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 Aiossa, the development of her skincare products is shaped by a focus on routine use and practical application. She says: “You can tell people to use SPF all day long. It doesn’t mean they’re going to do it.”
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 focuses on combining clinically recognised actives at functional concentrations with ingredient sourcing and formulation choices intended to reduce potential irritation. This includes decisions around emulsifiers, solvents and antioxidant systems, reflecting an effort to apply medical-grade development standards while aligning with 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.”
Aiossa explains that discussions with clients frequently revolve around basic decision-making and identifying products suitable for their needs.
She adds: “I love talking about skincare with my clients because they feel like they don’t know
Individual skin differences
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.”
She emphasises that skincare outcomes typically develop over longer periods. She adds: “You’re not gonna 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.”
Product experience
The Beautyworld award recognised Phyto AOX Facial Oil No 10 within its category. Aiossa connects her product development decisions to user experience, including sensory characteristics such as fragrance.
She says: “For me, fragrance is really important. I make sure that all of my products that I’m making smell amazing.”
She also highlights practical considerations with products such as sunscreen. She notes: “Most sunscreens smell like sunscreen, which is great if you’re laying by a pool. But if you don’t want that smell lingering on you all day long, that can be a challenge.”
Her SPF50 formula, scented with eucalyptus-mint, is designed with these user preferences in mind. She says: “It automatically refreshes you and that’s why you’re going to use it more often.”
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.