"Your skin looks absolutely amazing, I need to know what you're using!" While it came in different variations, this comment was uttered in most conversations Nicolas Travis had during his short trip back home—ours included. Whether you refer to it as glass, jello, or 'chok-chok' skin, the only way I could describe the Allies of Skin founder's complexion is that it quite literally reflects light, luminescent with no sign of pores or hyperpigmentation in sight.
However, it wasn't always so. "I had severe acne as a teenager and found the process of shopping for products daunting," he says. "I was using a three-step system like Proactiv. I also had lots of fond memories of Oxy—it was everywhere. I used so much Oxy10 that it burned my skin because it's so strong and I had these brown patches. It was not good." As he delves into the challenges of his skincare journey, his extroverted, easygoing personality draws you in, making you feel like you're catching up with an old friend.
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A life-changing accident that brought the fonder from skincare enthusiast to entrepreneur. "When I was 19, I had a severe accident. I smashed my face and needed reconstructive surgery. I picked what I thought was a good surgeon, but he ended up butchering my face. I had multiple infections, necrosis (where the infection was eating the flesh of my skin), and had holes in my face," he elaborates.
"After many failed surgeries and suicide attempts, I saw a therapist who said, 'Okay, let's assume you have to be here. Let's make a list of all the things you want to accomplish by the time you're 30. What does that list look like?' I realised that if I could somehow channel my feelings into helping other people feel more confident or fearless in their own skin, then maybe my pain would have been worth it."He continues: "I do feel a lot of pride for getting to here from where I came from. A lot of things have happened to me—I had no money and was abused—but I was fortunate to turn my life around."
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Equipped with a degree in biochemistry and pharmaceutical science as well as a master's in international business, Travis set out to create supercharged skincare products that would become Allies of Skin in 2016. How 'supercharged' you may ask? Some of its most potent creations feature high concentrations of active ingredients, such as its 35% Vitamin C+ Perfecting Serum, and Azelaic & Kojic Advanced Clarifying Serum which contains 10 per cent azelaic acid. "If anything I want Allies (of Skin) to be known for innovation," says Travis. "We launched our growth factor serum in 2023, and were the only ones at Sephora in Asia with a copper tripeptide serum, as well as a waterless vitamin C serum. Even if you can afford only one serum from us, it's gonna be efficacious."
However, as a small Singaporean brand breaking into a beauty market dominated by Western juggernauts, he faced an uphill road. "When I started in 2016, I would go into all these meetings, and they were like, 'Oh, you're from Singapore? I didn't know you had beauty brands. I only know about your airline, chicken rice, and cocktail'. It was so hard to get a foot in the door and was told 'no' many times," he laments.
"I had only three products (at that time) and people didn't really get the brand because we were talking about microbiome, encapsulated retinal, waterless vitamin C, peptides—and they were like, 'What?'," he continues. "We were so ahead of the game that they didn't know what to do with us. No one was talking about those types of things then, but today, everyone's talking about it."
Almost a decade later, the brand is arguably the biggest homegrown skincare brand, extending its reach beyond Singapore and selling in 36 countries. The range has expanded to over 20 products including the Multi Peptide & GF Advanced Lifting Serum, which has growth factors and neurotoxin-like peptides that target multiple signs of ageing with rapid and long-lasting results. To date, it has a waitlist of over 11,000 people trying to snag a bottle.
Recently, Allies of Skin raised US$20 million (around S$26 million) last year from Meaningful Partners, a private equity firm based in Los Angeles, to fuel its expansion into the US. "I feel a lot of pride as a Singaporean because when I started out, I was the youngest and only Asian in the room at the time," says Travis. "I told myself that one day, whoever comes after me wouldn't have to sit through people saying 'Oh, I didn't know Singapore had beauty brands'." He adds, "It's also beautiful that the world has embraced K-beauty brands. That's going to have a halo effect on all the other Asian brands—it's about time. While it's a long game, we're always here to represent."
Its products have garnered some of Hollywood's biggest names as fans, including Kaia Gerber, Pedro Pascal (who used them while shooting Fantastic Four), Henry Golding (one of the brand's first investors alongside his wife Liv Lo), Hailey Bieber, and Uma Thurman, who has a routine customised for her by Travis—something he does for friends and family.
When you have big names and their make-up artists singing praises of your products, and using them for red carpet appearances, on film sets, and as part of their skincare routines, you've got to feel that you've made it. For Travis however, what he's proudest of is the fact that he's manifested Allies of Skin's ethos: To create the most innovative, effective products that allow people to feel confident in their skin. Because of his personal journey, he believes in supporting others who share similar challenges. Allies of Skin has raised funds and awareness for groups like The Katie Price Foundation, a United Kingdom charity dedicated to improving the quality of life for adult burn survivors and individuals with significant scarring injuries.
"We have a lot of celebrities using our products and all that is nice, but what feeds my soul is this...," Travis pauses. He proceeds to show me a video of Tonya Renee Meisenbach, a make-up artist and burn survivor from Atlanta, who uses his products and has collaborated with the brand. "I go back to my experiences and what the brand stands for. While not intended, it feels like a full-circle moment—like the universe just put everything together."
Allies of Skin is already gearing up for the rest of the year with Travis teasing an upcoming drop based on the concept of skin that reflects light. They are also experimenting with lip products. After trying out and seeing the benefits of my Travis-curated skincare routine, I can only say, along with the fans of the brand, we can't wait in anticipation for what's next.
Allies of Skin is available at Sephora stores nationwide and on its website.