Clean Beauty: Julia Kuprina Of OnSkin On 5 Things You Need To Create a Successful Clean Beauty Brand
An Interview With Wanda Malhotra
The cosmetic industry is full of lessons from the successes and failures of numerous brands. Before you launch your own brand, thoroughly study these examples. Take notes and analyze why some brands rose to glory while others did not. Many entrepreneurs have walked this path before you, so you can take advantage of their experiences to avoid pitfalls and navigate your business effectively.
The clean beauty movement is transforming the beauty industry by emphasizing the importance of safe, non-toxic ingredients. Consumers are increasingly concerned about what they put on their skin, leading to a demand for transparency and high standards in beauty products. As a part of this series, I had the distinct pleasure of interviewing Julia Kuprina.
Julia Kuprina is the ideator and product manager of OnSkin, a science-backed cosmetic scanner that enables safety evaluation of cosmetics, decodes ingredient formulations, and analyzes if products align with users’ skin needs and concerns. OnSkin is the premier toxic-free beauty tech product with a multi-million global audience and two-time Webby Awards winner, proud to support Skin Cancer Foundation. Julia is a seasoned IT professional with a decade of experience building and growing impactful digital solutions in health and fitness domains.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
When I first entered the world of information technologies in 2015, I never thought I would become a product manager who creates apps for millions of people worldwide. In fact, it happened by accident. My then-boss had a lot on his plate, so he split his tasks with me. Little did I know, these to-dos were the direct responsibilities of a product manager, and I even rejected the offer to switch to this role a short while later, thinking it’d be too mundane for me. However, the more I dove into the sphere, the more I loved it! Nine years fast forward, I can firmly say that product management is one of the most exciting and impactful jobs in software development, and I’m happy to have been doing it for so long.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
Earlier in my career, I worked with a fitness app specializing in weight loss. One day, we decided to count how many pounds our users lost throughout the app’s lifetime and found out that the total shredded weight equaled the energy that could take a spaceship to the Moon and back several times! I was so impressed by this finding that I couldn’t stop thinking about how digital products can impact the lives of so many people and how, each day, I’m making someone healthier and possibly happier by doing what I do. We often don’t realize we are doing something special until we see the results of our actions in facts and figures. My main takeaway was that everyone should try to make an impact in any way they can to change someone’s life for the better.
You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Love for the challenge: I appreciate a good challenge and feed off the feeling of accomplishment once I overcome it. Throughout my career path, I’ve done a 180 and changed my profession three times. Each time, I had to start from the very beginning. It was intimidating but very invigorating at the same time. I’ve always had this itch to take on more and explore something new. That’s how I went from teaching at the university to becoming an IT professional, from being a marketing manager to turning into a product manager, from working on existing apps to learning how to create an app from scratch.
Attention to detail: I’m the type of person who commits to doing things well and paying attention to every possible detail. To me, the quality of work isn’t just in the big achievements but also in how smaller things are approached. It’s like a witty slogan on the back of a milk carton or the stickers a small business complimentary includes in your parcel. These little human touches make you smile and feel connected to the brand. I strive to bring that same care and attention to detail to my day-to-day activities.
Seeking inspiration in simple things: I’m a creative person, and I’ve always loved using that as my superpower in everything I do — from planning my birthday party activities to creating apps. Once, in early November, I was at the supermarket and noticed a chocolate advent calendar. I decided to buy it as my early Christmas present, relishing the joy of opening a new window and getting a new surprise each day, just like when I was a kid. The next day at work, I had an idea: why not bring the joy of an advent calendar to a fitness app? That’s how I came up with the concept of a fitness advent calendar, where users daily receive a new workout, meditation, or healthy recipe to try. It turned out to be a smashing success and quickly became one of the most beloved features among our users.
Are you working on any exciting new projects now? How do you think that might help people?
For the past two years, I’ve been working on OnSkin — a cosmetic scanner that enables people to decipher the ingredients in their cosmetic products. The app reveals how safe a product is, how well it aligns with a user’s skin goals, and whether it’s a good match.
At OnSkin, we’ve condensed a wealth of cosmetic knowledge into a simple, user-friendly app to educate consumers. Users can access detailed information about a product and its composition with just a quick snap of a picture. It empowers everyone to make mindful choices and avoid unthinkingly purchasing viral products promoted by influencers and brand marketing teams. OnSkin has the potential to shake up the cosmetic industry, prompting manufacturers to reconsider their ingredient picks and become more transparent with their formulations.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. What inspired your brand to focus on clean beauty, and how do you define ‘clean’ in the context of your products?
For centuries, people have used cosmetic products with questionable, sometimes even deadly, ingredients because they had no way of knowing what was inside their face cream or powder. Today, the skincare and makeup industry is a multi-billion dollar business, yet many consumers remain unaware of what they are applying to their skin. They are not well-versed in cosmetic ingredients and often overlook them, which can lead to adverse outcomes for both their skin and overall health. OnSkin aims to change that. By making ingredient information accessible and understandable, we help people become more ingredient-savvy and prevent unfortunate consequences.
OnSkin doesn’t categorize products as “clean” or “not clean.” Instead, we focus on whether a product is safe or unsafe. While analyzing hundreds of thousands of products for our database, we’ve seen many self-proclaimed “clean” products containing preservatives that can accumulate in the body over time and, years later, may cause harm ranging from allergies to endocrine disruptions. We pursue the mission of making people aware of these risks and purchasing cosmetics guided by informed decisions.
How do you ensure the ingredients in your products meet clean beauty standards, and what criteria do you use to select them?
OnSkin leverages authoritative scientific research from reputable sources, such as CIR, FDA, PubMed, and others, to evaluate each cosmetic ingredient. Since research is ongoing, we continuously monitor for new information and update our app accordingly. Based on the latest medical and clinical studies, we have manually processed over 15,000 ingredients and scored them according to four criteria: endocrine disruption risk and reproductive toxicity, carcinogenicity, allergy risk, and high concentration alert. The app’s algorithms use these assessments to evaluate each product with our unique formula, resulting in precise grading.
Products are scored on a scale from 0 to 100, with 100 indicating the safest and 0 the least safe. Users can obtain a product’s safety profile by taking a photo, scanning its barcode, or searching its name in the app. Importantly, OnSkin product ratings are 100% unbiased, as we do not partner with brands.
What steps do you take to educate consumers about the importance of clean ingredients and how they can make informed choices when purchasing beauty products?
We offer several features to help our users make informed decisions while shopping for cosmetics so they can decide which products to buy, knowing in advance the potential effects on their skin and overall health.
Safety Score Rating: Users can take a picture of a cosmetic bottle or scan a barcode on its package, and OnSkin will provide a safety rating on a 100-point scale, indicating the overall safety level of the product.
Skin Match: After completing a brief skin profile survey covering skin type, skin goals, health specifics, and more, the app’s algorithms can determine if a product is a match for this specific user and provide the whys and wherefores.
Product Reviews: Our team of seasoned professionals in cosmetology and biochemistry reviews the most popular cosmetic products by category weekly. These reviews offer honest, unbiased opinions about the products and provide insights into their usage peculiarities, similar to what a regular dermatologist would do during an appointment.
What innovative or unconventional ingredients are you most excited about in the clean beauty space, and why?
One of the ingredients I’m particularly excited about is bakuchiol. It’s a more gentle, plant-derived analog of retinol that offers similar effects without the risk of dryness and irritation. Bakuchiol is a multitasker that promotes skin renewal, stimulates collagen synthesis, smoothes fine lines and wrinkles, and brightens the complexion. Its plant origin also imbues it with potent antioxidant properties, which help fortify the skin’s defenses against environmental aggressors like UV radiation and air pollution.
Probiotics are another superstar ingredient gaining traction in the clean beauty space. These living microorganisms, including strains like Lactobacillus and Bifida, are excellent for supporting a healthy skin microbiome. They help keep pathogenic bacteria at bay, reduce inflammation, calm the skin, and strengthen its moisture barrier.
Mushroom-infused skincare is also making waves, thanks to the unique properties of fungi like Chaga, Reishi, and Shiitake, which are packed with biologically active compounds. For instance, the Chaga mushroom is renowned for its rejuvenating, regenerating, and brightening effects. Reishi is shown to promote skin healing and lighten, soften, and soothe your canvas. Meanwhile, Shiitake helps strengthen the skin’s immune response, ease inflammation, and exfoliate and renew your complexion.
Can you share a story where switching to clean beauty ingredients led to a significant and unexpected benefit for your customers?
Every day, we receive a lot of feedback from our users, sharing how OnSkin has helped them eliminate breakouts or find better-fitting cosmetic products. Interestingly, our primary audience is relatively young, which means they are in their “buy and try” era and haven’t yet established a consistent and optimal skincare routine for themselves. They frequently experiment with new products, often influenced by celebrities and social media. Every time we receive a thank you for “helping me get healthier skin” from our user, it warms my heart because it means they don’t have to learn the hard way and can take a shortcut to a healthy canvas right away.
Based on your research or experience, can you please share your “5 Things You Need To Create a Successful Clean Beauty Brand”?
- Form your definition of “clean” by prioritizing ingredient safety.
Any beauty brand must conduct thorough research on ingredients and their impact on human health. At OnSkin, we’ve seen many clean beauty manufacturers who meticulously craft their product formulas but make a critical mistake by opting for a cheap preservative that can be an allergen or endocrine disruptor for certain individuals. Despite an otherwise excellent formula, this choice can compromise the product’s safety for the final consumer. That’s how the entire idea of a product’s cleanliness can be destroyed with a single poor decision.
2. Recognize that all-natural ingredients aren’t always the best.
The cosmetic industry has made significant advancements over the past decade, having introduced a lot of synthetic ingredients that are toxic-free and can often outperform their natural counterparts. It’s important to remember that some of the most common allergens come from Mother Nature. It doesn’t mean all-natural substances are problematic. Still, it does mean you need to carefully evaluate each ingredient in the overall cosmetic chemistry landscape to ensure it’s the best fit for your consumers.
3. Allocate your budget wisely.
Like in any other business, managing costs is essential. Prioritize investing in your products’ formula and ingredients over marketing and advertising. Nothing is more upsetting than a brand that promises wonders but delivers little to no effect. Consumers are smart and will quickly see through false claims. Ultimately, if you create products with high-quality, safe, and effective ingredients, your satisfied customers will become your best advocates, willingly generating you the most lucrative and authentic form of advertisement.
4. Make the most of other people’s experiences.
The cosmetic industry is full of lessons from the successes and failures of numerous brands. Before you launch your own brand, thoroughly study these examples. Take notes and analyze why some brands rose to glory while others did not. Many entrepreneurs have walked this path before you, so you can take advantage of their experiences to avoid pitfalls and navigate your business effectively.
5. Identify your target audience.
You need to clearly understand who you are creating your brand for. It will help you develop a range of products that cater to your target customers’ specific needs. Consider various aspects of your consumers’ lives. For example, individuals in colder climates need products that protect against cold and wind, while those in hotter, sunny areas focus on preventing skin cancer and photoaging. Busy working moms may not have time for an elaborate beauty routine, whereas skin enthusiasts might enjoy a multi-step skincare regimen that lasts for hours. Ethnicity also plays a role, as products that work well for darker skin may not suit lighter skin, and vice versa.
How do you foresee the clean beauty movement evolving in the next decade, and what role do you see your brand playing in that future?
One of the most vocal demands from cosmetic consumers today is for transparency. People want to know what ingredients are in their products, how they are produced, and what real effects they have. This demand aligns perfectly with the Clean Beauty movement. It stems from the not-so-long-ago epiphany that many brands shamelessly use toxic, harmful ingredients and still sell their products at a premium for a big dollar. This practice cannot continue, and society cannot unsee it. The industry will inevitably shift toward producing cleaner and safer products, driven by clean beauty advocates. I’m proud that OnSkin is and will be a part of this vital transformation. Gone are the days when people put mercury on their faces for the sake of beauty. Now, people are only eager to engage in an effective yet safe skincare that does not compromise their complexion and overall health.
What is the best way for our readers to continue to follow your work online?
The best way to do this is to download OnSkin and check out our website, onskin.com. Right now, we are working on several exciting updates that will enable millions of users to opt for safer alternatives not only in the sphere of beauty and cosmetics but also in some other areas of life. Stay tuned, and you will be among the first to know!
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
