The My Wife Quit Her Job Podcast With Steve Chou 613: From Zero To Skincare CEO: How Cristina Brooks Potts Built Her Dream Brand
Oct 31, 2025
Cristina Brooks Potts, the founder of Authentic Ego, shares her inspiring journey of launching a skincare brand designed for hormonal and acne-prone skin. She reveals her research-backed approach, emphasizing problem-first R&D over marketing-driven formulas. Cristina discusses the initial $80,000 investment and her unique validation process using Reddit community insights. She also highlights the challenges of finding chemists and the importance of authentic organic marketing strategies. The conversation wraps up with her plans for future growth and product expansions.
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Sephora Sparked The Idea
- Cristina discovered the hormonal acne gap while working at a busy Sephora and observing recurring adult acne in customers.
- She later developed formulas from deep research to address concurrent sensitivity, aging, and acne together.
Marketing-Led Versus R&D-Led Brands
- Most skincare is marketing-led and reuses existing formulas with trendy actives rather than solving specific problems.
- Cristina positions AuthenticEgo as research-led, building formulas from problem-driven R&D.
Own R&D, Then Partner With A Small Lab
- Do the preliminary R&D yourself and then collaborate with a trusted chemist to operationalize your recipe in a lab.
- Work with small responsive manufacturers who accept lower runs and protect your formulation during fill and pack.