Good Molecules

Good Molecules was launched in February 2019 by Beautylish, the US online beauty retailer founded by Nils Johnson, Vu Nguyen and Sameer Iyengar. The idea was to create an in-house skincare brand that put proven ingredients first and kept prices low, at a time when shoppers were becoming much more ingredient-aware.

The brand began with seven affordable products, including serums and toners, and kept its packaging and formulas simple so the focus stayed on what was inside. Good Molecules has also publicly committed to keeping prices steady rather than raising them, which has helped it build a loyal following.

Its best-known product is the Discoloration Correcting Serum, which uses tranexamic acid and niacinamide to target the look of dark spots and uneven tone. Other favourites include the Niacinamide Brightening Toner, the Ultra-Hydrating Facial Oil, a bakuchiol oil blend for dry skin and the caffeine-rich Yerba Mate Wake Up Eye Gel.

For shoppers, Good Molecules makes it easy to try actives without a big spend. Apply the toner after cleansing, follow with the Discoloration Correcting Serum morning or night, and seal dry skin with a few drops of facial oil. Use sunscreen every day, especially when you're working on dark spots, and introduce new actives one at a time so you can see what your skin likes.