Skincare woes ravage us all. From not knowing our skin type to selecting the wrong products for the same, the world of skincare requires in-depth knowledge about the brands and products available on the market in order to make an informed decision. Not to mention, there are literally millions of beauty and skincare products to choose from, and brands aren’t slowing down production and innovation any time soon.
In a world where information dominates every sphere of communication, it becomes extremely difficult to sift through the myriad of options and select the product that works best for you.
Skincare is an exciting journey of discovery and exploration. It fulfills you, giving you a reason to keep getting better every day. The entire point of going shopping for skincare products is to be picky with what you buy, based on the type of skin you desire. Well, we have some good news for skincare enthusiasts the world over; picking the best product for you just became as simple as the click of the button, thanks to the South Korean start-up venture Picky Inc. and their mobile platform the Picky App.
The startup has joined Beiersdorf’s Nivea Accelerator program. It will help to expand the company’s global presence and make an even bigger impact on the skincare industry. The company’s partner list is also expanded to include Korean beauty brands such as Make p:rem, SKIN1004, and The Inkey List.
The Need for Picky: Authenticity in the World of Skincare
“It’s very important to know your skin very well and identify the ingredients that work best with your skin type. Because if not, the skincare product can either worsen your skin problem or trigger skin reactions,” said Eleanor Reyes, a cosmetic dermatologist who works with Picky’s team of beauty experts.
An ingredient that works wonders for one consumer’s skin might be a complete nightmare for another. The effects of an ingredient cannot be generalized because different skin types exhibit different reactions to ingredients. For instance, salicylic acid is a core ingredient in products that tackle acne. Salicylic acid helps remove dead skin cells and reduce inflammation, making it an essential ingredient for acne creams and face washes. But salicylic acid with benzoyl peroxide can dry out your skin so much that it triggers excess oil production, and salicylic acid with glycolic acids can over-exfoliate your skin.
Consumers are not aware of the effects an ingredient can have on their skin, individually or as part of a compound. Couple this with the widespread misinformation surrounding these products on the internet, and it makes verifying the product’s authenticity next to impossible.
This is where Picky steps in.
Picky App: Your Personal Skincare Expert
Lee Jihong, the founder and CEO of Picky, stated in an interview that the app was developed to “educate individuals on proper skincare and help people make better product decisions.” Skincare is a big part of many people’s daily routines and has a dedicated community worldwide. Picky aims to unify this community on a single platform and help disseminate information that helps its audience make informed choices.
The way the app works is relatively simple. When users sign up for Picky’s services, they must answer a simple, one-minute quiz with 14 questions designed to determine their skin type accurately. Based on this result, the app uses its “Picky Match” feature to recommend products that it believes will be best suited for the user, with a three-fold ranking system; “holy grail,” “worth a try,” and “risky.” Picky doesn’t make a choice for the user; it merely guides them in the right direction. This is because the company believes that skincare is an experience for the consumer, and making a choice for them, it takes away that experience.
Currently, Picky’s database lists close to 50,000 products on its website from 1,000+ brands which include global and local listings from both Western and Eastern brands. A user can sift through this database and educate themselves with in-depth analyses, as the library’s filters go the extra mile and attempt to address specific skin issues like fungi-based acne and break down the effects of every individual ingredient based on your skin type. Besides its extensive knowledge bank, Picky also provides a platform to local brands by allowing them to list their products on the website free of cost and opening their newest innovations up to critique from Picky’s reviewers.
What is about?
Picky has created an active community of reviewers and skincare enthusiasts through the Discussions tab on its website. Its user base is 40,000 strong, spread across 39 countries. Picky’s community regularly posts discussion threads and reviews of the items listed on the website to help supplement Picky Matches. The platform has a points system that encourages users to engage with the app deeply and conducts a monthly reviewer giveaway where they partner with upcoming brands and help them gain exposure by giving their products away for free to the Picky community, opening them up to honest critique that provides crucial consumer insights. Users can track their daily routines through the “Routine help” section of the tab, and it also has a Pinoy section, where users can talk about local brands in their local language and consult local experts.
Picky also maintains a blog that is dedicated to keeping its community aware. It provides visitors with skincare tips, discusses skin concerns, has an up-to-date Ingredients Guide, and debunks myths surrounding beauty products.
A Revolution in How We Purchase Skincare
Skincare is an extremely personal experience, and Picky looks to make it much more efficient. With an ever-growing database of information and community, Picky looks to change the way in which skincare is consumed worldwide.
