Most focus on skin care and offer creams, serums, and masks because dryness is a major problem. Brands such as Emepelle, SeeMe Beauty, Caire, and LaMaria are largely offered directly to consumers with prestige price points and have a limited selection. Industry leaders Procter & Gamble and Avon have also begun trying to reach these consumers as well with their respective Kindra and Adaptlines. “It’s not a
‘keep it in the closet’ kind of conversation any longer,” says Dr. Orit Markowitz, a board-certified dermatologist and founder of OptiSkin in New York.