At 84, Martha Stewart has not slowed down. In her decades-long career, she has become one of the most influential entrepreneurs of our time. And its impact on beauty is especially noteworthy these days. Stewart is often asked how she maintains her shine and celebrates the professional expertise of Daval Banusari, a dermatologist in Daval Banusari, Maryland, whom she began looking at as a client seven years ago, celebrating her healthy lifestyle, hardworking skincare routines and specialized expertise. The two have become fast friends and now they have added business partners to their list and co-founded a new skincare brand called Elm Biosciences. Last month, Stewart and Dr. Banusari shared an internal scoop of the highly anticipated collection via Zoom.
Why Martha Stewart Created a Skincare Brand
“We talked, talked, talked, talked about skincare,” Stewart says, recalling how she and Dr. Banusari conceptualized the brand. “I care a lot about the skin. It’s our biggest organ. It covers our bodies. We have to take care of it. I was a young woman, so I really paid attention to maintenance, cleansing, growing my skin. Working in research is one of the most valuable people, and it’s amazing that I can partner with such a person.”
“People may believe this is a celebrity brand, but really, this is a scientific brand,” adds Dr. Banusari. “We are led by science, and our heroes are scientists. We are in this beautiful scientific revolution where we have the opportunity to create and design new ingredients, a kind of thing we are doing here. The goal is not to chase what everyone else is doing.
ELM Biosciences A3o Elemental Serum
Stewart and Dr. Banusari began working on the brand five years ago, with the foundation being Hero Serum (A3o Elemental). The first antioxidant serum harnesses the power of ELM Bioscience’s patent-pending A3O complex, which contains acetyldingerone, bactiol, and ferrulic acid esters. “A3O really sees the different ingredients of antioxidant/anti-inflammatory/anti-aging complexes,” says Dr. Banusari. “When you see traditional antioxidants like vitamin C, it’s inflamed. It’s irritating for many people. If many patients are responding to it, is it really the best to use? Vitamin C is not very stable. At the bottom of a serum bottle, it’s not most antioxidants.
Other important components of serum include hyaluronic acid, squalane, vitamin E, and blue tansy. “There are so many different activities here,” says Dr. Banusari. “How to mix and match these ingredients. So if you give Martha and me the same ingredients, she can make incredible chocolate soufflés and make something edible. As for formula, the words are emphasized. Much of this is very intentional.
“The A3o started out as a dark, golden colour (a bit grainy). It always did something good for my skin, but the scent might be a bit too strong or the texture was not right at all,” Stewart says. “We kept going, and with each repetition, I found it better. It’s a beautiful serum from a beautiful glass pump. It’s smooth, cooled to the skin and works. My skin was always in good condition. Tension – everything about my skin.”
Buy Serum – $135
Buy supplements – $50
Internal daily skin supplements
There is a clear synergistic effect between A3O serum and complementary products in the line, that is, complementary products that take intentional skin supplements for many reasons. “I think now the average consumer just wants something that works, and they want effective ingredients,” says Dr. Banusari. The combination of the two states that it is more effective in providing visible results than using serum alone. “We have to look at our bodies all over. We shared skepticism about many supplements, but in the dermatology community there are things we love: finding a way to marry these two worlds.
The unique capsule can contain a “strategic blend of antioxidants, adaptive agents, and micronutrients” to minimize internal attackers of aging, such as inflammation, oxidative stress, and hormonal imbalances. “We included Polypodium leucotomos, a photoprotective antioxidant that helps slow down damage to your photos when exposed to UV rays. It also has astaxanthin, an incredible antioxidant with different effects and vitamin D3,” says Dr. Bhanusali. “We have over 350 dermatologists on the advisory board. It was fun to discuss everything and bring this supplement to a place where the dermatology community is proud of.”
“Take this supplement every day and it makes a difference,” adds Stewart. “I’m not saying I’ll throw away all the other supplements, but this makes a difference in addition to serum.” The supplement costs $50, and month’s supply and refills can be ordered with a discounted subscription.
Who are these products best for?
“This serum isn’t necessarily just for women who age,” Stewart says. “It can be used by almost anyone. I have a daughter who is now 60 years old and she uses it. I use it. I also have a young friend who tests it and enjoys the results very well.
“I tried everything I could imagine in my skin until I first started working with Dr. D,” Stewart continues. “Every shelf in my bathroom had great skincare products of almost all different kinds. There were eye creams, face creams, night creams, morning creams, oils. There were all kinds of things. I really wanted to simplify my everyday life. I think I found the beginning of a very good simplification of daytime skincare.
