I
Intuitive Skin
The Adaptive Cleanse
Brand Deck · 2026 · Confidential
Intuitive The Adaptive Cleanse
The Product

One system.
Infinite
adaptations.

01
Two Formulas. One Intuitive System.
Purify (adaptive cleansing gel) and Nourish (adaptive cleansing cream) — formulated as one system. Each works independently, and creates a third cleansing experience when blended. Use alone, together, or anywhere in between.
02
The Signature Tray
A weighted counter object, not packaging, that holds both bottles as one unified system. The "I" mark embossed into the base. Refill bottles settle into the same cradles. It stays on the counter; only the bottles are replaced.
03
Clean & Refillable
100% PCR bottles. No virgin plastic. Fragrance free. Formulated to meet Credo Clean Standard. Refills sold separately. The tray stays forever.
04
Accessible Prestige
Starter system at $68. Individual refills at $34 each, Purify or Nourish. Positioned in elevated, barrier-and-ritual clean skincare alongside Necessaire, OSEA, and Tata Harper. Not youth-driven trend brands.
The Problem

Your skin changes.
Your cleanser
should too.

The skincare industry asks you to pick one skin type, one concern, one fixed routine. But real skin moves through changing states, responding to stress, climate, hormones, sleep, travel, and time. A single formula can be beautifully balanced, but it cannot be equally ideal for every skin state every day. Most cleansers are built as if skin never changes.

74%
of consumers seek personalization in beauty,
yet none of the top brands offer
truly custom formulation
$26.6B
global personalized skincare market in 2025,
growing to $47B by 2034 at 8.3% a year
85%
of prestige beauty consumers rank
quality and efficacy above price or hype
The Solution

Two formulas.
One intuitive system.

Purify when you need a deeper clean. Nourish when your skin needs comfort. Blend Purify and Nourish when your skin needs everything.

01
Purify
Adaptive Cleansing Gel
Clarifies without disruption. For days skin feels oily, congested, dull, or heavy. A fresh reset that removes buildup without stripping the barrier.
+
Blend
Balance In Real Time
Blend both formulas when your skin wants both clarity and comfort. More Purify when skin feels congested. More Nourish when skin feels dry. Balance, returned to day by day.
02
Nourish
Adaptive Cleansing Cream
Replenishes without residue. For days skin feels dry, delicate, or depleted. A creamy, comforting cleanse that softens and supports the barrier.
Post WorkoutPurify
After TravelMore Purify
Summer50/50
Most Days50/50
WinterMore Nourish
Sensitive DayNourish

Skin state, not skin type.

The Opportunity

First to market.
In an unclaimed category.

Adaptive cleansing, built around changing skin states rather than fixed skin types, does not yet exist as a launched category. The one prior trademark filing in this space has since been abandoned, leaving no competing product, brand, or claim. Intuitive is first to market with a complete system: formulated, designed, named, and commercially ready.

New
A new format in prestige cleansing. Ownable and visually distinct on shelf
Owned
Trademark filed. Brand, language, and visual identity fully developed
Ready
Formulation underway. Clear path to DTC launch and Credo as anchor retailer
The Customer
Archetype: The Controlled Romantic

She doesn't want
more products.
She wants the right one.

"She knows her skin isn't the same every day, and she's done forcing it into one routine. She wants to cleanse by feel, trust her instinct, and meet her skin where it is."
Age Range
32–48 core. Aspirationally 28–55.
Aesthetic
The Row, Toteme, Khaite. Neutral palette. Texture over color. Clean but never sterile.
Beauty Philosophy
No aggressive routines. No overcorrection. 3–6 products maximum. Things that work quietly.
Why She Buys Intuitive
It removes decision fatigue. It adapts to her life. It aligns with how she already lives.
What She Rejects
Loud branding. Overly clinical positioning. Trend-driven skincare. Complicated routines.
Brand Feeling
Luxury, but lived in.
Brand Identity

Built around
four pillars.

Responsive Minimalism
Not 10-step skincare. Not "more." A considered system that responds to what skin actually needs. No excess, no noise.
Skin State, Not Skin Type
The brand is built around the idea that skin has its own intelligence. Intuitive trusts that intelligence and creates tools to honor it.
Clean Without Compromise
Formulated to Credo Clean Standard. 100% PCR packaging. Fragrance free. Refillable system. Sustainability as structure, not story.
Luxury, But Lived In
Premium without distance. A brand that belongs on a beautiful bathroom counter and in a gym bag. Considered but never precious.

Go-To-Market Strategy

1
Phase One · Now–Launch
Build the audience before the product
Waitlist and coming soon page live now
Founder-led Instagram content. Story, process, adaptive cleansing education
"What's your blend today" campaign building pre-launch community
Identify and begin relationships with 30 aligned micro-influencers
Target: 1,000+ waitlist emails before launch
2
Phase Two · Launch
Direct-to-consumer first
DTC launch via Shopify with waitlist early access window
Gifted product to 30 carefully chosen lifestyle creators
Press outreach to Byrdie, Into The Gloss, Who What Wear, Well+Good
Refill launch 60 days post cleanser launch
Gather customer data, reviews, and repeat purchase evidence
3
Phase Three · Retail
Credo as anchor retailer
Approach Credo with DTC traction and community proof
Formulated to Credo Clean Standard from day one
Refillable system and PCR packaging align with Credo values
Moisturizer line launch as second chapter
Booster system as year two extension
What We're Looking For

The right partners
to build something
lasting.

01
Retail Strategy Partnership. Guidance on the path to Credo and beyond. We have the brand, the formulation, and the story. We need an experienced partner who knows how to open the right doors at the right moment.
02
Seed Funding. To finance first manufacturing run, packaging development, and the first 12 months of DTC marketing. We are building lean, focused, and with a clear path to retail.
03
Strategic Introductions. To clean beauty buyers, press, and aligned investors who believe in founder-led brands with genuine innovation at their core.

"Two complete cleansers, designed to be used alone, together, or in a customizable blend depending on your skin state."

The Vision

One cleanse today.
A full ritual over time.

Intuitive launches focused on one hero system. The adaptive philosophy then extends, chapter by chapter, into a complete world of responsive, barrier-respecting care.

Chapter One
The Adaptive Cleanse
Purify. Nourish. Blend. Available now.
Chapter Two
The Adaptive Moisturizer
In development now. Launches month 6 post-cleanse.
Chapter Three
The Biomist
Adaptive hydration and barrier support, misted.
Chapter Four
The Boosters
Enzyme · resurface
Peptide · rebuild
Barrier · restore
A drop into your cleanser or moisturizer. Targeted. Adaptive. By feel.

On the horizon: adaptive body care  ·  adaptive hair care  ·  a customizable signature scent

The Numbers

Unit Economics & Refill Model

Starter System · $68 Retail
Landed COGS (target) $22
Gross Profit $46
Gross Margin 68%
Blended Launch CAC $32
Contribution Margin $14
Single Refill · $34 Retail
Landed COGS $9
Gross Profit $25
Gross Margin 74%
CAC on Repeat Purchase $0
Contribution Margin $25
Base LTV · System + 2.5 Refills
$153
Per customer, year one
LTV : CAC Ratio
4.8×
Industry benchmark: 3× or above
Scale COGS Projection
$16–18
At 3,000+ units · margins expand naturally

Adaptive cleansing is a replenishment model by design. Every refill is 74% margin with zero acquisition cost. the compounding engine of the brand.

Financial Projections

Year One Revenue Model

Revenue Stream Conservative Base Case Optimistic
Systems Sold 600 1,200 1,800
System Revenue $40,800 $81,600 $122,400
Refill Rate 35% 50% 65%
Refill Revenue $7,140 $20,400 $39,780
Total Revenue $47,940 $102,000 $162,180
Gross Profit (~68–70%) $32,600 $69,360 $110,280
780
Break-Even Units
1,000–2,000
First Production Run
Month 6
Adaptive moisturizer launches · development starts now

"We reach break-even before we sell through half our first run."

The Ask

The Investment

Raising
$125K–$175K
To fund first production, launch, and moisturizer development. Structure is flexible and open to conversation. SAFE note preferred.
Use of Funds
First production run $40K–$50K
Packaging / components $15K–$20K
Testing / compliance / legal $8K–$12K
Freight / fulfillment setup $5K–$8K
Waitlist + pre-launch campaign $8K–$12K
Events / seeding / community $10K–$15K
Paid acquisition · Month 3+ $15K–$20K
Working capital + reorder buffer $15K–$20K
Moisturizer formula development $8K–$15K
Total $124K–$172K
The Founder
Stephanie Schur
Fashion
Michon Schur
New York Fashion Week · 20+ stores nationally · UPS Designer of the Year
Retail
Botany
~$1M annual revenue · 5 years · Named #1 Flower Shop in LA · LA Magazine
Technology
Seen
Travel app · $1M+ raised · 100K users · The Points Guy as advisor and investor

"Her work has always centered on observation, proportion, and restraint. Creating systems that feel beautiful, useful, and responsive to real life."

Intuitive Skin
18 months in development. Built around the belief that your skin changes. Your cleanser should too.
I
Intuitive Skin
Adaptive cleansing for skin that changes.
intuitiveskin.com
@intuitiveskin
Confidential · 2026