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Meet Shiri Sarfati of 23 Skin

Today we’d like to introduce you to Shiri Sarfati.

Shiri, can you briefly walk us through your story – how you started and how you got to where you are today.
I was born into the spa industry. My mother is an esthetician, so I’ve been getting seaweed facials since I was 3 years old. My early childhood memories consist of mixing scrubs, naming lipsticks and practicing the perfect pedicure.

I worked at an executive level in the beauty industry in New York City for over 15 years and earned a Masters in Cosmetic & Fragrance Marketing and Management from The Fashion Institute of Technology. I later became an adjunct Professor teaching the marketing course to undergraduates pursuing a career and major in beauty. When I moved to Miami in 2014, I decided to become a licensed esthetician. It was in my DNA and something I was always passionate about. After all, I grew up working alongside my mother in her Manhattan spa. It was just natural for me.

Today, I continue the tradition of good skincare habits with my own children and they absolutely love to have fun with facial masks and applying facial moisturizers from head to toe. 

Skincare can feel good, nourish and be derived from nature. It’s simple. I wanted to create a line of skincare that was based on moments of self-care and share how to create results-oriented preparations at home. I also want to inspire play and hopefully have clients begin to experiment with different ingredients and aromas.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I moved to Miami with a 2-year-old and a 3-month-old. I was potty training and breastfeeding at the same time as I was learning a new city. We had no friends, no family, and no job when we first moved here. We left the hustle and congestion of NYC for a major lifestyle change. We just did it without planning much else. It was the riskiest thing I had ever done especially as a new mother. And it ended up being just the life change we all needed. The first couple of months were a blur. I didn’t stop going. I was on auto-pilot.

Motherhood dramatically changed my relationship with time. My only quite a time became my nighttime skincare routine. The home was dark, everyone was sleeping and I could really focus on myself and my skin. My moment of self-care. Amidst the stresses of the day, my highs and lows all disappeared. My to-do lists all vanished.

Skin Care is my daily ritual. To nourish, recharge and refocus. I love a good massage or facial but have zero time to go and get one. So I focused on giving myself one – smoothing away my lines and wrinkles, tapping, making sure gravity doesn’t get the best of my skin. 

By developing 23 Skin I am able to ensure that my products are free of parabens, synthetic fragrances and are never tested on animals. High-quality ingredients that deliver spa quality results at home.

Alright – so let’s talk business. Tell us about 23 Skin – what should we know?
23 Skin is a Miami-based beauty tech startup focused on high-quality beauty products sold directly to the consumer. It will be launching in 2018.

Unfortunately, the skin care industry has been flooded with brands that are hiding behind fake names and fake companies. And even trusted brands are simply fairy-dusting products with sexy ingredients that you are paying a lot of money for but are formulated in the cheapest bases including petro oils, lanolin and the like.

23 Skin is a zero fuss product. It is the very best raws on the market designed traditionally for professional use and now delivered directly to you. 23 Skin is simply the most potent skin care products presented in the purest forms on the market. For skin that radiates.

Is there a characteristic or quality that you feel is essential to success?
Connecting with the users in a meaningful way is essential to us as a company and a brand. We know that skin care can be confusing for most people with incomprehensible long lists of ingredients. We strive to create simple products and provide solutions that people can understand and trust.

Also sharing our story with the consumer and having them truly get to know who we are and what we stand for is important to us.

As a Miami-based brand, we want to have our company be a part of the fabric of Miami, it’s people and the arts. We share these stories on our beauty media platform with a focus on beauty trends, easy do-it-yourself tips, inspiration, and interviews.

Contact Info:


Image Credit:

Markati Group LLC

Getting in touch: VoyageMIA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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