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Bermudian launches luxury skincare line for Gen Xers

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Kisha Tyrrell's goal was to create a skincare line that was good enough for her to use.

She had been particular about products and beauty routines since the age of 12, when her mother took her for a mini-facial, her first.

Instantly, she was hooked.

“My mom made sure I knew how to take care of my skin. I was getting my products and mini-facials at such a young age. None of my friends were doing it so it just became my thing,” she said, explaining how that early introduction led her to become "skincare enthused; skincare obsessed".

Enzuri Beauty, the luxury skincare line she created for Gen X women, was nearly two years in the making. Ms Tyrrell's hope is that it encourages women born between the mid-1960s and the early 1980s "to embrace healthy ageing by falling in love with their unique, perfectly imperfect skin".

"I wanted to find something a brand that spoke to me, and I found in the beauty industry specifically women were depicted as either really old or really young. The woman in the middle, you never saw her. So I knew I wanted to speak to that particular woman," she said.

The pandemic gave her the opportunity to move forward. Once a constant traveller because of her job as an underwriter, Ms Tyrell was forced to stay put in April last year when the airport shut and the island was ordered to shelter in place.

"I was working and in my free time I was able to do stuff like everybody else was. I started gardening, I was doing workshops and I did a course with [Nikki Fagan of the marketing company Brand Lion]. She put in me in contact with someone [with] a background in the beauty industry who helped small businesses. She just guided me, telling me things to think about that I hadn’t considered"

As Ms Tyrrell had no real knowledge about skincare or chemistry or health, the journey since has "absolutely been a learning curve".

"I knew I wanted to make something that met global standards. I wanted something that I could sell anywhere in the world, something that was compliant, that was clean. So that was where I was going.

"I had the end picture in my mind immediately of what it was going to look like and I just worked and figured it out."

She did a course to "figure out how to create formulas" and set about hiring a chemist to do the actual work.

"I wanted to be able to speak to a chemist. When they were talking about mixing ingredients, I just wanted to understand the terminology. Along the journey I started working with an aesthetician so I could get their perspective on the products and ingredients.

"The course luckily included everything you needed to know when you're dealing with manufacturers. It was really helpful so that when I went to speak with a manufacturer I kind of had an idea. I knew what I wanted to do."

The Enzuri collection includes "a soothing and rejuvenating cleanser with natural floral extracts", an antioxidant mist, a daytime "super serum" and a "retinol-based night serum that supports elasticity and firmness".

"You can buy the whole set or you can buy them individually — just like any other product," Ms Tyrrell said. "Each product can stand on its own. It's created so they all work together.

"I want women to think differently about how they take care of their skin. Self-love equals self-care, and how you choose to love yourself is always reflected on the outside. My hope is to help women remember to take time for themselves by prioritising time for self to nurture our skin, body and spirit."

She added: "We can exercise, we can eat right, we can meditate — many people do all that but skincare always seems to be an afterthought where I tend to look at it as an investment. Our skin is holding it all together, so why not make it a priority and take care of it?"

Friends and family helped to test the products. Apart from making sure that it delivered on its promises, Ms Tyrrell was determined that the skincare line met the needs of different skin tones and different age groups.

"It was a lot of back and forth to make sure it was right," she said. "I had a good panel of people and they were very honest with regards to what their experiences were — what worked for them, what didn’t. Even in regards to the types of packaging, I made sure they gave feedback and I tweaked or changed."

The Enzuri Beauty line is available at enzuribeauty.com and at 59 Front Street. Enzuri founder Kisha Tyrrell will be on site for the official product launch on Saturday, December 4. For samples, contact curator@agency1408.com. Follow @enzuribeauty on Facebook, Instagram and Pinterest

Kisha Tyrrell, founder of luxury skincare line Enzuri Beauty (Photograph by Cimeon Tyrrell)
Bermudian Kisha Tyrrell has founded a luxury skincare line Enzuri Beauty (Photograph by Cimeon Tyrrell)
Bermudian Kisha Tyrrell has founded a luxury skincare line, Enzuri Beauty (Photograph by Cimeon Tyrrell)

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Published November 22, 2021 at 7:51 am (Updated November 23, 2021 at 9:22 am)

Bermudian launches luxury skincare line for Gen Xers

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