Derm-Approved New Skincare Brand Embraces Aging With Focus On Easy Use

As a New York-based dermatologist, Dr. Marnie Nussbaum is used to treating busy, on-the-go women juggling careers, family, and other social and community-minded commitments. She has watched them experience their aging process and learned a lot from her patients’ at-home skin care. Her solution is LINES, a new skincare product line Nussbaum created focused on women 35 and over.

“We lose 1-2% of collagen per year after age 30. By age 40, we had lost a considerable amount, so we started to see fine lines and wrinkles. Next, we have hormonal acne in our 40s to deal with and subsequently menopause. Our skin is on a journey after 35, and so are we. Women engage in aesthetic intervention as skin changes to reflect how we feel on the inside,” Nussbaum explained.

“Women today over 35, 45, 55 feel differently about aging than previous generations.We look to our next decade, the next chapter celebrating each milestone. We are confident in our identity and want to look like ourselves but refreshed. Our expectations are high considering the time and money we invest in our skin; we want an expert that knows that skincare is a longitudinal game,” she continued.

According to Nussbaum, the idea has been 15 years in the making. “I’ve been working with women, supporting women as they age my entire career. When women engage in aesthetic intervention, we are not trying to erase time or go back; it’s to match that inside vitality and growth with the outside,” Nussbaum added.

For daily maintenance, these women also needed it in a New York minute. “They need a simplified routine consisting of the most innovative science that won’t take 20 minutes each morning, multiple steps, and thousands of dollars every few months. It should be an extension of in-office treatments to maintain their investment.”

With that, Nussbaum set out to find the most unique and advanced ingredients and products in the space. She found a lab in South Korea that uses the newest innovations in skincare technology. She worked with them on multiple iterations of each product until it was perfect for its efficacy and texture.

“I selected every ingredient and raw material by hand. This is a clear differentiator to many products on the market that are ‘white labeled,’ premade and sold under different names. Each product has a proprietary peptide complex that works to stimulate collagen production in an innovative, more efficient way than its predecessor’s ingredients themselves cutting edge, but the delivery systems of combining ingredients that don’t normally exist while still being efficacious (as tested by third-party studies) make these formulations revolutionary and unparalleled,” Nussbaum continued.

Those ingredients include proprietary peptide complexes as a hero ingredient. These are known to firm skin, encourage collagen growth, and erase fine lines and wrinkles. Another star ingredient is Bakuchiol—known as a natural Retinol alternative without the adverse events of redness, dryness, and flaking, which is safe to use during pregnancy—which increases skin cell turnover, encourages collagen production, even out skin tone and decrease fine lines.

The result is three products with tone variations. The Facial Serum is a forever multitasker that repairs and resurfaces the skin by increasing cell turnover, evening out tone and texture, and firming all layers of the skin. It comes in clear and has four tints to work as a foundation slash concealer.

The Wrinkle Pen immediately plumps fine lines, and long-term erases etching. Nussbaum suggests using it as an eye cream twice daily and applying it to nasolabial folds and perioral rhytids, aka smoker lines, that appear even on non-smokers. A Lip Serum offers immediate and long-term volume while giving hydration and high shine and arrives in clear and two-color tints.

The paired-down system addresses issues associated with other regimes requiring up to seven or more steps. “The multi-step routine consisting of singular ingredient serums and lotions results in pilling, multiple reactions among combined ingredients, and questionable skin penetration after layer two or three layers. This ideology is not only baffling but unsustainable. People want multitasking products that penetrate the skin and don’t leave behind a thick residue or gluey pills. Also, many women loathed applying foundations and tinted moisturizer on top of their skin activities, further causing unwanted textural difficulties and poor aesthetics,” Nussbaum pointed out.

She also displays the myth or efficacy of facial products seemingly losing their beneficial traits. “Your skin has to adjust to certain skin actives, and while many people think that this is the product working… it’s just the skin adjusting to the product, which will have less of a “reaction” over time,” she said, adding elements can negatively affect products, “Skin actives degrade over time with light and air exposure. LINES products are packaged in opaque pumps and pens which limit air and light exposure, thereby ensuring peak efficacy for longer periods.”

Nussbaum had the luxury of her Upper East Side office to road-test her products. “My office is a research and development lab to see what patients like, what they need, and what they wish existed. The most exciting development was when my patients started using LINES and seeing real results. The key thing to remember about these formulations is that there are immediate and long-term results as no one waits for the long-term benefits if they don’t see an immediate effect!”

She also doesn’t discriminate. “While the biological makeup of men’s skin differs (thicker and ages slower), they can reap the benefits of these multitasking, hardworking products. My husband loves it as it takes away the thinking of which product to use when,” she noted.

Currently, LINES is available at Linesmeetlines.com and through select dermatology offices. While Nussbaum is first attacking the aging process related to fine lines and wrinkles, her subsequent product developments will address textural changes, hormonal acne, and menopause. “LINES is empowering women to make the way they age a choice, live unapologetically, and look how they feel. Indeed, the new age is here.”