Nicolas Travis' new brand PSA is targeted at the younger market, championing “clean beauty” and affordably priced products
The Ready For Launch series asks questions of entrepreneurs to get the inside story behind a new startup or product launch.
More than four years after the launch of his first skincare brand Allies of Skin, which is now in 23 markets worldwide, Nicolas Travis has unveiled his second product line.
Following in the footsteps of its popular older sister, PSA (short for Purposeful Skincare by Allies) champions the Singapore-based Gen.T honouree’s belief that skincare products should be “clean effective”. Its products are formulated with clinically proven actives, but without additives that can potentially trigger skin irritations such as silicones, sulfates, mineral oils or synthetic fragrances.
While Allies of Skin and PSA both have minimalist branding, the latter targets a younger demographic, with more youthful product design and names. Think Goals, a night serum packed with useful acids and probiotics to refine pores and reduce blackheads, and Heroine, a daily toner comprising liquorice root and kombucha.
Here, we talk to Travis to learn the story behind the new brand.