Brooklyn-based Soft Services co-founders Rebecca Zhou and Annie Kreighbaum, CEO and chief creative officer respectively, met at beauty giant Glossier during its early days. Zhou is a digital wizard who breezily navigates building a brand\u2019s technical backbone to create an intoxicatingly smooth user experience.\u00a0Kreighbaum has a golden touch for...
Demystifying, destigmatising and solving icky body issues – enter Soft Services, beautifying even the bits you don’t want to talk aboutBrooklyn-based Soft Services co-founders Rebecca Zhou and Annie Kreighbaum, CEO and chief creative officer respectively, met at beauty giant Glossier during its early days. Zhou is a digital wizard who breezily navigates building a brand’s technical backbone to create an intoxicatingly smooth user experience.
The duo promptly started researching how best to address these whispered yet prevalent body concerns and how to create the products that would help thousands of people. Crucially, they focused on ingredients and treatments with proven data behind them: some beauty brands include only a smidgen of the active ingredient, so they can’t deliver results on certain claims. Soft Services’ star products include an exfoliating Buffing Bar, Carea Cream and a 10 per cent sulphur Clearing Clay .
‘Elastic branding’: ‘We wanted to create a system of efficiencies so that we were not giving ourselves headaches trying to maintain uniformity,’ says Zhou, of the intentionally unique look they have given to each product. ‘I’ve seen situations where tens of thousands of units get scrapped because of colour matching issues.’
Post-consumer recycled materials: ‘The cap on the clearing clay is a cloudy beige colour, but there’s no way to get consistency when you’re using plastics that have had a life before, so we just embraced it,’ says Zhou.
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