New Brand Day+West Launches Skincare for Sensitive Skin

Day+West is a new skincare line for sensitive skin. The brand, created by Gabrielle Braden, includes Strong Whisper face mist and Quiet Force face oil. A third product, Gentle Armor face and neck cream, is on the way, as is The Secret Weapon Kit, which will feature all three products: Gentile Armor, Quite Force and Strong Whisper.
 
Braden began her career at the Walt Disney Company. After the September 11, 2001 terrorist attacks in the US, Braden left corporate America and was employed in the security industry in the US and internationally for two decades. Now, she's attempting to change the conversation about beauty and health.
 
At Georgetown University, she wrote her master’s thesis on the rise of the cosmetics industry and its implications for archetypal American femininity. Today, she seeks to make people with sensitive skin a priority. Since she always searched for skincare that wouldn’t irritate her sensitive skin, Braden created her own skincare brand that help reactive, sensitive skin.
 
“Our products are ideally suited for women who want a simple, elevated routine with multifunctional and harmonious products that are especially kind to sensitive skin,” said Braden. “Customers, especially people 30-plus concerned with proactivity addressing signs of aging, protecting the skin barrier and who gravitate toward veritably clean formulas made with organic and natural ingredients, will be attracted to our brand.”
 
According to the brand, products feature its phyto resilience blend containing blueberry, strawberry, prickly pear and calendula to brighten and calm the appearance of reactive, sensitive skin. Day+West formulas also contain hyaluronic acid, squalene, bakuchiol and niacinamide ingredients. Both adhere to Credo’s clean beauty standards.
 
Day+West is the first brand to partner with Mayo Clinic and health technology company, HER’s website and app SkinSafe Products Inc. According to Day+West, SkinSafe helped verify that its products are hypoallergenic, safe for sensitive skin and approved by dermatologists.
 
“Our brand sits in the unique position of focusing on sensitive, reactive skin — or skin that needs a reset— in the clean beauty space,” commented Braden. 
 
According to Braden, a 2019 study by the National Institutes of Health reported 60-70% of American women and 50-60% of American men report having some degree of sensitive skin. However, Braden noted that, “in the sensitive skincare space, there are very few competitors, especially with the sumptuous aesthetic of Day+West.”
 
She said the formulations and packaging are ethically sourced and sustainable. Jars are constructed from 90% post-consumer recycled glass and its boxes are made from responsibly managed forests claimed by the Forest Stewardship Council. Day+West has also teamed with Pact to recycle its packaging. Day+West is pursuing a carbon-neutral certification through the use of solar power. 
 
Braden plans to grow product assortment within the next year. 
 
“I would like to add a couple of core products… We didn’t launch with a cleanser, and mainly that’s because I am still formulating it, and it probably will take me forever because I want to get it right,” said Braden. “I would love to see Day+West as part of an arsenal of skincare that is used by a lot of people and that people enjoy. I would love to continue to make mindful, planet-friendly and intentional choices and to hopefully be considered at some point a leader in that community.” 
 
Day+West is available online at www.dayandwest.com. Braden hopes to expand retailers such as Sephora, Ulta Beauty, Bluemercury, Nordstrom, Credo and The Detox Market.