Who's behind it? Founder Howard Murad was a dermatologist and pharmacist before he started his US-based brand in 1989. He's devoted to inclusive health, and his custom-blended formulas have won him many loyal customers. A firm believer in the holistic approach to skincare, Murad says, 'I can't help make your skin better unless I make the rest of you better.' What's the spin? Holding 17 patents (with several still pending), Murad says he was among the first to use exfoliating AHA, antioxidants and vitamin C for anti-ageing and skin health. The brand's principal technology is based on a concept called cellular water. This means the products are designed to help rejuvenate skin cells that can no longer retain water effectively because of damage caused by ageing and pollution. 'No matter what causes diseases or ageing, the final common pathway is water loss,' says Murad, who also recommends combinations of antioxidant nutritional supplements to heal skin problems from the inside out. Anything else? In accordance with Murad's philosophy of holistic wellness, he opened a medically supervised day spa in 1988 in Los Angeles, where all aestheticians are trained by a dermatologist. He also personally trains the aestheticians to conduct specialised spa treatments and massage. Any future plans? A skincare line called Sleep Reform will be launched next year to encourage better relaxation and renewal of the skin and body. Where can I buy it? Lane Crawford Pacific Place, Admiralty and IFC, Faces or Paua spas.