June’s – ‘The Beauty Issue’ – Download Now
NuFACE is one of the fastest-growing skin technology companies in the industry. Co-Founder & Chief Creative Officer Tera Peterson teaches us how she’s built a successful brand, one pulse at a time.
What do your first 30 mins of the day look like, your morning routine?
For my morning routine, I typically wake up earlier than my twin girls to squeeze in a virtual workout such as a 30-minute full-body high-intensity or yoga class. Post-workout includes a hot tea or water and lemon to detox. Being able to prioritize my health in the mornings really starts my days with more energy, focus and positivity.
In terms of beauty, do you subscribe to the theory you are what you eat?
Eating healthy is beneficial but I have learned that the more knowledgeable we can become in what our body is lacking and thriving from, is just as important. Your food choices can also impact your hair, nails, dental hygiene, and body. As for skin relation, getting enough sleep and drinking water is the best thing you could do for yourself and your skin! My good friend Dr. Nigma always says younger skin starts in the gut and I truly believe that. I am constantly drinking water and eating antioxidant-rich foods like spinach, berries and flaxseed oil which is rich in collagen-boosting fatty acids. It is always best to limit your sugar and alcohol intake which will inflame your skin and cause sagging. Our goal at NuFACE is always to help our clients look beautiful but also feel it!
How have your roles prior to founding NuFACE supported the growth of the brand?
I grew up in the skincare industry because of my Mom, Carol Cole, who was an aesthetician at the Golden Door Spa and is the creator of NuFACE. She was always educating me on how to take care of my skin. It was really ingrained in me from a young age. As we started NuFACE, it was really important to me to gain more background in the industry. In 2002, I returned to school to further my knowledge of the beauty industry and to master aesthetics from the inside out! I received my license in aesthetics working as a licensed aesthetician for several years specializing in professional microcurrent technology, the “noninvasive facial-lift”. We soon recognized our clients’ needs for more frequent microcurrent treatments so in 2005, we launched NuFACE for our clients to use at home in between their professional microcurrent facials. A combination of my family background, aesthetics training and passion for marketing supported the growth on NuFACE from inception to now.
What pillars of DNA define NuFACE as a brand?
NuFACE is defined by four brand pillars. First, innovation. We take pride in the health of our technology and the formulations of skincare products. Second, stunning results. Through clinical results, we established credibility among our multi-generational clients who provided testimonials and their own before and after images from instant results to overtime. Third, professional integrity. Educating our clients through social activations such as our IG Lives, masterclasses and Virtual House Calls has been a pivotal form of communication, we like to consider ourselves your very own aesthetician to ask questions and get the answers you need. Lastly, our social roots. As a co-founder of a family-owned and operated business for the last 16 years, our commitment to maintaining true to our holistic and uplifting approach will always be a part of who we are today and in the future.
Which product would you recommend as a hero buy for anyone new to a tech approach in skincare?
The Trinity Facial Toning Device is our famous hero product and was our first at-home device created. Featuring a microcurrent therapy attachment, this rejuvenating set is clinically proven to reduce wrinkles, improve facial contours and brighten skin tone for a smoother, softer complexion. Used daily, it delivers both instantly visible results and long-term benefits. This device is multi-purpose, as the Microcurrent therapy head is detachable and can be used with our Eye and Lip Attachment for smile lines and Wrinkle Reducer Attachment for red-light therapy.
How often do you need to use NuFACE for it to work and do you see more results if this is consistent daily?
For absolute best results, I recommend that you use your NuFACE Trinity or Mini 5 minutes a day, 5 days a week for the first 60 days. After that, 2-3 days a week will help you maintain your gorgeous results. And for a supreme experience, finish every treatment with NuFACE FIX – it floods the surface of the skin with a microcurrent to smooth away the appearance of lines and wrinkles in just 3 minutes! Consistency is key!
The beauty market is broad – how do you stay relevant as a brand?
Everything we do is rooted in microcurrent! What sets NuFACE apart from a saturated beauty market is staying true to our aesthetician roots and providing it to the mass with a digital-first approach. In 2020, NuFACE reached a new level of cultural importance, winning over 8 awards from by respected beauty editors and publications in our industry—listed here: Glamour 2020 Beauty Awards (FIX), New Beauty 2020 Beauty Awards (Trinity), Harper’s Bazaar 2020 Anti-Aging Awards (Trinity), ASCP Readers’ Choice Awards (NuBODY), Women’s Health Magazine Best of Skincare Awards (Trinity), Allure Best of Beauty (Trinity), CEW Beauty Awards (FIX), and Brides Beauty Awards (Trinity). Our impact on our industry has come from our ability to relate to clients of all ages that want to correct, perfect, and prevent their skin’s tone and contour right from their own homes. We believe that our ability to relate to all clients and educate others on how to use microcurrent and modernize their routines has set us apart from all the rest.
For many of us, fine lines creep in without us noticing. What is the best way to combat this?
As we age, our body’s natural current slowly starts to break down, causing sagging skin, loss of contour, and the appearance of wrinkles. Microcurrent reenergizes your skin’s natural current as it slows with age. This boost of energy travels beyond the surface of the skin to help address signs of ageing, instantly and over time. I recommend our NuFACE FIX Line Smoothing Device paired with the Line Smoothing & Skin Tightening Serum. This mascara-sized device is designed for people on the go. It’s a skin firming, smoothing, and tightening Microcurrent Skincare duo that instantly targets the appearance of fine lines and wrinkles around the eyes, lips, and forehead in just 3 minutes. Supercharged with active beauty ingredients, FIX Serum is an ionized formula infused with our Pūre Energy blend. It recharges skin with bursts of energy, while the cutting-edge Smart Peptide System targets the look of expression lines for smoother, younger-looking skin. After a 3-minute treatment, you can see instant results!
What in the beauty market is luxury?
Skincare devices are a trending luxury item we are seeing across the world. As a part of your skincare routine, devices elevate your experience and overall skin treatment for optimal results. As a luxury item, NuFACE is a perfect gift for a loved one or a way to treat yourself because it’s an investment that takes consideration. When we hear stories from clients during the holidays or a special occasion of being gifted or gifting a NuFACE we value the feeling that comes with it.
Do you see any buying patterns in terms of global sales?
Asia-Pacific has proven to show high-growth patterns in the skincare device market over the past year and continues to witness that trend due to factors such as skin complications, maturing population, and technology advancements. We truly enjoy working with all our international partners and see so much opportunity for growth. The demand and feedback we receive has been overwhelmingly positive!
What does your pre-bedtime beauty routine look like?
My nighttime beauty routine starts with a double cleanse in the shower. Once I am finished, I use the NuFACE Trinity device with our Wrinkle Reducer attachment that targets deeper lines and wrinkles, minimizes pore size, and increases collagen production. I love this treatment during the night because you truly do it anywhere, watching a favourite show or in bed with a book. After 20 minutes, I follow up with a toner, under-eye serum, moisturizer and during drier seasons I may top off with an oil-based serum for the added hydrating benefits. As a bonus, I always recommend a silk pillowcase to avoid fine lines, plus it feels amazing!
What effect has social media played in the beauty industry its growth as a brand?
Social media has created a beauty community from all ages, skin types, demographics, geographics and backgrounds. It provided a place to share and receive information creating different tribes within its category for everyone- acne positive, ageless beauty, or clean skincare. As a brand, we can connect with our clients no matter who they are or where they are located. We want to make sure they feel confident in their purchase at every touchpoint and social media allows us to stay connected in a friendly way that is authentic to us.
What advice would you give to your younger self starting out?
- It’s not going to happen overnight; you can’t eat an elephant in one bite. When we were running the business out of the basil street house I had so much I wanted to accomplish, but I was only one person. To build something great it requires a lot of time and more than one person.
- Surround yourself with good people. There is so much passion and creativity within the NuFACE family – it’s so rewarding to be surrounded by so much entrepreneurial spirit.
- Get a mentor. Having a mentor is very important, especially having one that works in a similar industry. When I think about the mistakes we made when starting NuFACE, I look back and think, if I had a mentor I could have avoided some of those mistakes. Not only is it important to have a mentor, it is important to be a mentor. Being able to mentor young entrepreneurs and to help other young women achieve their goal is such a positive thing!
- Stay dedicated to who you are. When I found myself unfulfilled in my career, longing for something that would scratch my entrepreneurial itch, I was really inspired by what my mom was doing with microcurrent. At that point, I decided to become an esthetician so that I could learn and understand our clients, the business and science behind microcurrent and the beauty industry. I wanted to gain a full spectrum, multi-faceted approach before diving in with my mom. Although becoming an esthetician was not the long-term plan, I developed such a love for skincare and seeing clients happy that I went on to practice for three years before joining my mom at NuFACE.
- Avoid the noise. Forget the haters and naysayers, stay focused. I truly believe you can do anything you want if you stay focused and work towards your goal. My mom always instilled in me that ‘no’ is not an option! When I’ve been told no in the past, it has always fueled me to work harder.
This is The Beauty issue – what is beauty to you?
I believe beauty comes in many forms that ultimately leads to how we feel in our skin every day. Confidence, strength, health, happiness…these are all factors that contribute to beauty from the inside out. What makes me feel confident, strong, healthy, and happy are the daily rituals I enjoy- my skincare routine, my business, my eating and drinking habits, a favourite lip colour or dress and my fitness rituals whether it is a walk on the beach with my family or going for a run. Beauty is being true to yourself.
June’s – ‘The Beauty Issue’ – Download Now
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