Janna Ronert built Image Skincare by solving her own rosacea problem as an esthetician, using product integrity (the 'Jana test' with thousands of rejections) as the core differentiator. She grew the business through relentless professional education, staying connected to the esthetician community, and — in later years — social media to let passion shine through digitally. Distribution was anchored in the professional skincare channel, with innovation events like the launch party creating community loyalty.

“I think them saying I couldn't probably gave me a lot of fuel and energy to say I can do this I have a passion for this I love this business I love skincare and we're going to build something really special just watch.”

“Social media is the ability to promote yourself... it's kind of easy for your passion to shine through when you're in person to somebody but in this virtual world of what we live in you've got to let your clients or perspective clients know what you're really passionate about what you're really really good at.”

“The true test is the customers how they feel do they like it do they believe in it do they want to buy it again or they say take it all back and we have very very few returns in our company.”

“One of the pillars of starting this company was for me to allow and be a vehicle for free education... to really become the skilled esthetician and knowing the skin and knowing how to treat the skin you gotta get education.”

Image Skincare reached #1 in the U.S. spa and salon professional skincare category by building an exclusively professional distribution channel — estheticians are the core customer, not end consumers — and pairing that with clinical credibility (founder is an esthetician, medical director is a board-certified plastic surgeon) and a clean clinical formulation standard. Growth compounds through a pro-to-client retail flywheel: professionals use products in treatment, then sell retail take-home versions to clients, turning every treatment room into a sales channel.

“Two vital seed products being sold every minute — since day one image has always been at the forefront of clinical innovation.”

“Estheticians are truly the heart of our brand. You have guided us since day one and we base every decision on what is best for our professionals.”

“Use the pro version in your treatment room and then send your clients home with this amazing retail version — it's really a must-have for every client to keep their skin in shape between visits.”

“The pandemic and lockdowns have propelled us five to ten years into the future — consumers have completely shifted the way that they interact with brands.”

Image Skincare grew by routing distribution entirely through licensed estheticians — a professional education layer that created both credibility and a captive sales channel — rather than retail or DTC. The founder's personal rosacea struggle gave the brand an authentic clinical origin story, and marrying that with a plastic-surgeon co-founder signaled professional-grade efficacy at an accessible price point.

“My husband is a board-certified plastic surgeon, which is also a very unique part of a team — from chemists to dermatologists to estheticians, we collectively create these fantastic products that are extremely effective and very affordable.”

“I suffered from a condition called rosacea... I looked high and low for over-the-counter products, products from plastic surgeons, and prescriptions, and they just didn't seem to work — so the first line I developed was called Vital C to treat rosacea.”

“We offer products from organic all the way up to very high-level ingredients to treat aging skin — in good skincare there's just not one panacea product that can transform your skin.”

“It's a brand that believes in aging later, it believes in the philosophy of simplicity, and it's a brand that really is for everyone — and it works.”