A physicist turned C-suite exec, Paul Peros, is using his beauty-tech brand, Réduit, to revolutionize the beauty industry.
Peros is known for Foreo, a beauty company he turned into a unicorn just five years after joining as CEO.
Peros believes that consumers deserve the best and that companies have a responsibility to use existing technologies to create new and improved products.
But internal structural and organizational barriers make it difficult to innovate, he tells Fortune.
“You will find so much that a design dimension is there just because it has been done that way in the past. Processes get put above people, and this is where the consumer is not getting what they could,” says Peros.
The key to innovation
Peros hopes to improve technological advancements in the beauty industry.
“If you rewind back to the early ’80s, beauty and consumer electronics were at par in terms of industry size, but today there’s a lot of difference. We’ve also seen advancements in the medical field, but the beauty industry is lacking in innovation,” Peros said.
In 2021, the market for beauty-tech products was only $1.35 billion, a small percentage of the $301 billion consumer electronics sector.
Peros’s drive for innovation comes from his decade of experience as a management consultant, where he mostly worked in new product development across various industries and organizations.
He says his strategy to find gaps in the market is by breaking down processes and design elements to understand what’s really happening and then searching for alternatives.
The key to innovating great products, Peros reveals, is to challenge the world around you and stay curious about every little thing.
“It could be the charger, the pouch, or even the secondary packaging. Keep asking the whys,” he says.
Merging physics and beauty
With Réduit, Peros is merging cutting-edge technology and his background in physics to give consumers the world’s first bespoke skincare device: Boost.
Using pulsed electromagnetic field technology, which was originally created for NASA to electrically stimulate bone growth in humans in weightless conditions, Boost increases the skin’s permeability to push the diamagnetic materials like water found in skincare products deeper into the skin.
If you use your fingers to apply products, only 4% of the active ingredients actually get absorbed. With Boost, you can increase that absorption rate four times and maximize your results while also reducing waste, Peros says.
Paired with an app that customizes the product application based on your unique skin type, demographic, and skincare product, the Boost device, currently priced at $139, offers a tailored LED treatment that works with any skincare product in the world.
“Boost has the power and technology to make a £100 cream feel like a £500 cosmeceutical treatment,” says Peros.
What inspires Peros
Peros’s love for the beauty industry was sparked nearly a decade ago when he came across an Emirati family of plastic surgeons who also treated burn victims.
“Beauty is about how people treat themselves and how they take care of the world around them,” he said.
His advice for anyone to feel beautiful is to spread kindness and love yourself.
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