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‘As of Today’ Promotes Its Clean Cruelty-Free Skincare Formulas

Sarah Choi founded the new brand, which is based in New Jersey.

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By: Marie Redding

Senior Editor, Rodman Media


There’s a new clean, cruelty-free beauty brand—’As Of Today.’ Based in New Jersey, ‘As of Today was founded by Sarah Choi, a recent graduate of the University of Southern California and the Fashion Institute of Design & Merchandising.

‘As of Today’ focues on skincare based on the use of use of effective, high-quality ingredients.

There are four facial products—and Enzyme Cleanser, Toner Pads, Ampoules, and a Renewing Mask.

The products feature the brand’s key ingredient—R-Peptide, which helps to normalize the skin cell network and fight skin stress. “It is a naturally-derived neuro-calming peptide that reactivates skin barriers to reverse signs of stress-aging,” the brand states.

The brand says that after using the products for two to eight weeks, users may expereince—

  • Reduced wrinkles
  • Smoother skin,
  • Increased hydration
  • A stronger skin barrier to protect against stress-aging
  • A healthier and a brighter overall complexion

The clean beauty brand doesn’t formulate its products with parabens, phthalates, sulfates, retinol, plastic microbeads, or several other commonly-used ingredients.

‘As of Today’ launched this year, and is sold directly to consumers on its website. 

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