestyle guidance on factors such as nutrition and stress levels. After all, the gut microbiome and inflammation levels are closely intertwined with skin condition, while whey protein, biotin supplements, and even dryer sheets can exacerbate acne.

Customers have regular check-ins and skincare routine adjustments throughout the first 90 days of their journey. For those unable to make it to the office, the brand also offers virtual consultations. "Self-diagnosis in acne is hard. Every skin type and acne type is different, and people have varying tolerance levels for ingredients,” Face Reality CEO Jeremy Soine told BeautyMatter. “That's why we offer products in different strengths—it's about leading the adaptation to stronger products as skin improves." A multicenter, 16-week study with 60 participants on the Clear Skin Method using the Investigator’s Global Assessment (IGA) five-point rating scale for acne severity found an 80% success rate in reducing acne, versus lower rates of success for prescription treatments like adapalene (16%) and benzoyl peroxide (21%). Accutane had a 87% success rate but also comes with potential side effects like joint pain or hair loss.

In 2024, the company reported revenue growth of 53%, a growth ten times the global acne industry average. Its B2B sales also increased 53% year over year, while the number of Acne Experts increased 31% to a total of 8,000 professionals in its network. The company’s projected revenue growth for 2025 is 31%.

Face Reality has a DTC online storefront, but this is limited to a smaller range of products with lower active percentages. “Our bread and butter has been solo estheticians,” Soine said. “We are committed to building the businesses of those partners that we're working with.” Having a DTC site might seem counterintuitive, but for those researching the brand and unable to see an esthetician or dermatologist, purchasing the brand’s products online remains a useful route of engagement.

Ninety-five percent of the products are still sold through practitioners; however, Soine is eager to expand the brand’s reach to consumers. "Building brand awareness directly with consumers is key. But we also can’t replace the trust and advocacy of estheticians—they will always be a vital part of what we do. If we can build that brand awareness and encourage people to return to those professionals, it’s a win for everyone."

As part of that strategy, the brand has built partnerships with figures like Douglas Preston, an esthetics expert and founder of Preston Acne Pros, who not only helps lead the brand’s educational events but also created an extraction tool available exclusively through Face Reality Skincare. Summer House star Paige DeSorbo documented her months of experience with the brand’s treatment protocols on social media. "Our agreement with anyone we work with is not about just posting nice things about Face Reality. I want to capture a months-long experience, where they work with one of our acne experts and share their journey—whatever happens, they share it,” Soine said.

In September 2022, Norwest Venture Partners made a majority investment in the company to increase its esthetician channel. Sonya Brown, Norwest General Partner and co-head of the firm's growth equity  team, who helped build brands like MAËLYSand PCA Skin, joined the Face Reality board. “We didn't necessarily have capital needs; we're a reasonably profitable company. But from an expertise standpoint, it's been really helpful for us just to, you know, have a different level of access to resources to help the leadership team be more effective,” Soine said.

With Nancy Leung as Senior VP of Product Development, that expansion includes entering new acne-adjacent categories, such as hyperpigmentation and skin barrier health and developing acne-safe sunscreens. Face Reality conducts an annual survey with its acne experts to identify areas for improvement. As a result, a patent-pending, micronized version of benzoyl peroxide was developed, which is less harmful to the skin but more readily absorbed.

The brand launched two supplements, Clear Skin Restore, a zinc and a probiotic blend, and Clear Skin Balance, an Omega-3 and antioxidant mix, in January 2024. In February 2025, the company debuted GlowTone Corrective Serum to target post-inflammatory hyperpigmentation, sun damage, and uneven skin tone. The product features a Hexa-Bright Complex containing azelaic acid, tranexamic acid, alpha-arbutin, niacinamide, vitamin C, and acetyl glucosamine.

Beyond their products, Face Reality is hoping to change the conversation around acne treatments, speaking to the individual and a deeper, holistic approach, while strengthening the professional channel. As Soine concluded, “I really believe that people today are looking for more of a lifestyle solution, not just one right product. It's a huge opportunity for this professional channel in particular. I continue to be excited about the impact that we're making by zigging when everybody else is zagging.”