Meet Futurewise, Julie Schott & Brian Bordainick’s new skin-care model based mostly on slugging

Meet Futurewise, Julie Schott & Brian Bordainick’s new skin-care model based mostly on slugging

Julie Schott and Brian Bordainick, the brains behind Starface pimple patches and skincare, Plus’s dissolvable physique wash, and Julie, the brand new emergency contraceptive capsule, are launching one other skin-care model right this moment. Dubbed Futurewise, it is going to promote direct-to-consumer by way of The model began teasing its launch final week by itself Instagram account, in addition to on out-of-home posters in New York Metropolis and Los Angeles. It’ll even be activating on TikTok, although the founders declined to offer particulars.

The model is comprised of three merchandise, all constructed round and impressed by the apply of slugging, which actually simply means slathering one’s face in an occlusive layer. The precise apply of layering on one thing thick like petroleum jelly is nothing new, which Schott and Bordainick know properly. However slugging’s catchy title and 511 million tag views on TikTok are latest — the pattern reached a fever pitch within the final 12 months.

Bordainick and Schott’s manufacturers have existed in their very own universes, however Futurewise is, in a way, an extension of the Starface universe, in line with Schott. “It’s virtually an extension, and a development and evolution of the Starface ethos,” she stated.

That stated, the supposed viewers is much less laser-focused on Gen Z; they’re a bit older and a bit much less acne-prone. Of the model’s viewers, Bordainick stated he and Schott had in thoughts “this concept of getting a bit of bit older, not being a child anymore and being caught someplace within the center.”

He added, “[Between] these two worlds felt like a very attention-grabbing place to be, and we thought we had one thing actually attention-grabbing to say about that.”

Nonetheless, the model has Starface’s “similar pleasure and optimism, self-awareness, humor and emphasis on play,” stated Schott. For instance, the Futurewise staff hopes its slug mascot will resonate, very similar to Starface’s now iconic personified star. The slug character “represents every little thing {that a} slug embodies, together with the enjoyment of shifting slower and and perhaps a rejection of urgency,” Schott stated.

As for having “mascots” for each manufacturers, Schott stated she’s impressed by Sanrio’s world of characters, like Whats up Kitty and Keropi. “These characters create a generational bond,” she stated. “And a human can not often carry you the enjoyment that an animated character can.”

“We’ve at all times needed to construct away from ourselves as individuals,” Bordainick stated, contrasting the manufacturers he, Schott and the remainder of their staff have created with the founder-forward model identities of many different “millennial-founded manufacturers.”

“It was necessary to have one thing that wasn’t essentially wrapped in any one among our identities as an individual, however [instead] may very well be like a foray into a brand new world or a brand new universe,” he stated.

Futurewise’s imagery takes its cues from nature, with the founders having been impressed by the truth that “nature is the place you’ll be able to at all times go if you really feel overwhelmed by know-how,” Schott stated.

Tying the totally different aspects of inspiration collectively is the truth that the model’s choices are designed round a “loving approach of taking good care of your pores and skin,” she stated, including, “It’s not abrasive, it’s mild. You’re cocooning your pores and skin.”

Although slugging is stylish, Schott and Bordainick will not be involved that Futurewise’s future will probably be restricted. “Utilizing an occlusive is confirmed,” Schott stated, noting that the apply is really helpful by dermatologists and, in fact, dates again centuries.

Nonetheless, for these within the magnificence business or simply those that comply with BeautyTok, slugging might already really feel like outdated information. Schott stated that viewpoint is one which exists in a bubble. “The overwhelming majority of households don’t understand it by this title, they don’t have a system for it, and so they don’t have a apply round it, essentially. It’s one thing that we have been in a position to honor and make accessible via each the value level and the system that we’ve created.”

The three-step system contains the Slug Increase Hydrating Mist ($22), a humectant-rich mist stuffed with skin-care hero components like hyaluronic acid and glycerin. There’s additionally the Slug Cream Barrier Restore Moisturizer ($24), which incorporates a triple-lipid complicated of skin-nourishing fatty acids and ceramides. Lastly, the Slug Balm Moisture Locking Occlusive ($24) seals all of it in — with out petroleum jelly.