Episode Transcript
[00:00:00] Speaker A: Foreign.
[00:00:05] Speaker B: Welcome to the show, Kate. I am so glad to have you here.
[00:00:09] Speaker A: I am so thrilled to be here. Excited to chat today.
[00:00:13] Speaker B: So, skincare, you are the skin care goddess, and I am so impressed with you. You come from a scientific background, so you are not just approaching beauty and skin care from, you know, like an esthetic. You really have the deep down knowledge on, like, the molecular level. What's happening with our skin. Tell me about your background.
[00:00:38] Speaker A: Absolutely. No, thank you for that introduction. Yes, my background is in engineering. I've always been really passionate about not only finding solutions, but finding the root cause for lasting solutions. Right. Always loved the classic engineering.
I sort of trope of taking things apart, but then putting them back together in an even better way. Right. And so my background is in biological engineering, so studied a lot about the body processes, et cetera. But it's funny because I've always equally had a big passion for aesthetics, beauty, fashion, et cetera. And I think a lot of times we kind of get this narrative that these things are super diametrically opposed. Right.
[00:01:22] Speaker B: Yeah.
[00:01:22] Speaker A: I found that it's actually really important and really critical that you have both perspectives at the same time. And for me, the way that that comes together is, of course, the science of real results. Really making sure that things work well needs to be paired with an elegant application and something that you're happy to use every day. Right. Because the product that's got the best ingredients, that's sitting in the back of your medicine cabinet. Right. Is. Is not doing anything for your skin. So I always like to use the example of, you know, I have many people in my circle who are scientists, engineers, et cetera. They always describe their work as being very experimental or flowing or changing. And of course, when you speak to artists, they'll always describe their processes as very precise and very studied and something technical. And so really, there's so much more crossover than you think. And. And it's all about elevating both to the level that our clients would expect.
[00:02:19] Speaker B: Yeah. So as the founder of Easton west, what was your goal? Why did you decide to start this brand?
[00:02:27] Speaker A: Absolutely. So it really actually started with our clients. I am an only child myself, so I always grew up around, of course, my mom and her friends and women that were older than me. And that really was the starting point of where my inspiration always came from. I also like to highlight that these women are pacemakers. They created this sense of style before Pinterest, before AI told them what to like, you know. But working in the industry, I found that so Many of the exciting products were targeting a much younger generation and that the products that were left were really only communicating the message of, like, this will fix you. You know, help is on the way, we'll get you back to where you were yesterday. And I, I just don't think that that message really aligned with what I found talking to these clients every day.
[00:03:16] Speaker B: Yeah, well, tell me what, what did you find middle aged women were looking for in their skincare?
[00:03:23] Speaker A: So the first thing was, of course, everybody wants to have their best skin. But almost never did I ever hear people say, gosh, I wish I was in my 20s again.
Right. A, because practically that's just not an option. But B, people have really evolved and they've learned and they're living their best lives. I think there's a lot of misnomers about this gener.
I mean, they're more active than Gen Z and millennials, et cetera. They're living longer. A lot of them still have careers, children, homes, et cetera.
And generally it was like their skincare should be the least interesting thing about them. Right. They want something that works and of course, is effective, that's trustworthy. But one of the most common questions I got is what products am I supposed to use? There's so many things out there. How do I build a routine? How do I make something that's, that's sustainable for me to use?
[00:04:14] Speaker B: Yeah. Okay, so let's talk about how do you know what in the world you are supposed to put in your skin care toolbox? I was at Sephora just a few days ago with my daughter, who's a teenager, and she walked through and she had all these products she knew she needed. There were over at least 100 brands there, and she was confidently making her way through the aisles, I believe, because she's been served up ads on things like YouTube and TikTok for, for these things. But she has a more complex and more expensive skin care regimen than I do. And I'm 46. And, and so she feels pretty confident, though. She feels like she knows what she needs. And, and I walk in there and I'm like, oh my gosh, I guess I need like a cleanser and moisturizer. Like, what's up?
So how do we even get to the point of understanding what we need for our skin, our unique skin?
[00:05:14] Speaker A: Yeah, it's, it's.
And it's a really, unfortunately, it's a really common story, I hear. You know, there's so many things out there for my daughter. She feels like an Expert. I've been doing skincare for, you know, 10, 20, 30 years longer, and I'm like, how do I know less about what's on the market? And the reality is the last time women over, let's say 35, really sat down and talked to about their skin was at the beauty counter. Right. Growing up.
[00:05:41] Speaker B: Yeah.
[00:05:41] Speaker A: And that doesn't really exist anymore as a format. The beauty counter is kind of moved to YouTube. It's moved to social media.
[00:05:48] Speaker B: Yeah.
[00:05:48] Speaker A: A lot of the education is tailored still to that younger demographic, which is the education that our, our clients received back when they were at the beauty counter. Well, your skin has changed over time. The needs of your skin have changed over time. And who's there to tell you what's happening? So it really starts with, what are, what are the challenges that I'm even facing? So we did a lot of research into that and what are those changes? And really wanting to depersonalize that, because I think I found a lot of times too, women say, you know, they blame themselves. It's like, oh, I'm not doing my routine. I'm not using the right things. It's not working. And it's like, well, it wasn't designed to work for you. Right. It was designed for, for a different generation with different skincare needs.
So all of that's to say the key to finding a great routine is fundamentally the routine that you'll use consistently. We'll talk a lot about ingredients today. Ingredients are incredibly important. We focus on that as well. But proper application and regular application, I find are generally where people miss out on hitting their skin care targets. Right. Again, if the best product, the best ingredients that are sitting in the back of the cabinet aren't doing much for you. And so finding a routine that you're happy to use every day, twice a day, hopefully, is the key to great skin. So how did we achieve that, really? I wanted to look at the root cause. You know, we've all seen the anti aging lines, the wrinkle lines, the anti redness lines, the hydration line, on and on and on. So not only is the question, you know, am I supposed to have a ten step routine? It's like, am I supposed to have three different ten step routines? Because of course I want my skin to be brighter, of course I want fewer wrinkles, all of these things.
So we asked ourselves, what's, what's causing the wrinkles? Why is my skin drier? Why does my skin look duller, et cetera. And we found that the conversation also always led to this idea of chronic inflammation, which.
[00:07:41] Speaker B: Wow.
[00:07:42] Speaker A: Yeah. Is a topic that's sort of starting to become normalized, maybe a little more in the dietary conversation.
[00:07:49] Speaker B: Yes.
[00:07:51] Speaker A: But hadn't really been broached in, in skincare. So our core goal was how do we, you know, address this underlying challenge so that you do see all these multiple benefits over the short term and the long term without having to proliferate your routine.
[00:08:07] Speaker B: Yeah, yeah. Wow. I, I haven't heard that inflammation is key to skin health. And it sort of makes sense because the nutrition you take in is going to show some of this is not from things we're eating. It's, it's from probably exposure and, and lighting and weather and all sorts of other toxins and things that we come into contact with. So, so I can look to your line for support with this inflammation issue.
[00:08:41] Speaker A: So we can talk a little bit more about where does this inflammation come from?
[00:08:44] Speaker B: Right, yeah.
[00:08:46] Speaker A: You know, some of it's the obvious things, you know, acute inflammation will be, you get a scratch, right. You have some topical visible damage. But that sort of chronic inflammation is like the daily stressors. Right. And things like pollution, things like blue light exposure, UV expos Exposure, frankly, lack of sleep, I mean, a poor, potentially poor diet, et cetera. It can come from all of these things, you know, in a holistic wellness routine, they all end up being very additive. But as with any sort of underlying low level problem, you don't see necessarily the challenges day to day. What it can look like, probably on an immediate basis are some obvious things like redness, irritation, things that we associate with inflammation. But over time, as your body is looking to just constantly fight that inflammation, it's not putting those resources towards, you know, collagen production, skin maintenance, et cetera. So that's where you start to see over time, something that's a little bit less obvious, like loss of hydration, breakdown, you know, collagen loss, loss of elasticity, production of wrinkles, et cetera. So it starts to make sense as you, you see this sort of long term effect. And so my goal was how do we address that and make your actual skin engine work a little bit stronger so that it is able to replenish itself and get that glow, even though you might have this sort of long term damage. I also found it was really, really important to focus on both the reparative as well as their preventative fronts. Right. It's great to prevent damage, but what do you do if you've already maybe seen some of these challenges arise?
[00:10:28] Speaker B: Yeah, yeah. You Know, I, I think that us middle agers are often targeted with the classic anti wrinkle message. That seems to be the core message followed by dryness and then maybe blotchiness, redness. And I'm not even putting them in, in the correct probably overall categories, but those are what's served up to me as what the industry thinks my challenges are. And, and I suppose all those are, are fairly accurate, but you know, I don't have some sort of prescription that says, wow, it looks like you actually do need some support with some redness here. Like, how bad is redness and where does it show up? There's so many questions that I have around what products I need, what products my friends need. That's, that's just such a challenge.
[00:11:21] Speaker A: Yeah, it's a huge challenge. And again, as you said, you know, if there's a hundred products and nobody's ever explained, explain to you these challenges, how are you supposed to ever approach finding a sustainable solution? Because again, you know, you're, you said yourself it's accurate to say that we want wrinkle reduction, redness reduction, but I'd say the current market, you'd need completely different routines that address just one leg of those concerns. Right. Everybody wants overarching, holistic, better skin. And I find again that we don't, we don't always look towards this underlying, you know, why is this happening? Or really the overarching picture of what is changing with your skin. And if you look from like sort of a holistic perspective, what are other things going on that you don't just see on your skin? A lot of times it's fatigue. Right. Hot flashes, classic one, potentially even joint pain. All of these things that might be stopping you from reaching your skin goals. So, for example, if you are feeling more tired, you're not getting as good quality sleep, your interest level in completing a 12 step routine before you can finally go to bed at the end of the day, after you've taken care of your kids or done your job or done your various interests, is probably gonna be pretty low. Again, regardless of what the ingredients are, it needs to be something that you're excited to use and is easy to use. Right? Joint pain? Yes, really common.
Um, you know, with our jars, we wanted to make it something that was easy to open. Right. And hold on to. So it's like if you can't even get into the product.
[00:12:51] Speaker B: Oh, gosh, yes. Yeah. And you know, some products are hard to open even without joint pain, because I was just trying to take a product just like 20 minutes ago and I had moisturizer on my hands and I couldn't get it open.
And that's like a. Obviously I was able to wipe my hand down, but yeah, I just, just accessibility of the product is important, but.
[00:13:15] Speaker A: It'S a true challenge.
[00:13:17] Speaker B: I have a couple basic questions I'd love to skew as an expert and see if you can give us some tips on how to navigate them.
[00:13:25] Speaker A: Absolutely.
[00:13:26] Speaker B: Okay, so my first question is makeup wipes versus like cleansers that you might use in front of your sink or in the shower. Are these all doing the same thing or does one have a benefit over the other?
[00:13:42] Speaker A: Absolutely. This is such a great question.
So cleansing A is one of the most commonly missed steps. Right. Because it's the end of the day, you maybe have a full face of makeup on. You know, very rarely do I hear people say like, I can't wait to wash my face. Usually it's like, I've got to take my mascara off. Right. So how do we fight that?
[00:14:02] Speaker B: Yes.
[00:14:02] Speaker A: But when it comes to your actual styles of cleansers, really, most of our clients are used to using some sort of like foaming cleanser or something with heavy acids in it, exfoliators, et cetera. I find that that' generally better for younger skin type where they have a little bit more of a built in resilience, more sebum in their skin because it helps regulate oil. With a little bit of an older skin type. Oil cleansers, balm cleansers are really where you want to focus because a, they are so great at removing makeup, like dissolves like so oil based makeup. But two, they're really, really nourishing. The last thing you want to do with your first step is completely strip your skin because then you're fighting an uphill battle with everything else. So you want to remove your makeup, you want to end up with a clean base, but you also don't want to irritate your skin right from the get go. So I definitely recommend an oil based cleanser.
[00:14:58] Speaker B: That's very interesting. I, I grew up using a foamer for acne. You know, you're just used to that being built in a product and it's like, I don't think I really need that anymore. I know some women, actually some mature skin does have breakouts and chall, but they're, they're not the same.
[00:15:16] Speaker A: So it's a really interesting idea. This concept of teen acne versus adult acne. Right. Visibly they can look really similar. But what's causing Them can be really different.
And so with a teenager. Right. Those acids that exfoliation can be really beneficial again, because they have more oil and hydration in their skin naturally. Generally with older women with acne, what I find the challenge is, is they overstrip their skin. That damages skin barrier and actually allows the bacteria in to be able to inflame your skin and create these, you know, what can sometimes be really painful, like deep nodules. Right. So again, you really want to protect your skin barrier. And the best way to do that is not by using something particularly harsh, but by caring for your skin and making sure that it's nourished, hydrated, et cetera.
[00:16:07] Speaker B: Got it. So the teen skin can handle a little bit more of the, like, industrial strength stuff. And, and the mature skin needs. Needs something a little different to, to get through that.
[00:16:18] Speaker A: Absolutely. You know, we've all heard this. My, my eternal fight is against this idea of if it's burning, it's working. Right? Yeah, we've all heard that advice, but it's. It's really not true. If you're damaging your skin barrier, it's less able to protect itself, especially if you have a more mature skin type where it's less prone to hydration, it's more prone to damage.
[00:16:40] Speaker B: Okay, here is another question for you. And I don't even know if, if other women struggle with this, but there's different ways of using like micellar water. I'm not even sure if I'm saying that correctly or astringent or these things. Is is it better to use like a cotton round, a cotton ball, or some sort of, you know, towel? Is there a good way of using the product that you would recommend?
[00:17:06] Speaker A: Yeah, wonderful question. It's funny that you ask. So astringents are kind of the classic second step in the routine. And generally they 10 just that, more exfoliating. They can be stripping. They're used to help balance out the oils in your skin. Again, for, for somebody who's a younger client who is using that sort of classic routine, that can be great because they're producing more oils. The challenge comes with, as your skin gets a little bit older and, and maybe is producing less oil or sebum. Right. You're more prone to drying out. So those toners that you might have been using for many years are actually doing more damage now than good. And so the solution for that is really, you want to have a balance of a toner and an essence. So we actually produce that in our product. It's marine treatment mist which combines those two products and the reasoning behind that and what. What even is an essence. It combines the nourishing, the hydration, the brightening that you want in a soothing product with all of those benefits of a balancing product. Ask a great question about actual application. And that was something that, again, I thought deeply about, because proper application is a big barrier.
[00:18:14] Speaker B: Yeah.
[00:18:14] Speaker A: Generally, the biggest challenge with. With cotton balls, cotton pads, et cetera, are twofold. One, I don't know about you, but I always feel like I. I'm wasting half my product and just throwing it away afterwards.
[00:18:25] Speaker B: Always. Yeah.
[00:18:26] Speaker A: And then two, same, same note. It can actually be lightly exfoliating because you're. You're putting a harsher texture on your skin. So my recommendation is actually that you want to use a mist format. So something where you're not actually having to rub your skin, you're not introducing irritation. It just lightly falls onto your skin and you can walk away easily without any waste.
[00:18:49] Speaker B: Wow, I love that. I never. I didn't expect that as an answer. That's very cool. I just spray it on and go. It's less to buy and it's quicker. All of the things.
[00:19:00] Speaker A: Exactly.
[00:19:01] Speaker B: That. That does make sense. Now, you just said something that I think is one of the most frustrating things for women when it comes to their investment in skin care is how much product should I use? I always feel like I have to use more. It says one pump, but I need three to cover my face. Like, help me. Am I overusing? Am I under using? Am I being wasteful? How do we know what to use as far as the quantity and volume?
[00:19:28] Speaker A: Absolutely. Another really great question, and another one that kind of falls into that category of more is not always more. Right. So I'll kind of answer this in two parts. The first is just numbers of layers of products that are going on your skin. Right. So if you're using, you know, a serum and then a moisturizer and an eye cream and a face oil, you know, even if you're just using a tiny bit of each, you're. It's a lot of steps. It's a lot of layers. And again, one of the biggest complaints that I hear is, like, now my skin is sticky. I leave my bathroom, and I can just. All I can think about is how heavy my skin feels. It's just unpleasant. Right. So the first thing we want to do is actually reduce steps and try to combine things. So, for example, for us, we have our serum product, which is a combo of your very best, most hydrating moisturizer with your action packed, powerful active heavy serum. And so you're already able to reduce steps and reduce layers. And then within that really the appropriate volume is going to be dependent on the type of skin that you have are the climate, et cetera. So if you tend to have a little bit drier skin or it's wintertime, I would recommend adding maybe one pump on top of the recommended one to two. And maybe in the summer you reduce it down. If your skin's a little bit less dry, you reduce it down.
Generally I find that you don't need quite as many pumps as you're maybe prone to. You just want a light layer all over the face, maybe one extra pump to really get your neck decollettaged.
[00:21:03] Speaker B: I am so embarrassed to say I didn't even understand the process of putting the serum on before the moisturizer. I was really confused about that step. Thank God one of my girlfriends was like, oh no, just put on the serum, let it soak in for a minute, then go for your moisturizer. And it really is, it starts to get crazy, all the steps and it starts feeling a little bit ridiculous how much time and, and like layers of application. And then if you're using makeup, which most women are in some sort of shape or form, you've got layers on top of that of makeup. So it can all of a sudden look a little cakey or thick or just unnatural. And I don't think that's the look that women are going for.
[00:21:51] Speaker A: No, it's, it's so true. The last thing you want to do is of course invest in this multi step routine or this like excessive routine, be uncomfortable because you've got so many layers on and then ultimately not have that glowing, you know, look that you're going for with skincare and makeup. It's like now you've spent a lot of money to not get the look that you're going for. So it really is about paring down the routine. It doesn't always need to be more is more and finding something that is sustainable in your routine that you're happy to use, that you do use every day that's comfortable so that again, your skincare becomes like the least interesting thing about you. You just do it every day, call it a day, and you're back out to, you know, living your life.
[00:22:33] Speaker B: Yeah, for sure. I, I do think that that's something that a lot of women would appreciate is bringing things down to the basics. And you know, it just makes it easier for everyone to stick to a Routine. I don't know how many of our listeners out there got all excited about some sort of product that they bought because a friend said it was great or that it was some sort of purchase online.
Who knows? But there's a lot of products that I have that are hodgepodge all over the place, and I'm not even using them regularly. They're just sort of. I remember to do it today, and then it's another week before I remember to use it. How consistent do you have to be to get benefits from some of these products?
[00:23:16] Speaker A: And you touch on a really good point, which is there should be a fun factor with beauty. You know, aside from the fact that it's results, focus should be enjoyable. It should be fun. It is exciting to get a new lipstick. You know, we've all had that experience. My general advice is, when it comes to skincare, you want to do it twice a day, every day, and you want to be pretty. Pretty consistent. You don't necessarily want to change it up, because, again, if you're trying something new kind of every two weeks, couple days, et cetera, you never really get a chance for those ingredients to have.
There's strong benefits. Of course. There's some ingredients that work very quickly, but there's a lot of ingredients that take two, three weeks to really see the result of. And if you're bouncing between skincare products, you really never get that full impact. So my recommendation with skincare is twice a day, every day, one routine. And then when it comes to makeup, that is where you should really be doing the majority of your exploring.
[00:24:11] Speaker B: Answer this question on a scale of 1 to 10, 10 being, oh, my gosh, Karen, no.
How bad is it to go to sleep with the full face of makeup?
[00:24:23] Speaker A: Listen, the last thing I want to do is. Is berate anybody, because I know it can be challenging, but it is. It is definitely a 10. You definitely don't want to go, oh.
[00:24:35] Speaker B: Oh, okay, all my friends out there. I am. I'm hitting that 10 more than I'd like. Sometimes, you know, we do our best, but it's so. It is.
It is a critical step. It's critical before you go to bed.
[00:24:49] Speaker A: And the good. The reason for that is when you sleep at night, your skin actually renews itself. It goes into its own sort of reparative state. And when you have these heavy layers on, it's less able to get oxygenated. It's less able to purge. Right. You kind of trap everything inside, and so you're not giving your skin that chance to Renew itself, even naturally, right? So you want to be able to let your skin breathe. You want to let those natural renewal processes happen while you're getting this wonderful sleep. But look, I, I get it. You know, sometimes you're having just too much fun and you're, you're out late. The good news is it's, it's not too late, right? We all slip up here and there, you just, you just do it the next day and you're back on track.
[00:25:30] Speaker B: Yeah, yeah, yeah, I know. Some of my friends are so good at it. They have a whole 30 minute wind down routine that their skincare has become a part of. And, and they've kind of incorporated it into, into just this repetitive pattern that their brain starts shutting down and preparing for sleep because of all the steps that they're doing. And their skincare is a big part of that. Hats off to them. I, I do my best with the time that I have on that specific evening, so I, I have some room for improvement. Well, that's for sure.
[00:26:02] Speaker A: It's.
[00:26:03] Speaker B: Well, it sounds like one of the goals of your brand is really to reduce the number of steps to make a good routine easy for a busy woman. One of the things that I know a lot of women are willing to do but struggle with is where do I make the big investments in my skin? Should I invest in a crazy serum which are out there, right? I mean, very pricey serums. Should I go all in on my moisturizer? Is it, you know, this or that? And I think a lot of women have tried to pair the best in class that they are willing to invest in with approachable items that they might swear by. Do you have any, you know, one and done or just please. If there is one thing that you invest highly in, this is it, is there something that you want to share with all the women out there that don't know where to put that money?
[00:27:07] Speaker A: Yeah, that's, that's a great question. I'll give you the short answer and then of course I'll explain. The short answer is always gonna be you wanna invest in your Actives, so that's gonna be your serum, your most potent step because that's really gonna be the change makers, right? So of course you want hydration, of course you wanna cleanse, but any kind of active serum is really where you wanna, you know, put your focus. But that being said, skincare has become such an interesting landscape of price point, as I'm sure we're all with. Of course you have a balance of good in good out. You want to invest in great ingredients because you want great skin. But there's a range there and it's not always true that the absolute most expensive option, which these days there's like above a thousand dollars, the best thing for you, you really want to, and we strove for this as well, have that balance of the best of the best from an ingredient perspective, but also staying accessible, something that's, that's, that's actually doable for a budget. Again, you'll always hear me say this, but because it's, it's something you can maintain, right? If you buy an excessively expensive product, great, you'll, you'll see results for one month. But if you're not sticking to that routine, those results won't last. And then it really does become this kind of waste. So generally you want to invest within reason in your, your actives and the best way to evaluate that is going to be through third party testing. So how do you know if your activ actually getting the value of great ingredients and a product that works? That's where you really want to look for clinical validation.
[00:28:45] Speaker B: Okay, that's a great tip. So the serum which I actually only have added to my routine is really a game changer is what you're saying.
[00:28:55] Speaker A: It's the absolute game changer and it's the good news. It's the most important step. So it's one that you want to do every single day again, hopefully twice a day, morning and night. But that's going to be your most critical step and again to find the right one for you. You want to find one that's been third party clinically tested to show that it's not just saying it has results, but really is going to produce results.
[00:29:19] Speaker B: Got it. You know, women will invest in a product that is high quality and works. They, I know women will. We all want our skin to look the best it can.
[00:29:32] Speaker B: I think the serums, it sounds like, are a great place to start if you're looking to make an investment in your skincare routine. What kind of serums do you have?
[00:29:42] Speaker A: Luckily for me, I just have my one serum, my east and west signature serum for just that exact reason. Because I want all these various results and I want them in one streamlined routine. So I use our serum twice a day, every day, no moisturizer on top. It's all combined into one step and then I'm able to see the benefit in the short term of, you know, glow hydration, redness reduction. But of course that that investment over time in you Know, plumping, wrinkle, reduction, et cetera.
[00:30:16] Speaker B: So you've combined a serum with a moisturizer. So it's one step and not two.
[00:30:21] Speaker A: Exactly. One step. I don't want to hold anybody hostage in their bathroom, you know, in and out and getting the results that you want quickly.
[00:30:28] Speaker B: Okay, okay. And how much when you're using serum, let's talk about the quantity again. Is this a little droplet? Is this a dime size? What. What kind of volume are we looking at? And you said more isn't always better. Where's the line here on how much product?
[00:30:47] Speaker A: Great question. So for us, we actually chose a pump because sometimes I do find, like, the dropper. I mean, within one dropper, you can have 3ml of product. You can have a tiny little bit.
So you want two pumps and then one extra just for your neck. So three total. Good to go.
[00:31:04] Speaker B: Yeah, yeah. That's also a whole nother thing. So can you just clarify this for all the women like me who aren't skincare experts? When you apply a serum or moisturizer, what part of your body do you put it on?
[00:31:19] Speaker A: Absolutely. So of course you want to put your serum moisturizer on your face. That's usually where everybody gets it. Right. But I recommend for the very best results, you want to bring it from your face down onto your neck, onto your chest. So smooth it all through one routine. And then should you have any leftover, my tip is always to rub it into the back of your hands. That's always the secret place where you show some aging so you can get a little bit of that glow on your hands as well.
[00:31:48] Speaker B: Yeah, someone was telling me about ear step, and I just was like, I checked out there. I was. I was trying to just get it on my face regularly. And they were saying something about some sort of step there. Thank you for leaving that out. Less complicated for all those women who. Who want to try to do the right thing. So.
[00:32:07] Speaker A: Absolutely. Skincare should not be making your life harder.
[00:32:10] Speaker B: Yeah, yeah, that's. That's so good. You have this amazing line and. And it has such high quality ingredients.
Some of my favorite stories around skin care are when I speak with people who swear by an approachable drugstore item. And everyone has, like, I love this Maybelline mascara. And like, mostly everything they own is from, you know, Bobby Brown or something. And is there any classic beauty pieces that you love in drugstores? Is, especially from your engineering background that you just think, hey, these are actually pretty good value, and I love them. Is There anything like that that you can throw out and give a shout out to?
[00:32:52] Speaker A: Absolutely. Like I said, with makeup, that's where I love to experiment and kind of expand my routine. I would say my best advice is any kind of tubing mascara. Sort of the great, really cool technology. It both stays, lengthens your lashes, doesn't give that flaky, you know, raccoon eye look halfway through the day.
But as a skincare enthusiast, my favorite part is actually you don't have to scrub to get it off. You know, it swipes off really easily with a little bit of your balm cleanser. And you don't have that issue of the black marks on your pillow the next day or, you know, you thought you washed your face and it didn't come off. Drugstore tubing mascaras, any brand, really are the best.
[00:33:34] Speaker B: Okay, so wait, tubing. Just clarify to me what is that, like a special technology with mascara? Because. Because I'd like to hear more about this.
[00:33:42] Speaker A: Yeah, it's so funny. Just as the name suggests, it's actually polymers that form a little tube casing around your eyelashes. So it's instead of just kind of painting on, you can imagine it creating this small casing around, which is how it's able to lengthen so nicely. So it lengthens, it forms a small tube around your eyelashes, and then it just wipes right off.
[00:34:03] Speaker B: Okay.
[00:34:04] Speaker A: Yeah.
[00:34:04] Speaker B: I always thought you were just building layers and trying to get it to grow by adding a bunch of layers.
No, Karen, that's not how it works.
Uh, that's. That's great. I. I have one friend who, whose mom swears by like a dove beauty bar for all things. I'm like, that can't be the only thing this woman uses. And I think she's 90, you know, so maybe it is. I've been hearing a lot about castor oil. Have you been hearing any of that in. In like the kind of communities that you're seeing around skincare and beauty? I have.
[00:34:36] Speaker A: It's funny, I. I hear all of these kind of interesting stories and around different ingredients. And speaking of the woman in her 90s who's been using just this, this bar soap for her whole life. Yeah. My answer to that is twofold. A really a great endorsement for a consistent routine, I have to say. Yeah.
But that consistency is where you see results. And so maybe if you haven't had as much consistency, that's where you are going to want to invest in some of these reparative in addition to preventative ingredients. And so for us you know, as much as I love a good sort of baseline ingredient like a hyaluronic acid, a castor oil, et cetera, really, you're going to want to focus on some of those stronger, stronger actives to see those stronger results. So in our case, we balance both those clinical, heavy clinical actives with calming, soothing botanicals so that you get the best of both worlds. Ingredients that are familiar, that are time tested to show results, and of course, the cutting edge in latest technology.
[00:35:43] Speaker B: Yeah. So let's talk about the latest technology.
It was on your website. I, I was on the Miracle Suit website which you are partnered with.
[00:35:52] Speaker A: Yeah.
[00:35:53] Speaker B: Can you actually just dive into that relationship? How is Miracle Suit a part of, of east and West?
[00:35:58] Speaker A: Absolutely. And it was a really kind of natural partnership actually, because Miracle Suit is best known of course for their Miracle Suit swimsuits, which are sculpting, shaping, transforming garments. And we had a really similar ethos which is we're interested in transforming the skin for visible results.
We also really shared a common demographic. Our, our clients were for the most part over 45. And so we thought, you know, we have a shared client from a, from an age group perspective. We also have a shared client who loves a simple, extremely effective, fast routine and product. So we wanted to partner to really bring the best of the best all in, in one spot. So partnering your, your shaping swimwear with your transformative skin care.
[00:36:48] Speaker B: Yeah, I love it. I women trust Miracle Suit brand, they just do. They know what to expect, they know the quality, they know how good they will feel in it. And I love that you've been able to partner with them to continue that confidence and high quality to the market. That's, that's really fantastic. Back to my question about technology.
I was on the website, kind of browsing through all of the tech that you have been researching and including in your products.
Tell me, what is the latest out there and what should I know about for my middle aged skin?
[00:37:26] Speaker A: So the technology, of course, that I'm most excited to share about today is actually our proprietary technology called selvite.
So this is an ingredient that we've specially developed, is exclusive to us. So it's across our entire product line. But what the product, or what the ingredient actually is is a nanovesicle system, which is a more complicated way of saying it's really, really small, which allows it to penetrate your skin layers and actually go into your skin cells. So that's able to help with turnover and overall skin health right at the source. Right. What that translates to is A lot of molecules in common. Skincare might be really fantastic, but are too large. Literally, they just sit right on top and they're not able to penetrate the skin. So we developed this nanotech to be able to go deeper into the skin, actually into your cells, in order to just do what we mentioned, which is boost your skin's own renewal engine.
[00:38:26] Speaker B: So you've put that, that technology into your moisturizers, your serums. Where are you applying that tech?
[00:38:34] Speaker A: The higher, highest concentration will be in our signature serum, where you have four times the concentration compared to our mist. That's really your powerhouse product.
But we built it into every step of your routine because you're really approaching different areas of your skin in each routine step, right? So, for example, in the cleanser, in that very initial step, we're focused on that soothing step, that prep step, to make sure that your skin barrier is protected and not stripped right away. And then of course, we want to have the most access, the highest concentration by the time you make it to your serum, when your skin is clean and ready to absorb the ingredients a little bit deeper.
[00:39:13] Speaker B: Okay, okay, that's interesting.
Where do you see the trends going with skin care? What are some of the trends that you're seeing with the modernization, the technology and all the testing? Can you share any of those with us?
[00:39:27] Speaker A: The biggest trend is probably in clinical testing. So that third party testing that I already mentioned, you know, it's. For me, if I'm putting on my consumer hat for a moment, it's not enough to just trust the brand to say that it's going to do something right. I really want to see data that shows me results. Because if I'm investing in a routine and sometimes it is a big investment, I want to make sure that I'm really going to see results. Demanding that clinical testing is a part of your products, I think is going to become this new baseline for all new products that are launching in a larger perspective. I think the other trend is this idea of holistic wellness. And, you know, we've kind of all heard that term before, but what does it really mean? It means that your entire routine is sort of one cohesive system, right? We all are kind of familiar with this idea that, you know, diet is important in wellness, but what does that translate to, right? If you have a poor diet or you maybe aren't eating how you should, you see those results on your skin, right? And then you're kind of fighting this uphill battle. Your hair, for example, can be a really good indicator of your overall Health as well. So I think that a lot of these industries are gonna start to cross over a lot more.
[00:40:44] Speaker B: Tell our listeners the best way that they can get in touch with you.
Take a look at the skin care line and get their hands on all these wonderful products that you've been talking about.
[00:40:55] Speaker A: Absolutely. The best way to find us is directly on our website. We're sold on eastonwest.com that's a e s t o n w e s t dot com and of course you can reach us at questionseastandwest.com we are always happy to continue the conversation from here. Personalize the conversation to make sure that again, you're finding a routine that really works for you both in the short term and over time.
[00:41:23] Speaker B: It's so nice to be able to have a resource like you and the support of really a company who wants to see middle aged women feel confident and beautiful and live their best life. That's our entire mission here at 3564.
All of the things that you mentioned, Kait, we'll put into the show notes, so check those out if you need a direct link. If you want to follow any of the socials and we'll throw up maybe even some of the study information that your org has done so women can see the clinical results that you're saying are so key to trusting a brand. Thank you, Kate. It was really fun to have you. I, I hope that all of this advice is really practical for all the women out there who are looking to streamline and better care for their skin.
[00:42:12] Speaker A: Absolutely. Thank you so much for having me. This was so fun and again, always happy to continue the conversation.
[00:42:18] Speaker B: Awesome. All right, thanks, Kate.
[00:42:20] Speaker A: Thank you so much.
[00:42:21] Speaker B: And that brings us to the end of another episode.
I hope you enjoyed the content and I'd love it if you would share this with a friend or family that you think would enjoy it. This is such a great time, middle age and I want to spread that message. The best way to do that is to share it. If you haven't already followed us or subscribed, make sure to do that so you don't miss any of our new content. I'm going to leave you like I do every episode.
Remember, it's never too late, you're not too old and you're definitely not dead.
