About AS OF TODAY:
Modern life is busy. Skincare shouldn't add to the noise.
AS OF TODAY was founded in New York in 2021 by industry experts who saw a clear gap in modern skincare: Too many products, too many information, and not enough simple, effective solutions for real skin concerns.
We created AS OF TODAY to simplify skincare for modern life with clean, purposeful formulas and fewer steps that deliver calm, consistent results.
Skincare should feel intentional and easy to live with - even in a fast-paced world.
Our Approach
Pillar 01
New York, by Design
New York shapes our way of thinking. Clarity, function, and products designed for real daily life — not ideal routines.
Every AS OF TODAY product begins with a simple question: Does this make skincare easier and more effective?
Pillar 02
European Ingredient Standards
We source select ingredients from Europe, including France and the UK — regions known for their long-standing expertise in ingredient development and safety standards.
Each ingredient is chosen for its performance, skin compatibility, and long-term reliability, resulting in formulas that feel refined, gentle, and trustworthy.
Pillar 03
Korean Skin Science
Our formulations are developed in partnership with leading Korean laboratories, where advanced skin science and modern formulation technology are at the forefront.
By combining innovative delivery systems with thoughtful textures, we create products that deliver visible results without unnecessary excess.
Why Clean Beauty Matters
For us, clean beauty is not a trend. It is a practical decision.
AS OF TODAY was founded by industry experts who had seen both sides of skincare — its innovation, and its excess.
Through personal experience, our founding team became more aware of how essential ingredient safety and long-term skin compatibility truly are.
That awareness shaped our approach.
We formulate with purpose and intentionally exclude 35 ingredients commonly questioned for safety, focusing only on what supports the skin without unnecessary burden.
Why Simplicity Matters
Minimalism, for us, is not an aesthetic. It is a solution.
Too many steps often lead to irritation, fatigue, and unnecessary stress on the skin.
By reducing complexity, we help the skin focus on what truly matters.
Our approach is especially designed for modern skin
—skin exposed to stress, environmental factors, and constant stimulation.
Fewer steps. Clear purpose. Better balance over time.
AS OF TODAY in the Magazine
Vanity Fair 2023
We are so grateful, honored, and excited to announce that AS OF TODAY is featured in February 2023 Vanity Fair Issue!
GQ 2023
AS OF TODAY believes that your skincare routine should be minimalistic and effective whilst leaving your skin feeling clean and hydrated.
Harper's Bazaar
With the use of our key ingredient R-Peptide, they have formulated a luxurious skincare routine that is effective yet minimal. Their clinically proven cruelty-free products promise your skin will feel hydrated and rejuvenated.
British Vogue 2022
Clean and clinically proven skincare, AS OF TODAY aims to enhance your inner and outer beauty with thoughtfully designed cruelty-free products that give you visible results with a minimal skincare routine.
CEW Beauty Award Finalist 2022
AS OF TODAY has been selected as a 2022 Beauty Creators Awards Finalists!!!From the 1,000 plus entries, our R-Peptide Toner Pads are selected as one of top Indie Skincare products.
London Life 2024
