What Skin + Me does

Skin + Me (legal entity: Feel Good Pharma Ltd) is a UK-based, direct-to-consumer teledermatology subscription company founded in 2018 by James Mishreki and Horatio Cary and commercially launched in 2020. It serves individual consumers with prescription-strength skincare for conditions including acne, rosacea, melasma, hyperpigmentation, skin-ageing, and menopausal skin changes. The customer journey is a self-serve online consultation (symptoms plus photos) that is reviewed by a clinical team of UK consultant dermatologists and independent pharmacist prescribers, who design and dispense personalized topical formulations.

The technology stack combines proprietary formulation software with custom blending machines that produce made-to-order creams from active ingredients such as Tretinoin, Azelaic Acid, Niacinamide, Clindamycin, and Hydroquinone. Formulations are dispensed in the Daily Doser — an aluminium-based packaging system that meters a fixed nightly dose — and are reformulated monthly as progress updates arrive. Dispensing is operated through The Feel Good Pharmacy (GPhC 9011329), the regulatory wrapper that permits prescription-grade product delivery direct to consumers. Supporting retail SKUs include a full Cleanser + Moisturiser range (Foaming, Jelly, Cream cleansers; Light, Rich, Gel, and SPF 50 moisturisers) and a Brighten + Boost morning serum line.

The revenue model is a £29.99/month subscription for the personalized treatment, with optional add-on purchases of supporting skincare. Distribution is now omnichannel: direct online subscription through skinandme.com, John Lewis and Boots retail (launched September 2024), and UK pop-up activations starting in June 2025. A new sub-brand, Hair + Me, extends the personalization template into hair care from March 2025. 2024 sales reached £37.1 million with 85.01% annual growth over three years, ranking the company 19th in the Sunday Times 100 Tech.

Name

Skin + Me

Legal name

Feel Good Pharma Ltd

Website

https://skinandme.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Skin + Me is a UK direct-to-consumer teledermatology subscription brand that designs and dispenses personalized prescription-strength skincare formulations through online consultations, serving hundreds of thousands of consumers since 2020.

Ownership category

akta.pro rank

Product category

Personalised Skincare & Teledermatology

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

Keywords

• Personalised skincare
• Teledermatology services
• Prescription skincare
• Subscription beauty
• Direct-to-consumer cosmetics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Subscription - Daily Dosers: Monthly subscription model delivering personalized prescription-strength skincare treatments. Customers pay £29.99 per month for their Daily Doser with treatments customized and delivered monthly.
2. Skincare Products: Additional skincare products including cleansers and moisturisers sold alongside subscription treatments. Cleanser and Moisturiser bundle priced at £29.99 for 8-week supply.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Skin + Me sells personalised, prescription-strength topical skincare treatments prescribed by UK consultant dermatologists and pharmacist prescribers following an online consultation and photo assessment. Customers receive a custom Daily Doser cream delivered monthly, with formulations adjusted each month based on skin progress, complemented by cleansers, moisturisers, SPF and morning serums, plus a Hair + Me sub-brand extending into hair care.

Product overview

Skin + Me is a personalized skincare subscription service combining teledermatology with custom-formulated treatments. The core offering is the Daily Doser system, a dispenser delivering personalized topical creams prescribed by dermatologists based on an online consultation and photo assessment. The product portfolio includes specialized treatment products for Acne, Rosacea, Melasma, Hyperpigmentation, Skin-Ageing, and Menopausal Skin conditions. Supporting the Daily Doser are complementary skincare essentials including Foaming, Jelly, and Cream Cleansers, plus Light, Rich, Gel, and SPF 50 Moisturisers, plus Brighten + Boost Morning Treatment Serums. The brand has expanded into offline retail through John Lewis and Boots partnerships, and into hair care with the Hair + Me sub-brand.

Differentiator

Problem solved

Functional benefit

Brands

• Hair + Me: Hair care brand extension announced in 2025 as Skin + Me's next big break, expanding from skincare into hair care treatments.

Products and services

• Daily Doser Personalised Skincare Treatment Custom-formulated prescription-strength topical cream prescribed by UK consultant dermatologists and pharmacist prescribers based on an online consultation and photo assessment, dispensed via a proprietary aluminium Daily Doser that delivers the recommended nightly dose. Delivered monthly on a £29.99 subscription, with formulations adjusted each month based on skin progress.
• Skin-Ageing Treatment Personalised prescription-strength cream treatment targeting fine lines, wrinkles, and pigmentation using active ingredients such as Retinoic Acid, Niacinamide, and Azelaic Acid, dispensed via the Daily Doser and reformulated monthly.
• Acne Treatment Personalised topical treatment for acne using prescription-grade ingredients including Clindamycin, Azelaic Acid, Tretinoin and Niacinamide, formulated based on individual skin assessment and delivered monthly.
• Melasma Treatment Personalised hyperpigmentation treatment for melasma using combinations of Hydroquinone, Tretinoin, Hydrocortisone, Azelaic Acid and Niacinamide, prescribed long-term for maintenance via the Daily Doser subscription.
• Rosacea Treatment Personalised prescription treatment for rosacea using evidence-based active ingredients tailored to individual skin needs and delivered through the Daily Doser.
• Hyperpigmentation Treatment Personalised treatment for hyperpigmentation including post-inflammatory hyperpigmentation and solar lentigos using bespoke cream formulations dispensed monthly.
• Menopausal Skin Treatment Personalised collagen-boosting treatment targeting accelerated skin ageing during menopause using actives such as Tretinoin, Niacinamide and Azelaic Acid.
• Cleanser + Moisturiser Range Complementary range of Foaming, Jelly and Cream Cleansers plus Light, Rich and Gel Moisturisers formulated for different skin types, sold as add-ons to the Daily Doser subscription or as standalone purchases, with a Cleanser + Moisturiser bundle priced at £29.99 for an eight-week supply.
• Daily Moisturiser with SPF 50 2-in-1 moisturiser and broad-spectrum SPF 50 sunscreen with UVA/UVB coverage, available as a subscription add-on or for purchase from Boots retail locations.
• Brighten + Boost Morning Treatment Serums Morning serums with targeted active ingredients applied before moisturiser to address specific skin goals on a cellular level, sold as add-ons to the personalised treatment subscription.
• Hair + Me Sub-brand extending Skin + Me's personalised subscription model from skincare into personalised hair care treatments, using the same proprietary technology and subscription framework.

Quantifiable outcome

• 133% boost in skin confidence in just 12 weeks
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• John LewiscoreChannel Partner/ Reseller/ Distributor · 22 September 2024Skin + Me launched offline retail partnership with John Lewis in September 2024, offering personalized skincare products in John Lewis stores across the UK.
• BootscoreChannel Partner/ Reseller/ Distributor · 22 September 2024Skin + Me launched retail partnership with Boots in September 2024, making products available in Boots stores and online, expanding physical retail presence alongside online subscription model.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Dermatica: UK-based personalized prescription skincare subscription using online consultation and custom-compounded formulas. Most direct competitor: same geography, same prescription-strength actives (Tretinoin, Azelaic Acid, Hydroquinone), and similar subscription pricing model.
• Curology: US-based personalized prescription skincare with online consultation, custom-formulated creams, and monthly subscription. Closest US analog to Skin + Me's teledermatology-plus-custom-formulation model and is a likely benchmark if Skin + Me expands internationally.
• Apostrophe: Online dermatology platform offering personalized prescription skincare formulations on a subscription basis with board-certified dermatologist oversight. Comparable teledermatology-plus-custom-formula playbook to Skin + Me, although US-focused.
• Hims & Hers Health: Telehealth platform offering personalized prescription skincare (and broader categories) on subscription. Same D2C, personalized, recurring-revenue model; broader category scope but directly comparable in the personalized prescription skincare vertical.

Broad incumbents

• La Roche-Posay: Large dermocosmetics brand owned by L'Oréal with broad prescription-adjacent skincare ranges sold through pharmacies and dermatologists. Represents the incumbent high-street alternative that Skin + Me positions against, though without personalization.
• Vichy Laboratoires: L'Oréal-owned dermocosmetics brand distributed in pharmacies and Boots. Comparable 'derm-grade' positioning that Skin + Me competes with on shelves following the Boots partnership launch.
• The Ordinary (DECIEM): Estée Lauder-owned actives-focused skincare brand popular for ingredient-led routines at accessible price points. Comparable in 'actives-led, no-frills' positioning, though sold as fixed SKUs rather than personalized formulations.

Emerging players

• Proven Skincare: Personalized skincare brand using a digital skin quiz to formulate custom products. Less prescription-focused than Skin + Me but uses a similar personalization-plus-subscription D2C model.
• Function Health / labs (e.g., GetHarley): UK-based online platform connecting consumers with consultant dermatologists for personalized prescription skincare and aesthetics. Overlaps Skin + Me's consult-then-dispense model but positioned more as a marketplace than a vertically integrated subscription.

Others

• Boots (dermocosmetics retail): UK pharmacy and beauty retailer that is both a key distribution partner for Skin + Me (since Sept 2024) and a host of competing brands and its own dermatology ranges. Strategically adjacent — partner today, channel competitor tomorrow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/skinandmehq
• Xx.com/skinandmeHQ
• Facebookfacebook.com/skinandmehq
• LinkedInlinkedin.com/company/skinandmehq

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Skin + Me