Allies of Skin

What Allies of Skin does

Allies of Skin is a Singapore-based premium skincare brand founded in 2016 by Nicolas Travis, operating a direct-to-consumer model across two regional e-commerce storefronts — sg.allies.shop for APAC and us.allies.shop for North America — with global shipping to 15+ countries. The company manufactures and sells a clinically-proven portfolio of 26+ SKUs spanning serums, moisturizers, night creams, eye creams, cleansers, face oils, mists, masks, essences, treatments, SPF, tools, and curated bundles, priced from $35 SGD for lip care up to $1,131 SGD for the Complete Bridal Glow & Glassy Routine. Its technological core rests on proprietary encapsulated Retinaldehyde (patented, introduced 2016), multi-peptide and growth-factor complexes (Matrixyl Morphomics, Neodermyl, Eyeliss), and quantified clinical claims (e.g., 86% see lifted skin, 92% see more radiant skin), supported by a Scientific Collective of practicing dermatologists who validate and recommend products.

The business model is a hybrid DTC e-commerce operation combining one-time product sales, subscription/recurring revenue through a Subscribe & Save program (15% discount, double reward points, 1–6 month delivery cadences), and discounted bundles (up to 25% off). Customer segments are organized horizontally by use case — anti-aging (primary), compromised/damaged skin, blemish-prone, dehydrated/dry, and hyperpigmentation — with horizontal segmentation across all skin types. In March 2024, the company closed a $20 million strategic growth investment from Meaningful Partners earmarked for US marketing, R&D, and team expansion, formalizing a transcontinental expansion strategy. Brand-building is reinforced by partnerships (Oscar de la Renta for bridal routines; Face Forward International via the 'In My Healing Era' movement), Atome BNPL financing, multi-channel marketing (organic social on Instagram/TikTok/YouTube, email, content marketing, affiliate program), and accumulated awards across Marie Claire, Cosmopolitan, Her World, Harper's Bazaar, and Singapore Women's Weekly from 2021–2024.

Name

Allies of Skin

Legal name

Allies of Skin

Website

https://sg.allies.shop

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Allies of Skin is a Singapore-based premium skincare brand founded in 2016, selling clinically-proven multi-functional products (serums, moisturizers, retinoid night creams, eye creams) direct-to-consumer across APAC and US e-commerce storefronts, serving anti-aging, barrier-repair, and brightening use cases for individual consumers globally.

Ownership category

akta.pro rank

Product category

Premium Skincare

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Premium skincare products
• Anti-aging skincare
• Clinical-grade serums
• Skin barrier repair
• Direct-to-consumer beauty

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Direct-to-Consumer): Allies of Skin generates revenue primarily through direct-to-consumer sales via their e-commerce storefronts (sg.allies.shop and us.allies.shop). The company offers individual products across categories including cleansers, serums, moisturizers, eye creams, face oils, and SPF, as well as bundled routine sets at various price points.
2. Subscription/Recurring Revenue: The company offers a Subscribe & Save program providing 15% off every subscription order, double reward points, and exclusive perks. Subscription options include delivery every 1-6 months, with additional savings on routine sets up to 25%.
3. Bundles and Kits: Pre-configured skincare routines and bundles (duos, trios, and multi-product sets) sold at discounted prices compared to individual products, driving higher transaction values.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Allies of Skin manufactures and sells premium multifunctional skincare products including serums, moisturizers, cleansers, eye creams, face oils, treatment mists, masks, lip balm, and self-tanner through direct-to-consumer e-commerce channels. The brand emphasizes clinically-proven high-concentration active ingredients, patented encapsulated Retinaldehyde technology, and multi-functional formulations designed to address aging, hyperpigmentation, dehydration, blemishes, and skin barrier concerns in single products.

Product overview

Allies of Skin is a Singapore-based premium skincare brand offering a comprehensive portfolio of clinically-proven, multi-functional skincare products organized into distinct categories: Serums (including peptide, growth factor, vitamin C, and brightening formulations), Moisturizers (daily treatments, night creams, barrier recovery), Cleansers (hydrating cleansers, cleansing balms), Eye & Lip Care, Face Oils, Mists, Masks, Treatments, Essences, Tools (Gua Sha), and Bundled Routine Sets. The brand emphasizes 'supercharged skincare' with clinically proven actives and breakthrough innovations to reduce multiple signs of aging and boost radiance across all skin types. The product architecture includes single products across all core categories as well as curated routine bundles (duos and trios) that combine complementary products for targeted results. Key hero products include the Multi Peptides & GF Advanced Lifting Serum, Peptides & Antioxidants Advanced Firming Daily Treatment (5-in-1 moisturizer), Retinal Night Creams in two concentrations (0.05% and 0.1%), and Peptides & Omegas Firming Eye Cream.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi Peptides & GF Advanced Lifting Serum

Quantifiable outcome

• 86% see lifted skin with reduced sagging (Multi Peptides & GF Advanced Lifting Serum)
• +9 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship and minor.

• Face Forward InternationalflagshipStrategic or Co-development PartnerAllies of Skin partners with Face Forward International, an organization providing emotional support and reconstructive surgery for survivors of domestic violence, human trafficking, and cruel acts of crime. The partnership operates through the 'In My Healing Era' movement, honoring resilience and providing real support. Face Forward works with medical professionals across fourteen countries covering surgical procedures, airfare, accommodations, aftercare, and ongoing emotional support therapy.
• Oscar de la RentaflagshipStrategic or Co-development PartnerOfficial Skincare Partner of Oscar de la Renta, featuring founder Nicolas Travis' curated bridal routines designed to reveal luminous, glass-like skin. The collaboration includes Complete Bridal Glow & Glassy Routine, Complete Bridal Clear Skin Routine, Morning Bridal Routine, and Evening Glow & Glassy Routine - each designed for the bridal journey.
• AtomeminorChannel Partner/ Reseller/ DistributorAtome Singapore partnership offering buy-now-pay-later services with 0% interest over 3 payments. Allows customers to split bills hassle-free across hundreds of merchants, making products more accessible.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dr. Barbara Sturm: Celebrity dermatologist-founded premium skincare brand with proprietary "Plasma" and hyaluronic-based formulations and luxury positioning. Comparable on dermatologist-credibility-led GTM, premium pricing, hero serum focus, and global DTC-plus-concierge distribution.
• Tatcha: Premium skincare brand (owned by Unilever) emphasizing clinically-validated Japanese botanicals, multi-step rituals, and luxury gifting sets. Comparable on premium pricing, ritual-based bundling, gifting occasion focus, and global e-commerce-led distribution.
• Tata Harper: Premium natural and non-toxic skincare brand emphasizing high concentrations of botanical actives with farm-to-face provenance. Comparable on premium pricing, DTC-led growth, ingredient-led efficacy storytelling, and global shipping; overlaps on the clean-formulation positioning (no silicones/sulfates/synthetic dyes).
• Drunk Elephant: Premium clinical skincare brand focused on biocompatible actives and "supercharged" formulations sold primarily DTC and through Sephora. Closely comparable to Allies of Skin on positioning (clinical actives, premium pricing, multi-functional formulas) and target consumer (ingredient-savvy anti-aging shoppers).
• iS Clinical: Clinical skincare brand (part of Innovation Skincare) with extensive use of botanical-extract actives and professional-channel distribution through dermatologists, med-spas, and estheticians. Comparable on clinical actives, professional endorsement channel, and treatment-serum hero SKUs.
• Sunday Riley: Clinical actives-based skincare brand with strong DTC and Sephora presence, focused on retinol, lactic acid, and vitamin C serums at premium price points. Direct overlap with Allies of Skin on treatment serums, quantified efficacy claims, and the "supercharged" clinical positioning.
• Augustinus Bader: Ultra-premium skincare brand founded by a biomedical scientist, marketed around proprietary TFC8 technology and clinically validated anti-aging outcomes. Comparable to Allies of Skin on patented proprietary technology, premium pricing (>$200 for hero serums), luxury positioning, and clinical-results-led marketing.
• The Ordinary (DECIEM): Clinical-actives skincare brand (owned by Estée Lauder) that disrupted premium skincare with transparent, affordable single-actives formulations. Comparable on ingredient-led positioning, peptide/retinal/niacinamide SKUs, and global e-commerce distribution, though positioned at lower price points.
• SkinCeuticals: Medical-grade / dermocosmetics brand owned by L'Oréal, known for clinical actives like Vitamin C and retinol. Comparable to Allies of Skin on clinical efficacy positioning, dermatologist endorsement, and premium anti-aging serums, though broader distribution through dermatologists and luxury retailers.

Broad incumbents

• Estée Lauder (Clinique, La Mer): Global prestige beauty conglomerate owning premium skincare brands (La Mer, Clinique, Tom Ford Beauty, Dr. Jart+). Comparable as a broader incumbent that defines and competes in the premium skincare category; relevant as a potential strategic acquirer and as the competitive backdrop for Allies of Skin's positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/alliesofskin?lang=en
• YouTubeyoutube.com/@alliesofskin
• Facebookfacebook.com/alliesofskin
• Instagraminstagram.com/alliesofskin
• TikToktiktok.com/@alliesofskin?lang=en
• LinkedInlinkedin.com/company/alliesgroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

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 Allies of Skin