LONDON — What happens when a chemist, an engineer and a surgeon walk into a research lab together? 

For chemist AJ Addae, engineer Frederik Skovgaard and Dr. Peyman Solieman, that meant the launch of a new skin care brand called SunsolveMD by The SolveMD.

The brand is entering the North American and European beauty markets with a line of five SPFs that target diverse skin types and concerns, as well as focusing on benefits of protecting the skin from pollution and DNA repair.

The products range in price from 73 pounds to 82 pounds with technologies such as CeraPol-3 Technology, which is “designed to soothe the skin’s barrier at the lipid level,” or SebumFix Complex, which “triple-targets blemishes, inflammation and oily skin with antibacterial and anti-inflammatory powerhouses.”

The brand is also introducing an eye cream, lightweight SPF and lip serums, but the primary goal is to establish SolveMD as a SPF-first brand.

SolveMD will be available through its direct-to-consumer channel and Bluemercury and Bergdorf Goodman in the U.S. and Harrods in the U.K.

“These are important partners for us, as they align with our brand’s luxury positioning and commitment to providing science-backed, high-performance skin care. Our growth strategy includes expanding our presence through carefully selected retail partners and continuing to engage with our customers through DTC,” said Portia Dieguez, the brand’s chief strategy officer in an interview.

The brand’s wholesale strategy will focus primarily on premium beauty retailers and will expand into Asia and the Middle East as part of their “long-term growth strategy.”

Even though the SPF market is getting saturated, Dieguez said the brand’s attention is turning toward a “younger more tech-savvy crowd” that’s requiring brand new formulations rather than what’s been used by established labels.

To help reach a young audience, SolveMD has named Elsa Hosk its global brand ambassador.

“Elsa perfectly embodies the core of SolveMD: forward-thinking, trusted and innovative. Her approach to beauty and skin care is both modern and purposeful, and she’s deeply invested in the science behind our formulations, bringing an authentic energy to this partnership,” Dieguez said.

“As someone actively shaping beauty trends, Elsa is not just the face of the brand but a key partner in driving consumer engagement and a reflection of where we are heading in skin care innovation too,” she added.

The team behind SolveMD wants to inject a sexiness to a beauty brand that’s scientifically backed. The packaging reflects that with its pops of color and sleek, minimal designs.

“The packaging was designed with both functionality and aesthetics in mind. I think it is important to highlight that while being backed by science, all the products have a luxurious feel and incredible textures,” Dieguez said.