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Claire & Adam Triantis
Doubling as both business partners and life partners, husband and wife Adam and Claire Triantis are the founders of technology-focused cosmetics brand DCYPHER, developing solutions to deliver personalisation and accessibility for every woman. After spotting a lack of innovation within the industry with many brands sticking within the comfortability of the formulas they already knew and loved, Adam and Claire looked to disrupt the sector citing that one size does not, in fact, fit all.
The duo both harbour backgrounds in Science; Adam in biochemistry and Claire in psychology, with Adam experienced in ingredient supply for the beauty and personal care market. “He helped to formulate products for all the big name brands, and his realisation during that time was that a lot of products are made which look very, very different and provide very different benefits. The labels all say different things, but actually, the ingredients for their formulation are not that different across products,” Claire reveals to WOTC.
Claire, on the other hand, went to work for UNILEVER after her studies, working in their Consumer Science department and cultivating many close relationships with different groups of consumers. “It is very clear from my role and from both the technical and the psychological perspectives that everyone is very different. So whether it's biologically - your hair, your teeth or your skin, your needs are going to be very different, but also cultural backgrounds and your experiences also drive you to want different things. People are very complex and have unique needs. The industry at the moment, with the way that it produces products, isn't really equipped to offer more personalised services, so there needs to be a shift.”
Despite their backgrounds in science, the pair understand how their roles differ within the company. Adam manages the technical side of the business interacting with the engineers and developers, whilst Claire is responsible for the brand messaging and product development side based on customer interactions.
During DCYPHER’s inception stages, a heavy focus was placed on foundation products as they believed it was the category that had the most significant need. It wasn’t solely about getting the shade right. It was also about the coverage and finish. “We had this very specific purpose around ensuring that everyone is represented,” Claire states. “The product is a kind of combination between product and technology. We've developed a system where you can interact with it online, through your phone or through its app in-store, wherever you are in the world,” Adam continues. Users are able to scan their skin tone and choose what they want from their product. This information is then taken to the cloud, where DCYPHER’s intelligent formulator creates millions of recipes. In short, every single product is made unique to each individual. “We don’t have a shade range. We don’t take it off a shelf and put it in a box to send to a customer. We take what the customer asks for and we mix that combination of preferences and colour information.” The customer then receives a sample of their personalised product, which reduces any wastage if the product isn’t right meaning that customers are not purchasing yet another product they won’t use, whilst also helping an environment that is already subject to unnecessary waste. “Every customer that gets the full product has already approved the sample.”
Join the thousands of women finding their perfect foundation via dcypher.me