An eye product that actually does what it says?
We’re intrigued 👁️👄👁️
Alpyn Beauty has been getting noticed for their latest launch, and when we saw that NewBeauty called Instant Bright Eye “the dark-circle solution you’ve been waiting for,” we knew we had to hop on board to explore this one.
The peptide-infused eye cream is certainly a multitasker and targets fine lines with Reneseed, brightens with Niacinamide, and blurs dark circles with its pinky peach hue 🍑💕
Alpyn went for the exclusive SEPHORA-first launch and quickly sold out — with reviews coming in at a 98% approval rating on the retailer’s website.
But don’t worry. It’s still available on the brand site and retails at $52 for 0.5oz / 15ml.
Eye products get a bad rep for either being unnecessary, ineffective, or both. So we were happy to see that Alpyn made sure to come through with some evidence, as well as an assortment of B&A’s.
The brand conducted a consumer-perception study on 31 individuals for the duration of 28 days and received the following outcomes:
100% smoother & brighter under eye area
97% blurs imperfections and increased hydration
94% softened dark circles
90% visibly plumped wrinkles
To be honest, that’s tempting enough to want to quickly scoop this up. But what else went into the GTM strategy here? And how did it get so popular so quickly?
And who is Alpyn Beauty?
According to the brand’s website, it’s “the first skincare brand to have sustainably hand-harvested wild plants at their peak potency and punctuate their power with proven clinical actives. This wild-meets-clinical combination amplifies results and solves skin challenges at the deepest level.”
Taking a look at the Alpyn TikTok account, the brand receives relatively modest views with a few getting special attention and surpassing 5k. One of the most popular was the initial teaser carousel image post on the platform, which explained that it’s taken two years to formulate Instant Bright Eye and promised a free sample sachet with all orders for consumers to try.
Their founder-facing social media strategy consistently pays off, with another popular post being a How it Started vs. How it’s Going, celebrating the added shelf space now being designated for the Alpyn products in physical Sephora stores.
We see LOTS of Sephora sale content, which makes this a strategically timed launch indeed, given their partnership with the retailer. And they’ve also done a good job of showcasing a variety of content types throughout the last month: including texture shots, product education, more founder focus, and real faces using the products as well.
Heading over to IG, the brand boasts a happy, natural, made-in-the-mountains and From The Earth persona.
There’s definitely elements that are a big bonus for us at The Beauty Brief — real skin texture, lines, and wrinkles are proudly on display. There is diversity in skin tones, yes, but given the pigment in Instant Bright Eye, we’re a bit concerned about the product’s true universality since there’s not many examples of how it works for deeper skin tones.
We went back to check the Sephora user submissions and while they are marked as “incentivized,” it does seem to adapt well for all.
In addition to the product effectively doing what it says, its received one of the new Sephora seals, Clean & Planet Aware, which is described as the retailer’s “ambitious curation of beauty made without controversial ingredients from brands dedicated to making meaningful environmental commitments, including sustainable ingredients and sourcing, packaging, corporate commitments, and consumer transparency.”
In addition, it’s vegan and cruelty-free and includes a nice “no no” list for their "formulated withouts."
Kendra Kolb Butler, Alpyn founder, created the brand after relocating from NYC to Wyoming and finding that despite 20-years working in clinical skincare, previously high performing formulas were no longer doing the trick. The high-altitude led to extreme dryness and taking inspiration from her new surroundings, Butler developed new formulas featuring wild plants.
Anyone who has made a major shift in regions can relate, such as our co-founder going from the Great Lakes to Seattle. It creates total chaos for your skin (and hair) to adjust.
All in all, the intrigue is real and we’ll continue to keep our eyes on Alpyn Beauty. We'll definitely be getting our hands on this one soon. Will you?
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