New cosmetics and personal care brands looking to differentiate themselves in the market rely on any number of features, from ingredients, product form and formulation, packaging, brand story, etc. In the case of Patchology, the brand is hopping to set itself apart with a compelling ingredient delivery mechanism. And if the popularity of masks and the mounting success of the Nannette de Gaspé brand (an indie beauty company also innovating in the ingredient delivery and mask space) are any indication, patch-style skin care may just have an edge in the market.
Here, the beauty entrepreneur shares a profile of himself and the brand.
Name: Chris Hobson, Founder and CEO
Indie Beauty Company: Patchology
Launched: March 2014
Headquarters: Norwood, Massachusetts
Shelf appeal: Within two months of launch we were selected by Neiman Marcus for inclusion in their indie beauty lineup.
Team work: 10 – 20 fulltime employees
Distribution: Patchology is sold globally through our website and at prestige retailers in the USA (Neiman Marcus, Nordstrom, Saks, Bloomingdale’s, Bluemercury, Cosbar) and around the world (Mecca Australia, SpaceNK UK, Sephora EU, Harvey Nichols Hong Kong).
Years in beauty: 8
Years at patchology: 5
Entrepreneurial experience: I started my career as a brand manager at Procter & Gamble and while I learned a ton about marketing and general management, I also learned that I was more entrepreneurial than the typical P&G-er. So I left and got an MBA and then have done a couple of startups, one of which was sold to Fidelity Capital.
The business: Patchology was formed around the idea that truly effective delivery of great skincare ingredients is a game changer. Over ten years ago, our founding team began developing innovative patch technologies for the medical field; and today we’re continuing to expand that expertise in ingredient delivery to create products that do more, work faster, and deliver better results. We call it “beauty at the speed of you,” and it's the inspiration for everything we do.
The wow-factor: Patchology is a lifestyle brand focused on productivity-enhancing beauty solutions and supported by the best ingredients delivered via unique, patented patch technologies.
The customer: The busy woman who wants her beauty products to do more, work faster and deliver better results.
Milestone moment: We’ve had several nice moments when celebrities have posted about our products, but in terms of the awareness breakthrough, we’re still working on it. ;-)
Advice for fellow indie beauty entrepreneurs: Define your customer. Listen to your customer. Develop the best products for your customer. Ignore the competition and trends.
Just one: Asked about his go-to product, Hobson says, our FlashPatch Eye Gels are a must for all of the travel that I do.