Avant Skincare

Avant Skincare is a British skincare and fragrance company founded in 2016 on Old Street in London [2]. It positions itself in the luxury end of the market, pairing botanical ingredients with laboratory formulation, and markets its range under the tagline "Genderless Anti-Ageing Skincare". Alongside its direct-to-consumer business, the company runs a physical skin clinic in Edinburgh.

The brand remains active. It operates an e-commerce site shipping to the UK, EU and US, maintains current product ranges, and reports more than 2,000 customer reviews.

According to LOOKFANTASTIC, Avant Skincare was started by skincare professionals on Old Street in London, with the stated aim of bringing dermatologist expertise and skincare-industry know-how together in one range [7]. The independent review site Tilly and Rouge likewise traces the line to London. The founders are not named in the company's own materials or in the third-party sources covering the brand.

A note on location is worth making, because the company's own pages differ. The Our Story page records the founding place as Old Street, London, and that is the city LOOKFANTASTIC also cites [2][7]. The homepage and a dedicated clinic page, however, describe Avant as Edinburgh-based and give an address at 76 George Street [5]. The two are not in genuine conflict: London is the brand's origin, while the Edinburgh address is its physical skin clinic, housed in an 18th-century Georgian townhouse, rather than a separate corporate seat.

The company describes itself as a luxury skincare brand combining natural ingredients with what it calls cutting-edge science, with formulations developed to support skin health and "restore balance". Its stated mission is to make people "feel confident in their own skin," and it says it scrutinises each ingredient individually rather than relying on broad labels. On that point the brand is explicit: it deliberately avoids calling products "organic" or "natural," arguing those words are defined inconsistently, and assesses ingredients one at a time instead [4].

Two ideas run through the brand's self-presentation. The first is a trademarked "skincare-to-share" concept, framed around inclusivity and gender equality, which underpins the genderless positioning of the range. The second is a premium price point: Tilly and Rouge characterised the products as "the height of luxury" and "luxuriously priced," noting individual items in the region of £92 to £99, a level the reviewer openly questioned [6].

The range spans skincare and fragrance. The skincare side covers moisturisers, serums, night creams, eye care, masks and exfoliators, cleansers and more, while the fragrance side includes the Fifth Element collection, candles and home scents. Recurring ingredients across the line include hyaluronic acid, mandelic acid, collagen, keratin and volcanic stone. The company states that the R.N.A used in its products is plant-derived [4].

Among the products singled out by the brand and by reviewers are the Pro-Intense Hyaluronic Acid Illuminating Day Cream, the Blue Volcanic Stone Cleansing Gel, the Advanced Bio Regenerating Overnight Treatment, and the Ultimate Hyaluronic Acid Resurfacing Duo Moisturiser, which Tilly and Rouge described as one of Avant's best sellers [6]. Several product claims are specific: the brand says its R.N.A Radical Firmness Anti-Aging Serum "noticeably reduced pigmentation and improved firmness in just 4 weeks," and the Tilly and Rouge review reported that the Gentle Rose Beautifying Face Exfoliant "penetrates the skin's surface 20% better than other products" [6].

The company frames its formulation work as dermatologist-appraised and describes a consultant dermatologist, Dr. Emma McMullen, as part of its expert team [3]. It markets a number of its products as award winners, though no specific award bodies are named in the available sources.

Avant Skincare states that its entire assortment is not tested on animals and is certified by Cruelty-Free International, and that products carry the Leaping Bunny mark [4]. The company also runs a dedicated vegan range across categories including moisturisers, serums and exfoliators. On packaging, it describes its materials as recyclable and says no synthetic plastic or microplastic beads are used in its skincare, with exfoliating particles made from "natural, biodegradable materials" instead.

A third-party listing on Cosmetify described Avant Skincare as a high-end brand with "a cult-like following" [8]. Beyond that and the brand's own "award winner" labelling, no specific industry awards or major press coverage were found in the sources reviewed here.

The brand is active. Its direct-to-consumer site is operating with delivery to the UK, EU and US, the Edinburgh skin clinic is in business with published opening hours, and the company maintains a dermatologist partnership and current product ranges, alongside more than 2,000 customer reviews. Its products are also sold across the Nordic markets.