Overwhelmed with your skincare routine? Meet Sheri—the founder of FRIISKIN—who’s proving that when it comes to having great skin, less really is more. With over two decades of hands-on experience as a skin therapist and a love for helping others feel confident in their own skin, she’s built a brand on the principals of simplicity, intuition, and real results.

In this Spotlight On, we chat with Sheri about her personal skin journey and how this sparked a complete rethinking of beauty routines. From formulating products to packing orders, she shares what it means to build her brand —and why sometimes, going back to basics is the best thing you can do.

Thank you so much for joining us, Sheri! To start, could you please tell us about your role as co-founder at Friiskin?

Thank you so much for having me! As the co-founder of FRIISKIN, my role is centred around creating a skincare line that delivers essential nutrients the skin needs to truly thrive — with a strong focus on a minimalist skincare approach. I believe in simplifying routines and using fewer, high-quality products that truly support the skin's natural function.

I work closely with a local Australian contract manufacturer whose team is incredibly supportive and collaborative — they help bring the formulations I envision to life.

Day-to-day, I’m very hands-on. I personally respond to customer enquiries, pack every order myself, and oversee deliveries. Staying connected to our customers and being involved in every step of the process is something I deeply value.

Before we dive straight into it, and discuss all things Friiskin and skincare, what first sparked your passion for skincare and wellness?

This is such a great question — I absolutely fell in love with the wellness industry from the very first day I began my studies to become a Somatologist (skin and body therapist). I honestly can’t explain how deeply it resonated with me — it felt like my whole soul just switched on.

Over time, my passion only grew as I had the privilege of working closely with people (mainly women) and supporting their well-being. I found so much joy in being able to uplift others and play a small role in how they feel about themselves. That sense of connection and empowerment continues to drive everything I do — and I’m still just as in love with this path today.

Before you founded Friiskin, you worked as a skin therapist for many years, what inspired you to create your own brand?

There are actually two parts to this.

The first began during a particularly difficult and challenging time in my life. I was using what was considered the “best” skincare available — I was proud of my 11-step routine and thought I was doing everything right. But then, unexpectedly, my skin completely flared up with painful cystic adult acne. It was devastating and confusing.

That moment was a huge turning point for me. I started to question everything. If I was doing all the “right” things, why wasn’t my skin more resilient? Intuitively, I stopped using everything and went back to basics — eventually reintroducing just two products. Incredibly, within a few weeks, my skin completely healed.

The second part came from my time in clinic. I became frustrated with how complex, expensive, and layered skincare had become. I could see firsthand that achieving real, healthy results didn’t need to be overwhelming — there were a few core nutrients and ingredients that every skin type consistently responded well to. I wanted to create something that reflected this: simplified, intentional, and effective skincare. When I couldn’t find what I needed for myself or my clients, I knew I had to create it — and that’s how FRIISKIN was born.

How do these years as a skin therapist influence the way you formulate and design your products?

It’s been an incredible honour to work with skin for over 25 years. One of the greatest skills I’ve developed through this time is observation — truly watching how the skin responds to both product and touch. Over the years, I’ve learned to quickly recognise what soothes or nourishes the skin, and just as importantly, what aggravates it.

Because the intention behind FRIISKIN was always to create skincare for the skin, my years in clinic allowed me to build a mental list of ingredients and techniques that almost every skin type consistently loved and responded well to. This real-world knowledge has been invaluable in formulation — not just in terms of what goes into the products, but in understanding the how: How will the skin interpret this? How will it respond? Will this support or overwhelm it?

That perspective continues to guide every product we develop — it’s all about working with the skin, not against it.

What was the vision behind Friiskin when you first started, and how has it evolved since then?

The vision behind FRIISKIN was always simple — to provide my clients with safe, effective skincare that works with the skin, helping it naturally find its way back to balance and health. I wanted to empower people with the understanding that they already have beautiful skin — we just need to simplify our approach, listen to our intuition, and learn to interpret the skin’s language. It’s always communicating what’s going on internally and what it needs externally.

I’ve always believed we need to move away from marketing-driven beauty standards and instead approach skincare from a place of love, not fear. True skin therapy is about connection, not correction.

Since then, the brand has evolved into something so much bigger — a beautiful community of women who are seeking empowerment, self-trust, and a deeper connection with themselves. It’s been such a joy to witness how capable and resilient skin can be when we give it what it truly needs.

Can you walk us through the process of developing a new product, from idea to shelf?

The process is relatively straightforward — as long as you have a clear vision and a precise brief to guide it.

It starts by submitting the concept to my contract manufacturing team here in Australia. They usually respond with questions around budget, key ingredients, texture, and performance goals. Once everything is aligned, they begin formulating the first sample — this stage typically takes around 8 to 12 weeks.

From there, we go through a series of refinements. I provide detailed feedback, and we make small adjustments until the formula is exactly right. This part can take anywhere from a few weeks to a couple of months, depending on how many iterations are needed.

Once the final formulation is approved, we proceed to bulk manufacturing, which generally takes another 6 to 8 weeks. After production, but before anything is filled into packaging, microbiological testing is carried out to ensure the product is safe, stable, and meets all compliance standards. This step is crucial and can take up to 2 weeks.

While this is happening, I source the packaging. I personally love using airless and lightless bottles, as they help protect the integrity of the product and ensure every pump delivers consistent potency and freshness.

A small batch is then filled and sent to me for final approval, and once signed off, the full production run is filled — this filling stage and delivery typically takes another 2 weeks.

All up, the entire process from idea to product-in-hand usually takes around 6 to 9 months, depending on the complexity of the formulation and packaging requirements. Once the products arrive, they’re carefully stored and shipped from our small facility on our home property — ready to land in the hands of our amazing customers.

What’s your current personal skincare routine - and do you have a holy grail Friiskin product?

As the weather has gotten colder, my skin has been needing a bit more nourishing support. I always start with the Skin Health Set — our cleanser, serum, and moisturiser — which creates a balanced and supportive foundation for my skin. I have used this consistently for 5 years now!

On nights when my skin feels a little drier or more depleted, I’ll add in a few drops of the Radiant Oil Booster for that extra hit of glow and comfort — but only when my skin is asking for it. I really believe in tuning in and letting the skin guide the routine, rather than sticking to rigid steps.

As for a holy grail product — honestly, it changes depending on what my skin is going through. That’s the beauty of a minimalist and intuitive approach: some days my skin craves the serum, other days it's all about the oil. It’s less about one hero product, and more about meeting the skin where it’s at.

Living in Australia, a place of weather extremes, what are your top tips for keeping our skin healthy and glowing year-round?

The key to maintaining consistently healthy skin — especially in Australia’s ever-changing climate — is to support the skin’s daily function with gentle, nutrient-rich skincare and a well-balanced diet. I truly believe that when the skin is nourished with essential nutrients both topically and internally, it thrives.

That said, the skin is an adaptive organ — it’s constantly responding to internal and external triggers. So, it’s completely normal to experience fluctuations. For example, during winter, when heaters or cold winds cause dryness, I’ll temporarily introduce a more supportive product — like an oil booster — just for a few days to bring things back into balance.

My practical tips:

Keep your skincare simple, and only adjust when your skin signals a need.
Stay hydrated with plenty of purified water.
Incorporate omega-rich foods or take a quality omega supplement — skin loves essential fatty acids.
Prioritise restful sleep, daily movement, and fresh air — ideally time in nature.
Practice mindfulness or meditation to reduce stress, which has a huge impact on skin health.
I’m also a fan of early morning sunlight for a natural dose of vitamin D — but after 9am, I always recommend covering up or using a good quality sunscreen.
And finally, when your skin does shift, try to approach it with curiosity and calm, rather than fear. Your skin is always communicating with you — learning to listen without panic is one of the most powerful tools for long-term skin health.

What’s been the most rewarding moment so far since launching Friiskin?

Honestly, every day brings its own rewards when you’re running a small business. I’m constantly inspired by other local skincare brands—they push me to grow, yet also remind me to stay grounded in my own vision and purpose.

While receiving awards and recognition has been truly humbling, the most rewarding moments by far are the personal messages I get from customers. Whether it’s a quick thank-you or a heartfelt email about how our products have made a difference, those connections are what confirm I’m on the right path. That feeling of being able to genuinely serve and support someone—it’s everything.

What’s next for you and Friiskin - anything exciting on the horizon?

We’ve just completed a rebrand, which has been an incredible success—thanks to our amazing and loyal customers! And yes, we’re very excited about what’s coming next. We’re working on launching a brand-new overnight support treatment designed to help skin bounce back into balance quickly by reducing the inflammatory load.

We’ve just received our feedback data, and it’s incredibly encouraging! If all goes well, we’re hoping to launch it later this year. It’s shaping up to be something really special, and we can’t wait to share it.

To finish, a fun question — if you could create any skincare formula, no matter how wild or impossible, what would it be?

I. LOVE. THIS. QUESTION! Oh my gosh—100,000% yes to this! I would create a formula that could be applied to any traumatised skin—something that gently and effectively re-seals and restores the skin back to health. A kind of fast-track healing treatment that reduces vulnerability and supports deep, real repair.

In my dream version, it would feel like pure silk when applied—without a drop of silicone. It would just melt into the skin and sit there like it was already part of it. I imagine it being used on burn victims or those going through chemotherapy, where the skin is so fragile and compromised. Creating something that offers that kind of comfort, protection, and healing would be the ultimate dream.

If you’ve been inspired by the Friiskin story, be sure to check out their full product range on their website.

For media enquiries or to view and download Earthlings United’s press-ready images, please visit their Flaunter profile.

Spotlight on: Sheri Friis, Founder of Friiskin