PRESS RELEASE: The 20-Year-Old Australian Skincare Brand You’ve Probably Never Heard Of—Until Now

FOR IMMEDIATE RELEASE

April 2025

The 20-Year-Old Australian Skincare Brand You’ve Probably Never Heard Of—Until Now

Homepeel, the direct-to-consumer skincare company that quietly pioneered at-home skin treatments before Facebook even existed, is finally stepping into the spotlight.

Founded in 2004, Homepeel has been offering professional-grade peels and cosmeceutical skincare to Australian customers online for over 20 years—long before “clean beauty” became a buzzword or TikTok started trending with skincare routines.

In a world of hype, Homepeel has quietly built a reputation for something far rarer: results, trust, and transformation.

An Original Disruptor in the $5.6 Billion Skincare Market

Australia’s skincare industry is now worth over $5.6 billion, with exponential growth coming from customers who want efficacy over fluff. Especially across Gen Z, Millennials, and Gen X, there’s growing demand for skincare that works and aligns with modern values: transparency, health-conscious ingredients, and affordability.

Homepeel has met that demand since day one.

Its signature is a rare one: cosmeceutical-grade skincare without toxic, aging ingredients. That means highly concentrated active ingredients (like lactic acid, peptides, and niacinamide) delivered without alcohol, hormone disruptors, harsh preservatives, or fillers—a formulation standard virtually unheard of in the skincare world.

What does cosmeceutical-grade mean?
In short: it’s more powerful than your average skincare. Cosmeceuticals sit between pharmacy-grade and prescription dermatology—potent, clinical, but safe for ongoing use. What makes Homepeel stand out is that it does this without the chemical compromises that typically come with this level of potency.

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The World’s First Alcohol-Free, Professional-Grade Peptide Serum for Home Use

While many brands are just beginning to explore peptides, Homepeel has already released a world-first: a professional-strength peptide serum specifically formulated to be used with a microneedling pen—without alcohol, PEGs, silicones, or harsh preservatives.

This serum is designed to be rolled directly into the skin’s epidermis using a Homepeel Micro Needle Pen, creating a clinic-quality treatment that improves firmness, hydration, and collagen synthesis—all from home.

“We believe this is the first product of its kind globally,” says founder Jodie Baker. “It’s a serious treatment that’s incredibly effective, but also incredibly clean. That balance didn’t exist before.”

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Skin Education as a Business Model

Homepeel isn’t just selling skincare. It’s teaching people how to use it—and how to understand their skin. The brand offers a $50 Skincare Coach service, where customers receive a personalised video consultation and a lifetime support membership.

“It’s more than a product. It’s guidance,” says Baker. “We want people to stop wasting money and start making progress. That means education comes first.”

This educational model has become a cornerstone of Homepeel’s longevity and success. Over 35% of customers are repeat buyers, and many have remained loyal for 5, 10—even 15 years.

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A Story That Started at the Bathroom Sink

Baker launched Homepeel out of frustration with the beauty industry’s inflated promises and one-size-fits-all routines. She wanted clinical results at home—but without toxins, aggressive formulas, or a trip to the dermatologist.

Her idea? Bring salon-quality peels, powerful actives, and educational support directly to customers—without the middleman. The business grew not through celebrity hype, but from grassroots relationships with real women, built one skin transformation at a time.

“I was on forums before Instagram existed, talking to people about their breakouts and their pigmentation,” she recalls. “I’ve had women send me photos, diaries, thank-you notes. We’ve been in the trenches with our customers for two decades.”

That personal approach is still baked into the brand today.

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Bridging the Gap Between Nature and Science

Unlike many clean beauty brands, Homepeel doesn’t ask customers to choose between natural and effective. It bridges the two.

Every formulation is grounded in science, with bio-active Australian botanicals (like Kakadu Plum and Pomeashield) paired with medical-grade ingredients—at the right percentages to actually make a difference.

This science-meets-skin philosophy is now guiding Homepeel into its next evolution: topical probiotics, exosome technology, and hormone-conscious skincare, tailored for women navigating the hormonal shifts of perimenopause and beyond.

“The future of skincare is personal, biological, and intelligent,” says Baker. “We’re already building it.”

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From TikTok to Tech: Education at Scale

Homepeel’s most recent innovation isn’t a product—it’s a digital skincare coach.

Gloe, the brand’s new AI avatar, delivers twice-weekly 30-second videos explaining ingredients, skincare science, and common myths—without promoting any Homepeel products.

“People are fatigued by skincare marketing. We wanted to meet that head-on,” says Baker. “Gloe is fast, clear, and not trying to sell. She’s just here to teach.”

The goal is to scale Homepeel’s long-standing commitment to education and transparency using new technology—without replacing the human touch.

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A Quiet Force—Now Ready to Be Heard

For 20 years, Homepeel has quietly helped thousands of Australians change their skin—and their confidence—from the privacy of their own homes.

Now, as skincare enters its next era, Homepeel is once again ahead of the curve.

And this time, they’re telling the story.

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For media inquiries, samples, or interview requests, please contact:
Name: Jodie Baker
Email: [email protected]
Phone: 0409 648 208
Website: www.homepeel.com.au
Instagram: @homepeelskincare

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Would you like this formatted into a press kit (PDF or digital)? I can also tailor the press release to different types of journalists—e.g. beauty editors, tech writers (for Gloe), or business publications.