For our Ladies Who Lead series, the founders of tech and lifestyle brands that disrupted their respective industries share their journeys from startup to success and the challenges they overcame. Here, Eva Alexandridis, co-founder of innovative skincare brand 111Skin, shares how the doctor-driven brand came about, the dangers of comparison and the importance of gratitude
What was the impetus behind the creation of 111Skin?
111Skin is a doctor-driven brand, founded by myself and my husband Dr Yannis Alexandrides, a world-renowned plastic and reconstructive surgeon. 111Skin was born at Yannis’s clinic, 111 Harley St.
Throughout his surgical career, Yannis experimented with numerous clinical-strength products, finding them too harsh and reactive for his clients’ post-surgery, sensitive skin. Realising that the ideal post-surgery solution was non-existent, he took my suggestion to design his own formula to speed up the skin’s healing.
Yannis developed a post-surgery serum, fuelled by his reparative complex, NAC Y2TM, which quickly became popular with 111 Harley St clients. By using potent ingredients intended for speeding up recovery, the skin is preserved from ageing and equipped to fight external aggressors. Patients realised these benefits and started requesting more of the serum; we couldn’t stock enough. Prestigious department store, Harrods, caught wind of the clients’ demand for this product and reached out to launch it into a wider retail environment. In 2012, 111Skin was introduced exclusively in Harrods.
To this day, Yannis consistently incorporates advanced, next-generation actives into formulations suitable for sensitive skin. 111Skin products are inspired by his innovative clinic treatments, evolving patient needs, and his hands-on experience with the latest cosmetic technology.
What was a turning point in your journey as a founder?
My role in the brand has always felt secondary as my husband is a surgeon and the scientific authority behind the brand. It took me good 10 years to realise that my contribution is as essential as his. He is still a practicing facial reconstructive surgeon and without my role in actively managing the company we would not have the success we do.
Were there any specific challenges you faced as a woman along the way?
My biggest challenge occurred at the beginning of my career as 111Skin’s co-founder. I struggled to trust in my ability and journey, often assuming that others knew better or had more relevant experience than myself. At times I would feel more comfortable being led, rather than following my own intuition. Thankfully this shifted. I have learned to trust my instincts and apply assertiveness where required.
I think it is natural to feel some sort of ‘imposter syndrome’ at the beginning of a leading role. However, it’s important to recognise your belonging—you have landed in this position because of your knowledge and for what you can deliver.
In hindsight, what is something you wish you knew that could have helped you?
I wish I had known that people’s CVs and credentials are not enough. I have previously hired people with all the relevant experience and they have caused real damage. Now, I judge people based on their actual work in my company during the first couple of months, analysing their attitude and enthusiasm alongside skills and experience.
See also: Anissa Kermiche on the loneliness of entrepreneurship and the life-changing magic of scheduling