In an exclusive interview with The Luxe Scoop, Claire Chung, the CEO & Co-founder of Ignae, shares the captivating journey of the brand’s inception, its innovative approach to biotechnology-led skincare, and its exclusive debut in the Middle East through a partnership with Powder Beauty.
TLS: Can you share the inspiration behind the founding of Ignae and the decision to focus on the natural resources of the Azores for skincare products?
Claire Chung: Ignae was founded by Miguel Pombo a native of the Azores. He was working in Brussels as a regulatory expert for cosmetics brand that wanted to launch new products in the EU. He noticed that many of the key ingredients use in skincare such as camellias, where found in abundance in the Azores and launched Azores Life Science to conduct R&D. Ignae the brand was launched in 2017 with four products.
I met Miguel while living in Shanghai where I had moved there from Europe to China’s first luxury online retailer called Shangpin and later launched Net-A-Porter in China. The years I lived there with the high pollution started to seriously impact my skin and my normal skincare, some of the top luxury brands we all know, was not working in those extreme conditions. I was introduced to Miguel, who sent me products from the original range to try. I was so impressed by the rapid transformation of my skin that I joined the start-up business in September 2020. During the pandemic, we raised our first investment to re-formulate and rebrand. We made our 1st biotech breakthrough and launched ignae as a clean beauty biotech skincare brand in Nov 2021 with the current range of 9 products.
TLS: Ignae’s unique approach combines biotechnology and green chemistry. How do these principles contribute to the brand’s commitment to sustainability and reducing environmental impact?
Claire Chung: Being an Azorean company, we value and wanted to preserve our biodiversity and pristine environment. The origins of the brand is in R&D so our research strategy has always been from day one to look at new ways of developing ingredients. We have been conducting R&D for 7 years even before the brand was launched and with the advancement in biotechnology, we were able to develop new ways of creating ingredients with our “Clean beauty” encapsulation process. We also own a biobank of extremophiles sourced from Azores and looking at ways to leverage biotech to develop new peptides that derive from processes that do not use chemicals to replicate and scale as ingredients. We empower botanicals with biotechnology to develop even more powerful ingredients, at the same that that are sustainably scaled and manufactured in the laboratory.
TLS: Tell us more about the EPC Factor® and how it allows Ignae to develop high-performance skincare products while ensuring a sustainable relationship with the environment.
Claire Chung: The EPF Factor enables us to encapsulate our botanical actives sourced from the Azores into 400 nanometers, this means that we are able to reach the basal layer of the skin – where no other products can without the nano sized liposomes- to accelerate cellular regeneration. EPC is the scientific name abbreviation of the 3 botanicals we use encapsulate. With this innovation, we use 100 times less biomass. Ignae was awarded Positive Luxury’s Butterfly Mark with very high innovation scores from our proprietary biotech and ingredients.
TLS: In your opinion, how does Ignae’s biotechnology-led skincare distinguish itself in the market, particularly in catering to both environmentally conscious customers and those seeking anti-aging and performance-driven products?
Claire Chung: Everyone loves efficacy and our nanosized liposomes means that the powerful plant based actives go in immediately and penetrate with a texture is good for all skin types. Ignae is a pioneer in that we are first science led but because our DNA is born from very rare and unusual bio-ecosystem we have an authenticity that is rare.
We see in markets like USA or China where the luxury skincare consumers are younger, they are the first adopters of Ignae and introducing it sometimes to their mothers. Our domestic market in Portugal has an older luxury consumer but they are introducing Ignae to their younger more environmentally conscious children. In a nutshell, our purpose is to make people feel and look great by empowering their transformation and to be their best self. We invest in R&D to develop new ingredients that are sustainably made that respects nature to benefit all.
TLS: The collaboration with Powder Beauty is described as a significant milestone. How does this partnership align with Ignae’s values, and what does it mean for the brand’s growth and exposure in the Middle East?
Claire Chung: We are so thrilled and excited to be in the region. On a personal level, I used to spend time in Saudi Arabia as a teenager with my family so I have a respect and understanding of the culture and very excited to see the dynamic growth in the region. Power Beauty has pioneered bringing a curated selection of brands that are innovative and share the same common values of being new generation, clean and eco-conscious. Being a niche brand it’s a challenge to enter such a vast market so the team at Powder Beauty are enablers of bringing the best to the region.
I had the incredible fortune of being the last executive hire of Natalie Massenett, the founder of Net-A-Porter and had the opportunity to work with her and the incredible women & team she brought together. I see that same ethos at Powder where it goes beyond the products that we sell and the idea of “curation” and building a community to share and learn together about all the innovation in the beauty market.
TLS: Considering the Middle East is a unique market, how does Ignae plan to adapt its products or marketing strategies to cater to the preferences and needs of consumers in the UAE and the broader GCC region?
Claire Chung: When we developed the new range, we were thinking already about how to solve problems of a global customer. For example, our Blue Light Serum, was developed for the Middle East, Asian and Urban City Customer in mind. It was designed to heal the sun damage from blue light (not only mobile devices but also SPF does not protect the skin from the blue light rays that enter thru the windows of your car or in your home on a sunny day. It also heals the damage of skin caused from pollution. We have a SPF in the pipeline for development with our EPC factor as well. I am sure once Miguel, who is leading on all the R&D, science and formulation side spends more time with customers in the region to learn and listen, we will be inspired to develop some exciting new products to address the skin concerns of the region.
TLS: With the exclusive debut in the Middle East through Powder Beauty, what challenges or opportunities do you anticipate in introducing Ignae’s products to this market, and how do you plan to address them?
Claire Chung: One of the challenges with being online is that you don’t get an opportunity to try the products. This is why we are providing generous sampling of product sachets for Power Beauty’s online customers to try. Ignae is also present in luxury spas such around the world such as the Four Seasons Ritz in Lisbon & Four Seasons in Hong Kong. With the incredible hotels and spas in the region we hope to be able to offer ignae’s signature treatments so customers can experience the brand and products. All of ignae’s products are infused with mineral rich volcanic thermal water from the Azores. We have won multiple awards in USA and UK for our Body Oil and Volcanic Clay Mask. As a clean beauty and science led brand with a sustainability ethos, we really stand out in being able to offer unique facials such as our Azorean Spirulina Lifting and Detox facial and hope to be able to do more offline events and experience for customers in the future.
TLS: The product portfolio includes a variety of skincare items. Could you highlight a specific product or ingredient that you are particularly excited about, and why?
Claire Chung: My personal favorite is the eye complex and Rich Night Serum. We tested the new range during the pandemic and lockdown and I had noticed by the skin above my eyelids was drooping. After about 2 months after trying the eye complex, I saw a lift- it was amazing. It has an immediate effect in relieving baggy eyes and dark circles.
I also love the Rich Night Serum. We call this the facial while you sleep as you wake up incredibly hydrated. Having lived in Saudi, having the air condition always on and heat is very harsh to the skin. It was formulated to repair the skin when you sleep with our EPC factor and bachuiol which is a plant based alternative to retinol. Retinol is not safe to use for pregnant women, nursing mothers so our plant based alternative is incredible for smoothing the texture of the skin without all the risk of retinol.
One product I think is relevant for the region is the Regenerating Body Oil. The skin is our largest organ and we tend to invest in the face but what about the rest of the body ? Our Body Oil is formulated with actives that are normally found in facial serums and we add bakuchiol as well so it goes beyond hydration but regeneration of the skin. This is the only product that is scented and its natural scent of the Japanese cedar trees that are grown all over the Azores. It quickly absorbs and leaves an amazing glow and feels great !
TLS: Collaborating with celebrity trainer Tracy Anderson and being associated with A-list celebrities like Gwyneth Paltrow and Jennifer Lopez adds another dimension to Ignae’s presence. How do these partnerships contribute to the brand’s image and accessibility?
Claire Chung: Tracy Anderson is such a pioneer and she earned the trust and respect of all her celebrity clients with the results she delivered. We are so thrilled to be selected as a young brand as it demonstrates, she is offering a curated list of brands that also delivers results and based on an authentic choice. You can’t pay or advertise your way in. Trust is something you cannot buy and is earned. Tracy has worked so hard to earn the trust of her clients and we are so excited to have also earned her a spot in her curated beauty section by the exceptional results we deliver to our clients.
TLS: As a clean science skincare brand, how does Ignae balance the pursuit of high-performance products with maintaining a minimal impact on the planet, and what challenges have you encountered in this regard?
Claire Chung: We have taken the time over the years to use biotechnology and other innovation to develop new ingredients. Our only challenge was that it has taken years to get to where we are now but with the rapid development in science and also AI to test new ingredients, we will be able to accelerate the launch of new products in ingredients in the future.
To discover more about Ignae’s line and explore Powder Beauty’s extensive range of conscious beauty products, please visit their website at powderbeauty.com.
