Tomorrow-Today Beauty's Indianna Roehrich on Australian-South Korean Skincare Development
Australian founder Indianna Roehrich launched Tomorrow-Today Beauty in December 2023, developing skincare with chemists in Australia and South Korea. The brand targets modern stressors and focuses on direct consumer engagement in the US market.
Skincare for the Digital Era
Tomorrow-Today Beauty, founded by Australian Indianna Roehrich, launched in December 2023. The brand develops skincare and wellness products claiming to address modern environmental stressors. These include screen time, artificial light, pollution, and heat. Roehrich states that the brand combines biotech innovation with nature-inspired ingredients.
Product development occurs alongside chemists in Australia and South Korea. This approach aims to create solutions for contemporary lifestyles, moving beyond traditional skincare concerns. The founder identified a gap in the market for products designed with these specific challenges in mind. This insight formed the basis for Tomorrow-Today Beauty's product line.
US Market Entry and Retail Strategy
Roehrich relocated to New York City from Australia to establish Tomorrow-Today Beauty's presence in the US market. She carried initial product stock, including the Tech Protect Serum, to personally introduce the brand. The move aimed to gain direct insights into US consumer shopping habits and market trends.
This strategy allowed Roehrich to build the brand within a significant beauty ecosystem. Tomorrow-Today Beauty products are now available through retailers such as Happier Grocery in SoHo, Revolve, Moda Operandi, and Spa Hôtel Fouquet’s New York. The founder describes these placements as key achievements for the brand.
Direct Consumer Engagement
A core strategy for Tomorrow-Today Beauty involves direct engagement with its customer base. Roehrich prioritizes meeting consumers through various in-person events. The brand has hosted pop-ups at founder summits in Toronto, San Francisco, and New York. It also conducted activations in the Hamptons and Miami, alongside takeovers of high-traffic cafes in the West Village.
These events provide opportunities to gather direct feedback and observe product interaction. Roehrich recounts distributing samples at a Shopify event for tech founders, which led to full-size product purchases. This demonstrates the company’s belief in product trial as a marketing tool.
Implications for Asia-Pacific Brands
Tomorrow-Today Beauty’s model shows the value of combining Asia-Pacific R&D expertise with targeted market entry strategies. The brand’s reliance on Australian and South Korean chemists for product development highlights the region’s capabilities in biotech and ingredient innovation.
For other Asia-Pacific beauty brands considering expansion into Western markets, this approach suggests focusing on niche consumer needs and direct engagement. Establishing a physical presence and fostering community can provide critical market insights.
This strategy may help brands differentiate themselves in competitive markets, leveraging their unique development strengths from the Asia-Pacific region.
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