Korres

Two Athens pharmacists, who had inherited Greece's oldest homeopathic pharmacy in 1992, had spent four years compounding 3,000 herbal remedies before they bottled their first cosmetics product. George Corres and his wife, Lena, a chemical engineer, founded Corres's natural products in Athens in 1996. Most natural beauty brands, at the time, sat at the crunchy, non-clinical end of the market. Corres came in from the opposite direction. The pharmacy's century-old prescription archive let the brand price natural skincare at prestige tier without losing clinical credibility. The strategic move was the source. Most natural cosmetics brands borrowed credibility from a marketing claim. Corres borrowed credibility from a working pharmacy that had filled real prescriptions to real Athenian patients for over a century.