FOUNDERS WORDS:
SIRCUIT® is more than just a beauty brand, it’s a full-service niche company that offers a comprehensive skincare range, addressing multiple skin concerns from multiple perspectives and is an integral part of an overall wellness life style. We are founded on a solid belief system that starts with a simple “be good to yourself” approach and a healthy strategy of trying to do everything right, not just a few things right. It’s an expansive collection (54 different formula systems) with some big ideas and is probably one of the biggest secrets you haven’t heard about… yet.
For those of you that have asked me how this all began … here you go.
You see, it all started very organically and with a specific need.
I have very sensitive, dry skin and found nothing in the market (Women’s or Men’s beauty counters) that addressed this. It was very confusing trying to read the ingredient labels. First I couldn’t pronounce or understand the ingredient names and it was hard to read the label because of the incredibly small type. Regardless, even if I could understand the ingredients or not, every product I bought would leave me with itching, irritated red bumps.
I explained this problem to a friend of mine who was in the beauty industry and asked him, that if he ever came across a new or different kind of product, to please let me know. A few months later he rang up and said he did find something new and I would be very excited. A week later he introduced me to this company that was pioneering a new way to formulate skincare products utilizing an advanced ingredient technology called Chiral Technology.
Chiral (pronounced Ki,RAL) Technology? Ummm OK??? Little did I know then that this meeting would change my life.
He gave me a sample of a cleanser (which later became the starting point of one of our best-selling cleansers called X-Trap). I took it upstairs and used it to wash my face. Immediately it lathered up and felt incredible. I had no words for the experience other that it simply felt, right??? Not squeaky clean but my face felt fresh and soft. I came downstairs and said, “OK, I’ll buy it.” He said, “you can’t buy it, you need to develop it.” I asked more questions about Chiral Technology (?) and was wondering why everyone wasn’t using this. He explained that the second word of the Beauty Business was business and that the added expense (margins) wasn’t something that appealed to many in the beauty industry, no to mention the limited availability of raw materials.
This intrigued me more and I set out to do some good ol’ fashioned “interweb” research for myself.
I spent the next 6 months studying up on everything Chiral and how I might be able to break into this billion-dollar industry. What I discovered was that Chiral Technology was well known in the pharmaceutical industry with trade shows all over the world. I learned that this “technology” was discovered by Louis Pasture in 1848 and that it was mainly used in the medical drug development industry. I learned that some of the most successful over the counter drugs were formulated using this process. I also learned that the process was very effective at lowering the chances of adverse reactions. In fact, so much so, that the FDA had mandated that this process to be considered in all the new drugs waiting for FDA approvals. I learned that K. Barry Sharpless was awarded the 101st Nobel Prize in Chemistry in 2001 for his work with Chirality and advancing it’s understanding and use. I was quite impressed by what I was learning and wanted to know more.
During this time, I had also gone ahead and developed a small line of 7 products. A cleanser, moisturizer, exfoliating scrub and a serum. I also added a shampoo and conditioner and an amazing shaving crème. These formulas were fantastic. No reactions, no itching red bumps and I was hooked. I decided to move forward and introduce this small line at “skincare” home parties around Los Angeles, primarily to test the market to see if other people felt the same way. I loved them and they worked for me … but would they work for anyone else?
I was floored by the positive response and it took off from there.
Understanding the basic principle that the ingredients used in the formula affects the performance of the product and that using advanced Chiral ingredients ensures the finished product performs better. It’s why I believed it was a smart choice to go beyond the traditional ingredient formulations available and use advanced Chiral technology in the products we offer. It all just makes common sense.
Simply put, Chiral technology (molecular separation) allows us to improve the performance of ingredients we use in our products. This advanced step of purification and preparation ensures our formulas have a more profound effect and deliver exceptional results that all of us expect and appreciate.
However, in a crowded industry with a skincare company on every corner, we had to make sure our name was as good as the products we offered.
We ended up choosing the name SIRCUIT Cosmeceuticals. Here’s why.
We used the analogy of Circuit training your body at the gym. In that setting, you move from one station to another, with a goal of achieving the desired fitness goal in a faster timeline. We utilized the same approach for your face. Moving from a cleanser to a serum to a moisturizer, like “SIRCUIT®” training for your face. We added the S to change it up so we could get it registered. Because of our advanced ingredient technologies, we took a “Cosmeceutical” approach and felt that what we are offering absolutely raises the bar on what a skincare company should be providing to its clients.
It started back in 2002 in my actual garage (true story). We grew slowly and steadily which means we migrated into the living room and eventually the whole house. We eventually had to move all the living and dining room furniture out to just make room for racks and computer stations. We just kept at it.
5 years later we moved into a beautiful corporate office located just outside of the Los Feliz area in Los Angeles. We started small and carefully grew the company to now be in a position of selling to Physicians, Spas, Resorts, Celebrities and individual clients, worldwide. To think it all started with 7 individual products for one market … and now we have a growing portfolio of over 54 exclusive formulas (along with a complete professional division) developed for multiple market segments.
Just the thought of writing this down is mind boggling and very humbling.
It’s amazing how quickly time flies when the focus of all our attention is on the products we develop and listening to what our clients’ needs are.
It’s obsessive really. We develop products with parental pride and a spotlight on exceptional quality. We understand that quality is not simply defined by how much you spend on a product but more about the performance of the product you purchase. I mean really, how good is a product if it doesn’t perform… no matter how much you paid for it? We believe that it’s the small details that define the difference of having an ordinary experience with a product or an exceptional one. So, we pay attention to how the formula performs but are also focused on how the product smells, looks and feels. An example of this is how our enticing essential oil blends smell so luscious but also quickly dissipate so as not to compete with other products you may be using.
These are all beautiful formulas that are authentically formulated with strategic intentions and perform as advertised. Isn’t that what you’ve always wanted in a skincare brand?
Another important point is that we have always had a solid philosophy of ingredient truth. We feel strongly that it is imperative to know exactly what you are using on your skin and you’ll see this everywhere on our website and individual product information. We strongly believe you should know exactly what the product is doing to address your issues or concerns. Otherwise how do you know if it is working?
Overall, our products do that and more but most importantly they encourage cell health and help to keep each individual cell as supported as possible. This leads to a healthier approach to your entire lifestyle and helps to slow the clock, if you know what I mean. How about healthy aging rather than anti-aging? Just a thought.
Let’s just say we have learned a lot since those early days, but our starting principle has always remained the same … be good to yourself. Understand your skin and take good care of your body. Drink lots of water, eat well and trust that the ingredients that are formulated in the skincare products you choose can and will make a difference in the results you achieve.
Ingredients do matter and oh, by the way, what company do you know maintained the same price points for over a dozen years? Just asking.
That’s it, we just wanted you to know.