Alright – so today we’ve got the honor of introducing you to Cleo Davis-Urman. We think you’ll enjoy our conversation, we’ve shared it below.
Cleo, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?
Masks were our first product, but our pandemic project evolved into a broader self-care and wellness mission when we realized that our customers wanted their beauty arsenal to include protection against everyday threats to their well-being – our popular sunhat that blocked harmful rays, our deet-free bug spray that repelled nasty insects but left the skin feeling smooth and hydrated – and they wanted these solutions to be safe, easy-to use, and yes, stylish. Which leads me to our newest patent-pending product, the PATCH.
I had a personal reason for developing the PATCH. A standard blood panel revealed that I had dangerously low levels of Iron and B12 even though I had been taking oral supplements with those very ingredients from a trusted vitamin brand. To raise my levels, I was treated with an Iron transfusion and went to a hospital for weekly B12 injections, a process that was painful, time-consuming, and cost-prohibitive, so I was eager to find a different solution. My doctor explained that capsulized vitamins can lose as much as 90%+ efficacy in the digestive process and suggested a transdermal vitamin patch, which bypasses the digestive tract and can be more effective for absorption. But these medical vitamin patches were uncomfortable, inconvenient (because they couldn’t get wet), and irritated my skin. I searched for a patch that was safe, effective, lightweight, non-irritating, and better looking than the bulky medical ones I had to hide under my clothes, but it didn’t exist. If I wanted my dream patch, barrière would have to create it, so that’s exactly what we did.
If a product is hard to wear, difficult to incorporate into my lifestyle, or unattractive, I just won’t use it. With this in mind, we designed the PATCH to be a wearable work of art that goes on as easily as a band-aid and looks like a fashion accessory. A glint of gold on the arm, a touch of lace on the wrist, a bold astrological sign on the neck…our designs look beautiful on the skin while they transdermally deliver a powerful blend of vitamins, nutrients, and adaptogens.
I am happy to report that I have been able to maintain healthy levels of Iron and B12 ever since I started using our Brains & Beauty patch daily. I feel stronger, more energized, and focused. My hair is healthier and shinier and my nails are less brittle. Each of the patch formulas has made a difference in my life. When I first started testing our Skin Support formula, I noticed my sensitive skin was less reactive, and I was wearing less makeup, But I really knew we were onto something when, after a month, my facialist Ivan Pol (The Beauty Sandwich) complimented me on how much more youthful and firm my skin looked. I have been so happy with the results that Skin Support has actually replaced a majority of the topical products in my skincare routine.
I will never get on another airplane without wearing the Travel Well patch, which keeps me calm and prevents my feet and ankles from swelling (it’s formulated with Horse Chestnut Seed Extract which is the equivalent of wearing level 2 compression socks). And, thanks to the Daily Defense patch, I have managed to avoid my annual fall cold this year.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Fashion has been my first love and my profession for my entire life, starting with internships at Vogue, Rachel Zoe, and Diane von Furstenberg, and then with positions at Moda Operandi and Saks. I always saw fashion as the art of self-expression. If I looked good, I felt good. My focus changed at the beginning of the Pandemic when, like most people, I became obsessed with self-protection. I searched for masks and discovered that the stylish ones were ineffective and the medical masks were unsightly. With my partner, Alexa Adams, who had a background in technical design and healthcare supply chain, we created barrière to provide products that are protective and pretty. Self-expression is an unexplored frontier in the wellness space. We curate every aspect of our appearance. Why not apply that same standard to products that enhance our health and well-being?
How’d you meet your business partner?
The whole story of our company, including how we “met,” is very 2020. I had been working on the idea for barrière, and was struggling with the production aspect of the business. Then, I read an article on BOF about the future of PPE. Alexa was quoted, and it sounded as if we were both trying to solve the same problem, and that she had the experience I lacked. It occurred to me that combining our different skill sets could bring barrière to life. I slid into her Instagram DMs, and after one very socially distanced, but very lively, meeting in Cobble Hill Park, we became partners. About a million emails and Zooms later, here we are. The park meeting was the only time we’ve met in person, so I like to think we’re proof that anything is possible, even building a first-of-its-kind company, with determination and a good internet connection.
How’d you build such a strong reputation within your market?
In 2020, we began with one product: a face mask. We knew that medical grade masks were much more effective than cloth, but they were difficult to procure, and people resisted wearing them because they were uncomfortable and unattractive. We worked hard to develop a face mask that provides all the benefits of a medical grade product without any of the negatives. A mask with superior protection (98%) and FDA registered, with excellent breathability so you can exercise. A mask made sustainably from recycled and hypo-allergenic materials suitable for sensitive skin (no maskne or ugly chin break-outs!). A mask that gives customers the confidence they need to resume their daily routines safely. And a mask that can be safe and stylish at the same time. We were able to build trust with our customer during such a vulnerable time so when we pivoted and launched our new products, namely the patches, the confidence in our brand and our standards when it comes to product had already been established.
Contact Info:
- Website: www.mybarriere.com
- Instagram: @misscleoviolet @mybarriere
- Linkedin: https://www.linkedin.com/in/cleo-davis-urman-91928322/
- Twitter: @mybarriere
Image Credits
Esther Facine