111Skin

A London plastic surgeon developed a recovery serum for patients leaving the operating theatre, handed it out free to wealthy clients for two years, then productised it. The clientele became the customer list. Dr. Janis Alexandridas ran a Harley Street plastic surgery practice in London, through the 2000s catering to high net worth clients undergoing elective cosmetic procedures. He developed a proprietary formula using a synthetic oxygen carrier molecule and began giving it free to his surgical patients as part of aftercare. In 2012, after two years of positive patient feedback, he formalised the product into a retail brand called 111Skin, priced the same serum at around $130 and launched through Harrods. Most skincare launches require years and millions in marketing spend to build a customer base willing to pay premium prices.