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Clean Skincare ‘Starting Today’ Line Launches in New Jersey

Sarah Choi, a graduate of the University of Southern California and the Fashion Institute of Design & Merchandising in California, has launched a new clean, cruelty-free skincare line.

Based in New Jersey, “As of Today” is the result of Choi’s passion and ambition to change the way everyday people view their skincare routines. The launch includes four facial products designed to enhance the inner and outer beauty of the wearer, while using high-quality and effective ingredients.

Starting today, it includes clean, cruelty-free, clinically tested skin care products, all specially created with ingredients sourced from Paris, France. Choi’s company is defined by the use of the key ingredient R-Peptide in all products, which is a naturally occurring neurocalming peptide that reactivates skin barriers and reverses the signs of aging caused by stress. R-Peptide helps to normalize the skin cell network and combat skin stress. By including R-Peptide in As of Today facial cleansers, customers can experience several benefits two to eight weeks after application. These include wrinkle reduction, smoother skin, increased hydration, a stronger skin barrier to protect against stress aging, and an overall healthier, brighter complexion.

“I designed As of Today to bring a sense of hope and positivity to the general public centered around the idea of ​​encouraging the individual to be a better version of themselves every day,” said Choi. “Sarahi’s skincare brand’s mission is to promote self-love and personal care with affordable products that deliver visible results.”

Starting today Product line

The brand’s product line renounces parabens, phthalates, sulfates, retinol, and plastic microspheres, among other commonly used ingredients. The following four products create a complete, modern day and night routine:


R-Peptide Enzyme Cleaner (130ml): A gentle cleanser used as the first step in today’s skincare routine, R-Peptide Enzymatic Cleanser is designed to provide deep cleansing and exfoliation benefits without drying. The cream-to-foam texture of this product leaves the skin hydrated and refreshed.


Peptide R Toner Pads (8 mL, 30 packs of two pads): Used after cleansing, these pre-moistened cotton toning pads help balance skin’s natural pH without causing excess dryness.


Peptide R ampoule (30ml): Highly concentrated with 1% R-Peptide, it repairs the appearance of wrinkles and promotes an overall youthful appearance of the skin, while producing a brightening effect that leaves the user looking rejuvenated and illuminated.


Peptide R Renewing Masks (28 mL, five masks): These anti-aging skin masks can help reduce the appearance of wrinkles when used after the Ampoule formula and help rejuvenate skin to a healthy glow.

While the company is currently based in New Jersey, Choi plans to move the company to New York in 2023.

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