```html Skincare Startup Authenticego Finds Success Addressing Hormonal Acne

Authenticego, a skincare company founded by Cristina Brooks Potts, is experiencing rapid growth by focusing on evidence-backed formulas for hormonal, sensitive, and acne-prone skin. Launched in 2023, the company has garnered significant attention, even attracting interest from venture capital firms. Potts, a former student of Steve Chou's "Create a Profitable Online Store" course, identified a gap in the market for skincare products tailored to women experiencing hormonal acne in their late 20s and beyond.

Addressing a Market Need

Potts' inspiration stemmed from her experience working in skincare at Sephora. She observed a recurring issue: women seeking solutions for adult acne often found existing products too harsh or ineffective, especially those with concurrent skin sensitivities like rosacea or eczema. "A lot of women are developing concurrent sensitivity," Potts explained in a recent interview. "I just noticed that there wasn't really anything that tailored to women and we're kind of left with nothing to use because all the acne targeted products are very much like one note active."

Unlike many skincare brands that prioritize marketing trends over scientific rigor, Authenticego emphasizes research and development. Potts, with a background in pharmacology, develops her formulas based on a deep understanding of the physiological processes behind acne development. This approach distinguishes Authenticego from brands that simply repackage existing formulations with trendy ingredients.

The Science Behind the Brand

Potts collaborates with a chemist who translates her research-backed recipes into tangible products. "I do all the preliminary R&D and I'll come up with all the list of actives, all the emulsifiers, all the preserves, basically the recipe for what we're going to use," Potts explains. Her chemist then builds that recipe in a lab in California, ensuring the formulations are precisely executed.

Challenging the Status Quo

Finding a chemist who shared Potts' vision proved challenging initially. Many potential collaborators were hesitant to deviate from conventional skincare practices. "When I started the brand, I spoke to like 30 or 40 like chemists, right? Um, they all told me I was crazy," Potts said. "And that they're like, you can't do this because, you know, like it's just not like the ingredients you don't want to use. It's just, it's too restrictive. It's not feasible."

Dr. Emily Carter, a dermatologist specializing in acne treatment, emphasizes the importance of targeted formulations. "Many over-the-counter acne products contain harsh ingredients that can exacerbate sensitivity and inflammation, particularly in individuals with hormonal acne," Dr. Carter notes. "A brand that prioritizes gentle, evidence-based ingredients and addresses the underlying causes of hormonal acne has the potential to offer significant benefits to patients."

E-commerce Success and the Role of Mentorship

Potts credits Steve Chou's e-commerce course with providing the foundational knowledge and strategies necessary to launch and scale Authenticego. Chou's course focuses on practical, actionable advice for building a profitable online store, covering topics such as product development, marketing, and customer acquisition.

According to e-commerce analyst Sarah Jenkins, the success of Authenticego highlights the growing demand for specialized skincare brands. "Consumers are increasingly seeking out products that cater to their specific skin concerns and preferences," Jenkins explains. "Brands that can effectively communicate their unique value proposition and build trust with their target audience are well-positioned for success in the competitive skincare market."

The Future of Authenticego

With venture capital firms expressing interest, Authenticego is poised for continued growth. The company's commitment to scientific rigor and its focus on addressing the needs of women with hormonal acne have resonated with consumers. As the skincare industry continues to evolve, brands like Authenticego that prioritize efficacy and customer satisfaction are likely to thrive.

Authenticego.com offers a range of products designed to address hormonal acne and sensitive skin. The company's website provides detailed information about its formulations and the scientific rationale behind its approach. ```