Beauty Boss: Maxwell Stock, Founder and CEO of Epicutis
Maxwell Stock.
Our latest Beauty Boss is Maxwell Stock, Founder and CEO of Epicutis—a science-based skincare line that features clean and minimalist formulations with highly efficacious patented ingredients. Currently in more than 500 med-spas and clinician’s offices, Epicutis is sold in 11 countries and is the only EWG VERIFIED™ professional skincare line on the market. The products offer maximum results with minimal ingredients and can be paired with various esthetic procedures including micro-needling and laser treatments.
Stock has over 20 years of experience in the pharmaceutical and cosmetic industries, where he developed topical drugs and cosmetic ingredients. He is also the author of numerous patents, scientific publications, and founder of Signum Biosciences—a biopharmaceutical company focused on the discovery and development of innovative products to address major consumer and medical needs.
In addition to clean ingredients, transparency is another important pillar of the brand. Stock believes that health care and that consumers should be guided by experts, which is reflected in the brand’s commitment to clinicians and their businesses by not selling direct to consumers, as well as providing robust educational materials.
We chatted with Stock who shared the inspiration behind the brand, secrets for success, beauty tips, and much more.
When was Epicutis founded and what does the name mean?
The idea behind Epicutis started around 10 years ago and the product launched in 2021.
Name meaning: “Epi” (on) and “Cutis” (skin).
What inspired the creation of the brand?
I suffer from greasy, sensitive skin and could not find a product I was comfortable using. Being an industry insider via my 20 years of experience developing skincare products, I was a bit picky about ingredients and there is lack of clean, effective, skincare products that are easy to use, absolutely non-toxic, and with only the highest-quality ingredients. We also wanted to create a skincare system that was simple to use (cleanse, treat, and hydrate). Three simple steps twice daily.
Epicutis Lipid Serum ($250) delivers an instant dose of relief for dry, stress, sensitive and post-procedure skin with only eight ingredients including therapeutic concentrations of TSC (the brand’s patented anti-inflammatory).
Does Epicutis have a hero product?
Epicutis is a hero product line, but if I had to pick one it would be the serum. The Lipid Serum is sophisticated simplicity with only eight ingredients but packs a powerful punch!
What are your favorite products from your brand?
All three products used together are amazing, but the Lipid Serum is my favorite. I can use the serum as a glide while shaving, then as a treatment for calming and soothing my skin, and of course, reducing any inflammation.
Where are your products sold?
Our products are sold exclusively through licensed clinicians. 40% of the retail price of products sold on our website are given back to the clinician whom the consumer chooses at checkout. If the consumer does not choose a clinician, then the closest clinician will be chosen and given the sale. We protect our relationship with clinicians above all other as we believe clinicians are essential to the industry, to the consumer, and to our business.
Future plans for the brand?
We will be coming out with a body firming gel, a 30 SPF mineral-based tinted sunscreen, and an exosome product. We will not be creating a bunch of products as we want to keep it simple using proven technologies that enhance the health of the skin.
Epicutis Lipid Recovery Mask ($95) delivers an ultra-concentrated version of the Lipid Serum via a bio-cellulose mask to instantly soothe skin and reduce inflammation.
Who inspires you?
The people working at Signum/Epicutis inspire me every day to work my ass off. They are my main motivation and inspiration. Secondly, all the folks who struggle with their skin and just want an honest product built with their best interest in mind.
Secret to success?
Stay humble, surround yourself with good people, and approach business with compassion.
Beauty secrets?
Use Epicutis!
Wellness tips?
Get enough sleep, eat Whole Foods, and exercise as much as possible!
Best advice?
Be a good human and the rest will work itself out.
Favorite way to relax?
Reading, listening to music, biking, and spending time with loved ones.
For more information about Epicutis, visit their website and follow on Instagram: @epicutis
[Images courtesy of Epicutis]
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