Using the powerful effects of oxygen combined with advanced skin serums, Intraceuticals has built a global brand favoured by A-list celebrities and leading make-up artists. Company founder Anthony McMahon talks about the growth of the company and why his products are a perfect fit for spas

What’s the background to the creation of Intraceuticals?
The company was formed in 2002 after I had the idea to create a professional skincare range using the powerful effects of oxygen. Oxygen bar concepts were around at that time, and some spa and beauty operators were using oxygen for facials, but in my opinion these topical treatments were just fluff and not at all effective.

I did my own research into oxygen, working with a consulting chemist on formulations that also incorporated hyaluronic acid. We developed a serum that could be applied under hyperbaric oxygen pressure to deliver effective ingredients and hydration to the skin. It gave instantly visible results and yet was still a pampering treatment with long lasting effects.

Intraceuticals launched in Australia in 2002 and was unlike anything available on the market.

How did you grow the business?
Two years after launch, I opened an office in the US and walked the streets to promote the brand. I met some people with contacts in the entertainment industry and they introduced our products to Madonna. Having a superstar suddenly using and liking our products was a fantastic advantage and since then the roll call of A-list celebrities, models and make-up artists supporting Intraceuticals with their testimonials has grown massively.

What’s so special about your use of oxygen and hyaluronic acid?
Oxygen has many healing properties and is anti-bacterial. It’s a very sterile ingredient and offers the perfect delivery system for skin serums.

Conventional skincare only works on the very surface of the skin. The term ‘moisturiser’ is really misleading, as many of these products contain heavy oils that can’t be effectively absorbed by the skin. Think of the skin as a sponge – how could you hydrate that sponge using oils?

Both the instant and long-lasting results of our treatment are down to what we call 3 Step Hyaluronic Layering – using products with different sized molecules on the skin. The first step, called Revive, is delivered by oxygen and serum application which rehydrates by delivering low molecular hyaluronic rapidly to the skin. This is followed by step two, called Replenish, using a higher weight hyaluronic formulation that creates a reservoir of hydration for the skin to draw upon. Step three is Protect, the application of a hyaluronic polymer we call a moisture binder. To give an idea of effectiveness, one molecule of hyaluronic acid binds 1,000 molecules of water, as well as other skin essential ingredients like vitamins A, C and E and various peptides.

How long is the treatment and how long do the effects last?
Our core treatment, the Rejuvenate facial, takes around an hour to complete. As well as the products, it’s also down to the skills of the therapist, who are able to sculpt the features using the oxygen applicator, lifting the brows and accentuating the jawline.

These non-surgical effects can last for four to seven days and there’s an increasingly visible improvement with each subsequent treatment for up to six treatments to obtain optimum results. Results are maximised and maintained with daily use of three Step Essentials take-home products.

What are your most successful product lines?
Our Rejuvenate product is our most popular, suitable for all skin types. We also have a brightening product (Opulence), effective for skin pigmentation and a blemish treatment (Clarity) which is extremely helpful for problem skin.

One of our products is an injectable alternative called Atoxelene, effective on expression and lip lines. Boosters allow therapists to tailor in-clinic and at-home products to address their clients’ specific skincare concerns.

We’re working on our first range of body treatments to be revealed later this year. We’ll also launch a range of natural enzyme exfoliants with ingredients such as papain, carnauba wax beads and other fruit acids.

Who uses your products?
Around 30 per cent of our business is in the medical world – dermatologists and plastic surgeons; 30 per cent is in the day spa / high-end beauty salon market; and 30 per cent is in the international destination spa and resorts market.

We’re rapidly expanding our mobile units in the major US film studios, working on TV and film sets with leading make up artists. Using our treatments before make-up will result in a much smoother finish and makes the actors look great in HD! We are also expanding our Fashion Week support team having worked with major designers in Milan, Paris, London and New York.

Why should spas work with you?
The spa industry is increasingly results-driven. People like to have a relaxing and pampering holiday and be made to feel good, but they also want to continue looking good after they return home Intraceuticals products and treatments can deliver this, and as we use oxygen, it’s something pure that fits well with the spa philosophy of natural ingredients, freshness and invigoration.

How big is your distribution network?
We’ve invested heavily in our distribution network with main hubs in all the major cities like Hong Kong, London and Los Angeles, and now supply to 60 countries worldwide. There aren’t many professional beauty companies that can meet the demands of the big global hotel brands with five-star spas all over the world.

What training do you offer your clients?
When an operator makes a commitment to our range, we offer comprehensive onsite training, as well as follow-up sessions and online modules. It’s a 360-degree service.
Each contract is an ongoing business partnership, where we help operators with their plans, promotions and future growth.

What’s your approach to retail?
Our number one concern is providing the best possible outcome for the client. The first step is establishing what the client is worried about and then recommending a solution they’re comfortable with. We start with the products they need to use at home twice a day, 730 times a year and then recommend an appropriate course of treatments between 12 and 24 times per year to accelerate and boost results.

There’s no point selling a US$300 treatment to a client and then letting them go to the supermarket for the products they use daily – that’s just poor customer service and a huge business opportunity lost. Our approach delivers great results for clients, boosts therapists’ confidence and makes business operators smile too.

What’s next for Intraceuticals?
We’ve just opened our first standalone facility, in Bangkok, and we’re using it as a development lab for our products and services. In future, we’ll have branded clinics in all the major global cities.