Some of the world’s best brands exist thanks to their ability to solve a clear problem. Enter Soft Solutions, launched by cofounders Rebecca Zhou and Annie Kreighbaum in May 2021, when they identified a void in the market for body care products that solve popular and specific skincare needs.

After meeting while working at Glossier, Zhou plus Kreighbaum had gone their own ways career-wise and worked in the direct-to-consumer world as consultants, but had always remained in touch.

The spark that will led to Soft Providers came from a conversation they were having, about body acne and especially “bacne. ” They had both turned 30, and Zhou was looking with regard to a warm-climate wedding dress but was having trouble finding one that didn’t expose her back (and reveal her bacne scars).

They started pulling on that thread plus wondered: Why was no brand focused on targeting and clearing up skin concerns on the entire body — which is essentially our largest surface — but rather covering it up with body makeup, à la KKW Elegance?

This question revealed Soft Services’ mission.

The coworkers turned cofounders noticed the trend: well-known yet taboo body skin concerns, which were at the core of articles that took off organically. These people started in order to dig into the conversations bubbling upward in TikTok skincare, Google Trends, plus Reddit Top 10 — and landed around the fact that will people were searching for these things and not ending up anywhere in terms of education and product.

Soft Services’ products target the problems people are getting below the particular neck, which don’t have existing solutions — until now.

Among their hero, signature products? The Buffing Bar, Smoothing Solution, Comfort Cleanse, Carea Cream, plus of course, Theraplush hand cream, which usually you’ve likely seen on your Instagram feed and is currently upon preorder. (It sold out within 2 weeks associated with launching within November; the restock will ship to customers in January. )

While items like the particular Buffing Bar have created a buzz thanks in order to their efficacy and ultra-cool gender neutral vibe, Theraplush has created a stir because a viral sensation.

“We had to actually pull down our Facebook and Instagram ads for Theraplush after these people were too successful, along with one going viral at over 350k views, plus we realized we were going to sell out, ” Kreighbaum shares. Over four thousand people signed up to be notified for Theraplush’s first restock, which sold out in a single hour.

While skin issues like keratosis pilaris (KP), dry pores and skin, and body acne are more taboo and less sexy, Soft Providers leans in to formulations with proven ingredients that lead to life-changing results, as well as attractive branding, aesthetic and must-have status.

Each chic bottle begs in order to be displayed on the bathroom counter or nightstand for a “shelfie moment, ” instead of being hidden within a medicine cabinet.

“We went directly into a space that no one else was taking on, yet there has been an obvious customer need for these products, ” Kreighbaum adds.

Its first-of-their-kind products have the efficacy expected of advanced facial treatments, but are optimized for the unique conditions of entire body skin plus formulated to make users feel comfortable in their own epidermis. The key here was to expand the category versus creating alternatives to products that already exist (like facial serums, for example). Kreighbaum and Zhou are usually extremely intentional about each product release, as every release is backed simply by need plus clear data.

One can say they taking the road less traveled, and heading in a different direction than what’s proven, but Smooth Services is going far and disrupting the industry along the particular way — and using data since its compass to inform their decisions.

They are both conscious consumers, dedicated to also being conscious creators, hence Theraplush’s refillable container (the magic cream comes in a refillable pod). They also create reusable lockable pumps regarding their items.

Kreighbaum explains: “We designed the Theraplush case primarily to protect the formula and help users incorporate it into their nighttime routine as the particular last step before bed — so, the best place intended for it in order to ‘live’ will be on your bedside. Retinol is incredibly effective to get improving the look plus feel of the thin skin on the particular backs associated with hands, but it’s an ingredient that will shouldn’t be exposed to air or light. Airless pump packaging is best, yet the challenge was to design something that’s attractive enough to become the last thing someone looks at before mattress each night and doesn’t require the user in order to throw away the particular non-recyclable pump every six weeks. Once all of that had been accomplished, the fun part was designing the aesthetics of the particular case to be the chameleon and look good on any nightstand — and associated with course, yes, on Instagram too. ”

(Influencers are posting about Theraplush as a chic vanity or nightstand accessory, most notably @theoverglowedit’s unboxing video on TikTok, which has already garnered over 880k views. )

Rather compared to join the bandwagon of Gen Z-focused brands, Soft Services refers to its approach as “elastic branding” — which means that each item can stand on the own like a hero product, with its own look. (The through line between each product is the particular logo at the top of the packaging, as well as a detailed breakdown from the pH or percentage of key ingredients. )

“Our brand system is honestly way more work. Every single product’s packaging is usually its own world or universe. But in the long run, it’s a worthwhile investment, ” Zhou stocks. Despite breaking rules plus hearing individuals tell them, “you won’t garner brand equity, ” Gentle Services’ magic is in the tagline: “Everything can be different. ” (A double entendre on its different cartons and its products’ life-changing outcomes. )

“We include a lot of information on each carton and try to overshare and provide as much context as possible, ” Kreighbaum provides.

Including the detailed break down of ingredients is tablestakes today, but Soft Providers takes this further with its Mass Index on the website.

“The thing that we want people to be talking about most is the efficacy and the effect of the product, ” Zhou asserts. “While the particular branding is definitely important, performance and functionality come first. ”

Based on their expertise, the cofounders made a huge investment in content and SEO, so that Soft Services shows upward as the solution, along with educational content such as ingredients to avoid if you have KP. The key is finding the customers plus meeting them where they are, which can be the goal of the site’s Mass Index ( a resource for frequently asked, yet under-answered questions on body skincare).

“The Mass Index is like WebMD meets a chic beauty site you really want to read, ” Kreighbaum gives. (This furthermore speaks in order to Kreighbaum’s career background because a storyteller and the particular executive editorial director associated with Into the Gloss before becoming VP of brand development at Glossier, and also her current gig as cohost of the elegance industry podcast, Eye Witness Beauty . )

This also ties into Zhou’s expertise being a digital wizard (she was head associated with digital item at Glossier) who navigates building the brand’s technical backbone to create a smooth user experience. ‘We are left brain, right brain, art and science, ’” says Zhou.

“Annie is really great at following the public conversation around attractiveness, which stems from being a good editor since day one — she’s active in the comment threads and she usually has an eye on the particular skincare subreddits. She really understands what people want to know, ” Zhou continues.

Soft Services is always dedicated in order to performance as well.

“We’re thrilled that people are dying to get their hands on Theraplush, and even happier that those who have tried it love the formula since much as the product packaging, ” Kreighbaum added. “Our number one priority is method efficacy, so we stress-tested the particular formula along with consumers from lab samples in stock packaging to the final product, which has been tested by 40 people one month prior to launch. We could see that the formula clearly worked through the photos our testers were sending in, and 82% said their own hands looked better after just one night. The particular cuticle improvement after two weeks is actually impressive — that’s when people decide they will be using this for the rest of their lives. ”

One of the most exciting things about Theraplush is its appeal to individuals who might think these people don’t need to level-up their body skincare, or have never actually heard of Soft Solutions.

Kreighbaum shares: “Rebecca and I wake up every day wanting to do this and it was really important for us not to just produce physical stuff that you put into the globe that may or even may not market that’ll end up within a landfill — we really felt strongly regarding not contributing to that. Our promise with Soft Services is we want to prove that you can build the wildly successful company, that is far more sustainable than the average beauty company. ”

Leave a Reply

Your email address will not be published. Required fields are marked *