Q+A with CurrentBody Co-Founder & CEO Laurence Newman

CurrentBody is a fan-favorite, go-to global beauty device retailer known for their assortment of in-demand device brands, as well as their stellar customer service and specialist advice. We recently chatted with the brand's CEO and co-founder Laurence Newman to learn more about what sets CurrentBody apart, the most rewarding part of his time bringing the brand to life, the effect the pandemic has had on home-use solutions, and so much more. Read on to learn more!

Q: First things first, we would love to hear about your time in the skincare device and e-commerce space. How did you get started, and how did that get you to where you are today?

Most people probably look at CurrentBody and think of it being a quick success story to the global beauty device retailer we are today. Little do they know that we actually set it up 12 years ago with my co-founder Andrew Showman. My background is in professional aesthetic technology. I used to supply equipment to salons, spas, clinics, and hospitals over 25 years ago and also was a director of an aesthetic clinic myself, so have had experience within different areas of the beauty industry. In the early 2000’s I was working with the spas on board cruise ships and supplying and training staff on the benefits of lymphatic drainage whilst on board!

I kept seeing how many treatments were being performed daily, yet the client simply walked out of the spa without any follow-up treatment protocol. It was very much a quick fix unless they found a spa “on land” that performed the same treatments to continue the benefits. I set about finding a miniaturized device that we could sell onboard after the client had seen the benefits. This is when I realized there was a market for home use technology in this space. What was most important was the 1-1 contact, where the therapist could fully explain all about the specialist treatment, and this is something that stayed with me when setting up CurrentBody.

Firstly, I needed a name. Current (of the moment) and current (electrical) seemed like the right word, and although most of the treatments in the early days were for the face, “body” just seemed to fit well — and so CurrentBody.com was created. If I am honest, everyone still loves the name.

One very key issue was I knew absolutely nothing about e-commerce and so, as is often the case, a chance introduction led me to meet Andrew Showman. Andrew had successfully sold cameras entirely online in the UK. I explained that one day people would want to buy beauty devices that they could use at home, as everyone's lives get busier and busier, and multiple trips to the salon just aren’t practical for every treatment. Customers would need expert advice to guide them through devices as this is a completely new offering. Andrew agreed and the next day we combined forces and set up the company. The next big problem was no products to actually sell, bar Slendertone and other muscle stimulators, which in truth were the only home-use type products on the market at that time that fit our platform perfectly to get the customer interested in the realm of devices.

As with any start-up, beyond a decent idea, you need a bit of luck alongside a lot of resilience, and ours came when Clarisonic came to the UK after a successful launch in the US. At the time, people only really saw value in brick-and-mortar stores, so I spent the next few years explaining to suppliers why this wouldn’t work as their only channel, and why a specialist online retainer was the ideal partner to launch their brand and was the optimum way to explain the benefits to a wider audience. First, we persuaded Clarisonic, then the other brands started to follow. Within a few years, other categories that one would typically see in-clinic such as hair removal, skin rejuvenation, and anti-aging started to emerge — handheld, miniaturized, safe, and effective technologies to use at home. With these category extensions, it allowed us to dominate the online retailer space for devices and made us a go-to destination to find those products online.

Q: Can you share with us the story of how CurrentBody came to be and how it sets itself apart from other beauty-focused retailers in the market?

Sounds a bit of a cliche, but Andrew and I wrote on a white board, “To be the online destination for home use beauty devices”. I am a great believer that there is always room for an expert in any category, and from my time in-clinic, I recognized that in the beauty industry especially, information is key. With this, we set about being a complete “pure play” in devices, and to this day there is no other retailer on or offline that specializes entirely in only home-use beauty (and health) devices. To be honest, it was a real gamble as to whether we would have products to support this strategy (as opposed to a generalist beauty retailer), and in effect it’s really the last five years that have seen the growth.

The most important part of being an expert for me is providing balanced advice. This means, in our area of expertise, providing the sort of information you might receive in-clinic or salon. We should be able to answer questions on why a product will work for a particular skin type or skin concern, but also just as important is why it might not work. Expectations being set correctly is key to giving the customer a realistic journey in beauty devices, actually in any treatment protocol. Our customer service teams are trained to help in this way, and obviously as the business expands, this can be challenging to still offer such a high level of personalized service. That is why we now offer online consultations, especially for some of the more complex and expensive tools which are proving really popular.

Aside from service, I believe CurrentBody has helped to build brands in the home-use category, rather than just selling to existing demand, which is what many retailers do. We have partnered with NuFACE and hosted multiple press events for them in areas where they don’t have PR representation.

We also now have 19 international websites offering specialist advice to our customers, which we believe really sets us apart from other retailers.

Q: What has been the most rewarding and/or exciting part of your career at CurrentBody (thus far!)?

In 2019, I took a piece of paper to my investors in the shape of a mask. We made a box out of cardboard and worked with my team on some simple branding. Having helped build many third party brands, I always had in my mind that we would eventually have our own brand. With technologies well-set like microcurrent, radio frequency, and Intense Pulse Light, we wanted to find a new category. I knew people went for LED treatments for all manner of treatments in professional settings – from pain management, to anti-aging, to acne-based solutions — and believed this was the next must-have technology that could be used safely at home. CURRENTBODY | SKIN launched the first LED mask, and it has now been included in multiple celebrity routines from Renee Zellweger to Kaley Cuoco. We have a whole range now, including skincare to boost results. To see this grow has been hugely rewarding, as I love the product development side of the business.

Q: Skincare devices — and skincare in general — have exploded in popularity in the past couple of years alone. What do you think has contributed to this trajectory of success? What do you think is next in skincare device trends?

There are many reasons for the growth in devices. Firstly the technology, like with all electrical products, has been made smaller, more powerful, and actually much cooler than ever before. In some cases, they are like ornaments in a bathroom or bedroom. Of course, the sleek aesthetics of a beauty tool have made them hugely Instagrammable (add pictures) and the rise of the influencer has added a whole new channel.

Hard not to mention COVID at this stage, but during lockdown these home-use solutions were hugely valuable and in high demand. The big shift for me was for the first time, particularly in Europe where the market is more embryonic, people were searching for home-use alternatives. Whilst they were already on the rise pre-COVID, there is no doubt this gave the category a boost. I am of course delighted that professional clinics that suffered so much are now back up and running in most cases. Home-use devices are never intended to replace this experience; they are an amazing cost-effective complement to seeing a beauty therapist or aesthetician.

I also believe there is a shift to natural alternatives. I have seen much more press about “alienation” from injectables, and there is definitely a movement towards a more natural look. Home-use devices can give those sorts of “tweaks” if you like without breaking the skin.

Finally, the demographic has changed. Younger people are looking at the preventative side of aging, and there are many products aimed at a younger audience.

The next skincare tools I think there will be all about smart technology — products that are really personalized to each individual.

Q: What devices do you find yourself reaching for the most in your routine?

I genuinely don’t stray much from my Clarisonic, and have had a beard for a while so I use it with a charcoal brush head. This is particularly good for men and is a bit stronger for getting rid of oils and pollutants. I tend to use it in the shower two or three times a week. The other device I use regularly is my Theragun. I train four times a week and play football in my late 40s, so using a massage gun, particularly for my back, has been a really useful addition. Lots of massage guns are about these days and some are pretty cheap, but the Elite is well worth the extra money.

Q: What does your current night-time skincare routine look like?

I have four kids, so my nighttime skincare routine is usually pretty simple, quick, and revolves around going to the gym. I tend to train really late in the evening, so post-training I shower and use Original Source Mint shower gel, First Aid Beauty face cleanser, and then if I have time, slap on some Righteous body lotion. I use a Clinique moisturizer and I am currently trying Dr. Levy Eye Booster on my dark circles!

Q: CurrentBody has experienced massive success since its beginning days, and we’re sure it’s only up from here! What is next for CurrentBody?

The continued growth internationally, especially in the US, and some really exciting new products in the pipeline. Here is a sneak peek!

Rapid Fire Round

Q: Worth the splurge:

Dermalux LED. There are a lot of beauty devices on the market, but this is the actual treatment you would have in a clinic.

Q: Recent discovery:

Maison Francis Kirkdjian Homme. I’ve always really liked the women’s fragrance, and the new men’s release is my new favorite.

Q: Product you can’t leave home without:

Creed Aventus.

Q: Brand you wish more people knew about:

ZIIP. It’s a pretty niche skincare tool and has a growing celebrity following particularly in the US, but still, it is relatively unknown.