Sunday Riley

A single skincare bottle called Good Genes goes for $105 at Mecca for just 50 millilitres. The brand sells enough of it that customers buy a second before the first runs out. Sunday Riley trained as an esthetician in Houston before founding her namesake brand in 2009. Her formulation approach was distinctive within the professional skincare industry. Rather than developing products around regulatory disease claims or gentle daily routines, she built a collection of actively high performance acid and retinal formulas that would be sequenced together over a week in a specific rotation. Good Genes is a lactic acid treatment. CEO is a vitamin C serum. Luna is a retinal oil. The routine was the product, not any individual item.