Crothers founded the brand, which is a hybrid of circle and cellular, after noticing a heavy emphasis on over-cleansing, exfoliation and a lack of understanding on how to effectively treat the skin. It seemed every product was focused on shedding skin cells. Crothers wants to preserve the skin with the anti-aging benefits of her products, which span from face oils to lightening potions to clarifying masques.
“There’s a world of other effective ways to treat the skin that the typical woman was missing out on,” Crothers told Happi. “As a business owner, you must embrace the role of wearing many hats and fortunately, I have a background in engineering and business so this has helped guide the-day-to-day operations and R&D.”
Circ Cell’s most recent launch is a Mandarin Cleansing Milk that incorporates essential oils of various citrus fruits with panthenol, aloe vera, ascorbic acid and seaweed derived actives. This end result is a milky, creamy, uplifting effective antioxidant, brightening and natural powerhouse, said its founder. Other noteworthy SKUs include the Extraordinary Face Oil range (the anti-aging variety is said to contain purest essential rose and jasmine oil), Collagen Eye Treatment Masks that are designed to plump and restore after just one application and a Geothermal Clay Cleanser for all skin types.
According to Crothers, “We do not build our product around one ingredient. Every product starts off with a blank page. We endeavor to create the most effective product we can to suit a specific need. Typically, we are first inspired by an innovation or new ingredient breakthrough. From this starting point we build a product. We use a long list of highly effective proven ingredients and combine them with natural ingredients from plants and the ocean and the laboratory.”
Circ Cell is sold at exclusive skin care boutiques and through luxury spas. According to Crothers, some of its customers are the most sought after celebrity estheticians in the US. This prestigious list includes Dangene in NYC, Gina Mari in Beverly Hills and Joanna Czech in Dallas. Other notable accounts include the Four Seasons Chicago, Beauty Habit and The Well at the Clerkenwell concept store in London. Plus, there’s more in store for 2017.
“We are first and foremost a performance based brand that creates products that are clean and effective to serve our luxury consumer,” Crothers said. “We listen to what our customers want and what skin concerns they find the most important. A large component of our brand is listening to our cult following.”