Why I built Kura Skin

Like many others, I’d struggled with my skin for most of my life. But a couple of years ago I decided that, once and for all, I was going to get it together. At the start the mission was simple: I just wanted to understand what was going on with my skin and find the right products to use on my face. But soon enough, what had started as a casual Netflix-adjacent activity turned into an absolute rabbit hole. Finding the right skincare routine was not as easy as I’d expected.

The problem with skincare

Where to even begin?

Let’s start with information. Specifically the incredible abundance of it. The buzzy! new! miracle! ingredients. The top 10 lists. The Google results, magazine articles, blogs and YouTube content. The recommendations from salespeople and trusted friends. How do you separate the hype from the proven and the good advice from the bad? How do you zero in on what’s relevant to you?

But there are other issues that keep us from easy answers. To succeed with your skin you need to understand it, which can be easier said than done. You need to be able to decode an ingredients label and know what to look for and avoid. And you need to understand how to pull together a routine that keeps your skin feeling balanced and protected. If you’re familiar with how unregulated the U.S. beauty industry is you’ll probably want to make sure that you’re using safe, non-toxic formulations, and on top of all that you need to know when and how to use your products, because even simple things like washing your face the wrong way can cause major issues. All of that’s a really tall order for people who aren’t looking to make skincare their side hustle.

It’s easy to get it wrong

So often times we fail because we choose between two bad options: we take a DIY approach that requires a tremendous amount of research and trial and error, or we surrender to a quick and easy but made-for-all recommendation.

And that last part really matters. Because the truth is finding the right skincare routine is hard because what your skin needs to look and feel its best depends on a lot more than your skin type; it depends on a range of internal and external factors unique to you, and you just can’t get to a personalized solution from these impersonal sources.

Building a personalized solution

Over the last year we’ve been building a solution that puts you—the most important piece of the puzzle—front and center.

To do it we start with fantastic, clean skincare products that are formulated without toxic ingredients like parabens, sulfates, phthalates and mineral oils.

And we don’t try to churn out cookie cutter answers. We rely heavily on our proprietary matching system which helps us narrow in on the right products for your skin characteristics, goals and concerns but before each curation is finalized a real, live person reviews and optimizes it, as needed. With this human element we’re choosing a high quality, personalized solution over one that’s quick and easy but less precise.

When we say personal we mean it. That means getting to know you over time. If you decide to stick with us we’ll get your feedback before each curation to make sure you always have what you need and love what you have.

This individual tailoring—all within the budget you select—is what makes our service so different.

The future of skincare

I see a world where you don’t have to compromise when it comes to your skin. This means you finding the best skincare routine or product for your unique needs, without all the friction. It means never having to guess whether those ingredients are safe, and it means making sure you have all the key information you need to make the right decisions for your skin. That way you’ll never have to wonder, am I doing this right?

We’re here to support you need every step of the way, and be as hands-on or hands-off as you like. You do you. We do skincare.

Get started by completing a profile at kuraskin.com or drop us a line at support@kuraskin.com

Katrina Moreno Lewis

Katrina is the Founder and CEO of Kura Skin