The most exciting and cutting-edge philosophy of age-disrupting skin care focuses on beauty from within. Instead of trying to force compounds into the skin to improve laxity, moisture, and radiance, brands and their R&D departments are studying how skin works at the deepest levels. If the complex mechanics of how tissues are generated and maintained are known, half the code of keeping skin youthful is cracked. Enter the buzziness of NAD+, an enzyme that functions as the motor for metabolic function at the cellular level and Aramore. Amamore, the brainchild of several Harvard-trained biologists, offers a line of cell-energizing serums and moisturizers as well as a supplement to deliver NAD+ precursors to help the skin maintain its production at a pace that translates into good skin.
I was lucky enough to chat with Melisse Shaban, the CEO of Aramore about her team’s latest scientific findings, the wellness craze, and changing beauty standards.
Q&A with Aramore CEO Melisse Shaban
1. In the last few years we’ve seen many new launches based on biotech research and breakthroughs which claim to tackle and even reverse the aging process. How does NAD+ differ from or complement these increasingly popular skincare compounds?
Most of those compounds act as messengers. They signal or stimulate certain cellular behaviors. NAD+ is different. It’s not a messenger, it’s fuel for the cell. Think of it a bit like protein for muscles. NAD+ is a coenzyme that powers the cellular processes that support repair, energy production, and cell regeneration. Our approach is unique and proprietary (patented IP) because we address the fundamental issue of NAD+ decline first—we restore the fuel our cells need to function well. You can then complement with other treatments like growth factor and peptides.
2. Has NAD+ been shown to be more effective when ingested, injected, and/or applied topically?
We believe in a topical-meets-ingestible approach. NAD+ is a large molecule, so it’s difficult to deliver in its active form through skin. We developed a proprietary NAD+ Complex that includes NAD+ precursors and co-factors that support the body’s natural NAD+ production. Topically, our formulas are designed to work in the skin where you apply them. Internally, our NAD+ Cell Energizing Supplement supports full-body cellular health. We see the best results when you combine the two, a 360-degree approach to energy restoration.
3. The beauty and wellness industries are sometimes criticized for fostering women’s insecurities about their appearance and exploiting that insecurity for profit, while others see the beauty/wellness industry as empowering. Where do you fall in this debate?
For decades, beauty was defined through the lens of men. And that resulted in unachievable, unrelatable standards. But the industry is shifting; women are defining beauty themselves rather than letting societal pressures define beauty for them. As a result, I think we’re seeing beauty centered much more around health, well-being, and living life to its fullest, rather than simply aesthetics. That’s what we focus on at Aramore. Longevity isn’t about chasing youth, it’s about optimizing how you function and how you feel at every age.
4. We like to think of the beautysphere as an apolitical environment, but given our tumultuous, if not scary, political climate, that’s no longer feasible. Thus far have you seen it impact your business in terms of either the tariffs or reduced consumer spending?
This is a resilient business. It reinvents itself and evolves frequently. So while we’ve absolutely seen the impacts of the political environment on our industry, from supply chain issues to tariffs to shifting consumer behaviors, I believe that tumult ultimately drives innovation. Consumers want products that are based on real evidence and efficacy, products that really earn their value. That’s where brands rooted in science, trust, and transparency have an opportunity to rise above the noise.
5. Given your history of leadership roles at well-known brands like Aveda, Virtue, and The Body Shop, what are the most valuable lessons you’ve learned about building and growing a beauty brand?
Always start with what’s real. A clear point of view. A reason to exist. We let the innovation lead us, not the other way around. If your product doesn’t deliver real value, no amount of marketing will save you. Additionally, change is a part of growth. I always try to identify strengths and weaknesses quickly and learn from failure. Adaptability is so important when it comes to staying power.
6. To what do you attribute this current boom in skincare, selfcare, and the wellness industries?
There’s been a profound shift in how people view aging, health, and beauty. We’re moving away from quick fixes and toward long-term optimization. And brands that can bridge real science with self-care in an accessible way are resonating. There’s incredible technology and research coming out of our universities, and I think brands are getting better at identifying the most impactful innovation and bringing the science to consumer audiences.
7. What do you wish a more seasoned business owner in any industry had told you when you started?
Believe in yourself, and be aware of your impact on others. Bad leaders expect everyone to adjust to them; good leaders adjust to their people to create an environment where everyone can thrive and grow. Self awareness and self belief go hand-in-hand.
8. How do you make sure that you stay tapped into the market in a way that promotes longevity instead of just riding trends?
Authenticity. We listen constantly, to consumers, to science, to our internal team, to get a pulse on what’s current, but also what is true to our brand. It’s about filtering out noise. Just because something’s trending doesn’t mean it’s right for the brand. I’ve always believed in building brands around principles that are timeless rather than trendy: efficacy, transparency, and scientific proof.
9. Where do you see or hope to see the beauty and wellness industry in a few years?
I hope we continue to move toward truly integrative care where wellness, healthcare, and beauty converge. We used to view the medical system as a resource you use only when you’re sick, but I think we’re going to see health become more centered on prevention and overall wellbeing. Longevity is the real next frontier. Aramore is helping lead that conversation.
10. It’s hard to believe that there are still skeptics out there about the benefits of dedicated skin care, hair care made from clean ingredients, and wellness regimens, especially to treat skin, scalp, and hair problems. How do you address that skepticism?
We don’t chase skeptics. We invite them in with science. That’s why everything we do at Aramore is rooted in data and clinical results. We want to support the consumer in navigating the wellness space and the many claims that are out there, and validate that what we claim is always based in evidence. That, to us, is the difference between products created via marketing and products created by real experts in the field.
Previous Q&As in the Female Entrepreneur in Clean Beauty Series:
Read Part 1 in the “Female Founders Q&A” series with the Glow Bar CEO HERE.
Read Part 2 in the “Female Founders Q&A” series with the Uzima CEO HERE.
Read Part 3 in the “Female Founders Q&A” series with the Kinship CEO HERE.
Read Part 4 in the “Female Founders Q&A” series with the Raw Sugar Living CEO HERE.
Read Part 5 in the “Female Founders Q&A” series with the Alchimie Forever CEO HERE.
Read Part 6 in the “Female Founders Q&A” series with the Kindness Powered Skincaee CEO HERE.
Read Part 7 in the “Female Founders Q&A” series with the Iles Formula CEO HERE.
Read Part 8 in the “Female Founders Q&A” series with the Blessed Bananas CEO HERE.
Read Part 9 in the “Female Founders Q&A” series with the Exoceuticals CEO HERE.
Read Part 10 in the “Female Founders Q&A” series with the Nekko CEOs HERE.
Read Part 11 in the “Female Founders Q&A” series with the Made By Dentists CEO HERE.
Read Part 12 in the “Female Founders Q&A” series with the MrayaBeauty CEO HERE.
Read Part 13 in the “Female Founders Q&A” series with the Sonela Beauty CEO HERE.
Read Part 14 in the “Female Founders Q&A” series with the Brahmi Beauty CEO HERE.
Read Part 15 in the “Female Founders Q&A” series with the Zen Essentials CEO HERE.
Read Part 16 in the “Female Founders Q&A” series with the Kulfi Beauty CEO HERE.
Read Part 17 in the “Female Founders Q&A” series with the Cracked Polish CEO HERE.
