Beverly Hills dermatologist Stuart Kaplan will introduce his first product line, Kaplan MD, at Bergdorf Goodman on Jan. 20, with the possibility of generating $3 million in the line’s first year at retail.
Ranging in price from $50 for a cleanser to $295 for an antiaging treatment, Kaplan’s concise nine-stockkeeping unit line is based on his research on what causes skin to age. “I was the first to discover that there are three causes of skin aging,” said Kaplan. “Time, environment and, most importantly, what I have termed ‘Natural Hormonal Progression.’”
Armed with research showing that changing hormones equally affect the skin of both men and women as early as their mid-20s, Kaplan said he focused on creating products suitable for anyone at any age. “Skin is skin,” he said. “There should be no difference in ingredients to fight the aging of our skin.”
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Kaplan said he focused on the quality and concentration of ingredients when developing his line, combining what he considers the best ingredients at the highest, most effective levels. Each product is formulated with DNA technology and medical-grade ingredients, according to the doctor, including 22 USDA certified organic extracts and a proprietary complex of three plant stem cells and peptides, dubbed BioFusion-3S.
“Other lines will include a ‘hero’ ingredient or two. But there is no other line that can boast having all the ingredients I have included,” Kaplan asserted. Distribution is also planned for Kaplan MD’s Lip 20 Treatment collection, a range of eight shades of lipsticks and glosses, as well as a balm, that all are designed to moisturize while providing SPF 20 sun protection and adding natural fullness.
The products in Kaplan’s debut collection are Cellular Rejuvenating Concentrate, $295, which harnesses grape and apple stem cells to retexturize skin; Daily Moisture SPF 30 Concentrate, $185, which reduces fine lines and protects from environmental and UVA/UVB damage; collagen-stimulating Night Replenishment Concentrate with Micro-Circulation Applicator, $225; Intense Eye Concentrate, $135, formulated with Hawaiian marine extract and avocado oil to reduce puffiness and brighten dark circles; makeup-removing, skin-soothing, Purifying Foam Cleanser, $50; Clarifying Toner, $50, which tightens pores with botanicals like eucalyptus oil and licorice extract; skin-polishing Cell Renewing Microfoliant, $75; as well as a Firming Mask, $75, and Hydrating Essence, $175, said to heal damaged skin.