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Beauty Independent | March, 2019

The Popularity Of Skincare Acids Has Pushed Alpha-H Into The Spotlight At Sephora.

A quarter of a century from now, we could be purchasing skincare on Mars. The prospect is perhaps only a bit more farfetched than Alpha-H owner and director Michelle Doherty’s plan nearly a quarter century ago to build strong following for products based on glycolic acid.

“When I go back to 1995, everyone was so frightened of the word ‘acid’. We defended acid and the tingle our products produced¬† for such a long time,” she says. “This was never a trend or fad for us. It was always the backbone and the heartbeat of the brand.”

The brand may not be trend-driven, but trends have caught up to Alpha-H.

Acids like glycolic acid, lactic acid and ferulic acid it incorporates in formulas have become important in skincare junkies’ routines. The brand’s relevance to the active ingredient movement du jour has piqued store interest, and it’s launched 12 items online at Sephora, where it will be rolling out to 280 doors later this month…

Doherty notes customers flock to Alpha-H to address serious skincare issues such as sun damage, premature aging and acne. They gravitate to the sensation Alpha-H products generate. Doherty says, “Most people get a slight tingling with Liquid Gold. That’s an indication the product is micro-stimulating the skin and working. It’s not a reaction, it’s an indication we are able to deliver tangible results.”

Read the full article at Independent Beauty

Liquid Gold

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