Male skincare founder, 22, sells Australian-first ‘holiday’ serum every HOUR after launch: ‘We had 5,000 people on the waitlist’
- Riley Mitchell launched his skincare brand Barni Skin on Monday
- The 22-year-old from Queensland curated his Holiday Glow serum with actives
- It is an Australia-first with encapsulated vitamin E, which is very expensive
- But he wanted the serum and ingredients to be as effective as possible
A young male skincare entrepreneur has developed an Australian-first serum that has ‘exploded’ in popularity since launching four days ago – after accruing a waitlist of 5,000 people.
Riley Mitchell brought his fun and ‘seriously effective’ skincare brand Barni Skin to the market on Monday after building out a five thousand-person strong waitlist over the course of 10 months.
The 22-year-old from Queensland wanted to develop a serum that contains encapsulated vitamin E, a more stable way to store the vitamin that prevents free radical damage while helping to support the skin barrier function.
‘I noticed a gap in the market for uncomplicated, fun, and seriously effective skincare. Creating products that included actives, vitamins and botanical extracts was super important,’ Mr Mitchell told FEMAIL.
Riley Mitchell (pictured) brought his fun and ‘seriously effective’ skincare brand Barni Skin to the market on Monday after building out a five thousand-person strong waitlist over the course of 10 months
‘My family are leaders in the cosmetic manufacturing space. I have always assisted in the lab and manufacturing facility from a young age.
‘Ultimately these experiences have allowed me to understand the science and processes behind skincare formulations so I could create products that genuinely work.
‘The beauty industry can be very confusing due to the amount of misinformation out there, I wanted to create a brand that is free from nasties, doesn’t greenwash and is vegan and cruelty free.’
The first serum to launch is called Holiday Glow and has been developed for all skin types – acne prone, oily, dry, dehydrated, and sensitive skin.
The first serum to launch is called Holiday Glow and has been developed for all skin types – acne prone, oily, dry, dehydrated, and sensitive skin
‘The active ingredients have been included at percentages proven to be effective. It’s amazing how many brands use active ingredients at percentages that don’t do anything for the skin,’ he said.
‘The Holiday Glow Serum hydrates, plumps and brightens the skin delivering an instant glow. Encapsulated vitamin E is very expensive but has the power to keep the vitamin E fresh and stable, therefore providing greater benefits to our customers.
‘It was important to me and Barni Skin to create something that hadn’t been done before in Australia and ultimately give our customers healthy glowing skin all year round.
Mr Mitchell has called the launch ‘insane’ and he could never expected it to be so popular in such a short space of time
‘We have also included hyaluronic acid, niacinamide, provitamin B5 and lots of botanical extracts! Three to four drops massaged on clean damp skin is the answer to tired skin.’
One of the serums has sold each hour since it landed online on Monday.
Mr Mitchell has called the launch ‘insane’ and he could never expected it to be so popular in such a short space of time.
‘It’s a busy time for all brands at the moment and we had so many packaging delays, so it didn’t feel like the perfect time to launch but we had been building out our waitlist for over 10 months and it worked,’ he said.