Based in Oslo, Pernille Burkhalter has a master’s degree in marketing and has worked with product innovation and brand building for Norway’s largest branded consumer goods company, Orkla, for almost a decade. She’s also a trained skin therapist and possesses a keen interest in innovative products within the skincare category. Last year, she quit her job to pursue her dream of developing her own skincare brand.
— Becoming a mother five years ago brought numerous changes into my life, including tiredness and worry, she says. One of my concerns was the state of our climate and I felt a profound responsibility to take more meaningful action in addressing environmental issues. At the same time, I discovered the significance of skincare and self-care in maintaining my own well-being and energy.
This interest in skincare innovation, brand building, climate concerns, and tired eyes culminated in the creation of dayti, reusable eye patches made of medical-grade silicone.
— Our reusable eye patches are designed to be used together with your favourite eye care product, allowing you to personalize your skincare routine according to your unique needs and skin type. It becomes your favourite eye cream’s favourite eye patch. The medical-grade silicone seals the product, allowing for maximum absorption and effect. As they are reusable, simply wash them after each use and place them back in the tin can, and they will last for an entire year. We’re a challenger, encouraging consumers to shift from disposable to reusable eye patches. According to reports from Zero Waste Week, the beauty industry generates 120 billion units of plastic packaging waste each year. Our goal is to continue giving women and men the luxury of eye patches, without accumulating unnecessary waste.
— We’re offering consumers a more environmentally friendly product without compromising on effectiveness and quality. In fact, it enhances both. Being reusable, our eye patches can be worn daily, providing better results for your skin. Moreover, the medical-grade silicone in our patches creates a seal, enhancing the penetration of ingredients into the skin, and allowing you to derive maximum benefits from your eye care product.
How did you come up with the idea? And how was the development process?
— Medical-grade silicone has been used for scar treatment but is becoming increasingly popular in the skincare industry. To my knowledge, it has not yet been commercialised in the Scandinavian market. When I discovered its potential in creating reusable masks, I was overwhelmed by the possibilities. Testing it during the development process showed remarkable results, not only on my skin but also on other women who tested it. These outcomes encouraged me to introduce the product to the Scandinavian market, beginning with Norway.
— I collaborated with three different manufacturers before selecting one. A design student helped me design the logo, and a designer friend helped in choose patch colours that would complement all skin tones while conveying the brand’s vision. Apart from graphic design, I worked with a very talented photographer who was able to take my vision and make it come alive. I have undertaken most tasks single-handedly and without investors, making it a lot of work but also an incredibly rewarding learning experience.
Yes, can you take us through the main challenges and lessons learned from them?
— The main challenge was starting a brand from scratch and making all decisions independently. Despite consulting with others, it was ultimately my brand and my choices to make, requiring me to trust my professional experience and ultimately my gut feel. This process has taught me a lot about myself and I have become more comfortable with the fact that I have my strengths and weaknesses, just like we all do, and that’s OK. I’ve often reflected on how treating people I’ve encountered along my journey with kindness and respect has proven invaluable. It enabled me to reach out to individuals I hadn’t been in touch with for years, seeking their assistance and guidance during challenging times in the process.
According to Burkhalter, self-care becomes a significant trend in fall in Scandinavia, as we retreat indoors to our cosy homes, lighting candles and indulging in face masks and other self-care rituals.
— With the shift in climate, many of us notice changes in our skin’s condition as summer transitions to fall and winter. Consequently, skincare has become a hot topic, offering opportunities for skincare brands. In general, we see that consumers are driven by new developments, which can be an advantage for us as the product introduces something entirely new to the market.
— Navigating the digital landscape and staying relevant online presents a challenge, especially considering the significant influence of platforms like TikTok on consumer trends. However, it also offers opportunities for new and smaller brands like us. Despite challenging economic conditions, I think we see the ’lipstick effect’, as people tend to prioritise self-care when facing economic challenges. Since we’re reusable, it presents a more economical option compared to disposable eye patches, making it suitable for the current economic climate.
And now, what’s next?
— It’s only been five weeks since the launch of dayti, so my primary focus is on brand-building and creating awareness about the product. However, I am a creative individual who enjoys envisioning collaborations and innovative products, so you can expect more from us in the future.
— In my ten years of working with products, I’ve observed many instances where consumers express a desire for sustainability but often fall short when it comes to action. Consumers want both eco-friendliness and product efficacy without significantly higher costs in terms of time or money. To succeed, brands need to offer environmentally-friendly solutions that are as good or better than existing alternatives. This balance is essential for making a genuine impact, Burkhalter concludes.
