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In the eyes of Nicolas Travis, the current way of selling beauty products is archaic. At Allies of Skin, the product creation process is fuelled not by what’s trending, but by what’s lacking in the market. For example, its bestselling 1A All‑Day Mask was created because Nicolas couldn’t find a product that was convenient to use and could offer adequate hydration without leaving a greasy after-feel. This customer‑centric focus is the secret to Allies of Skin’s phenomenal success—ever since its inception, revenue has doubled every month. It’s now an international brand, with stockists in the US, Canada and the UK.