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4ME Founder Lesley Sears never thought her chronic skin condition would reshape her life. But in her quest to treat it, this former TV reporter turned entreprenuer was bent on answering a single question: “Why aren’t personal care products personalized to consumers who’ll be using them?”
In doing so, she found solutions for herself and others—as well as redefined product personalization. The 4ME Adaptable Potency™ Skincare System is the culmination of Lesley’s years of research, work with cosmetic chemists, hundreds of customer consultations and search for the most effective skincare actives on the planet.
In the mid-1990s, Lesley was diagnosed with rosacea, a common inflammatory skin condition. Unfortunately, none of the prescribed crèmes, steroids or ointments helped Lesley, and her rosacea progressed to a more serious stage of acne-like pustules on her cheeks.
After years of unsuccessfully trying to treat the condition through conventional medical routes, Lesley began investigating natural actives. While she found several actives to help, no single product contained everything she needed. “In my frustration, I asked, ‘Why doesn’t anyone blend skincare products once they know what the consumer needs? Why are my only choices off-the-shelf solutions?’”
Little did Lesley know that in the quest for personal solutions, she’d stumble upon a vacant market niche—custom blended skincare—and would soon create products to fill it. But first, she needed someone to formulate product.
And so this entrepreneur began pitching her idea nationwide to 25-30 manufacturers, development houses and independent cosmetic chemists. “For months, I was told that my unique approach was impossible. ‘We don’t do it that way,’ they’d say.’” But then, a group of California chemists said custom-blended skincare was entirely possible and helped Lesley design her first custom skincare line. Over the next seven years, Lesley worked with custom personal care products and studied how customers use them.
In 2008, Lesley founded Bioceuctical Brands and its first brand, the 4ME Adaptable Potency™ Skincare System. Bioceutical Brands is all about fresh ways of thinking about personal care products and brand systems, based on Lesley’s belief that the industry as a whole needs to think more creatively, offer more choices and question why they do what they do.
“Because of my personal need, I look at the skincare industry differently than large manufacturers. I’m a consumer at heart, and my approach to product development reflects that.”
Lesley strives to develop products that customers love—with ingredients they feel good about. “We work hard to combine the best of nature and science in everything we do,” says Lesley. “Plus, all of our products must pass the ‘mother’s approval test.’ If my mother wouldn’t love the product or ingredients, then we start over. That’s how serious I am about product integrity. I know what it’s like to be frustrated, and that’s what fuels my passion to provide effective personal care solutions.”