Biotechnology lets scientists engineer natural ingredients into products, often more sustainably than if they were farmed. Here's what to know.
For nearly five years, I worked as the copy director at a biotech hair care brand. While I've been writing in the beauty, fashion and lifestyle space for more than 15 years, this was my first exposure to a legitimately innovative beauty brand, and I learned a lot about how technology is being leveraged for sustainability in the industry.
As a brand copywriter, I get to peek behind the curtain, and at a science-based brand (a buzzworthy term these days) there is an overwhelming amount of education that needs to be conveyed. What you see as the consumer are snappy, three-word headers and quippy taglines, but in reality there are scientists to consult, regulatory hurdles to jump, legal implications to avoid, a marketing team to align with and product developers with whom to confer. After years of trying to market above the competition, I got pretty good at recognizing the real deal when I saw it –– and knowing what zingers are word salad at best.
For all my knowledge of the biotech hair care industry, however, my first love has always been skin care. My Lebanese aunts –– who looked just shy of 60 when they were 80 –– introduced me to the magic of intensive skin care and cold creams. I've been deep-diving into what makes skin care "worth the money" as long as I can remember. This, coupled with my experience at a science-based brand, means it's no surprise that my interest in biotech skin care runs more than skin deep.
