2026 is shaping up to be a pivotal year for Zelens.
The doctor-led skin care brand, powered by botanicals and biotechnology, has long been a quiet influencer and early adopter of wider industry trends.
But, with a renewed marketing focus and long-term innovation pipeline that resists trend-chasing in favour of research and experimentation, paired with a fresh CEO now five months settled into her role, the brand is perfectly positioned to reach new heights over the next year.
The brainchild of plastic and reconstructive surgeon Dr Marko Lens, the brand has sat at the intersection of clinical dermatology and botanical science since its inception in 2005 – and has held true to its ethos ever since.
“My philosophy is always that skin needs multiple ingredients to target different problems,” explains Lens.
“The whole [brand] story is about combining high attack active ingredients and botanical active ingredients working in synergy for optimal results.
“It has always been the philosophy of the brand and will [continue to be] in 2026.”
Helping drive this message at Lens’ right hand is Estelle Jalink, the brand’s CEO, whose CV includes a stint as Charlotte Tilbury’s Global GM, Skin Care, and 17 years with Unilever, where she served as Global Brand Director, Skin Care.
For Jalink, the brand offers something different to its competitors through its unique positioning – something she attributes to the doctor behind it, and a crucial element of its success in a time when the beauty market is conflicted between clinical and clean.
“What Marko brings very uniquely is the combination of academia, his clinical practice, and the fact he formulates himself, which is hugely rare in the category,” she shares.
“Hopefully, I will be able to bring a bit more of a voice, and slightly less modesty, to some of the amazing things that Marko has created.”
Reading the room without chasing trends.
While the brand has always been ahead of the curve, Zelens has never been one to chase trends, instead focusing on results and evidence to drive the direction of its launches.
“Of course, you need to look at the trends, but it is not how I am guided,” explains Lens.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.