Matter of Fact
Matter of Fact is a clinical-backed prestige skincare brand operating under Baek Clinical, Inc., selling seven DTC and Sephora-distributed products built on its patent-protected Actisolv™ active-ingredient delivery technology for anti-aging, brightening, and barrier-support skincare consumers in the US, UK, and Hong Kong.
- Company typePrivate
- Founded2010
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Matter of Fact does
Matter of Fact, operated by the legal entity Baek Clinical, Inc., is a clinical-backed prestige skincare brand founded around 2010 by Paul Baek (Founder, Formulator, and CEO) and headquartered in Los Angeles, California. The company sells a focused portfolio of seven products organized around two categories: ACTIVE treatments targeting concerns such as brightening, firming, wrinkles, and texture, and NOURISHING products focused on barrier support and hydration. The line spans a 20% waterless Vitamin C serum, a Retinol/Vitamin C/Azelaic Acid combination concentrate, a multi-acid resurfacing serum, peptide and bakuchiol moisturizers, a barrier-support oil, and a glycerin-based cleanser.
The brand's core technical differentiator is its patent-protected Actisolv™ delivery system (US Patent No. 12,390,444), which enables the combination, dissolution, and stabilization of otherwise incompatible actives — Vitamin C, Azelaic Acid, and Retinol — at high concentrations in a single waterless formula with 24-month shelf stability and minimal irritation. The product claims are backed by independent third-party clinical testing on final formulations using VISIA-CR imaging, Cutometer, Corneometer, and Visioscan instrumentation across diverse Fitzpatrick skin types II-VI, with results published in consumer-facing formats and in the Journal of Investigative Dermatology.
Revenue is generated through a hybrid DTC-plus-retail model. The brand's e-commerce site (matteroffact.com) supports one-time purchases and a subscription program with a 10% recurring-order discount, plus referral and email-capture incentives. Distribution is supplemented by Sephora (Sephora.com plus select store locations nationwide) and CosmoProf Beauty, with regional storefronts extended to UK and Hong Kong. Products are priced in the premium prestige range, with SKUs from $42 (cleanser) to $108 (Wrinkle + Texture Concentrate), and a simple flat 10% subscription tier. To date the company has raised $16M in disclosed venture funding ($10M launch round in 2021 and $6M Series A in 2023).
Matter of Fact firmographics
Firmographics- Name
- Matter of Fact
- Legal name
- Baek Clinical, Inc.
- Website
- https://matteroffact.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Matter of Fact is a clinical-backed prestige skincare brand operating under Baek Clinical, Inc., selling seven DTC and Sephora-distributed products built on its patent-protected Actisolv™ active-ingredient delivery technology for anti-aging, brightening, and barrier-support skincare consumers in the US, UK, and Hong Kong.
- Ownership category
- akta.pro rank
Matter of Fact industry classification
Industry- Product category
- Clinical Skincare Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Sensitive Skin & Barrier Repair (CRABAAAG)
Keywords
Where Matter of Fact is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Matter of Fact business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations, Infrastructure
Revenue model
- Direct E-commerce Product Sales: Revenue generated from direct-to-consumer sales through the brand's website matteroffact.com. Products are sold as one-time purchases or through a subscription program offering a 10% discount on recurring orders.
- Retail Channel Sales (Sephora / CosmoProf Beauty): Revenue from wholesale/retail distribution through Sephora (online at Sephora.com and in-store at select locations) and CosmoProf Beauty. Products sold at consistent price points through retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Single SKU pricing across 7 core products; subscription option at 10% discount |
| Subscription | Monthly | First-order discount for new subscribers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Matter of Fact product offering
Product offeringCore offering
Matter of Fact manufactures and sells a portfolio of seven clinical-backed skincare products — serums, moisturizers, cleansers, and treatments — formulated with its proprietary Actisolv™ patent-protected technology that stabilizes multiple high-concentration active ingredients (Vitamin C, Retinol, Azelaic Acid) in single formulas. Products are sold directly to consumers through matteroffact.com (with a 10% subscription discount) and distributed through Sephora and CosmoProf Beauty retail channels, targeting anti-aging, brightening, firming, and barrier-support skincare needs.
Product overview
Matter of Fact is a clinical-backed skincare brand offering a focused portfolio of seven innovative skincare products designed to reduce signs of aging and deliver radiant, youthful-looking skin. The product line is organized into 'ACTIVE' products (blue packaging) featuring potent stabilized ingredients like Vitamin C, Retinol, and Azelaic Acid that target specific concerns, and 'NOURISHING' products (white packaging) containing restorative ingredients like barrier lipids and humectants for overall wellness. The core portfolio includes: the BRIGHTENING + FIRMING SERUM (waterless 20% Vitamin C formula), WRINKLE + TEXTURE CONCENTRATE (Retinol/Vitamin C/Azelaic Acid combination therapy), RESURFACING + HYDRATING SERUM (multi-acid exfoliant), MAXIMALIST AGE-DEFYING MOISTURIZER (peptide/hyaluronic acid cream), MINIMALIST HYDRATING MOISTURIZER (barrier support cream), BARRIER + ANTIOXIDANT TREATMENT (face oil), and REMOVE + REPLENISH GEL BALM CLEANSER (gentle cleanser). All products leverage the company's proprietary Actisolv™ patent-protected technology enabling combination therapy formulations with superior stability and efficacy.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Brightening + Firming Serum: 100% of users saw improvement in overall skin appearance after 4 weeks; 96% saw reduction in uneven skin tone/discoloration; 96% saw fine lines/wrinkles less visible and elasticity improved after 2 weeks
- +6 more outcomes
Companies that use Matter of Fact
Customer profileSegments1 record
Ideal customer profiles1 record
Matter of Fact technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature4 records
Matter of Fact partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- SephoracoreSephora serves as a major retail channel partner, offering Matter of Fact products both online at Sephora.com and in-store at select Sephora locations nationwide. The partnership provides premium retail placement and access to Sephora's beauty-focused customer base. Featured products at Sephora include the Brightening + Firming Serum, Wrinkle + Texture Concentrate, Minimalist Hydrating Moisturizer, Resurfacing + Hydrating Serum, Maximalist Age-Defying Moisturizer, and Barrier + Antioxidant Treatment.
- CosmoProf BeautyminorCosmoProf Beauty distributes Matter of Fact products to professional skincare buyers and salons, providing access to the professional beauty trade channel.
- Baek Clinical, Inc. (Parent Entity)coreBaek Clinical, Inc. is the parent legal entity that operates the Matter of Fact brand. The company is registered in California and serves as the data controller for consumer data. The brand's formulations are developed and manufactured by the founder and formulator in the company's Los Angeles lab.
- WWD (Funding Coverage)minorWWD (Women's Wear Daily) reported on Matter of Fact's $6 million Series A funding round, providing brand exposure and industry credibility through trade media coverage.
- BeautyMatter (Funding Coverage)minorBeautyMatter reported on Matter of Fact's $6 million Series A funding round, providing industry trade coverage and credibility.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Matter of Fact competitors and assessment
Company assessmentDirect peers
- Naturium: Naturium is an emerging clinical actives skincare brand focused on high-concentration ingredients at mid-tier price points. Comparable to Matter of Fact in active ingredient focus (Vitamin C, Retinol, acids), clinical positioning, and target consumer seeking evidence-based skincare with multi-functional formulations.
- Paula's Choice: Paula's Choice is a clinical skincare brand built on evidence-based formulations with active ingredients including Vitamin C, Retinol, and AHAs. Directly comparable to Matter of Fact in clinical credibility claims, product categories, and target consumer seeking science-backed skincare.
- Versed: Versed is a clinical-inspired skincare brand with a focused portfolio of treatment products featuring active ingredients. Comparable to Matter of Fact in active ingredient focus, simplified product range, target consumer, and retail distribution through Sephora and DTC.
- iS Clinical: iS Clinical is a clinical skincare brand offering treatment serums with active ingredients including Vitamin C, Retinol, and exfoliating acids. Comparable to Matter of Fact in clinical credibility, professional/esthetician channel distribution (similar to CosmoProf positioning), and treatment-focused formulations.
- Drunk Elephant: Drunk Elephant is a premium clinical skincare brand built on clean formulations and ingredient stability. Comparable to Matter of Fact in premium positioning, ingredient integrity messaging, and Sephora retail presence, with similar price points ($40-$90 range) and target consumer.
- Good Molecules: Good Molecules is an emerging clinical-inspired skincare brand focused on active ingredients at accessible price points. Comparable to Matter of Fact in single-ingredient and combination active formulations, target consumer seeking clinical results, and DTC-led distribution model.
- The Ordinary (DECIEM): The Ordinary is a clinical/active skincare brand focused on single-ingredient and combination formulations at accessible price points. Directly comparable to Matter of Fact in its clinical, evidence-based positioning and target consumer seeking results-driven actives like Vitamin C, Retinol, and AHAs.
Broad incumbents
- Tatcha: Tatcha is a premium skincare brand with broad distribution through Sephora and department stores. Comparable to Matter of Fact in Sephora premium placement, story-driven brand positioning, and price points, though Tatcha has a much larger SKU portfolio and stronger brand recognition.
- CeraVe: CeraVe (L'Oréal) is a mass-market dermatologist-developed skincare brand with broad distribution. Comparable to Matter of Fact in clinical credibility messaging, ingredient transparency, and target consumer seeking dermatologist-endorsed skincare, though at significantly larger scale and lower price points.
- SkinCeuticals: SkinCeuticals (L'Oréal) is the leading dermatologist-grade skincare brand built on patented Vitamin C and antioxidant science. Comparable to Matter of Fact in clinical positioning, high-concentration active ingredient formulations, and professional/dermatologist channel presence, though at much larger scale and broader portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Matter of Fact social profiles
Digital presenceMatter of Fact compliance and trust
Trust signalCompliance3 records
Matter of Fact financial estimates
Financial estimateRevenue estimate
Valuation estimate
Matter of Fact leadership team
Management profileNumber of profiles
Profiles2 records
Matter of Fact funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Matter of Fact M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Matter of Fact
What does Matter of Fact do?
Matter of Fact manufactures and sells a portfolio of seven clinical-backed skincare products — serums, moisturizers, cleansers, and treatments — formulated with its proprietary Actisolv™ patent-protected technology that stabilizes multiple high-concentration active ingredients (Vitamin C, Retinol, Azelaic Acid) in single formulas. Products are sold directly to consumers through matteroffact.com (with a 10% subscription discount) and distributed through Sephora and CosmoProf Beauty retail channels, targeting anti-aging, brightening, firming, and barrier-support skincare needs.
Is Matter of Fact a public or private company?
Matter of Fact is a private company. It is classified as venture growth investor backed and is currently operating.
When was Matter of Fact founded?
Matter of Fact was founded in 2010. It employs 1 to 10 people.
Where is Matter of Fact based?
Matter of Fact is headquartered in Los Angeles, United States, in the North America region.
How does Matter of Fact make money?
Two revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are retail Channel Sales (Sephora / CosmoProf Beauty).
Who are Matter of Fact's main competitors?
Direct peers on record are Naturium, Paula's Choice, Versed, iS Clinical, Drunk Elephant, Good Molecules and The Ordinary (DECIEM). Broad incumbents are Tatcha, CeraVe and SkinCeuticals.
Does Matter of Fact have an API?
No public API is recorded for Matter of Fact.
What industry is Matter of Fact in?
Matter of Fact's product category is Clinical Skincare Products. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 32561 and its SIC code is 2844.