Today’s consumers don’t buy on impulse—they buy on validation. Functional benefits are assumed; proof is what earns trust. In skincare, clinical claims have replaced “hope in a jar,” because data brings credibility that marketing alone cannot.
Innovation and efficacy remain the price of entry, but sophisticated consumers, data-driven investors, and ambitious founders now expect more than polished storytelling. They expect evidence. Clinical testing has become table stakes, raising the bar as rigorous substantiation meets brand narrative.
We’ll explore how the category arrived at this moment, what it means for brands at every stage of growth, and how well-designed claims drive differentiation and real commercial advantage. The takeaway is clear: clinical proof is no longer optional—it’s one of the most defensible assets a brand can build.
She began her career in beauty as one of the original executive team at Bliss, taking on the way women view beauty as the Managing Director of the Bliss Catalog. This venture fundamentally changed the way beauty products were merchandised, distributed, and marketed to consumers, leading to the acquisition of Bliss by LVMH.
As Vice President of Marketing for Dr. Dennis Gross Skincare, she was on the forefront of defining the cosmeceutical category.
Kelly also founded consultancy group Purpose-Built, providing concept-to-counter solutions and strategic advisement from startups to Fortune 100 brands.
She has also built her own brands, most recently the award-winning fragrance brand Odin, co-founded in collaboration with the men’s fashion brand.
