Award-winning aesthetician Misbah partnered with CONCRETE to launch Your Skin Aesthetics (YSA) in the UK alongside skincare innovators Neo Naturals, introducing Collagenizing® and Predictive Permeation™ technologies to the market. CONCRETE led the brand development, market entry strategy and commercial direction, supporting both the product range and Misbah’s premium aesthetic treatments.

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Research and consumer outreach conducted by CONCRETE revealed a 230% rise in interest in collagen-based skincare among male and non-binary consumers, highlighting the need to move beyond YSA’s previously female-focused identity. This insight informed a full repositioning of the brand, including a new identity, logo, packaging and colour palette, alongside a redesigned website, refreshed tone of voice and demographic-led marketing strategy that better reflects a broader audience.

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Alongside the rebrand, CONCRETE developed the sales strategy and business plan, creating a five-year UK expansion roadmap targeting £1M in revenue within three years. The strategy introduces multiple revenue streams built around Collagenizing® machines, professional aesthetic treatments and YSA skincare products, designed to operate flexibly across premium spas, clinics, luxury hotels and private client services, supported by practitioner training and global leadership speaking engagements.