Everyone wants great skin, and we slather on multiple layers of products because we believe more equals better and faster results. Dr Shauna Tan-Chiam begs to differ. "There is actually a strong scientific basis for a minimalist, simple skincare routine," she tells me. "Ultimately, skincare should enhance the skin's innate intelligence and do its best work with precision, consistency, and respect for its biology—not overwhelm it." Her medical training has equipped her with a deep understanding of facial anatomy and skin biology, and she wants to bring the focus back to a streamlined, science-led routine with Bareness.

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"After seeing patients with 10- and 15-step routines, I created Bareness to ensure they were getting what they actually needed—a targeted routine built around a few well-formulated products with specific goals that support barrier recovery, preserve the skin’s microbiome diversity, and optimise ingredient bioavailability," she explains. Launched in April 2024 with just a trio of products—an exfoliant, retinoid and barrier cream—the homegrown brand champions healthy skin without the fluff, preferring to create effective products that cater to every woman’s needs. Today, Bareness has expanded into a full cosmeceutical range, including a gel sunscreen, tinted blushes and glosses, a calming mist and an eye serum. Below, Dr Tan-Chiam explains to ELLE why less is really more.

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What first drew you to the aesthetic industry?

I was someone who struggled with my own insecurities and body dysmorphia for years. As such, I knew early on that I wanted to have the tools and skillsets to help myself and others like me dial back on the self-loathing to allow our personalities and strengths to shine instead of hiding. I was always drawn to the anatomy and dynamic movements of the face during my surgical training, and that's how I found myself in the aesthetics medicine space.

What's your speciality?

My area of interest and expertise is in injectable treatments with the goal of helping my patients look the way they feel and be able to express themselves authentically.

From your experience, what are the things you've learnt over the years that have shaped the way you approach beauty as a doctor and founder?

I learnt that beauty isn’t about perfection, but the courage to understand that change is inevitable. But that doesn’t mean inaction—if some products or treatments help us adapt better, use them. I’m also deeply passionate about the mind-skin-gut axis; The skin should be treated like the rest of your body. I also think beauty is confidence, and your appearance is an extension of who you are.

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What was the creation process for the first three products?

To me, I saw it as a culmination of all my words coming together. In all transparency, the most important anti-ageing product in my books is sunscreen, and I had initially wanted that to be part of our debut collection. However, after close to a year and a half of formulating, I wasn't happy with the texture and formulation. So, I decided to continue refining the products and focused on our night-time offerings, which was our Skin Cycling Collection, comprising our Retinaldehyde Serum, Exfoliant Tonic, and Barrier Restore Cream.

What is skin cycling and how does it affect our skincare routine?

The epidermis takes 28 days to renew itself when you’re in your twenties, double the time in your thirties. In sync with this, the skincare cycle starts with an exfoliant, followed by a retinoid, then recovery, and repeats every three days. I would recommend an additional recovery day, and sandwiching actives between moisturiser if you’re a beginner. By using active ingredients in intervals, it encourages regeneration while preventing barrier fatigue.

Tell us about your own skincare routine and habits.

I'm a creature of habit; routines work well for me. I start with a gel cleanser, as I have an oilier skin type, followed by our hypochlorous acid mist, then a Vitamin C serum, and our barrier restore cream and sunscreen. At night, I follow an advanced skin cycling routine I've used for many years. On recovery nights, I start with micellar water to remove my sunscreen, then the same cleanser and mist with an eye serum, and barrier restore cream. On the nights I'm using retinoid, I add an encapsulated retinaldehyde serum and on exfoliant nights, I'll use a chemical exfoliant before a cream.

I don't usually put on make-up unless there is an event, but I do use the Bareness Blush Screen in Cardio for my cheeks and lips for added SPF coverage, and Plump Screen over my lips for gloss.

What’s skin cycling and how does it affect our skincare routine?

The epidermis takes 28 days to renew itself when you’re in your twenties, double the time in your thirties. In sync with this, the skincare cycle starts with an exfoliant, followed by a retinoid, then recovery, and repeats every three days. I would recommend an additional recovery day, and sandwiching actives between moisturiser if you’re a beginner. By using active ingredients in intervals, it encourages regeneration while preventing barrier fatigue.

What do you think people often get wrong about the idea of good skin?

I do think people still think of good skin as flawless or perfect, with words like smooth, poreless, and blemish-free commonly thrown out. When in truth, that's neither realistic nor biologically accurate. Instead. I think it's about maintaining integrity in the skin barrier, balancing hydration levels, and building lifestyle habits to improve gut health and your mental hygiene. When your barrier is intact, and your skin functions optimally to regulate sebum, retain moisture, defend against environmental stress, and minimise inflammation, your skin will naturally be in its healthiest state. That, to me, is the definition of good skin.

What are some treatments and facials you’d recommend?

If you’re just starting, medifacials using machines such as Local Dynamic Micro-Massage can be an excellent tool to improve firmness and elasticity. Ultherapy Prime is great for those looking for a more significant, long-lasting lift using a non-invasive method.

Bareness is available at E:THOS Clinic, The Paper Bunny at Ngee Ann City and VivoCity, and on its website.

*This interview has been edited and condensed for clarity