The UK-based skincare brand, This is Silk, is undergoing a major relaunch in preparation for 2025. As part of this transformation, the brand has revamped its visual identity, introduced new formulations, and streamlined its product offerings. In addition, the company is working to establish newly optimized supply chains and a more focused approach to its skincare products.
This is Silk’s relaunch also brings an updated website and an enhanced focus on its signature product, Power Up Silk Concentrate, which will continue to be a core offering in the brand’s expanded portfolio. The company also plans to seek funding in 2025 to support its growth and innovation.
This is Silk Unveils Relaunch with New Branding and Formulations for 2025 represents an opportunity for the brand to reconnect with its inspiration—silk—and renew its commitment to blending this luxurious material with advanced skincare science. Founder and CEO Sonal Keay explained that the brand wanted to tap into the rich historical legacy of silk, particularly inspired by the Old Silk Roads in China, which symbolize luxury, desire, and adventure.
This is Silk was originally founded in 2018 by Keay, who has a unique personal story as someone allergic to sunlight and who transitioned from a career as a criminal barrister. Despite having no prior business experience, Keay’s commitment to an evidence-based approach to skincare drove her to develop the brand. She explained, “I am obsessed with an evidence-based approach to the decisions I make, and my previous career was a very meaningful part of my life.”
The newly relaunched This is Silk embraces the intersection of rich history and modern scientific advancement. The brand’s new packaging features a glossy black design that protects its formulations from sunlight and reflects the authority of “black legal gowns.” Additionally, the ‘S’ on the packaging has been designed to symbolize the curvature of the Old Silk Roads, connecting both heritage and innovation.
This is Silk Unveils Relaunch with New Branding and Formulations for 2025 also brings an updated formulation strategy, with a continued emphasis on the proprietary silk peptide SF-VII. Developed in collaboration with a Professor in Wound Healing and Cellular Regeneration, this silk peptide has been shown to support the skin’s natural cellular regeneration processes, making it a key ingredient in the brand’s skincare line. While current formulations are well-loved, Keay hints that new ingredient innovations are coming soon, including a product featuring pomegranate extract and the brand’s first-ever oil-in-water formulation.
The rebranding process, however, has not been without challenges. This is Silk has decided to move away from its silk accessory range, opting to focus solely on skincare and the scientific benefits of silk for the skin. “We are well known for our silk hair accessories, and they sell very well,” Keay admits, “But my obsession is the science of silk and the clinical trials we have done for SF-VII on skin.” The decision to streamline the product offering reflects a strategic choice to focus resources on the brand’s core passion: skincare science.
Although the rebrand has resulted in increased costs and higher pricing due to its elevated positioning, Keay remains confident that the changes will ultimately benefit the brand. She shared, “Silk to me has such a wonderful history to it, with the Old Silk Roads representing human adventure and endeavour, linking East with West, and combined with the science of this new peptide, I wanted to bring that to life with elevated branding and positioning.”
With its new branding, formulations, and focused strategy, This is Silk is poised for a successful relaunch in 2025, building on its legacy of blending luxury, history, and cutting-edge skincare science.
