NYC-based skincare brand known for its 'anti-wellness' ethos and simplified, circadian-rhythm-focused serums.
ORIGIN
United States
PRICE TIER
premium
Founded in 2021 by Jade Beguelin and Sabrina Sade, 4AM SKIN emerged from the founders' shared frustration with complicated, time-consuming beauty regimens that didn't fit their fast-paced NYC lifestyles. Sade, a medical student, and Beguelin, a former finance professional, launched the brand to challenge the "clean girl" wellness perfectionism, offering instead a permission slip for late nights and hedonism. The brand champions "skinimalism" through a streamlined product line centered on circadian rhythm science, primarily its signature Rise and Rest serums designed to simplify daily care into two effective steps.