Skincare is Healthcare
Dr. Murad launched what he called his “skincare revolution” at a speaking engagement at Esthetics’ West Expo in May of 1990. His manifesto was simple: “skincare is healthcare.” His vision was to bring skincare professionals of all stripes together to work as a team, using scientifically proven formulas and technologies, to help people achieve the healthiest, most beautiful skin possible.

When Dr. Murad began to research ways in which the body could be encouraged to hold water more efficiently, he discovered the key was holding water within cells where it does the most good. Testing and validating The Cellular Water Principle™ theory in scientifically controlled research studies, Dr. Murad established that most common dermatological and health problems relate to cellular hydration at their most fundamental level.