In the business of beauty, perception is more powerful than reality and it is for the reason that brands – especially those in functional beauty – prioritise what they say ahead of what they do. The science of skin health has evolved vastly – truly advanced technologies exist today that are very complex to use and even more complex to explain. Our humility and persistence have allowed us to create NIOD with only a single genetic commitment – to be at the very edge of science without regard to brands, trends, criticisms and words. This commitment means that NIOD will always have a very narrow audience that appreciates a genuine commitment to true quality and innovation – an audience not inspired by marketing or pricing strategies, but instead by truth and accountability. However narrow, I and we are very lucky to have this unique audience.