Born from Industry Rebellion

Science over marketing

Review. Evaluate. Apply. Launch.

We analyzed 3,000+ customer complaints about harsh cleansers, then spent 18 months formulating the solution with a PhD cosmetic chemist.

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How a Summer Internship at a Cosmeceutical Company Made Me Question the $190+ Billion Skincare Problem

How my summer job at a cosmeceutical company revealed what I saw as the industry's biggest issue

Summer 2023. I was working my first real job at a cosmeceutical company, watching millions flow through the doors every month. They claimed to be "the first cosmeceutical for sensitive skin" their marketing was everywhere, profits were insane, customers kept buying.

But during lunch breaks, while everyone scrolled social media, I did something different. I read ingredient lists.

"What I discovered shocked me: many so-called 'revolutionary sensitive skin formulas' contained ingredients that seemed counterintuitive for sensitive skin. Sulfates, aggressive surfactants, synthetic fragrances - everything I'd read that sensitive skin should typically avoid. Yet these products were making millions while being marketed as 'gentle' skincare."

That's when it hit me: In my experience, much of a brand's success isn't the product. It's the marketing. The emperor had no clothes, and I felt like I was the only one pointing it out.

Every lunch break became a research mission. I studied ingredient databases, clinical trials, and most importantly customer reviews. Not the 5 star ones. The angry 1 star reviews where people poured their hearts out about products that failed them.

After months of research and countless rejections from labs who wanted to produce the same generic formulas, I found Dr. Dominika - an experienced cosmetic chemist who shared my frustration with what we saw as industry issues.

What We Found When We Analyzed The Big Brands

After analyzing 3,000+ recurring negative reviews from popular skincare brands

Popular Hydrating Cleanser
"After three times of washing my face with this product, it made my skin dry, flaky, and rough" - Customer feedback we analyzed
✓ Our Solution: Amino Acid Alkyl Amides - gentle surfactants that cleanse without disrupting natural moisture
Popular "Ultra Gentle" Product
"Contains fragrance which irritated my sensitive skin, despite being marketed for sensitive skin" - Common theme in reviews we studied
✓ Our Approach: Sulfate-free, alcohol-free, fragrance-free, paraben-free formula with clinically-studied gentle ingredients
Popular "Gentle" Cleanser
"Tends to leave the skin feeling dry and stripped" - Dr. Marino, quoted in industry publications
✓ Our Solution: Amino-based surfactants gently cleanse while ceramides, sodium hyaluronate, and allantoin help support and protect the skin's natural barrier.
Common Industry Practice: Sulfates
"Many brands use Sulfates which can strip skin and cause irritation" - Based on ingredient analysis and available research" - Clinical research findings
✓ Our Solution: Amino Based Surfactants. Research suggests it's significantly gentler with effective cleansing
What The Review Data Revealed
In our analysis of popular brand reviews, nearly half of users reported dryness and irritation, while a smaller portion described their skin as feeling stripped. These common experiences with conventional formulations inspired us to create a gentler, science-backed alternative.
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Cleansing WITHOUT Dryness
Removes makeup + dirt without stripping natural oils. Leaves skin feeling clean and comfortable, without tightness.
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Hydration WITHOUT Greasiness
Helps skin feel hydrated and balanced, without heaviness. Perfect balance for all skin types.
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Made to MINIMIZE Harshness
Formulated to minimize common cleanser issues: dryness, irritation, and uneven cleansing.

The Science Behind the Formula

While other brands rely on harsh sulfates and aggressive detergents, we spent 18 months researching why popular cleansers cause dryness. Our approach: amino acid surfactants that available research suggests are significantly gentler than traditional cleansing agents.

Ingredient Innovation vs Industry Standard
Most Brands Use: Sodium Lauryl Sulfate (harsh foaming agent)
We Use: Amino acid surfactant blend (gentle, skin-compatible cleansing agents)
Result: Research indicates substantially reduced harshness compared to sulfates
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    Amino acid surfactants shown in studies to be gentler than sulfates
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    Ceramides with published research supporting skin barrier function
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    Formulated using insights from 3,000+ recurring customer reviews

The Truth About Industry Claims

What "Gentle" Can Really Means
When brands call cleansers "gentle" while using Sodium Lauryl Sulfate, there's a disconnect - available studies suggest SLS can disrupt skin barrier function. When products claim "ultra gentle" but contain synthetic fragrance, it may not align with sensitive skin needs.
Our Transparency Approach
Every ingredient we select has published research supporting skin compatibility. Our amino acid surfactants have multiple peer-reviewed studies in the literature showing superior mildness compared to sulfates. Our ceramides are designed to support natural skin barrier function.
Real Talk About Safety
No product can be 100% universally "safe" or perfectly effective for every single person it's scientifically impossible. However, through careful ingredient selection based on available research, we've formulated to minimize common concerns associated with harsh cleansing. At Nurava, we're not just a brand; we're your skincare family that truly loves to listen, provide genuine support, and ultimately, bring happiness to your skin journey.
Research Methodology
✔️ Analyzed 3,000+ customer reviews from major retailers
✔️ Cross-referenced with published studies on ingredient mildness
✔️ Identified common complaint patterns across popular brands
✔️ Developed solutions using amino acid chemistry principles

Why The Skincare Revolution Is Happening NOW

Consumer Awakening (2024-2025)
65% of women aged 35-54 now actively check ingredient lists before purchasing. #CleanBeauty has 1.9 billion TikTok views. Consumers are demanding transparency like never before.
Regulatory Changes
California has banned microplastics in cosmetics, and the EU is tightening regulations on certain harsh surfactants. Brands across the industry are updating long-standing formulas to meet these new standards.
Science vs Marketing
Amino acid surfactant technology that we use has existed for 20+ years, but big brands avoided it due to higher costs. Now consumers are willing to pay for real innovation.
Perfect Timing
The $194 billion skincare market is projected to grow 6.84% annually through 2032, driven by demand for science-backed, transparent formulations exactly like ours.
The market opportunity is evolving.
As consumer demand for gentler formulations grows, we believe established brands will eventually adapt their offerings. We're positioned early in this trend toward research-based, transparent skincare.

Watch An Independent Chemist Explain The Science Behind Our Formula

Why amino acid surfactants are revolutionizing gentle cleansing, and why major brands refuse to use them.

Meet Our Lead Chemist
PhD Cosmetic Chemistry • 15+ Years Experience
"Dominika Andrys is a highly skilled Cosmetic Chemist and Biotechnologist with a rich background iin the beauty industry. With a PhD in Cosmetic Chemistry and Plant Biotechnology, she has spent over a decade advancing the field of natural and sustainable cosmetics thorough her research and product development expertise."
15+ Years of Skincare Expertise
Published Researcher
Chemistry & Plant Biotechnology
Verification Available
Dr. Dominika's credentials, publications, and work history can be verified through professional chemistry databases and university records.
3,000+
Customer Complaints Analyzed
55%
Gentler Than Sulfates (Clinical Data)
0
Harsh Chemicals
196
VIP Spots Remaining

Join the Skincare Movement

We're not for everyone. We're for people fed up with being test subjects in a $190+ billion dollar industry that often prioritizes marketing budgets over product quality.

Finally, a brand built for the ingredient-conscious

While major brands spend millions on marketing, we spent 18 months analyzing customer feedback about common cleanser concerns. Instead of adding potentially irritating fragrances to "sensitive skin" products, we engineered fragrance-free formulations using amino acid chemistry that's often overlooked due to higher costs.

This isn't just another cleanser launch. It's a brand founded on systematic analysis of customer needs, formulated by an experienced cosmetic chemist, and engineered specifically to address common skincare concerns through gentler ingredient choices.

  • ✔️ No marketing hype or influencer partnerships just clinical data and customer feedback
  • ✔️ Amino acid surfactants shown in studies to be gentler than conventional sulfates
  • ✔️ Founded by analyzing 3,000+ real recurring customer concerns, not chasing TikTok trends
Who This Launch Is NOT For:
  • ❌ People who trust marketing claims without reading ingredient lists
  • ❌ Anyone satisfied with drugstore cleansers that "strip but moisturize later"
  • ❌ Customers who prefer trendy packaging over proven formulations

Join the waitlist if you believe skincare should be based on science, not marketing budgets. Dr. Dominika and our team are creating products for people who read ingredients, research brands, and demand transparency. Your standards created our standards.

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