We didn’t just burn out people. We burned out the product.

For years, skincare chased intensity. Higher percentages, stronger actives, more steps. It’s the same playbook we’ve seen everywhere else: more = better.

Until it doesn’t.

The shift happening now isn’t just “soft living.” It’s a correction. Customers aren’t looking for transformation anymore, they’re looking for relief. Skin that doesn’t sting, routines that don’t feel like work.

That’s a very different definition of value.

And once that changes, everything else follows.