Topix Pharmaceuticals is out of the gate quickly this year. Last month, the Amityville, NY-based firm founded in 1981 appointed beauty industry veteran Brenda Wu its new president and CEO. She brings a decade of success at L'Oréal, to her elevated post (she had been president and CEO of Topix-owned brand Derma E), and its private equity owner is looking to the industry veteran to guide this fast-growing company through its next phase. The company has also created a new head marketing spot for its Derma E brand.
 
At L’Oréal, Wu led brands like SkinCeuticals, Giorgio Armani Beauty, Lancôme and Kiehl’s. During her tenure as the US GM of SkinCeuticals, the brand became a leading professional skin care brand in the US.
 
Wu will lead all aspects of revenue and profit growth for Topix, including R&D, new product development, sales and marketing, operations and strategic corporate development, according to New Mountain Capital, the private equity firm that invested in Topix in 2016.
 
Wu values Topix’s longstanding expertise and presence in the medically-dispensed skin care category.
 
“I was drawn to Topix because of the rich history of the company, with over three decades of scientific innovation. Historically, we have been focused on providing customized skin care for dermatologists and over time, we came to be the leading independent provider in the space. Dermatologists are the experts when it comes to clinical skin care formulations and they were very passionate about and loyal to the unique formulations and efficacy that Topix brought them, so I knew there was a lot of opportunity,” Wu told Happi. “During my 15-plus years at L’Oréal and at Banana Republic/Gap Inc, we were always extremely focused on the customer and the customer experience. At Topix, I plan to bring the same intense customer focus.” 
 
She pointed to key reasons behind the rapid growth of medically-dispensed skin care, a category that the firm says is growing 10% a year.
 
“One, more people are visiting dermatologists for an in-depth check in on their skin health.  Also, more people are interested in elective aesthetic treatments that dermatologists specialize in – and while those aesthetic treatments certainly produce results, daily home-care with quality, efficacious skin care is integral in optimizing and maintaining results. More patients are asking their dermatologist what skin care they should use and dermatologists are increasingly recommending products that have clinical data and real results,” she said.
 
Wu contends Topix’s long relationship with professionals has put the company in the right place at the right time.
 
“For the past 35 years, dermatologists have been the core users of Topix, so we are really well-positioned to service this community.”
 
According to Wu, the company’s “approach has always been to apply innovation and our direct experience working with dermatologists to solve their most pressing issues. We utilize a comprehensive therapeutic framework where active ingredients are built into delivery systems, protected by stabilization chemistry and great care is taken in the base formulation to ensure that people with the most sensitive skin can use the products without issues.”
 
She continued, “Many people seeking expert skin care from a dermatologist have sensitive skin and many are undergoing aesthetic procedures such as lasers, microdermabrasion, dermaplaning and IPL, that may leave them sensitive for a period of time after the procedure. As our own lab and manufacturer we are able to ensure that only the highest quality and medical grade ingredients are used in our products. This ‘wholistic’ approach brings the best results for both our partner dermatologists and our patients."
 
Yet even as consumers demand efficacy and are open to topical procedures, they remain smitten with natural ingredients.
 
“Topix uses natural ingredients whenever possible,” explained Wu, pointing out that its most beloved technologies center around the natural antioxidants that come from green tea polyphenols. The company uses highly purified antioxidants extracted from the concentrated polyphenol fraction of the green tea leaf. 
 
Marketing Leadership
 
Soon after taking on her c-suite post at Topix, Wu promoted Barbara Roll, former SVP-marketing at Topix-owned Derma E, into a newly-created position of chief marketing officer.
 
According to Topix, Derma E, which it acquired last May, is the fastest growing facial care brand at Whole Foods. The 35-year old, eco-ethical skin care brand (think clean, vegan) is also stocked at Ulta Beauty and select Target stores.
 
Roll has spent the last three years at Derma E leading a complete rebrand and repackaging of the brand’s facial and skincare lines, as well as a re-launch of the brand’s digital capabilities while building a recognized leading influencer program and fast-growth social marketing platform.
 
Prior to joining Derma E in 2016, Roll spent time at Jafra Cosmetics International as global VP of marketing, and at Principal Kids Europe as managing director. Plus, she has an entrepreneurial bent; having spent the last 20 years building and selling her own companies in the wellness and beauty space.
 
Roll also spearheaded the launch of the Derma E Vitamin C line, which quickly rose to the No. 1 product platform for the brand.
 
“Like Topix, DermaE is a company built on several decades of expertise,” noted Roll, who said the brand “speaks to another group of consumers that is also rapidly growing, those looking for accessible, clean, green skin care that delivers real results.” 
 
Derma E is expanding the range with a newly-launched Instant Radiance Citrus Facial Peel, which Roll said has a “very unique 25% citrus fruit peel puree,” which helps loosen and lift dead skin cells and impurities to deliver visible results. The formulation is also loaded with vitamin C, glycolic and lactic acids to resurface and smooth the appearance of skin’s texture. It helps to reduce the appearance of fine lines and wrinkles and improves the appearance of discoloration, dark spots and uneven skin tone, too. 
 
“We had a number of dermatologists test the peel, and they were quite amazed at how fresh and glowing their patients skin looked even after just one treatment.  It’s a wonderful innovation,” Roll said. 
 
More To Come
 
Topix officials said the firm has initiatives planned that are intended to provide even more support to physicians and even better results for its end consumers. 
 
In addition to a complete system of back bar products (peels, facials and specialized treatments) designed for professionals, the company has launched its first surgically sterile, high potency biocellulose recovery mask formulated with peptides, fractionated hyaluronic acid and a broad spectrum, targeted antioxidant blend that includes natural green tea polyphenols, caffeine and resveratrol.
 
According to Wu, 2019 will be an exciting year for Topix.
 
“We have a lot of innovations that we’ll be bringing to market and the rate of rollout will be very rapid,” she noted, “but the team is really well prepared and our customers will be sure to be delighted.”