“Ranges are becoming too complicated”: why Decléor UK's founder launched a longevity skin care brand

Lieber, who has worked in the beauty industry for over 40 years, turned his attention to longevity​-based skin care in recent years and has launched a holistic, wellbeing-based brand for professionals to use in salons and spas. The formulations are created to use aromatherapy and natural ingredients to help slow down the skin ageing process.

We spoke to Lieber about the range, Slow Ageing Essentials, to find out more about his brand strategy, future plans, and trends he has spotted in this sector…

CosmeticsDesign-Europe (CDE): Why did you decide to develop your Slow Ageing Essentials range?​

David Lieber (DL): Slow ageing essentials is an aromatherapy skin care brand that I have developed in line with the belief that less is more. Having been in the skin care industry for over 40 years I was the largest distributor for Decleor. 

During this time, I recognised that ranges are becoming too complicated and large. There were too many references for different skin types and therefore I wanted to develop a more select range that works on ALL skin types, eliminating confusion for both client and therapist.

Our strap line message is ‘you can't stop time, but you can slow its effects on your skin’ because I do not believe in the anti-ageing message – instead we want to promote a slow ageing philosophy​.

As a great believer in holistic wellness, I have developed the slow concept to be very much involved with good nutrition, sufficient sleep, daily hydration, and movement to provide good foundations for great skin care.

CDE: What are your future goals for the business?​

DL: To grow within the spa and beauty salon industry to make salon owners aware of how stocking a smaller range has three major commercial benefits:

• One is for salons not having to carry huge stock or suffer the financial burdens of large stock supplies.
• Secondly, staff training is more practical. It’s easier and less complicated for the therapist to understand and convey the message to their clients.
• Thirdly, for the management of the salon business it is easier to control with less headaches for the amount of stock they have to retain and refresh.

Although we have eight SKUs at present, we do have a few further products in development based on feedback from our current customers. Our core values will always maintain that less is more though, and we are committing to keeping our range below 20 products.

CDE: How did you get here? ​

DL: I first started my first business in 1968 in my hometown of Nottingham. I owned a small health club where I had masseurs and a beauty room. I have always been interested in health and wellbeing and regarding skin care, I always wanted a range that was in-keeping with my own philosophy.

I have also exercised throughout my life. As I came into my 40s, I began to understand the benefits of slow exercises such as Yoga and Tai Chi which I have competed in in China and Qi Gong. I have also meditated for the last 40 years, so developing a skin care range that reflects my own personal practice was my objective.

CDE: What kind of challenges have you faced getting this far?​

DL: We launched the range in January 2020 and then the pandemic started in March. Having put so much effort into the concept to find that all the spas and salons and retail outlets were closed was very difficult, as I had to decide whether to keep financing the business or let it go. Through my strong belief in the integrity of the slow concept I continued and am extremely pleased that we have endured. 

CDE: How are you disrupting the beauty industry?​

DL: By redefining the modern understanding of skin care. We stand as a contrast to the fast-paced whirlwind of the modern medical beauty industry that consistently promotes quick fixes and immediate results.

We’re dedicated to banishing the term ‘anti-ageing’ and are encouraging you to work in harmony with the natural rhythms of ageing. We are committed to placing a spotlight on quality over quantity, promoting a more conscious, authentic routine without the need for unnecessary products, focusing solely on what the skin truly needs.

Nowadays, so many skin care brands create product after product within their never-ending range with complex formulations, making it extremely difficult for customers and therapists to navigate. Instead, we have just eight SKUs – simplifying and speeding-up the process for our users. 

Bearing in mind there may be as many as 40,000 spas and salons in the UK, my ambition with Slow Ageing Essentials is to provide a genuine service for both the management of the spas and salons, consumers and therapists. We want to disrupt the industry in a solely positive way by creating an easy to navigate range that truly works in line with all skin types.

Not only that, but our products are also botanically formulated with calming blends of the highest quality natural essential oils. For example, we purposefully chose hazelnut oil as our carrier, as it is proven to penetrate deeper than other oils allowing for better results.

CDE: What trends are you seeing for the future of the skin care category?​

DL: It seems that there are two different avenues ahead. One for those who are opting for high performance and potent skin care which often is associated with quick results for example Botox, and then a second stream of brands that are opting for a natural approach.

Even with some natural brands, the ranges are still vast and complex. We think we are ahead of the curve with this range. We want to provide products that are highly effective but harnessing the power of essential oils to help slow down the ageing process.

CDE: Any pearls of wisdom on the hot topic of longevity?​

DL: I would recommend a book to read by Dr Valter Longo, who explains the benefits in greater detail. There are extensive studies in this field of research and it's an extremely interesting area of research.