Beauty Store Business

SEP 2016

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12 September 2016 | beautystorebusiness.com Fast-forward to today and his suc- cessful family-built business, Goldfaden MD, is unique compared to other in- home skincare brands. "I have honed in on what I feel are the most impor- tant and common skincare problems and have built the range to allow con- sumers to address them at home and improve skin health long-term," Gary says. "Superior formulations featuring naturally derived ingredients with effec- tive delivery systems set the Goldfaden MD brand apart. We couple scientific, results-driven products with globally sourced natural ingredients, bridging the 'natural' and 'physician' product categories at the prestige level in a way no other brand has." Here, we delve into how the Gold- fadens started their business, how they use ingenuity to discover new ingredi- ents for better products and get their advice for other entrepreneurs. INSPIRED FROM HOME "I have always been a creative, yet clinical, thinker when it comes to medi- cal solutions. So problem-solving for my patients naturally steered me toward product development," Gary says. "I remember developing formulas for my wife and young children as they began to encounter various skin issues—it was a genuine and instinctive passion. When I began practicing in the late '60s, the antiaging movement hadn't really begun on a medical level, and most patients sought in-office procedures as the first line of defense." Often the guinea pig for testing, Gary's son Robert grew up watching him develop exciting formulas. "Often the product inspiration was tied to the foods we ate (i.e. carrots/retinol); so I grew up familiar with the benefits and aware that there was 'technology' in our diets that could be powerful on our skin as well. This became very beneficial when I started this business with my father," CEO Robert Goldfaden says. "Watching my father mix up batches of product in the sink at home absolutely encouraged my creativity. He utilizes his vast knowledge of western medicine with his interest in innovative exotic nat- ural active ingredients," vice president of marketing Lisa Goldfaden says. "His abil- ity and creativity in an almost culinary manner, to combine and mix ingredients, is an imperative skill in creating a unique skincare brand." Realizing that there was a lack of skin- care products for sensitive, post-surgical and allergic skin types that also held anti- aging properties, the Goldfadens decided to take matters into their own hands. "It was clear to me that the world needed a serious, yet chemically clean, line they could trust, and Goldfaden MD would be the answer," Gary says. "Experiencing skin ailments can be debilitating and eat away at our self- confidence, and my father has always been able to provide a healing touch to his patients," Lisa says. "Being able to watch the lives of so many people "The world needed a serious, yet chemically clean, line they could trust, and Goldfaden MD [was] the answer." –Gary Goldfaden, M.D. THE GOLDFADEN GO-TOS If you're ne o Goldfaden MD, here are our Top six product picks for at-home use. 1. Brightening Elixir: For clinical results suitable for even the most sensitive skin, offer customers the new, powerful antioxidant treatment that will protect against damage from free radicals while lessening fine lines, hydrating and firming the skin. Suggested retail price: $80 2. Doctor's Scrub Advanced: A foaming, exfoliating scrub for oily or combination skin, this product uses pure crystals to eliminate dulling skin cells and features antioxidants, such as organic red tea and seaweed extracts—infused with hyaluronic acid for a radiant glow. SRP: $98 3. Pure Start: Gary's morning skin regimen starts with Pure Start, a gentle pH-balanced cleanser that can remove dead skin cells and makeup—all in one easy step. The hydrolyzed wheat protein keeps skin moisturized, while botanical extracts cleanse. SRP: $35 4. Supreme Serum: Part of the Plant Profusion line, this is a four-piece antiaging regimen that utilizes plant stem cell technology. Gary "traveled the world for years meticulously selecting the active ingredients." Fortified with antioxidants, it will improve uneven pigmentation and hydrate skin for a luminous complexion. SRP: $185 5. Energetic Eye Cream: Get rid of fine lines, puffiness and under-eye darkness—and help your customers look like they've just had a full night's sleep—with this potent eye cream. Its active ingredients reduce the signs of aging for a refreshed, more youthful appearance. SRP: $145 6. Regenerative Night Cream: Combing plant stem cells, antioxidants and plant extracts into a hydrating, antiaging formula, this amazing night cream will reduce fine lines and revive dry skin. It should be used daily for radiant results. SRP: $185 7. Fleuressence "Native Botanical Cell Oil": Featuring plant extracts from the Kalahari Desert in Africa to the rooibos fields of South Africa, Lisa considers this oil her favorite product because it's "lightweight but power- packed with omega fatty acids, vitamins A, C and E. Fleuressence is not only hydrating, but the glow and brightness it delivers is like nothing I've ever used—and trust me, I've tried everything," she says. SRP: $129 1 2 3 4 5 7 6 Gary Goldfaden, M.D. Images courtesy of Goldfadden MD

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