It’s early in the morning in London, and co-founder Eva Alexandrides is seated in the pristine, state-of-the-art 111 Harley Street Clinic - the birthplace of her family’s skincare empire. In an exclusive interview with MOJEH, Eva reflects on the brand that merges medical expertise with cutting-edge skincare innovation, and where her vision for building a global beauty phenomenon first took shape.
While the beauty industry is flooded with buzzwords like “natural” and “organic,” 111SKIN has carved out a distinctive niche by focusing on science-backed efficacy, high-performance ingredients and a steadfast commitment to results. At the same time, it has become the ultimate ‘it-girl’ skincare companion, with its sleek, modern aesthetic and a loyal celebrity following. The meticulous attention to detail in each product is hard to resist; even holding the tangible item makes you feel like part of a glamorous, iconic community. As Eva explains, “we’ve built this brand on a foundation of science, results, and constant innovation. It’s about making a real difference in how people feel about their skin.”
From Healing To High-Performance Skincare
111SKIN was founded in 2012 with one clear purpose: to bring a new kind of skincare to the market. The brand’s roots trace back to Eva’s husband Dr. Yannis Alexandrides, an American, European, and UK board-certified plastic surgeon, who was dedicated to improving the healing process of his patients' skin after surgery.
At the time, Dr. Yannis wasn’t satisfied with the formulas available for post-surgical recovery. His patients found them too irritating and abrasive, which hindered the healing process. “We realised there was a gap in the market,” Eva recalls. “Yannis set out to create a product that would accelerate healing but be gentle enough for sensitive skin without compromising potency or efficacy.”
This desire for a better solution led to the creation of 111SKIN. The brand began with a single, pioneering serum designed to support skin health post-surgery. “It was about healing the skin yet also creating something that could help people look and feel better in the long run,” Eva explains.
What started as a patient-focused project quickly transformed into a global skincare brand, now boasting over 40 products across six distinct ranges, all rooted in medical-grade efficacy and a commitment to real, tangible results. “What's still at the heart of 111SKIN is changing people’s skin, and ultimately, changing their perceptions of skincare.” Eva says.
Eva is quick to highlight the equilibrium between science and style. “Two founders are better than one,” she tells us, referring to her partnership with Dr. Yannis. “The science definitely comes from the clinic, but when it comes to the look and feel of the products, that’s where I come in.” For Eva, the consumer experience is paramount - not just in terms of how the products perform, but how they make you feel. “It’s about more than just application - the packaging, the smell and the overall aesthetic matter just as much,” she explains. “When something looks beautiful, it gives you a positive sensation, much like a handbag or a piece of jewellery. You value it more.” Eva’s passion for luxury and beauty drove the brand’s decision to embrace glass packaging - merging Dr. Yannis’s practical desire for airless containers (to minimise preservatives) with Eva’s commitment to elegance. “I wanted it to be stylish and something that looks as good as it feels,” she adds.
Authenticity In An Industry Of Trends
111SKIN isn’t about chasing the latest fads. In an industry saturated with brands scrambling to capitalise on every new buzz, 111SKIN has remained persistent in its commitment to what truly matters - creating skincare that delivers real, lasting results. "We don’t create products just because they’re trending. We stick to what we know - developing solutions that work," she says. And while there are constant calls for the brand to expand into every category, from haircare to makeup, Eva is clear that 111SKIN will only introduce products that meet the highest standards of innovation and effectiveness. It’s not about jumping on the bandwagon - it’s about perfecting skincare that stands the test of time.
The brand is also known for its high-performance masks - if you have Instagram, chances are you’ve seen them before. Whether it’s prepping celebrities for the red carpet, getting models runway-ready for fashion week, or helping anyone freshen up after a long flight or from day-to-day life, these masks have become a global go-to.
What’s even more remarkable is that, in an era dominated by social media and paid partnerships, it’s rare to see a brand with celebrity followers who aren’t simply endorsements. Eva has remained fiercely committed to authenticity. She explains, “We’ve never paid for any celebrity or influencer endorsements. What’s truly incredible is that the celebrities who use 111SKIN, from Lady Gaga to Victoria Beckham, do so because they genuinely believe in the products.” This organic love for the brand means everything to Eva, who adds, “The public can tell when something is paid for. That’s why I’m so proud that 111SKIN’s celebrity following is entirely genuine. People share their love for the brand because it truly works - and that’s what matters most.”
A New Standard In Luxury Skincare
While many skincare brands talk about luxury, 111SKIN delivers it. Eva and Dr. Yannis have made it their mission to not only create effective skincare but also elevate the spa experience. “We want to be the best,” says Eva, speaking of 111SKIN’s exclusive presence in luxury spas and hotels worldwide. “We want to be the brand that people trust when they want results and when they want an experience of luxury and rejuvenation." 111SKIN is now featured in over 105 five-star properties, including iconic names like Four Seasons, Mandarin Oriental, and more. "We don’t just want to be another name on a shelf; we want to be the brand people remember because we deliver on our promise of results.”
If you're in need of a 111FACIAL at the clinic, prepare for an experience you won't forget. You can book an in-store treatment at 111SKIN locations in London and Paris, where luxury meets medically-inspired innovation, all enhanced with the full range of 111SKIN products. For those seeking something even more exclusive, visit 111SKIN: THE SUITE - a private luxury suite at Dr. Yannis Alexandrides' 111 Harley Street Clinic, offering bespoke, tailored 111SKIN treatments designed just for you. Whether it’s a bespoke facial that combines cutting-edge technologies like ultrasound, LED, microcurrent, cryotherapy and more, or a de-puffing cryo facial to energise and rejuvenate your skin, the options are limitless. From treatments targeting specific skin concerns to full resets that leave you glowing, the choices are as personalised as your skin. And that’s just the beginning - the possibilities are endless, both in-store and in the Suite.
Eva was clear when she introduced MOJEH to Milena Naydenov, the Global Head of Aesthetics at 111SKIN, about her importance in the brand's success. “Milena is a huge part of why we’re succeeding in these luxury spaces,” Eva says. “She’s not just a trainer; she’s a licensed aesthetic nurse who works directly in our clinics with Yannis. Her expertise goes beyond product knowledge; she elevates the overall experience that 111SKIN promises.”
Milena, who regularly works across regions, has a deep understanding of the skin concerns people face in different parts of the world. She points out how climate and lifestyle significantly affect skin health. “Every region, every country - it’s different,” Milena says. “The climate, the food people eat and even the social environment influence how people treat their skin.” For example, in the Middle East, Milena has noticed more issues with pigmentation due to the intense sun exposure, as well as dehydration from air conditioning. “A lot of people in the region suffer from unbalanced skin,” she adds. “That’s why we tailor our skincare offerings to meet these specific needs, focusing on hydration and brightening properties that don’t compromise the skin's health.”
She continues, “In the Middle East, for instance, people wear a lot of makeup, so the goal is to ensure that their skin is healthy enough to wear less makeup. That’s why our Black Diamond Intensive Collection and Radiance Collection perform so well in the region - they brighten the skin without making it more sensitive to the sun.” Milena explains that 111SKIN’s formulations are unique because they offer the brightness consumers desire, but without photosensitising ingredients that can cause sensitivity under sun exposure. “Not many skincare brands can offer that,” she notes.
A Beautiful Synergy: Working with Her Husband
Eva and Dr. Yannis's partnership goes beyond just business, it’s a seamless blending of complementary strengths. “It’s the best working together because we don’t really work together,” Eva laughs. “It’s a beautiful synergy. We have the best of both worlds - he’s in the clinic, doing what he loves, and I’m more in the office, handling the business side. We work together, but we have our own spaces to thrive in.”
This balance between their roles has allowed both to flourish in their respective areas, “It works because we trust each other completely and complement each other’s skills,” Eva says, her admiration for her husband’s work evident. “He’s the clinical genius, and I’m the one who makes sure the vision reaches the world.”
Eva’s Favourite Product: The 111SKIN Repair Serum
For Eva, 111SKIN's very first product holds a special place in her heart - the iconic Repair Serum. “It’s always been my favourite. It started the journey for us and set the foundation of what 111SKIN represents: healing, results and luxury.”
Meet the clock-stopping serum that future-proofs your skin and combats the early signs of ageing. Formulated with surgical precision, the Repair Serum helps plump and smooth the skin, providing an immediate healthy glow. “It has a cooling, velvety texture that absorbs effortlessly into the skin, leaving it feeling nourished, softer, and more hydrated,” Eva shares.
Over time, this do-it-all serum helps reduce redness, build your skin’s resilience, and accelerate cellular repair by boosting glutathione - the body’s master antioxidant. “It’s a product that not only works in the moment but continues to work over time,” says Eva. “For me, it’s the perfect combination of instant gratification and long-term benefits. It’s been with us since the beginning, and I still use it every day.”
Innovation: Pushing the Boundaries of Skincare
As a mother, wife, businesswoman, and visionary, Eva exemplifies resilience and dedication. Balancing these roles with grace, she continues to inspire those around her, proving that true success comes from pursuing your passions with purpose. “For me, it’s about evolving and pushing boundaries - for my family, for the brand, and for everyone who believes in what we do,” she reflects.
With every breakthrough, glowing testimonial, and cutting-edge product, 111SKIN solidifies its place at the forefront of skincare innovation. Eva’s journey is a testament to the power of vision, consistency, and a relentless commitment to creating products that truly make a difference. Explore the collection
