Ever/Body co-founder and CEO Kate Twist.
Courtesy Kate TwistKate Twist, co-founder and CEO of cosmetic dermatology company Ever/Body, says she was working at Clinique, an Estee Lauder Brand, when she had the opportunity to learn the ins and outs of skincare and what consumers around the world wanted when it came to their skin.
“I had access to world-class dermatologists and R&D specialists who could explain active ingredients in a way Google could never match,” she says. “This later became part of the inspiration for Ever/Body in terms of demystifying a category which can be incredibly confusing.”
Twist, 40, calls herself “a marketer at heart.” After working at Clinique, she moved on to work as chief marketing officer and chief digital officer for Isaac Mizrahi , Halston , Judith Ripka , and C. Wonder .
In 2019, Twist co-founded Ever/Body with the aim of targeting a younger clientele by creating a convenient, digital-friendly experience for clients looking for cosmetic dermatology services like Botox and fillers. Although Ever/Body’s services are provided by dermatologists, nurse practitioners, and physician’s assistants, greenery and Mid-Century Modern decor create a setting that looks more like a millennial-friendly co-working space than a doctor’s office.
“I saw how the next generation of powerhouse brands are being built around consumer healthcare, and I saw a need for the delivery of healthcare services to evolve to fit into our lives in a more modern way,” she says.
Twist and her team spent several months in 2019 testing a prototype website and social media ads to fully understand their clients’ needs before launching their practice in New York’s SoHo neighborhood last June. Ever/Body opened its second location in Manhattan's Flatiron district in July.
Twist spoke with Penta about the new age of cosmetic dermatology, and the unique challenges of marketing to a digital-savvy consumer.
PENTA: What gave you the idea to launch Ever/Body? What gap did you find in the cosmetic dermatology market?
Kate Twist: Based on my experience developing skincare products at Clinique, I realized how much confusion and misinformation exists around what skincare product routines actually work. Most global cosmetics brands spend millions in ad campaigns and field sales staff to help explain product benefits to consumers, but I realized that this type of education didn’t really exist for cosmetic dermatology, where so often a skincare consultation with a dermatologist will be limited to five minutes.
Ever/Body’s mission is to demystify this category through a digital-first experience which fits into consumers' lives in a more modern way. Our website aims for total transparency from the exact costs of the treatments and the results you can expect down to extremely practical questions like “Can I go back to work after my treatment?” We also offer free virtual consultations as well as an online quiz, which can offer a personalized treatment recommendation.
How do you define cosmetic dermatology, and what are some misconceptions about it?
At Ever/Body we define cosmetic dermatology in a strictly minimally-invasive sense. All of our treatments take less than an hour to administer and have little to no downtime: services like gentle laser facials, Botox, fillers, and non-invasive body contouring. We find the most common misconceptions center around efficacy and affordability. So many of our clients are surprised about the subtlety of the results and how they look refreshed and rejuvenated post-treatment. The expectation that cosmetic dermatology will make you look like a different person, like over-injected lips or cheeks and frozen foreheads, is something we specifically combat at Ever/Body through our focus on natural-looking results.
We actively discourage what we call “over-participating” in the category, so that our clients can look like the best versions of themselves. Clients are also surprised to find that Botox can be comparable in cost yet significantly more effective than more expensive anti-age moisturizers and serums.
How is Ever/Body different from the typical cosmetic dermatology experience?
Ever/Body is designed to be a more inviting and accessible experience for minimally-invasive cosmetic dermatology treatments. We are democratizing a space that’s historically been opaque and confusing as well as full of misinformation and false promises. We offer a curated collection of the safest, most effective, and affordable services for the most common skin and body concerns, and our clients enjoy personalized beauty regimens.
Botox and fillers used to be associated with older people, but now, many celebrities in their 20s openly talk about cosmetic dermatology treatments or even plastic surgery. How are millennials and Gen Z different from older generations in terms of the procedures and service they want?
Ever/Body’s clients range in age from late 20s to early 70s, so wanting a more modern dermatology experience is hardly exclusive to millennials. However, it’s correct to say that the millennial generation simply expects a consumer experience which leverages technology and delivers a convenient and personalized experience. Younger clients are incredibly savvy about their treatments, understanding that these types of high-performance beauty services deliver significantly enhanced age prevention results.
They are beginning to receive preventative Botox and laser facials and making these a part of their skincare regimen earlier in life. We don’t find our millennial clients are looking to change their appearance; they just want access to the most high-tech methods of preserving their natural youthful looks.
How has Instagram shaped Ever/Body’s business? What are some trends you are seeing that are influenced by social media? Do you think cosmetic dermatology contributes to the pressure to be “perfect” on social media?
Social media is a large driver for Ever/Body, but likely not in the ways that you might think. When people are happy with their experience at Ever/Body, they frequently post about their treatments, which amplifies considerably traditional word of mouth. Influencers have taken on some of the role of editors and cultural arbiters, and that kind of referral is very powerful. Because of Ever/Body’s focus on natural results, we don’t see many clients who are looking for the ubiquitous “Instagram face.” In fact, I would say our clients shy away from that type of result. Most people want great skin—whatever that means for them—not flawless skin akin to a filter effect that screams “I’ve had work.”
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20 Minutes With: Kate Twist, CEO of Ever/Body - Barron's
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