"Every formula is powered by superfood ingredients and backed by clinical testing, designed to support your skin as it ages," says Moffat.Graydon Skincare
She adds, "Our dedication to superfood-inspired innovation and high-performance products is grounded in a commitment to create formulas that are created with sustainable ingredients and practices, including upcycled and biodesigned ingredients."
Graydon Skincare will take part in NYSCC's Suppliers' Day 2025 Indie Pavilion (booth 2319), "dedicated to highlighting new to market indie beauty brands that have novel ingredients, formulations and unique concepts," according to the organization.
The event will also allow voting on participants as part of its People's Choice Award of Indie 360°. The award announcement will take place during a champagne toast on Wednesday, June 4, 2025 at 3:00 p.m. at the Indie Pavilion.
Here, Moffat tells us more about her brand, the challenges of indie beauty and much more.
Redefining Aging with Mindful, Award-Winning Products
Moffat: As a yoga instructor for many years, I spent countless hours coaching women who struggled with body image and age-related skin changes. Not to mention going through those things myself. It was clear we all wanted to care for our skin as we navigated new sensitivities and noticeable changes but the mainstream messages about "anti-aging" made us feel like our skin was a problem to be solved.
I wanted to change the narrative and do something about it. It was from here that Graydon Skincare evolved. Since then, I’ve used my background as a vegan chef, translated my knowledge of superfood ingredients and skin nutrition, into creating sensory experiences and the products you see today. Our mindful approach to skincare has resonated with a loyal community of customers, empowering them to age better, and has earned our company multiple awards including the 2024 Woman's World "Best Skincare Routine for Women Over 50."
Gentle, Superfood-Powered Skincare for Every Face
Moffat: We offer a full range of face care products thoughtfully formulated for sensitive skin, along with multi-purpose face and body essentials that are gentle enough to use on the face. Every formula is powered by superfood ingredients and backed by clinical testing, designed to support your skin as it ages.
Expansion and Growth Plans: North America, International Markets and Innovative Products
Moffat: Within the next 18 months we plan to increase and build a strong presence in North America, starting to expand into the spa market and continue growing new retail partnerships. In the longer term (3-5 years), we aim to focus on international expansion (Europe), further product line assortment with a focus on innovative products using bio designed ingredients, and strengthening our brand reputation as a leader in natural products for aging skin.
Key Entreprenerial Lessons Learned
Moffat: Hire early. Money will always be tight when you’re reinvesting into your business, but hiring the right people to help grow your business is key. Especially in areas that are not strong skill sets as a founder.
Evolving in a Changing Market: How Graydon Skincare is Staying Ahead
Moffat: [Entrepreneurship is] a wild ride. Every week, we hear about another indie company that has closed. It’s disheartening, but reinforces the need to constantly evolve and shift focus when needed, as market demands change.
When Graydon Skincare was founded almost 10 years ago, "clean beauty" or "green beauty" was a differentiating factor for a brand; one that attracted new and growing audiences. Now, "clean beauty" attributes are table stakes. It’s still expected and desired by many consumers, but it’s not enough of a differentiating factor. While we still create products that use natural ingredients, we have shifted gears and identified a need for age positive skincare that’s also sensitive-skin friendly.
We also understand more now than ever how important it is to future-proof the company and try to limit risks caused by supply chain insecurity. For us, this means using locally produced and bio-designed ingredients to mitigate some of these factors caused by political or environmental factors that are entirely out of our control.
