Instagram’s favourite Cosmetic Doctor, Dr Naomi is launching a skincare line focused entirely on brightening

In what could be the most sought-after skincare launch in some time, Dr Naomi Skin pre-launches in Australia today and its offering something completely new to the market.

Whenever a new launch hits my desk or a Google alert strikes my inbox I’m either excited or I roll my eyes (sorry JLo). In today’s beauty climate it’s hard to cut through, especially when it comes to skincare – as a consumer it’s hard enough to navigate the overflowing shelves of pharmacy and department stores, let alone scrolling the web for a simple serum. So when a launch hits the mark on offering something new or interesting, it’s worth talking about.

Dr Naomi McCullum is a leading Australian Cosmetic Doctor and a pioneer in the field of non-surgical cosmetic medicine. You may recognise her from her Instagram account @drnaomi1 or from her expert advice on tear trough filler.

Known for her skilled hand in non-invasive treatments such as injectables and lasers, Dr McCullum has been in the industry for two decades, so knows a thing or two about skin.

With a long list of credentials to back up her brand – Dr McCullum is a Board Member and the PR officer of the Cosmetic Physicians College of Australasia (CPCA) and was previously a Fellow and Board Member of the Australasian College of Aesthetic Medicine (ACAM), and a member of the Cosmetic Physicians Society Australia (CPSA), it makes sense her next move would be in cosmeceutical skincare.

The 19-strong line is everything you’d expect from skincare in 2021 (it took three years to come to fruition) – it’s vegan, cruelty free and packed with actives, yet goes as far as utilising innovative, high-tech ingredients like drone technology, with leading advanced actives and delivery systems for enhanced penetration.

But brightening is the reason it stands out. An industry first-of-its-kind, the range focuses on brightening at the core of every product (responsible for radiance, clarity, even texture and tone) and is formulated with a proprietary ‘Brightening Cocktail’ made up of powerful science-y ingredients like X50 Pure White (the drone I mentioned earlier) that works to selectively target pigmentation and spots, melanoregulators and niacinamide, along with potent extracts such as centella asiatica and pine mushroom.

Brightening aside, the range also helps with healthy skin ageing, hydration and acne. There’s three mix-and-match collections to choose from and an online prescription tool to cut the guesswork out, too.

Dr Naomi Skin pre-launches today, but bookmark this page for our picks: Pore Relation Power Essence, Vitamin Amen, Lift Off and Fizzy Lift.