One look at Nicolas Travis’ (@nicolastravis_) porcelain complexion and the first question is always: “What skincare do you use?” The 29-year-old is a walking billboard for his beauty brand, Allies of Skin (he even has a tattoo of the logo). The brand has swiftly achieved global success and a cult following since — with earnings upwards of $700k to show for— but it was Travis’ slow and steady approach to research and development that has perfected the formula that’s powering three existing products, with 10 more in the works.
Why did you choose digital marketing for your brand?
The goal was always to create a tightly curated collection of skin-changing products. We do not want to excessively add to the already noisy marketplace, which is why we launched the line with only three products. We had to make do with what we had and it turned out to be very advantageous for us because it allowed us to reach an international audience without a hefty investment.
What was your breakout moment?
Becoming the first Singaporean beauty brand to be stocked at Space NK, Net-a-Porter and Mr Porter.
Can you break down the science behind your products? We create intelligent, adaptogenic formulas that provide everything your skin needs to repair and heal itself. Our formulas adapt to the changing needs of your skin, and are non-toxic and free of traditional fillers like silicones. So every formula is packed to the brim with actives that function as multi-nutrient supplements for the skin.
What does the term “disruptor” mean to you, and how does Allies of Skin epitomise this?
It means you don’t colour within the lines and that you play by your own rules. We don’t follow trends. We believe in creating products that are missing in the marketplace. We’re creating our own tribe; one product and one customer at a time
By Gerald Tan and Dana Koh
Photographed by Gan
Styled by Windy Aulia
Hair and Makeup: Manisa Tan/PaletteInc using La Biosthetique and Urban Decay, Grego using Shu Uemura, Leny/PaletteInc using La Biosthetique
Assistant stylist: Gracia Phang
Fashion intern: Abielle Yeo