When we started ITP Beauty, our mission was simple: create trustworthy, high-performing verified clean beauty products that make everyday routines easier. But building a better beauty brand is an ongoing journey — one that requires listening, learning, and continuously improving.
Now that we have been in market for just over a year, we’ve learned so much from our community. Every review, message, and piece of feedback helps us make better decisions, and we take that feedback seriously.
One of the biggest updates we’ve made is extending our product expiration date to two years. This required additional testing and investment, but we believe it gives our customers more flexibility while maintaining the quality and performance of our products. It also gives us more flexibility as a growing brand to better manage inventory, reduce potential waste, and make more thoughtful production decisions. In the future, we hope to explore a three-year shelf life, but that requires additional validation and specialized testing to ensure long-term product stability.
We are also working on exciting improvements to our sustainable beauty packaging. One area we’ve heard your feedback on is the bottle and pump experience — and we agree there is room to improve. We are sourcing new packaging options that include a more comfortable, ergonomic bottle design and higher-quality pumps that provide a smoother, more reliable application experience.
We are also exploring specially made-to-order glass packaging that helps protect product freshness while supporting our commitment to more thoughtful sustainable packaging choices. These changes require careful sourcing, testing, and production planning, but they are improvements we are actively working toward for future.
Another area we are improving is our packaging communication. Many of you have shared that Daily Bawse is a true powerhouse product with benefits that aren’t fully highlighted on our current packaging — and you’re right. Our mineral SPF serum combines sun protection, skincare benefits, hydration, and routine simplification, and we’re working to better communicate those benefits in a way that is clear, effective, and easy to understand.
We also recently launched ITP Beauty subscriptions after noticing many customers were already reordering their favorites monthly or every other month. Subscriptions make it easier to stay consistent with your daily SPF routine while saving time and money — and they can be edited, skipped, or changed at any time.
While we continue working toward bigger improvements, we remain committed to the sustainability practices we can implement today, including using second-life packaging and FSC-certified shipping materials whenever possible.
We are also excited to introduce beauty scoopers to the ITP Beauty site before the end of the year. This simple tool supports our continued commitment to reducing waste and helping our customers get the most out of every product they purchase. Across the beauty industry, product left behind in jars and containers is an every day challenge. Our goal is to provide an easy solution that helps you access every last bit of your favorite products while making a more sustainable choice.
As a small, independent clean beauty brand, we are constantly learning and evolving. Thank you for sharing your feedback, supporting our growth, and helping us build a better ITP Beauty.
We’re excited for what’s ahead.
X, ~Oni