The Australian Brand That is Perfecting Acids
Alpha-H calls itself the acid authority, and for good reason. The brand has 27 years of experience fine tuning the chemistry of their acid-forward skincare products and has something to address every skin concern, from breakouts to dullness and aging. We caught up with Tina Randello, chief commercial officer, who explained why even those with sensitive skin can use the brand’s acids and why their first ever product is still their bestseller.
Brand name: Alpha-H
Founder: Michelle Doherty
Date founded: 1995
What is Alpha-H’s philosophy?
We believe that when it comes to skincare, you should always bring your A-Game: the highest level of performance, active ingredients and synergistic chemistry backed by clinical proof. We are about results you can see and feel immediately.
How did the brand first start?
Our founder, Michelle Doherty, started Alpha-H 27 years ago. She suffered from chronic acne and tried everything from abrasive scrubs to harsh medications. Nothing worked until she discovered Glycolic Acid. Many said it was too harsh and irritating, but she kept with it and soon her complexion and confidence were completely transformed. Michelle developed her own overnight resurfacing treatment and shared a bottle with a friend. After just one night, they called and said, “it’s amazing – it’s like liquid gold!” and so our first product, Liquid Gold™️ Exfoliating Treatment, was born. Over those 27 years we have studied and perfected the chemistry of skincare acids, and have continued with Michelle’s mission after she passed away in 2020.
What was one of the biggest challenges the brand faced when it launched?
Alpha-H was not an overnight success - at that time chemical exfoliants were still a scary thing for many consumers and even skin specialists. What shot the brand to fame was leading with education. This led to trials and once customers tested our products and saw the results first hand, there was no stopping us. Today we work closely with our retail partners to create educational experiences for our customers to ensure they get the best results.
What is your best selling product and why do you think that is?
Liquid Gold™️ is still our #1 product. It was designed to be a facial in a bottle and is modeled off our professional peels, but is safe and gentle enough for use at home.
Our #2 product is Midnight Reboot Serum, a first to market innovation that combines 14% Glycolic Acid with 1% Granactive Retinoid to not only exfoliate the skin but open the pathways for the penetration of the retinoid, for visibly smoother, plumper, glowing skin.
And our #3 is Melting Moments Cleansing Balm. It removes the heaviest of makeup and SPF in a gentle, nourishing, and effective way. The luxurious balm-to-oil waterless formula leaves skin hydrated, soft and radiant – never stripped, tight or dry.
What do you think the biggest misconception is about acids in skincare?
The biggest misconception facing acids in skincare is the view they are too harsh and irritating. However, acids work by removing the dead cells that cause our skin to look dull and uneven. Our acids are formulated to a low pH delivery system, which means we have optimized the acid bioavailability without the need to formulate with excessive concentrations which can result in irritation. We get the results, without the downtime.
Do you have any tips for acid beginners on how to incorporate them into their routine?
When starting out with acids, it is always best to begin slowly (1-3 times a week to start) . This allows you to determine exactly how your skin is responding and can help to minimize any potential overstimulation. For the best possible outcome, do a little research and talk to the team at SHEN to select the acid that is best suited for your skin type and goals and make sure you follow up with an SPF.
What sets this brand apart from others in the market?
What differentiates Alpha-H is our low pH delivery system that has proven over 27 years to be the gold standard in chemical exfoliation and skin renewal.
When did you know you “made it” as a brand?
Launching into the USA has been a major milestone for the brand and definitely a ‘pinch me’ moment. Seeing US customers write 5 star reviews praising our products is the reason we do what we do.
Who would your dream collaboration be with?
As an Australian brand, Aussie actress Margot Robbie would be a dream collaboration.
What can we expect from the brand in the future? Any exciting news you can share?
LOTS! A new sustainability initiative that will make Liquid Gold lovers love it even more, coming in 2023! And the considered launch of new products targeting the key problems our customers are telling us they need.
Vitamin B $65
Hyaluronic 8 Super Serum $72
Vitamin C $65
Melting Moment Cleansing Balm $50
Balancing Cleanser $38
Liquid Gold $22
Vitamin E $65
Beauty Sleep Power Peel $106
Liquid Gold Firming Eye Cream $82
Liquid Gold Midnight Reboot Serum $105
Vitamin A $65
Clear Skin Tonic with 2% Salicylic Acid $56
Melting Moment Cleansing Balm Plum $50
Golden Haze Face Oil $50
Liquid Gold Rose $56
Alpha-H Acids Bundle $128
Total Eclipse SPF 40 $45
Alpha-H Skin Cycling Bundle $128