We've all heard the saying, "good skin starts from within." Yet topical products fill our cabinets when it comes to perfecting our skincare routines. Good Faith is a clean beauty brand on a mission to change that. The brand offers a range of supplements and topical products that work individually or in tandem to offer results beyond the skin's surface.
Good Faith's brand ethos integrates skincare and wellness for a holistic approach to beauty, and it brand sources plant-derived ingredients like squalane, ashwagandha, and grapeseed oil, to create multi-tasking toners and creams. Ahead, we break down why this young brand is quickly cultivating a strong network of fans.
Founders: Katie Baeyens and Michelle Fry
Location: Southern California
Best Known For: Brightening Serum + Vitamin C
Holy Grail Product: Smoothing Eye Cream + Caffeine
About the Brand
Born from the idea that a regimen built around more than creams, serums, and cleansers could unlock healthy skin, Katie Baeyens and Michelle Fry set out to build a brand that empowers and celebrates good skin from the inside out. Their motto, "because beauty goes beyond the skin" speaks volumes about their dedication to delivering products that are affordable and—most importantly—really work.
Both California natives, the pair first met while developing a line of beauty products to be sold on Amazon. Fry, an already-established product developer, had a passion for the science behind beauty and honed her skills at beloved brands like Urban Decay, Boscia, and Dermalogica. Baeyens was well versed in brand management in the health and beauty industries. Upon discovering their love for wellness and clean beauty, their friendship blossomed, and Good Faith was born.
"Good Faith always knew what it wanted to be, and it just took us a while to catch up to it," Baeyens tells me. Their skincare concerns and beliefs fueled their desire to create an affordable, clean skincare brand. "Even with the best products, there are other factors— like the environment and hormones—that can affect how skin behaves," Fry notes of their careful attention to detail. Good Faith products work from the inside out by incorporating supplements (like ashwaghanda and probiotics) with topical skincare.
The story of inner beauty can be seen throughout Good Faith's lifestyle branding. Their California-cool aesthetic encourages people to celebrate their skin with environmentally-friendly products that are pure, effective, and reasonably priced. Ahead, find some of my favorite picks from Good Faith for happy skin.
Products to Try
Packed with vitamins C and E, this serum is a one-stop way to brighten and hydrate your skin. The lightweight formula is creamy and fast-absorbing, so it melts into the skin, leaving it soft to the touch. The serum's secret ingredient is grapeseed oil, a byproduct of winemaking. Grapeseed oil adds vitamins, phytoceramides, and antioxidants that aid in evening skin tone and texture while protecting the skin's barrier
The ingredient list of this eye cream is full of favorites for vibrant skin: Caffeine, a natural antioxidant that reduces puffiness and inflammation; bakuchiol, the beloved extract known for smoothing fine lines; and plankton extract, which helps maintain moisture. Together these ingredients smoothed and hydrated my skin while subtly brightening the delicate area over time.
This moisturizer is a customer favorite in the Good Faith collection for a good reason: It's moisturizing without being greasy and is light enough to be layered for both day and nighttime use. The plant-derived squalane locks in moisture and replenishes the skin, but the subtle glow and smooth application are most impressive. When combined with the Brightening Serum + Vitamin C, the glowing results of this moisturizer are a great bonus to any skincare routine.
I'm a bit picky about supplements, but I was pleased to see that Destress + GABA, along with Good Faith's other supplements, are vegan, gluten-free, and have no added sugars. Destress + GABA is a natural blend of ayurvedic herbs like ashwagandha, valerian root, and GABA that promotes stress reduction. Good Faith worked with an industry expert for each of its supplements to source the best ingredients that aid skin health. The careful formulation is just one example of how Good Faith blends nature and science to provide meaningful results.
With natural ingredients and mindful intentions, Good Faith is all about healthy skin from the inside out. With carefully thought-out ingredients meant to target specific concerns, it is a great brand to consider whether you are a clean-beauty shopper, skincare novice, or well-versed expert. When curating my routine, I am always on the hunt for safe, affordable products that work, and these picks from Good Faith fit the bill.