In April 2023, I began developing a multifunctional skincare product, formulated with active ingredients and combining a primer, moisturiser and SPF into a single step.

It came from both my interest in skincare and makeup and how the two work together, and a belief that people shouldn't have to choose between an effective routine and one that actually fits into their day. Most routines ask people to layer separate products for each of those three functions; I wanted one product that did all three without diluting any of them to make the combination work.

Reaching a formula I was satisfied with took 53 versions of reformulation, each one revised to hold three things at once: meaningful sun protection, a moisturising base that supports the skin barrier, and a primer finish that holds up under makeup. This is the same standard I bring to skincare generally: people are busy, and shouldn't have to compromise between a routine that works and one that fits into their day.

I'd love for you to be part of this from the start- sign up to my email list for exclusive access when it launches, or reach out any time with questions. Details are in the Contact section.

Coming Soon...

Follow our journey on Instagram @skin.drwedad for skincare tips, product updates and exclusive behind-the-scenes content!