In 2023, the sector recorded historic growth of 12.1%, consolidating its position as one of the main drivers of the economy alongside tourism (13.1%) and restaurants (11%). This increase, which marks the third consecutive year of expansion, is particularly notable in the skin care segment, which grew by 14.3% and already accounts for a third of total consumption, driven by the notable boom in demand for sunscreens (+20%).
However, while the cosmetics sector is increasingly being explored by ordinary people, there are still challenges in terms of the information reaching ordinary consumers. The popular appetite for a better understanding of beauty products invites a certain amount of misinformation and myths about them proliferate on social networks and online forums. That’s why it becomes necessary for brands to have leaders and communication teams to get the real science behind these products across. BINOMIAL was born precisely for this purpose: to shed light on these half-truths that proliferate in the world of cosmetics. In short, to carry out a transparent, responsible and simple cosmetics, available to everyone.
At highxtar, we talked to Binomial formulation technicians to tell us about the brand’s goals and the challenges it faces in the industry:
HIGHXTAR (H) – Can you tell us about the beginnings of Binomial?
BINOMIAL (B) – Binomial was born from the concern we felt about the buzz that skincare is generating on social media. We wanted to bring our know-how and silence the empty promises through science, offering honest, effective products with a strong scientific backing. This is how, in collaboration with the pharmaceutical laboratory mesoestetic Pharma Group, we started developing the first formulas more than two years ago.
(H) – What is your goal with the brand?
(B) – We want to connect with the new generations through a new attitude towards skin care, with real proposals, simple routines and effective products with scientifically backed results. We also want them to understand their skin without complications, and make them understand that at the heart of this is the care of their microbiome to have a healthy and beautiful skin.
(H) – What would you say is your added value and what is the market response?
(B) – We know that each skin is unique and has its own microbiome and needs. When this microbiome is stable and protects us properly from external aggressions, it translates into healthy skin. However, keeping it stable is a complicated task since many factors condition it: the sun, pollution, stress, our state of mind.
Our proposal are simple routines with scientifically proven formulations that work in synergy with this ecosystem, with active ingredients that not only respect and regulate, but also enhance the microbiome of our skin. Our added value is to be able to offer through simple products, a strong scientific rigor.
(H) – And what is the biggest challenge for you as scientific professionals and also for Binomial in the market?
(B) – As scientific professionals, it is our mission to continue innovating in order to offer the most effective and innovative products in surprising formats, with galenics that complete a unique experience.
In recent years we have seen the birth of many new brands, many of them with empty proposals. One of the main challenges is to be able to make ourselves heard in the midst of all this noise and to be able to convey the complexity of our formulations in an easy and honest way.
(H) – For those of us who don’t understand science, what are galenics?
(B) – Galenics refers to the way in which a cosmetic product is presented and used. When we talk about our galenics, we are referring to that combination of active ingredients with excipients that allow us to create these amazing and effective textures and scents.
In the case of Binomial, each product is developed not only for efficacy, but for a complete skincare experience. In our cleansers, for example, you will find our powder that transforms into foam, our mousse and a pleasant gel. In our treatments we work with different textures incorporating vitamin c microspheres in a serum, an exfoliating cremigel and a toner that also achieves a small exfoliation. With our moisturizing cream with SPF we have achieved a light emulsion that is quickly absorbed without a greasy touch or white residue, ideal for use before makeup.
All this work is done in our laboratories, to achieve a visible transformation from the very moment the formula is applied to the skin through our galenics, to achieve a healthy and radiant skin.
(H) – On your website you do scientific dissemination around cosmetics. Is this a good way to counteract the misinformation that exists around this industry? Do you think there is?
(B) – It definitely exists and we have witnessed it in recent years, not only in social networks but also in the lack of transparency of some brands with promises about their results. At Binomial we consider important the transparency involved in making available to our consumers the different scientific studies that prove efficacy on skin processes.
(H) – Why is skin care such a never-ending challenge?
(B) – It is always important to take care of our skin. From the time we enter our twenties we start to suffer damage from external factors such as pollution, sun and emotions. It is, therefore, an important time to start protecting ourselves to prevent this damage and to be able to delay the signs of skin oxidation. It will always be easier to prevent damage than to treat it once it appears, such as signs of expression. Protecting our microbiome is a task that has no end and no age; it is what allows us to help maintain optimal skin functions, but we also understand that some people are more committed to care and others less so. It doesn’t have to be an obligation, nor a burden: you have to enjoy and understand what you are applying, and invest the money in things that work. Hence our proposal.
(H) – What are the steps for a simple and effective skincare routine?
(B) – The first step is to know what type of skin we have, and what needs it has right now. This will mark the choice of some products. But, from here, the essential steps in an effective and simple beauty routine are three:
It is very important to start with a good cleansing that allows us to fine-tune our skin and better absorb the treatment products. The second step is the treatment. This is where we can get complicated if we feel like it and/or if we have specific needs or concerns (such as oily skin with pimples, for example), which require a specific approach.
But in broad strokes and what works for everyone is: during the day we look for luminosity and protection from oxidative stress, with antioxidant actives such as Vitamin C (important that it is well formulated and of high quality) or tranexamic acid. At night, we recommend taking advantage of the hours of sleep to improve the appearance of the skin in general and to continue preventing and treating the signs of aging. And our proposal is to do so with the star ingredient, retinol, but formulated with prebiotics and natural active ingredients alternative to retinol that makes it as effective as it is pleasant.
Finally, it is essential to finish the day routine by applying sunscreen and, if it is with a moisturizing formula and with active ingredients to treat different needs that work throughout the day, so much the better. Two in one.
(H) – Do you think skin care is made based on trends?
(B) – Without a doubt.
Social networks like TikTok are now part of our consumers’ daily lives, so we have seen how trends have effectively come to influence and shape skin care. These trends are often not substantiated by professionals and create a lot of doubt. That is why it is important for us to be able to provide value through the truthfulness and transparency that science gives us. And we are experts in this.
As a brand in the cosmetics sector, our role is to listen to consumers and speak their own language, but always with a concern for honest and effective products, in order to transmit the honesty that we believe they need (and that we owe them).
(H) – How long does it take for a product to come out from conception to R&D and finally being available for sale?
(B) – Normally, a product takes no less than a year from idea to availability for sale. But this depends on several factors, such as the galenics and formulations chosen (some are more complex than others), or the number of studies to be performed to prove the efficacy and safety of the product.
(H) – What is the biggest mistake in the cosmetics industry when developing products?
(B) – A common mistake we see is the abuse of claims and claims without evidence to back them up. These empty promises create false expectations that, when unfulfilled, lead to consumer disappointment and a lack of trust in the industry.
(H) – Has the appeal of social media become a key part of the cosmetic product development process?
(B) – Absolutely. It’s part of our DNA and an incredible way to be able to listen and connect with this generation. We want to accompany and grow with them through a new attitude toward skin care in which they have an active role, but we will never launch a product that is not effective in results and in taking care of skin health. We will not launch products too quickly that we don’t trust 100% because we saw an opportunity on social media. This is our promise and what guides every step of Binomial.
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