In this exclusive interview, Poets Atelier founder Carol Ahmed details their brand’s origins, inspirations, and the future of microbiome-intelligent skincare
Do you still remember the very first beauty item you ever laid your hands on?
I know I do.
At 13 years old, my mother gifted me a Shu Uemura eyelash curler I had been fawning over for the longest time. It was the highlight of my month, and subsequently the beginning of my love for all things beauty. It wasn’t long until I began to accumulate my own collection of cosmetic products. However, it didn’t matter how many YouTube makeup tutorials I mastered, as my mother drilled one core philosophy into my head: skin first, always.
This belief has been the driving force of my personal beauty regimen as I have gotten older. Having experienced horrible cystic acne in my teens, I vividly recall the stress and struggles of needing to engage with dermatologists just to get my skin acting right. Through it all, I learned the importance and value of skincare that went beyond trends and pretty packaging. At the end of the day, nothing compares to the results of skincare backed by science.
In the case of Australian luxury skincare brand Poets Atelier, they believe that good quality skincare isn’t dependent on formulations that work intensely but rather consistently. Founded by Carol Ahmed and her sister Nino, the two married their expertise in their respective fields to launch Poets Atelier and carve a niche in the beauty industry: microbiome intelligent skincare.
In this exclusive interview, Carol sits down with Lifestyle.INQ to talk about the origins of the brand, how her background has influenced her role as a founder, and what lies ahead.
Tell us a little bit about yourselves and the founding story of Poets Atelier. How did you guys come up with the name?
Poet can be interpreted in many ways. We were drawn to the Ancient Greek meaning and the idea that we can all cultivate a sense of imagination, curiosity, and creativity to shape our lives beyond what our minds often limit us to. In focusing on skin health, we hope to inspire confidence and redefine beauty in this way.
My sister Nino and I started Poets Atelier after following our own curiosity and interest in skin health and skincare products. I studied cosmetic chemistry while working in corporate finance, and my sister studied dermal therapy. I was in search of work that was more meaningful and aligned with my values, so I de-escalated the corporate ladder and found a passion within the beauty industry. That experience proved to be invaluable as a few years later, we started Poets Atelier.
What were your early sources of inspiration when conceptualizing Poets Atelier as a brand?
I’ve been fortunate to work with some incredible global beauty brands and have spoken with hundreds of customers to understand their skin concerns. I read books and articles, and listened to hundreds of hours of podcasts on all kinds of businesses and their founders. From the beginning, we had a good idea of the problems we wanted to solve, the gaps in the market, who our target market was, and how we wanted to develop the business.
As a premium, performance-driven brand, it was important that our products were formulated alongside skin microbiome experts, including scientists and biochemists so we could cultivate trust and credibility within our community. Beyond the formulation, we wanted it to look different from traditional clinical skincare and considered the aesthetic and sensory aspects of product development.
What is ‘microbiome intelligent’ skincare? How do your combined studies in cosmetic chemistry and dermal therapy alter or affect the way you both perceive skincare and beauty?
We believe that both the skin and gut microbiome can impact overall health in many ways. Studies have shown that the root cause of many health concerns stems from dysbiosis of the microbiome. From this perspective, it made sense for us to work with a lab that could leverage scientific research and use this microbiome intelligence in developing our products.
We have launched two hero products to support a balanced skin microbiome using biotechnology and our own biofermented ingredients and we are able to offer solutions that target hyperpigmentation and premature aging, and provide essential daily antioxidant protection.
Our combined studies in cosmetic chemistry and dermal therapy have given us holistic insights into skin health that have become the foundation of our product development. That is, our products focus on both skin physiology and the ingredients/formula. They are made biomimetic, using bioactive ingredients that trigger the skin’s natural processes without the use of essential oils or added fragrance, which are major culprits in irritation and imbalances of the skin microbiome. Our approach is consistency over intensity, advocating the idea that you can attain healthy skin without chasing perfection.
The beauty and skincare market is incredibly competitive. What are the values that Poets Atelier is grounded on that set it apart from other brands?
Every aspect of Poets Atelier is done with intention. We have great clarity in who our customers are and what problems we want to solve that can hopefully make a difference. Our microbiome-gentle formulations go beyond simply adding prebiotics and postbiotics to skincare. We create our own bioferments that are not easily replicated by other brands, we also look into the composition of our raw ingredients, their bioactive compounds, synergy, preservation, impact on skin health, biotechnology, and more. We work primarily with skin experts and premium spas who can help us educate new customers while trying to grow the microbiome category within luxury skincare.
What are your thoughts on the current beauty/skincare industry as a whole? What skincare trends do you foresee in the coming years?
I think the industry is heading in the right direction, where there is a tightening of rules and regulations on treatments, skincare products, and claims. Consumers are demanding transparency and as we learn more about the skin microbiome, I think there will be further growth and investment in the biotech space.
What is one piece of skincare/beauty advice you wish you had known earlier?
Sunscreen every day no matter the weather, along with antioxidant protection. Treat your body as an ecosystem—beyond great topical skincare, it’s important to consider gut health, stress, and lifestyle factors.
At the moment, Poets Atelier is available in spas and retailers across the United States, Australia, and New Zealand. What is the long-term vision for the brand?
We’d like to continue to enter new locations across those three markets, followed by the EU. We’re not in a rush to release new products and will only develop what we think can enhance our current assortment through innovation and new research. We’re excited to continue to grow our community in existing locations and help more people on their skin health journeys.