Meet elmt, the Science-Based Skincare Brand Creating Effective Skin Solutions
by Gina Myung on May 05, 2022
Direct CosmeticsThe name "elmt" comes from the word "element". Similar to how the word was simplified to only the four most essential letters: e-l-m-t, elmt gets to the point when it comes to creating effective skincare solutions. At elmt, the team skips all the excess fluff like so they can focus on the nitty gritty - your skin, your skin concerns, and how they can help. Their philosophy of Direct Cosmetics is highlighted in the brand’s mission to minimize the gap between problem & solution, our researchers & you, and ingredients & skin. Their no-frills approach to developing their products is a testament to this fact.
As their slogan, "skincare unframed", suggests, elmt strives to create products using an approach never before seen in existing skincare. By approaching skincare as a tool to deliver ingredients, or “elements”, to the skin, they’re able to break away from the conventional frames of skincare. What are these frames, you ask? • Toner, serum, cream = frames surrounding texture• When, how, what order = frames surrounding usage• Eye-catching ingredients = frames surrounding image By removing such frames, elmt is able to pioneer effective solutions for skincare problems that still need solving. No trends. No outside influences. Just pure, effective skincare.
Introducing #frameless SolutionsFor their first launch, elmt wanted to showcase a series of skincare solutions that cater to four specific skincare concerns: sensitivity, fine lines, dullness, and flakiness. Formulated to provide targeted skincare solutions, elm't #frameless solutions made their debut. While their watery texture is similar to that of conventional toners, #frameless solutions are exactly what their name suggests - solutions. Designed to penetrate deep into the skin with their lightweight, fast-absorbing texture, elmt solutions effectively deliver the beneficial properties of each ingredient directly to the skin. Furthermore, each solution seamlessly works with any skincare routine to better tackle target skin concerns. Because their formulas are designed to work in synergy with one another, you can also choose to mix multiple solutions to better tackle your unique skin concerns.