About AS OF TODAY:
Modern life is busy. Skincare shouldn’t add to the noise.
AS OF TODAY was born in New York with a simple belief: beauty should feel confident, effortless, and easy to live with — even in a fast-paced world.
Inspired by the idea of becoming better than yesterday, as of today, we create clean, thoughtful skincare designed to simplify your routine without compromising results.
Our formulas focus on fewer steps, purposeful ingredients, and calm, effective care for real daily skin concerns. Powered by our signature R-Peptide from Paris, AS OF TODAY helps support hydration, skin barrier strength, a healthy-looking glow, and visibly smoother, brighter-looking skin.
Because better skin doesn’t come from doing more.
It comes from doing what matters.
Our Approach
Pillar 01
Born in New York
Designed for Real Life
Born in New York, AS OF TODAY was created for modern lives that move fast.
Our approach is simple: fewer steps, thoughtful formulas, and skincare that fits naturally into your day — not the other way around.
Minimal in routine.
Meaningful in results.
Pillar 02
Selected European Ingredients
Ingredient choice is never about excess.
It is about choosing what feels purposeful, reliable, and refined.
AS OF TODAY selects key ingredients from Europe, including France and the UK — regions known for their long-standing expertise in skincare ingredient development.
Each ingredient is chosen for performance, skin compatibility, and long-term reliability, resulting in formulas that feel gentle, elegant, and effective in daily use.
Pillar 03
Korean Formulation Expertise
Formulation is where thoughtful ingredients become a daily skincare experience.
AS OF TODAY is shaped by Korean formulation expertise, where advanced skincare technology meets elegant textures, smooth absorption, and gentle daily use.
Inspired by K-beauty’s focus on layering, sensorial balance, and visible results, each formula is designed to feel lightweight, refined, and effective — 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
