Launched: 2019
Key Executives
2025 Full Year Expected Revenue Range: $30 to $50 million
2025 Projected Offline Distribution Points: 450
Primary Category: Skincare
Other Categories: Bodycare, Fragrance
Key Markets: United States, Canada, United Kingdom
Retail Partnerships: Blue Mercury, Nordstrom, Amazon, THG The Hut Group, Violet Grey
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Prestige, Boutique, Department Store, Third-Party E-Commerce, Professional, TikTok Shop
Funding Rounds: Venture Capital
Katie Borghese: I worked in the private label industry and grew frustrated with the constant push for new products. Brands seemed obsessed with newness, using it as a strategy to generate buzz and sales. I started thinking, what if we focused more on quality of formulation and rigorously tested each product before launch to ensure its efficacy? While pondering these questions, we were also working with a team of scientists on what would eventually become our SIREN Capsule Technology—a new approach to skincare that was so groundbreaking we wanted to keep it for ourselves.The turning point came when I had dinner with Tina. The theme was our shared sentiment that there had to be a smarter approach to skincare, and it became clear that she was the ideal partner. Together, we wanted to create something that challenged the status quo, focusing on sustainability, efficacy, and enduring quality.
Tina Chen Craig: I was in search of a simple yet effective skincare routine that provided real results without irritation and without taking up too much time. Cosmetic confusion had left me with a cluttered beauty counter and 15-step routine, yet my skin was struggling. I’d developed rosacea and sensitivity. I wanted to do skin resurfacing, but laser resurfacing isn’t a good option for Asian skin. I began asking the brands I’d been working with, “How can I create just a few great results-oriented formulas to replace at least half the products I’m using?" Everyone said it wasn’t possible until I met with Katie.
Insights provided by Tina Chen Craig + Katie Borghese, Co-Founders
Key business initiatives for 2025?
KB: We have some truly exciting (and even some unexpected) things in the works that will disrupt the market and improve your skin like never before. Expect more innovation as we continue to research all the ways we can utilize our patent-pending SIREN Capsule Technology delivery system.
As for new products, we’re extremely rigorous about what we bring to market and pride ourselves on offering fewer, better science-back skincare solutions that are unique—we don’t want to make a better version of something that already exists but rather something entirely new and superior. It’s important to add that we listen to what our customers are asking from us, and we develop our products with them in mind. We are rewriting what it means to be a “luxury skincare brand,” and skincare should mean just that: thoughtful, intentional, results-driven care.
What are you most proud of having accomplished?
KB: As our brand expands, we remain committed to our core philosophy of doing more with less. This means we focus on essential products that innovate and provide real value, ensuring we don't get lost in the noise typically associated with growth. Innovation is always purposeful. Every product is designed to be a hard-working hero. We follow stringent product development criteria. Each new product must deliver substantial benefits while fitting seamlessly into our customers' routines. We won't proceed with a launch if our clinicals don’t demonstrate superior performance. This disciplined approach ensures we only introduce products that deserve their place in the market. Every product we create fills a void, solves multiple problems in a single formula, and delivers beneficial results that are science-proven and technology-driven.
TCC: Our motivation starts with seeing an issue and seeking to resolve it simply, so you can use less and buy less, while getting dramatic results, all without irritation. You’ll never see a product in our line that’s redundant. We aim to be authentic, transparent, and sincere in how we talk to our community, as trust is a key value. This includes not telling, but showing why they should trust us, whether it’s through clinicals, our third-party validated whitepaper on the effectiveness of SIREN Capsule Technology, or the fact that we’re certified with Positive Luxury’s Butterfly Mark, indicating we meet the highest standard of sustainable luxury.
What has been the biggest surprise?
KB: The potential of SIREN Capsule Technology became evident during market trials. We knew the technology was strong and special, but we were genuinely surprised by how groundbreaking and transformational SIREN Capsule Technology has turned out to be. Not only has it proven to be vastly superior to anything I’ve ever tried before—and I’ve tried every product and treatment out there—it was, and still is, entirely unlike anything else. Over 100 clinical studies back our proprietary technology, which was recently celebrated in a peer-reviewed white paper published in the Journal of Cosmetic Science as a “result-oriented breakthrough.” In short, when it comes to the way we can care for our skin, U Beauty has changed everything.
TCC: The brand’s success has exceeded my expectations in every way. We launched our first product, the Resurfacing Compound, in November 2019. We spent all our money on clinical trials and free samples, giving away 100,000 three- to six-day trial kits of our Resurfacing Compound. We knew if people could try it, they’d see results quickly and want to continue using it. This initiative worked, and we sold out of the Resurfacing Compound within three weeks of launching. The response from both the public and the industry, along with the awards (I think we’re at 69 now!), continues to elate me. But it’s well-earned: Our products do exactly what they say they’re going to do, and I’m proud of what we’ve created.
What fuels your competitive advantage?
KB: Perfected over 10 years of research, SIREN Capsule Technology is our proprietary delivery system, and this vital element of our brand DNA doesn’t just give us a competitive advantage over other skincare brands—it adapts to meet the unique concerns of every individual’s skin, delivering customized treatment while leaving healthy-looking skin nourished and balanced. We call this groundbreaking benefit adaptive customization—the ability to ensure your skin gets what it needs, when you need it, whatever you and your skin are experiencing in that exact moment. It truly puts your skin in charge.
This innovation works in two key phases: First, biomimetic SIREN Capsules are readily absorbed by the skin, where they attract and neutralize free radicals (hence the name “SIREN,” a reference to the Greek myths in which the sirens attract sailors with their song, only for them to meet their demise). Then, powerful ingredients are delivered with maximal precision to areas where those now-neutralized free radicals accumulated. There is nothing else like it on the market, and it’s the reason the products Tina and I had only dreamed of are now a reality.
Insight on the future of the beauty industry.
TCC: An increasing focus on simplicity is emerging, as well as an increasing emphasis on groundbreaking technology and smart science, which includes the targeting of active ingredients (that we’re already doing). People are realizing that skincare should serve us, not the other way around—streamlined solutions with powerful, visible results that give you confidence and time back.
Consumers are realizing that brands with a technology-driven, science-proven approach are the ones creating products with undeniable results—and results always come first. Equally important is singularity; it will be increasingly vital to offer something that other brands don’t.
When it comes to the consumer, the less you buy and use, the less waste you create. And what’s best for the environment usually ends up being the best for your skin and schedule. Applying a 360-degree approach to sustainability is who we are and who we’ve been since the start.
What is the best piece of advice you’ve been given?
TCC: Never stop learning. Even if you achieve all your goals, there’s always more to do and more to learn. Also, stay hungry. I sometimes forget we have a team of 40; I still think and act like a bootstrapped founder of a start-up.
What is the best mistake you've ever made and what did you learn?
KB: Our first challenge, upon launching our first product, the Resurfacing Compound, revealed itself to be projection and production. We sold out an entire year’s worth of products in 21 days. It was the best kind of problem to have but proved to be challenging to project sales. That was a learning experience, for sure!
Another challenge is navigating a highly saturated market. The beauty industry is incredibly dynamic and competitive, with new products and brands launching constantly. Staying ahead requires not just creativity but also an unwavering commitment to our core principles of high-quality, scientifically validated products. Additionally, as a brand that prides itself on innovation and sustainability, continuously ensuring that every aspect of our product—from formulation to packaging—meets our high standards can be both challenging and exciting. It pushes us to be better and to think differently every day.
What advice would you give to someone contemplating launching a beauty brand?
TB: Start by looking at yourself. What’s missing in your life that you want and need but can’t find? If you feel that way about something, chances are others do, too. But don’t do it unless you can bring something truly innovative to an already saturated market.
Next, remember consumers are intelligent. They’re not going to come back for more if your products don’t perform as advertised. Consider failures as stepping stones to success. If you look at a failure as a shortcoming, you’re going to get stuck early on. Finally, always keep it authentic. That’s how trust is built among your audience and consumers, and building a community based on trust is vital, especially when it comes to creating anything far reaching and long lasting. Oh, and teamwork. Your team is everything.
If you could change one thing in the beauty industry what would it be?
KB: Sustainability and innovation are at the heart of what we define as true modern luxury. I’m committed to steering our business toward solutions that benefit our customers and positively impact the world. This commitment ensures that our customers can make smart, empowering choices and are confident in knowing we are always striving to make the most sustainable decisions possible.
When we launched U Beauty, we partnered with Positive Luxury, a European agency that helps us navigate these important decisions. We undergo a rigorous eight-month audit every two years, and we're proud to have earned The Butterfly Mark—the luxury industry’s strictest sustainability standard, which evaluates everything from carbon footprint to ingredient supply chains. This year, we've achieved one of the highest certifications, underscoring our commitment to these values.
