I was working my first real job at a major cosmeceutical company, watching millions flow through the doors every month. They claimed to specialize in sensitive skin formulations - their marketing was everywhere, profits were insane, customers kept buying.
TRANSPARENCY IN SKINCARE
About Nurava
Where science meets transparency,
and customer voices shape innovation.
What We Do
Differently
Skincare built from what customers actually say not what marketing wants you to hear.
Most skincare brands formulate products, then search for problems to solve. We do the opposite.
While other brands invest in influencer campaigns and paid testimonials, we invest in clinical literature and customer feedback analysis. Our budget goes to what's in the bottle, not what's on the billboard.
The R.E.A.L. Method
Our 4-step process for every product
R
Review The Complaints
We Read What Others Ignore
We systematically analyze thousands of negative reviews across major skincare brands. Not the 5-star reviews the 1-star ones. "This burned my face." "Left my skin tight and stripped." "Broke me out within days."
E
Evaluate The Patterns
Finding The Root Cause
When the same complaints appear repeatedly across multiple brands and products even those marketed as "gentle" or "sensitive skin" that's not a skin problem, that's a formulation problem.
A
Apply The Solution
Formulate With Intent
Working with Dr. Dominika, we create products that specifically address these recurring complaints. Every ingredient choice has a reason. Every percentage is intentional.
L
List Everything
Complete Transparency
Full ingredient lists with percentages. Clinical study references. No "proprietary blends" hiding what's actually in the bottle.
Why Nurava
Exists
How a summer internship revealed a concerning industry pattern
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 harsh ingredients that seemed counterintuitive for sensitive skin.
Customer reviews revealed recurring complaints about dryness, irritation, and other concerns yet the company appeared focused on maintaining existing formulations while continuing extensive marketing campaigns. In my observation, marketing investment often seemed to outweigh formulation refinement.
Every lunch break became a research opportunity. I studied ingredient databases, clinical trials, and customer reviews specifically the negative ones where people described their experiences with products that didn't work for them.
After 20 months of research and rejections from labs offering standard formulations, I found Dr. Dominika an experienced cosmetic chemist who shared similar concerns about industry practices and was interested in evidence-based formulation approaches.
Meet the
Visionaries
D
Dr. Dominika
Lead Cosmetic Chemist
World-renowned cosmetic chemist with over 15 years of experience formulating for major US skincare brands. Has spent over a decade advancing the field of natural and sustainable cosmetics through research and product development expertise. Partnered with Nurava to create evidence-based skincare solutions that prioritize customer feedback integration.
NPD Management
Formulation Science
Cosmetics Industry
F
Founder
Research Director
Founded Nurava after identifying the disconnect between skincare marketing and formulation practices during a summer internship at a major cosmeceutical company. Leads customer feedback analysis and translates real-world customer concerns into product development strategies.
Strategic Leadership
Customer Research
Industry Analysis