Merging her passion for beauty and desire to help her daughter, Elise Tabin launches her skincare line twiish.
Elise Tabin, founder and creator of TWiiSH PHOTO BY NEKTARIA KLEOPOULOS
As a beauty expert, Elise Tabin knows a thing or two about the industry. Setting out to create a skin line safe for all ages, Tabin and her daughter Madysen worked alongside a Harvard-trained chemist to develop a gel cleanser and spot treatment. We chat with the skin savant to learn what’s next for her and the brand. twiishskin.com
What inspired the creation of TWiiSH?
The idea came when my then 12-year-old daughter experienced her first bout of breakouts. She spent a lot of time on TikTok and showed me skincare products that she thought would help clear up her skin. I have a beauty closet stockpiled with hundreds of beauty products, but everything I offered her was either “not cool enough” or products she thought belonged in my bathroom, not hers. We couldn’t agree on a product, so I made my own.
What does it mean to you to create the brand with your daughter?
It has been so much fun! My daughter is the ideal customer, and she is very involved. We collaborate on the packaging, color palettes, social media strategy, influencer outreach and new product ideas. Madysen constantly brings new ideas, and she has her vision for how she sees the brand growing, which we are implementing where and how we can. I am proud of how dedicated she is to the brand.
Are there plans to expand the line?
Yes! We started with products for breakouts. Our customers also ask for a moisturizer, so we are working on that. Madysen and I keep a list of new products we want to enter.
What makes TWiiSH stand out?
Teenage skincare is nothing new, but a brand developed by a beauty editor and her teenage daughter hasn’t been done before. Our formulations set us apart; we use a proprietary blend of salicylic acid and colloidal silver to tackle skin issues without leaving the skin dry, irritated or flaky.
What are your skincare secrets?
I never go to bed without washing my face and doing my entire skincare routine. I often go to sleep wearing a mask, usually from Babor or Biologique Recherche, as a spot treatment to help brighten a stubborn spot and a thick layer of La Mer Lip Balm on my lips. Retinol is my skin’s best friend, but I’ve had to dial it down over the years, so learning to adapt your products to what your skin needs at any given time is a big skincare secret. I’m a sunscreen junkie and wear tinted sunscreen in place of foundation on most days.
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