New York’s acne whisperer is taking her brand beyond the metropolis.
Sofie Pavitt, the acne-focused aesthetician and founder of Sofie Pavitt Face, is bringing her brand to Sephora. The brand’s full assortment, which currently entails a benzoyl peroxide mask, a mandelic acid serum, frozen toner discs and a hydrating cleanser, will debut digitally on the retailer’s website on Dec. 26. In February, it will enter 363 Sephora doors on the retail giant’s Next Big Thing wall.
“I don’t think there’s ever a right time to go into a big retailer — it’s always scary,” said Pavitt of the partnership. “We connected on my vision for the brand — our lane is problematic skin — and we exist in a bit of a white space at Sephora.”
Pavitt, who has counted Zendaya and Lorde as past clients, also sees her two New York facial studios as a key differentiator.
“The reason I still do facials is because it’s our creative research. It’s our research and development lab,” Pavitt said. “We have over 4,000 people on our books, they tell us exactly what products they’re using, and we do testing panels through the studio. It’s not uncommon for me to give an upcoming launch to our regular customers, and they all review it. A lot of companies do perception tests externally, and we have it in-house.”
Sofie Pavitt Face is intended to be used as a full regimen, which Pavitt said is meant to be as simplified as possible. “We find out what our clients need, and a lot of the time, they’re using way too many products,” she said.
Pavitt also thinks doctors, aestheticians and brand marketers confuse consumers with varied and oft-contradictory messaging around how to best tackle problematic skin. “I’m trying to have a focused range that makes it easy for people. It’s just sticking to a routine — a simple one.”
The value proposition is striking a chord. Pavitt closed a seed investment with True Beauty Ventures earlier this year, and she said revenues have grown 200 percent in the last year. The brand launched initially with its Mandelic Clearing Serum in 2023.
“Acne can be a general concern. You can get acne going through menopause. It’s not just a young person thing,” Pavitt said. “I can help people with that, not just with the products but everything else I can offer. I’m very generous with my lifestyle tips and trigger hacks.”
In addition to Pavitt’s content universe (her personal Instagram sports 39,000 followers), she expects to cut through the clutter with the products’ color-coded packaging and playful branding.
“Founded by renowned aesthetician and acne specialist Sofie Pavitt, this brand is committed to elevating the at-home skin care experience, streamlining routines, and maximizing results,” said Brooke Banwart, senior vice president of skin care merchandising at Sephora. “We are confident that Sofie Pavitt Face’s effective products and customized approach will be a great addition to our skin care assortment and resonate with our Sephora community.”
