As the founder of a trilogy of successful skin care brands – O Cosmedics, Ginger & Me, and now, InSkin Co, Maria Enna-Cocciolone’s status in the beauty space is a balance of entrepreneurship and empowerment. Plus, a pinch of personal experience to create the kind of empathy that extends beyond the innovative products she crafts.
Cosmedics, with a D
Following her own adolescent struggles with acne, Maria began her career as a beauty therapist four decades ago – immersing herself in the industry by working with several companies. However, her standing as a bona fide beauty entrepreneur was truly cemented when she created O Cosmedics 15 years ago – introducing the concept of “Cosmedics with a D,” to the Australian market.
Traditionally referring to a category of skin care that bridges the gap between cosmetics and medicine (by integrating medical-strength ingredients designed for skin correction and cellular optimisation) the O Cosmedics range contrasts with traditional cosmetics, which primarily focus on surface-level benefits like hydration and appearance, without the same level of biological impact.
in contrast to many global brands that used minimal doses of active ingredients, O Cosmedics stood out by incorporating functional doses of these ingredients. As Maria explains, “Unfortunately, in Australia, you can use a smaller percentage of an ingredient (one that doesn’t stimulate a cellular response) and still make the same claims that a product that contains the functional dose does. For example, if the percentage to stimulate a cellular response (the functional dose) is 5% and you as a brand use 0.5%, you can still claim all the claims of a product that actually uses the 5% due to a lack of laws in this area.”
Maria attributes her success to the expert team she leads. Her 19-strong sales team, composed entirely of qualified beauty therapists, along with her customer service representatives most of which are also qualified beauty therapists.
“We rely on experts and place our brands in their hands, ensuring consumers don’t waste money on products that don’t work,” Maria explains.
Love the skin you’re InSkin
Over a decade later, this was followed by the establishment of InSkin Co, which has been a work in progress for three years and officially launched this year. The inspiration for InSkin Co stemmed from a desire to offer more attainable and accessible skin care solutions. “It’s important to create options for every patient’s budget and skin needs,” Maria notes.
The key scientific innovations behind the InSkin Co range include botanicals with clinical studies backing their efficacy – something that wasn’t as readily available 15 years ago.
“We’ve really focused on incorporating natural ingredients backed by clinical studies, a significant shift from my previous brands where botanical options were limited due to insufficient research,” says Maria.
“For instance, we now use bakuchiol instead of retinol, providing a gentler introduction to vitamin A suitable for younger skin and safe for pregnant and breastfeeding mothers. Our formulations also feature vitamin D and vitamin B5 derived from panthenol and tremella, a mushroom extract that serves as a natural alternative to hyaluronic acid, offering proven hydration benefits.”
Other highlights include the use of Kakadu plum and Davidson plum extracts in the brand’s vitamin C, along with azelaglicinia as a natural substitute for azelaic acid – an essential change, given the restrictions on using azelaic acid in Australia.
“Furthermore, our choice of Arbutin from bearberry instead of hydroquinone reflects our commitment to gentler options,” adds Maria. “While hydroquinone can be aggressive and requires a prescription, Arbutin offers a softer delivery for the skin. Overall, these botanical ingredients, supported by clinical evidence, not only enhance the efficacy of our products but also broaden our reach to consumers with varying skin sensitivities.”
Serums and sustainability
Sustainability is also at the heart of Maria’s updated approach to skin care. In an era where environmental responsibility is more important than ever, she ensures her products not only deliver results but also contribute to a greener future. “It’s 2024,” she says. ” So, there’s no reason why a manufacturer can’t offer sustainable packaging,” she says.
InSkin Co embraces simplicity in its packaging, using mono-colour designs and avoiding complex foils and polarised finishes, making its products easier to recycle. Incorporating glass and recyclable plastics, the brand champions eco-friendly packaging that doesn’t compromise on functionality or aesthetics. For Maria, sustainability starts with the manufacturers, ensuring consumers can make more environmentally conscious choices without difficulty.
Experience, empathy and empowerment
While it would be easy to attribute her warm glow to the power of her products, Maria’s beauty belies mere moisturisers. Instead, she believes in the holistically transformative power of skin care. .“With skin confidence comes the ability to take on the world,” she says.
As a woman in a female-dominated industry, she has used her platform to empower others. “I’ve never felt compromised or intimidated,” she says, crediting her ability to relate to other women as a key factor in her success. Her close connection with women, both as clients and fellow entrepreneurs, has shaped her approach to business – creating a supportive and empowering environment for her employees and customers alike.
Beyond her balms and beauty serums, Maria also sought to create a workplace of choice – one that reflected her ideals of empowerment and excellence. This resilience shone through during the COVID-19 pandemic when many businesses struggled to survive. Instead, Maria and her team rallied together, ensuring that customers continued to receive the skin care they needed even during lockdowns. This collective effort, driven by determination, helped her brands weather the storm and emerge stronger.
Facing the future
As Maria reflects on the future of the skincare industry, it’s clear that the landscape is shifting towards a more informed and results-driven approach. Brands are increasingly recognising the necessity of active ingredients in functional doses, with Maria noting, “They are understanding the cosmedical angle of skin care.” Consumers, too, have become savvier, demanding products that deliver real results. Maria highlights this shift, stating, “The consumer knows exactly what they want… we want more, we want results.”
With consumers expressing their desire for “cosmedical skin care,” Maria believes the industry will inevitably catch up to these evolving expectations. “I really do believe that the industry will now start to catch up with that philosophy of making that skin difference.
