And this is just the beginning of something legendary…
Jordan here. When I started Barefaced, I was a Nurse Practitioner with an 8-month-old at home and pregnant with my second. I stood in the garage, surrounded by boxes of Toning Pads, answering DMs between patient calls and packing orders while trying to keep my swelling ankles elevated.
No investors. No real business plan. Just a deep belief in skin health, a need to cut through the fluff, and a vision for making skincare feel both simple and powerful. Scratch that, more like empowering.
Five years later, we’ve shipped out nearly 2 million units, launched a full line of multitasking, master-formulated products, overhauled our packaging (more than once), expanded our team of powerhouse women, and built a full-blown brand.
And the thing I’m most proud of? It still feels personal.
You still DM us your before-and-afters. You still share what Barefaced has done for your confidence. You tag us in your No Sun Club posts, send us videos of your friends trying your favorite product for the first time, and let us be part of your daily routine. It’s not just skincare. It’s connection.
We’ve also had our fair share of lessons along the way, both as a business and as human beings. Mistakes that taught us, feedback that shaped us, and moments that reminded us why we started. We’re still learning. Still evolving. Still listening to what you love, what you need, and what’s next. But one thing hasn’t changed: we’re in it for the long haul. For the moms doing their routines as a moment of calm before the chaos. For the 20-somethings who know more about proactive protection than we ever did. For the women who want more from their skincare and less clutter on their bathroom counter.
As we celebrate 5 years of growth and glow-ups, here are some fun fives from our first five.
5 lessens learned
-
Your community is everything. The No Sun Club started as a cheeky way to remind people to wear SPF. Today, it’s a full-blown skincare sisterhood, spreading across the country with hundreds of thousands of members who get early access, exclusive perks, and the joy of getting together and glowing together. You’ve turned this into a movement and it’s only getting stronger.
-
Growth isn’t just about more. It’s about better. Barefaced has always stood for Less but Better, but we’ve learned that when you focus on the better, the more comes naturally. More trust. More customers. More life-changing results. We didn’t scale by pumping out 50 products. We did it by perfecting each formula, listening to your feedback on what works well and what doesn’t, and growing slowly and steadily.
-
Packaging matters, but what’s inside matters more. We’ve upgraded our packaging a few times. From handwritten mailing labels to the sleek, travel-friendly designs you see now. But through it all, we’ve stayed obsessed with the little details inside. Every drop, pad, or spritz is packed with clinically proven ingredients and intentional formulation because that’s what actually transforms your skin.
-
Education is the secret ingredient. We don’t just want you to use skincare. We want you to understand it. Whether it’s our AI Skin Quiz, our in-depth blogs, or my honest takes on TikTok trends, we’ve learned that empowered users are loyal users. When you know why a product works, you actually stick with it and see results. And that’s what we want more than anything: for you to find the products that work best for your unique skin.
-
You don’t need a big team. You need a team that moves with purpose. The women behind Barefaced are sharp, tenacious, resilient, uplifting, and all-in. We don’t hire to fill seats. We hire people who believe in what we’re building and want to build it with us. To make every customer experience and product the best it can be. That’s why it works. And I couldn’t be more proud of that aspect of this brand.
5 unforgettable moments
- Launching the first product. The Toning Pads were the OG. My skincare baby. The first step into the unknown. The initial pads were even mailed dry and the active ingredients had to be poured over them. The process was chaotic, scrappy, and 100% the biggest risk I’ve ever taken. The foundation for everything that came next.
- Team retreats. We all work remotely, so it’s fortifying every time we get together three dimensionally. The trips may be quick, but they’re filled with vibrant girlhood, all the content, celebrating what each person brings to the team, sharing what we’ve learned from the past year, and brainstorming for the upcoming one. They also somehow seem to be a crazy weather magnet—including a hurricane in Tulum and a tropical storm with never-ending rain in Tennessee.
-
Selling out in minutes. The first time it happened, I thought it was a glitch. We were restocking the Toning Pads and they sold out in under 10 minutes. It was humbling and affirming that people were ready for what we were building.
- A billboard in Times Square. A legit dream I kept expecting to wake up from. It was a surreal experience moment made even better because I got to share it with my family, our team, and 5 VIP guests who trust and love Barefaced. It was 48 hours of pure magic watching something that was once just a concept in my head towering multiple stories tall in NYC.
- Meeting you in real life. Whether it’s been at in-office consults, brand events, partnerships, pop-ups, or just random moments when someone says “Wait… are you the girl with Barefaced?”—there’s nothing like getting to meet the people behind the No Sun Club tags and routines.
Cheers to the next 5 years and all that’s in store
We started with a less but better philosophy, but in five short years, your support propelled us to “less but legendary” status. You are the reason we are still here and growing. Thank you for trusting us with your skin, your routines, your stories.
Whether you’ve been here since day one or just found us last week, you’re part of something really special. We can’t wait to see where the next five years take us, we know it will be beyond our wildest dreams and we’re so glad you’re coming with us.
XO, Jordan and Team Barefaced