Topical Skin founder bridges clean beauty and medical-grade skincare
“Skincare only works if it’s practical, consistent and right for your skin,” says Ewelina Aiossa, founder of Topical Skin, whose ‘clean dermaceutical’ approach aims to bridge efficacy and care.
Topical Skin’s Phyto AOX Facial Oil No 10 received “Skincare Product of the Year” at the 2025 Beautyworld Middle East Awards, an event that attracts a broad range of entries across the global beauty sector.
The award-winning product is a medical-grade facial oil developed by founder Ewelina Aiossa. The formula combines ten oils, including Tsubaki oil, holy basil and frankincense, with eight broad-spectrum antioxidants such as turmeric and quercetin. It also contains Bakuchiol, a plant-based retinol alternative, intended to support firming and skin rejuvenation. The oil can be used in spa treatments, including facial massages or as part of a home skincare routine.
According to Aiossa, the development of her skincare products is shaped by a focus on routine use and practical application.
Brand identity & hero product
Topical Skin positions itself between clean beauty and medical-grade skincare, drawing on its founder’s background in professional dermatology-led brands. As Aiossa explains: “I call it a clean dermaceutical. I’m bridging the two worlds. Before, clean beauty wasn’t necessarily efficacious, and derm beauty was efficacious, but it wasn’t necessarily clean.”
The approach combines clinically recognised actives at effective concentrations with careful ingredient selection and formulation choices to minimise irritation. This includes choices around emulsifiers, solvents and antioxidant systems, applying medical-grade standards while keeping to clean beauty principles.
Aiossa describes the brand as the result of a long career in professional skincare rather than a pivot into beauty. She says: “I’ve spent 15 years in this medical-grade, professional-grade skincare. I was the head of SkinCeuticals for the US market for four years, and I worked on Obagi, Avène and many medical-grade beauty brands.”
Aiossa was also previously assistant vice president of marketing at L’Oréal. Drawing on that experience, she says launching her own line allowed her to move faster and retain control over formulation decisions.
She notes: “At SkinCeuticals we would work on a three- to five-year pipeline. Here I can just say, ‘I want to make this formula happen,’ and bring it to market within six months to a year.”
She adds that the brand reflects both her technical background and personal motivation, noting: “This is my passion project. I’m not just another founder who one day woke up and said, ‘I want to have a skincare line.’ This is years of experience in this niche category.”
Consumer challenges
Aiossa notes that consumers often struggle to navigate the large volume of products and information available in the skincare market.
She says: “Consumers can be quite lost today. They don’t know what to use. They don’t know what products are good for them. There’s just so much choice. You feel very lost.”
A central theme in her approach is that skin responses vary between individuals, which can affect product suitability.
She says: “Not everything is going to work with your skin, even if someone’s telling you that this is the best thing ever. They only know their skin. They don’t know your skin.”
Aiossa adds that skincare results usually require long-term use. She emphasises: “You’re not going see the difference in three to six weeks. It’s about the ongoing commitment, reviewing your skin regularly and using products that actually feel right for you.”
She adds: “I love talking about skincare with my clients because they feel like they don’t know much, and I enjoy guiding them through the science and the choices in a way that’s approachable and empowering.”
Research-driven products
Aiossa designs her formulations with attention not only to performance but also to the overall sensory and emotional experience of using the product. She uses natural essential oils rather than synthetic fragrances and cites research suggesting that skin olfactory receptors may respond to aromatic compounds.
She notes that her approach to product development emphasises unique formulations. She states: “Newness always sells. You cannot just be a copycat. It has to be unique, a new ingredient, a new molecule or a new delivery system.”
Aiossa is currently developing a moisturiser designed to support skin volume and barrier function and a peptide-rich serum intended to enhance skin firmness and hydration.
She has described the brand as a long-term project and that outside investment could help scale and expand internationally. However, her focus now remains on formulation and research-based development.
Aiossa’s approach to skincare focuses on practicality, consistency and individual skin needs. Her “clean dermaceutical” approach combines clinically recognised ingredients with formulations designed to reduce irritation. She also emphasises helping consumers make clear choices and bringing products to market efficiently.