Timebeam Beauty is betting big on NAD+, as it merges beauty and wellness.  

On Tuesday, the new NAD+ booster-powered skin care and wellness brand is launching direct-to-consumer on timebeam.com with four stock keeping units: Skinbeam Milky Serum, $42, a hydrating serum featuring an NAD+ booster, peptides and hyaluronic acid for firmer, moisturized skin; Bounce Mode Healthy Pixie, $49 for a 30-day supply, a lemon drop-flavored drink powder that includes an NAD+ booster, electrolytes and hyaluronic acid for skin health, hydration and overall cell function; Moisture Melt Serum Balm, $38, a balm-to-oil serum infused with resveratrol, squalane and ceramides to boost the skin’s barrier and maintain hydration, and Reset Mode Healthy Pixie, $54 for a 30-day supply, a tart cherry pop-flavored drink powder infused with ceramides, resveratrol and magnesium to support healthy skin and better sleep. The powders can be taken in a drink or like a pixie stick.

Industry sources estimate Timebeam Beauty will reach between $1 million and $4 million in retail sales in its first year on the market, depending on eventual retail expansion.

Timebeam Beauty is founded by Dr. Lamees Hamdan, an integrative medicine doctor who also previously launched skin care brand Shiffa and hair care brand Ouai alongside celebrity hairstylist Jen Atkin. She also founded a clean supplement line DL.MD in 2019. 

The line features four hero ingredients: a sunflower extract that boosts NAD+ levels [a coenzyme found in the cells], which support overall longevity and cellular function; peptides that support skin health and diminish fine lines; ceramides to boost the skin barrier, and resveratrol, which promotes healthy and youthful skin. 

Hamdan emphasized that the four products were developed to address key areas that can impact the skin, such as sleep and stress. For example, the Reset Mode Healthy Pixie takes cues from the “sleepy girl mocktail” and employs magnesium to boost sleep, while the Bounce Mode Healthy Pixie features rhodiola, an adaptogen that can help manage stress. Furthermore, the products work in conjunction to promote skin health internally and externally.

“I was looking around, and I was looking at my own skin care line, and I was like, ‘No one needs another moisturizer,’” said Hamdan, adding that she was looking for something new to bring to the category. “I said to myself, ‘I need to launch a skin care line again.’ The question was, ‘What do I need in a skin care line that no one has?’”

As the lines between beauty and wellness continue to blur, Hamdan opted to take things a step further with this brand, intentionally launching with both topicals and ingestibles centered around boosting NAD+ levels, bringing in her holistic health approach from her functional medicine expertise. 

“Why are there supplements from supplement manufacturers who we don’t even know? Who’s behind the product? There are some that we [the skin care industry] do, of course and there is [topical] skin care, but why are people so afraid to come together?” she said. “That is the 360 approach, and that is the future of skin care. That is what complete skin care is about.” 

Furthermore, Hamdan predicts that NAD+ boosters will drive the future of skin care, particularly as it relates to overall skin longevity.

“I’ve really leaned into NAD+ boosters, because you’re really talking about powering the cell.…We’re treating skin from a cellular level here. If it doesn’t have enough energy, it’s not going to be able to do its functions, which includes the collagen cells, the elastin cells, the lipid cells, the cell membranes, the skin barrier. It really is one of those ingredients that just help everything,” Hamdan said. “In skin care, it will become synonymous with retinol and vitamin C.”

While the brand is just gearing up for launch, Hamdan hinted at several upcoming stock keeping units, including a lymphatic drainage tool and a sun protection product. Additionally, she said the brand will continue with an external and internal approach, focusing on both topicals and ingestibles.