Published in " theindustry.beauty " Link to the article
A new-to-market brand, founded by Riyadh Swedaan - former partner of the late Deciem founder Brandon Truaxe - has launched with the bold ambition to "redefine" luxury skincare.
Swedaan, a former executive at Canadian beauty giant Deciem, has drawn on his experience to launch Tursian - a skincare brand rooted in his dedication to innovation, quality, and elevated formulation.
Tursian also serves as a tribute to Swedaan's late partner, Brandon Truaxe. The name "Tursian" is a variation of a name Truaxe used before immigrating to Canada from Iran in the mid-1990s.
Here's what you need to know
Supported by four years of expert research and analysis, Tursian brings together "science-driven innovation, high-performance actives, plant-based stem cells, and superior hydration".
Every ingredient is selected for its ability to deliver deep, visible transformation - whether it’s potent algae sourced from Japan, resilient Arctic botanicals, or biotech innovations from Europe.
This is paired with the skincare brand's commitment to using the highest allowable concentrations for maximum efficacy.
Each product is created with up to 30 different actives, creating multilayered formulations designed to address multiple skincare concerns. Peptides, which are described as being "at the epicentre of all its formulations", play a central role in these formulas.
"I formulate with purpose and without comprise. I believe high-performance skincare begins with what we leave out just as much as what we put in. That’s why I choose to formulate with science not trends. Just what your skin truly needs at the highest allowable concentrations, clinically backed, globally source and designed to deliver real results," Sweedan told TheIndustry.beauty.
The luxury brand launches with 20 products. Ahead of the release, our co-founder Antony Hawman sat down with Swedaan to gain deeper insight into the brand’s mission and range - from cleansers and toners to serum concentrates and eye gels, and beyond.
Hero products include a R-1 Radiance Booster Gel Cleanser (£70.00), a foaming gel that gently exfoliates with Australian caviar lime extract, hydrates with gac fruit extract, and brightens with vitamin C-rich lemon peel extract for a "radiant, smooth skin".
As for serums, there's a P2 Hydration Activator Energising Toner (£100), a daily multivitamin toner that nourishes and hydrates with nutrient-rich deep sea algae water, and a P3 Ultimate Hydration Serum Concentrate (£120), a "multi-peptide powerhouse" featuring repairing stem cells and protective peptides to support collagen.
Additionally, the brand's Y3 Youth Restore Serum Concentrate (£210) delivers a "breakthrough" formulation featuring seven high-performance peptides at their highest allowable concentrations.
Other products include an Eye Contour Brightening Gel, Advanced Youth Complex Moisturiser, Energy Concentrate Radiance Masque, Sparking Water Brightening Face Toner, amongst many others.