Transforming the industry

11-Feb-2014

Rosi Chapman, Managing Director at Transformulas, talks to Beatrix Hon about the British cosmeceutical brand\'s journey so far.

Bucking the growing trend towards cosmetic surgery, British cosmeceutical brand Transformulas was launched with a mission to offer surgery-like results without the pain or price tag associated with major procedures. Its recent launches include the multipurpose Eye-Radiance corrector, which is claimed to hide flaws around the eye area as well as repair puffiness, dark circles and wrinkles around the eyes, and Arm Lift, which is said to offer a surgery-free way to firm, sculpt and lift the upper arm area through its blend of essential amino acids that hydrate and boost elastin. Founder and Managing Director Rosi Chapman talks to Cosmetic News Weekly about the importance of consumer education and how her “fear of needles” inspired the brand.

What is your background in the beauty industry?

I was a beauty buyer for a premium store chain, which allowed me to meet distinguished doctors and chemists. At the same time, having a young family and major surgery in my late twenties, which led to injections, made me realise that I’ve always had a phobia of needles and wanted alternatives to the invasive methods that were becoming a common resource in the battle against age.

How does Transformulas differ to other brands?

All of our treatments – we refer to treatments rather than products – give instant effects, along with semi-permanent and long term benefits. If they’re not good enough for me then they’re not good enough to market.

How many products are in the Transformulas line? Sign up for your free email newsletter

We have 14 skus in the brand, ranging from lip, eye and face to body. The Eye Lifting Gel is our overall best seller, with Lip Volume a close second. Both treatments launched in the early 2000s and both are growing stronger over time.

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