Beauty Boss: Elise Kandrac, Founder of SKWAD
Elise Kandrac with her three kids.
Our latest Beauty Boss is Elise Kandrac, Founder of SKWAD—a line of simple skincare for teens that is easy to use, effective, and sustainable. As a mother to three children, her goal was to encourage teens to take care of their skin using natural ingredients inspired by her Hawaiian roots. Kandrac also noticed that most of the products on the market for young skin were not geared towards boys so she aimed to create a gender-neutral line that everyone could use.
All of SKWAD’s marine-safe formulations are bespoke and feature handpicked innovative ingredients that use groundbreaking technology such as recycled raw ingredients to ensure sustainability. Their ingredients focus on helping the skin retain moisture and protect itself, and many are high in antioxidants that help to target teenage skin issues without feeling heavy or greasy.
We chatted with Kandrac who shared her favorite wellness tips, secrets for success, best advice, and much more.
When was SKWAD founded and what does the name mean?
SKWAD launched its capsule range in 2021. Look up SKWAD in Urban Dictionary—it means family, that no one gets left behind or forgotten. That is the community that we want to create for teens. Rely on us. We will be there for you. We’ve got your back (and your chest)!
What inspired the creation of the brand?
The overwhelming impact that a bad skin day could have on my children’s confidence and the fact that they would prioritize how they looked over their actual achievements on those days, spurred me to take action. Since I have both a boy and two girls, it was important that I create a gender neutral range. I used feedback from my children to deliver a credible and authoritative capsule range that was kind to the planet and above all, supported the complexities of the skin challenges that teenagers face on a daily basis.
Does SKWAD have a hero product?
I think that SKRAPE is the hero in our capsule range. It is a multipurpose product that really is gender neutral. It is vitamin packed to hydrate and protect your skin. You can rinse or shave it off.
SKWAD’s Started Skincare Set for Teens includes four essential products and comes in a stylist toiletry bag.
What are your favorite products from the brand?
That’s like asking me which of my children is my favorite. I know each one of them has a different answer! Since each product is unique from the other, I can really appreciate each one for what they do. SKWEEZ is so gentle yet so effective as a cleanser, SKWIRT is so easy to use, (which has been a major selling point for my kids!), SKWISH truly moisturizes and softens my skin, and SKRAPE is so versatile and hardworking yet so gentle and hydrating.
Where are your products sold?
Currently we are sold online.
Future plans for the brand?
I try to live life with the understanding that everything can and will change but as a brand, I would love to see the brand fulfill all its missions:
#SKWADALOHA. I think we have done a pretty good job at creating a gentle, simple skincare regime for teenagers that works using handpicked ingredients.
I think we have also done a good job achieving #SKWADOHANA, our customers know, “We’ve got your back (and your chest) when it comes to fighting spots.”
#SKWADPONO. Use innovation and technology to be our best self.
#SKWADAINA. Be sustainable and as eco-friendly as possible are ever evolving. To truly live pono, we have to keep striving to do what is best for the environment and the next generation.
My plan would be to continue our search for great products that will help teens achieve #SKWADMANA so they can always, “Put your best face forward to take back control of your skin so you can be the most confident you can be.”
SKWAD’s skincare products for teens are easy to use, effective, and sustainable.
Who inspires you?
My children inspire me the most. They are hard working, resilient yet caring individuals. I am also aware that they look to both my husband and I for examples of how to conduct themselves. So it is extremely important to me that they see what we say put into action, therefore I am always inspired to be the best version of myself.
Secret to success?
Never give up and never take no for an answer.
Beauty secrets?
Eat well, drink water, and exercise. Beauty works best from the inside out.
Wellness tips?
Be kind to yourself and allow yourself to have some fun.
Best advice?
“Think outside the box, actually live outside the box” was some of the best advice ever given to me.
Favorite way to relax?
I prefer to be active, exercising or playing sports, walking my dogs with my husband, cooking a meal for people I love or visiting family. I do think that I “relax” when I know my children are safe.
For more information about SKWAD, visit their website and follow on Instagram: @skwadteenskin
[Images courtesy of SKWAD]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk