After moving to Los Angeles, dermatologist Elisabeth Shim noticed a smattering of
freckles developing across her nose and cheeks.
Finding many anti-aging products irritated her sensitive skin, she alternated between
glycolic peels and natural products with no active ingredients. But she found 10-percent
professional strength glycolic acid, used in many skin products, is very harsh on the skin.
"There was no company that offered lower strength glycolic acid with natural ingredients,"
said Shim, 38. So she said to herself, "I could do it better."
Three years and countless test formulas later, Shim launched Verdure Skincare in
December. The line of botanoceutical products are made with vegetable and marine
ingredients, and have no animal byproducts.
"I didn't skimp on anything; everything is custom-formulated," she said.
Verdure means "greenness" in French and English. Soothing ingredients with anti-aging
properties are naturally derived, such as the cucumber, aloe vera and green tea in the gentle
glycolic cleanser that retails for $32.
The anti-aging serum ($80) contains 5 percent glycolic acid and several antioxidants
including pine bark, algae, rosemary and willow herb.
The Korean American dermatologist also developed one of the few mineral sunscreens on
the market, a matte moisturizing physical screen priced at $36. Chemical sunscreen
products can irritate the skin, but are cheaper and easier to work with. The Verdure formula
contains zinc oxide and titanium dioxide, which makes it water resistant while feeling less
greasy. Broccoli and green and red tea extracts are added for antioxidant effect.
An early customer, Susan Moore, 70, started using the line the day it came out. Her skin is
sun-damaged and very sensitive.
"I'm a real skincare nazi," Moore said. "I have used a lot of things, but her product
moisturizes and exfoliates all day long. The sunscreen is so light, you can put it under
makeup and there's no weight to it."
Moore has spent thousands of dollars on more expensive products, and gets regular glycolic
peels. However, the acid has proven to be harsh on her skin; Verdure is much gentler, she
said.
The mild products still pack a punch, though. The cleanser, serum and mask contain 5 to 6
percent glycolic acid. This natural acid, made from sugarcane, peels away the top layer of
skin, revealing younger cells underneath. Skin is lighter, tauter, with less redness and acne.
Usually a glycolic peel in Shim's office runs $200, but you can get the entire line for the
same price.
All the products are fragrance-free, except the cleanser, which has a light citrus scent.
There are a few synthetic ingredients but no bovine byproducts. Products such as Olay's
Regenerist or StriVectin contain animal peptides from cow hooves and skin.
Shim is the first Korean American dermatologist to launch her own skin care line. Other
dermatologists such as Howard Murad, Fredric Brandt, Katie Rodan and Kathy Fields
(ProActiv) and Chinese American Jessica Wu have also developed consumer products.
Shim moved to Los Angeles in 2000. Her fiance is also a dermatologist. She was born in
Chicago, and completed her undergraduate work and medical school at Northwestern
University. Her passion in dermatology has brought her to Seattle, New York and San
Francisco. She is trained in Mohs micrographic surgery, an advanced treatment for skin
cancer.
So far, Shim has invested heavily in the business. Since the product line launched this
winter, it has been available for purchase on the company's website and from a handful of
dermatologists' offices. Her focus is on building brand awareness this year.
"I think of it as an expensive hobby," Shim said. "Other people go to country clubs, I do
this."
Shim's parents are very supportive - when her first employee quit just before the Verdure
launch, they helped her assemble dozens of promotional packages.
"My mom always said if you don't take a risk, you won't get very far," Shim said. "You
have to realize it's a lot of work - you have to dedicate yourself every single day. You
learn to deal with a lot of stress."
For people who want to start a business, Shim feels it's important to hire the right people,
and have a financial cushion.
"You have to have a conviction in what you're doing," she said. "There has to be a need for
what you're doing, and you have to do it better than others."
Shim still continues her practice, and sees clients about four days a week in her Santa
Monica office. As the line grows, she may have to turn the business over to someone else.
But for now, she hopes Verdure will help women achieve a perfect complexion.
"The goal is to get your skin to the point where you don't need makeup," she said. "Women
should feel good in their own skin."