LIBERTY BELLE RX TURNS 5! OUR CHAT WITH ANDREA MOSS, CO-FOUNDER AND CEO ABOUT THE BRAND AND THE LIMITED EDITION BIRTHDAY SET

Liberty Belle Rx, the Australian made skincare range founded by Dr Chris Moss and Andrea Moss, is turning 5! Since Liberty Belle’s launch, the brand has gone from strength to strength with products like Eye-Do, their peptide wrinkle defence eye gel, and Superhero, their antioxidant wrinkle defence cream, becoming the ‘must-have’ additions to skincare regimes here and overseas. We caught up with co-founder and CEO, Andrea Moss to chat about all things Liberty Belle Rx.

Congratulations on 5 years of Liberty Belle Rx! It’s so exciting to see where the brand is now. What are some of the things you’ve been proud of over the years?

Chris and I are incredibly proud of having had the privilege to help thousands of people with their skin. We can’t find a range anywhere in the world that can match our results and for such a broad range of skin concerns. The vast majority of people have multiple skin concerns that they want to address at the same time. Whether it’s lines & wrinkles, premature skin ageing, congestion and enlarged pores, oil control, dry and dehydrated skin, pigmentation, skin tone & texture, sun damage or sun protection, sensitive skin and redness – our superior formulations can address all.

Were there any unexpected surprises or challenges you encountered along the way?

Liberty Belle Rx grew so quickly that it made commercial sense for us to buy a temperature controlled warehouse after the first 12 months. Also, when we launched back in 2018 our serums came in bottles with pipettes – and that was a big mistake. At great cost we moved the serums to airless bottles – like the rest of the range. I can’t understand why skincare is still sold in jars to be honest. Most of the ingredients in skincare – active and non-active – will degrade due to a process called oxidation.  If you’re paying for actives you want them to be effective for the whole duration of the product otherwise you’re wasting your money.

Liberty Belle’s ethos has always been about providing targeted skincare with actives that produce results and a commitment to producing in Australia with formulations that are free from chemical nasties like silicons, parabens, sulphates and free from animal testing. Do you think this has made the brand stand out and helped with its success?

No one in the world knows skin like us. We’re the skin experts in Australia. Our success is from organic growth and not paid influencers. At the helm of Liberty Belle Rx is a plastic surgeon who has unparalleled knowledge and standards and then you have the Liberty Belle Skin Centre that’s performed over 250,000 skin appointments. Another huge benefit of the skin centre is the daily feedback we get from patients about the Liberty Belle Rx products. Our clinically controlled before and after results are a testament to our standards.

SInce you’ve launched, you’ve added some stellar products to the range including the recent Miracle Tan and Bromance cleanser for men. How long does it take to create something new like these products?

It does take time to get the concentrations and stability right – that being said – we’re highly experienced when it comes to formulating. We’ve also got a big team (over 50 staff) and they love trialling samples and add to that 7 Dermal Clinicians and 3 Nurses who live and breathe skin.
To celebrate Liberty Belle’s 5th birthday, you are releasing a special set that features the best selling products. What makes them so good?

The combinations and concentrations of actives – and we only use the world’s best. You have to remember that every single ingredient had to earn its place in our range. From the moment of inception, we’ve had an unwavering commitment to developing superior formulations.

What’s next for Liberty Belle Rx?

Two new ranges are coming out. Superhero® is launching 3 products early next year -a lash serum, a lip plumper and a hair growth serum. We’re also thrilled to be launching into men’s health & wellbeing in a very big way. Watch this space… you can also expect to see Liberty Belle Rx debut with some global luxury e-comm partners. 2024 is going to be tremendous.

To find more information on the range of Liberty Belle Rx and to purchase the limited edition 5th Birthday set, visit www.libertybelle.com.au