Claudia – DY•5 Skincare
Life Instyle chats with Claudia, Pharmacist & Cosmetic Chemist of DY•5 Skincare to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
DY•5 Skincare began from my experience as a pharmacist, where I saw many people struggling with sensitive, dehydrated, or overwhelmed skin due to complex routines and harsh ingredients. I wanted to create something different—skincare grounded in science, made with care, and gentle enough for everyday use. What started as small-batch formulations has grown into a curated Australian-made range focused on deep hydration and barrier repair.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Life Instyle celebrates craftsmanship, quality, and thoughtful design—values that align perfectly with DY•5. Its curated, design-forward environment reflects our minimalist aesthetic and our philosophy of “Effective Skincare Made Simple.”
What gap in the market—or personal passion—sparked the creation of your brand?
I saw a need for skincare that is both effective and uncomplicated. Many people feel overwhelmed by long routines or react to harsh formulas. My goal was to create products that simplify skincare while still delivering visible results—especially for hydration and barrier health.
What do you believe sets your brand apart in today’s competitive retail space?
DY•5 is pharmacist-formulated, Australian-made, and grounded in science. We focus on skin health above trends. Our formulations use high-quality active ingredients without unnecessary fillers, keeping routines simple and effective.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
The Ceramide Serum is my favourite—it represents everything DY•5 stands for. It’s deeply hydrating, barrier-strengthening, and suitable for all skin types. Creating a serum that genuinely helps restore skin health means a lot to me.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Balancing formulation, manufacturing, packaging, and business operations—while still working in pharmacy—was challenging. Patience, continuous learning, and reliable local partners helped me overcome those hurdles.
What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
Customers often comment on how gentle yet effective the products are. They appreciate improved hydration, smoother texture, and reduced irritation. They also love the simplicity of the range and the pharmacist-formulated trust behind it.
How did you first get involved with Life Instyle, and how do events like Life Instyle help you connect with your customers or community?
I chose Life Instyle to meet retailers and customers face-to-face and share our story. Events like this build genuine connections—people can touch, feel, and experience the brand in person.
Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?
Winning multiple Universal Beauty Awards—including Gold for our Brown Sugar Scrub and Highly Commended for our Ceramide Moisturising Cream—has been a major honour. Expanding our presence across Melbourne through markets and retailers is another milestone.
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
Start small, stay consistent, and listen to customers. You don’t need to be perfect to begin—just start.
Are there any brands in your industry or related sectors that you admire or draw inspiration from?
I admire brands that combine science with simplicity—those that prioritise skin health and stay true to their values.
How do you stay in tune with what your customers want and need as trends evolve?
I listen closely—through events, social media, and everyday conversations in pharmacy. Continuous research and ingredient study ensure our formulas stay modern and effective.
What core values steer your brand’s decisions and relationships?
Simplicity, efficacy, transparency, and care. We create honest formulations with high-quality ingredients, always guided by what’s best for the customer.
What’s next for your brand—and what dreams are you chasing over the next few years?
We aim to grow our retail presence, expand the product line, and share DY•5 with a wider audience in Australia and abroad. The goal is for DY•5 to become a trusted everyday staple.
Rapid Fire Questions
Personal motto or mantra?
“Effective skincare made simple—start with what matters.”
If you could have dinner with anybody, who would it be and why?
A founder who built a meaningful brand from scratch—I love real, honest stories of resilience.
A hobby or interest people might be surprised about?
I genuinely love formulation chemistry—it’s both my passion and creative outlet.
Go-to song for a pick-me-up?
Anything upbeat and positive that lifts my mood instantly.
Advice for those starting their own journey?
Start with passion, stay consistent, and don’t be afraid of growing slowly. Every small step counts.
