We’re so excited to learn more about your journey building Stratia!
Martie: What’s the mission behind Stratia?
Alli: We want healthy skin for all through science-first, hyper-effective skincare and democratized science education. Since I’m the formulator as well as the CEO, I can let formulation take the lead rather than marketing gimmicks. I make effective, timeless products – something that works on your skin now would have worked twenty years ago and will work twenty years from now, so we avoid fads and trends. We’re also deeply committed to transparency, helping to fight the fear-mongering and misinformation that’s so rampant in the beauty industry. We keep our prices affordable and our formulations gentle to make sure our products are accessible for everyone.
Martie: How did the idea come to life for your first product, your moisturizer?
Alli: I grew up as a major tomboy, so I first started learning about skincare in my twenties. I was so fascinated by the intersection of the chemistry of a skincare formula and the biology of a living organ. I got obsessed and read every dermatology journal and peer-reviewed study I could get my hands on. Eventually, I decided to combine my research with my chemistry background and start formulating my own products in my kitchen.
My first product, Lipid Gold, came from specific studies about the ratios of ceramides, cholesterol, and fatty acids for optimal skin barrier repair. I played around with the formula until I had something that not only worked better than anything else I’d tried, but was lightweight, elegant, and fun to use.
I shared an early formulation on my blog and even shipped leftovers from my personal batches to readers who wanted to try it. After some more research and development, I eventually decided to sell it on the side of my full-time job. People loved it, and it just took off from there.
Martie: Do you have a favorite Stratia product?!
Alli: They are all my babies, but yes, I do have a favorite baby. I go camping and backpacking a lot, and I don’t bring any skincare other than sunscreen. When I get back, the first thing I reach for is Interface, our peptide daily moisturizer. It’s so deeply moisturizing without any greasiness, and I’m obsessed with the advanced peptide delivery systems we use. I use it every single day, but I especially notice the difference when I’ve been without skincare for a few days. It just instantly brings my skin back to life.
Martie: What has been your biggest “aha” moment when building Stratia?
Alli: Oh man, there have been so many. When I started Stratia, I had never worked in the beauty industry before, and I had never run a company before. I was a solo founder figuring everything out the hard way. I think the biggest “aha” moment was figuring out exactly what Stratia was, and what it wasn’t. It’s tempting to try to please everyone, and take all feedback and criticism on board. When I finally said, you know what? You’re right, Stratia isn’t the sexy it-girl brand or the company keeping up with every passing trend; we’re focused on science-first, accessible, affordable formulations, and that means some people won’t vibe with us, and that’s fine.
Martie: What’s in the pipeline next for Stratia?
Alli: We’re super connected with our customers, and I’m constantly asking them what they want to see next. Formulating is absolutely my favorite part of my job, and I’m always playing around with new ideas. I generally go through anywhere between 10 and 70 prototypes before I finalize a formula, so it can take a while, but that means I won’t launch a product until it’s 100% perfect. We just launched our newest product, a hydrating toner with NMFs and Beta-Glucan, so I’m taking requests for what our next formula should be!
Martie: Why is working with Martie important to Stratia?
Alli: I believe very strongly that skincare is a luxury that everyone should afford. Since we formulate, manufacture, and ship our products in-house right here in Los Angeles, we’re able to offer luxury-quality formulas at affordable prices. Martie helps us make our line even more accessible. We’re both committed to bringing high-quality, budget-friendly products to as many people as possible.
