Tursian is betting that skin longevity needs all three heavyweights at once: exosomes, peptides, and stem-cell technology.
Tursian is betting that skin longevity needs all three heavyweights at once: exosomes, peptides, and stem-cell technology.
August 14, 2026
Some beauty brands begin with a hero ingredient. Tursian began with a missing piece, four years of research, 135 formula revisions and a founder determined to finish a skincare idea that once belonged to two people. Now exosomes, peptides, stem-cell technology, PDRN and NAD+ are moving somewhere unexpectedly ordinary: the bathroom shelf.
A tiny section is missing from the capital T in Tursian’s logo.
For founder Riyadh Swedaan, that absence carries a name.
Brandon Truaxe.
Swedaan met the future Deciem founder in 2008 after moving from Iraq to Toronto to study pharmaceuticals. Truaxe would later create Deciem, the parent company behind The Ordinary, and Swedaan eventually became an executive within the business and managed one of its Toronto factories. They were also long-term partners. Tursian says the pair had discussed creating an ambitious skincare project together years before Truaxe died in 2019. Even the brand name reaches into that history: “Tursian” derives from a variation of a name Truaxe used before immigrating from Iran to Canada during the 1990s.
So the missing fragment in the logo does something unusual for beauty branding. It gives absence a permanent physical shape.
And from that absence came an extremely crowded laboratory.
The brand arrived publicly in May 2025 after around four years of research and analysis. It launched with 20 products at once, covering cleansing, toning, hydration, radiance, eye care and age-supporting treatments. Individual formulas were built with as many as 30 actives, while peptides sat close to the centre of the formulation philosophy.
Getting there apparently became an exercise in controlled obsession.
Swedaan has spoken about spending roughly three years solving compatibility across the formulas and reaching 135 versions during development. That number matters because modern skincare increasingly asks ingredients to coexist within increasingly ambitious systems. Stability, delivery, concentration and interaction become part of the product story long before texture ever touches someone’s face.
Tursian also invested heavily in owning that process. Business of Fashion reported a roughly 12,000-square-foot manufacturing facility in New Brunswick, New Jersey, with equipment sourced from Korea, Italy and the UK. Swedaan was also reported as sole owner, giving the company a tight relationship between founder, formulation, manufacturing and brand direction.
One wonderfully obsessive detail captures the mood: the New Jersey operation reportedly contains machinery dedicated to printing labels for Tursian’s square moisturiser jars.
A skincare bottle may spend seconds in someone’s hand. Somewhere in New Jersey, an entire production decision exists to make those seconds feel deliberate.
The heart of Tursian carries a deceptively simple name: The Power of Three.
Exosomes. Stem-cell technology. Peptides.
Tursian presents itself as the first skincare brand to bring these three dominant regenerative technologies into one integrated longevity system, assigning each a role inside the skin’s communication network.
Exosomes become the “activators,” microscopic messengers associated with signalling molecules including peptides, proteins, mRNA and growth factors. Plant stem-cell technology becomes the “regenerator,” supporting renewal. Peptides become the “rebuilders,” amino-acid chains used within formulas targeting firmness, elasticity, hydration and visible repair.
The language reveals where Tursian wants the conversation to go.
Skin longevity here becomes a question of communication.
A wrinkle becomes evidence of declining structural signals. Loss of firmness becomes a communication problem. Dullness becomes a system losing some of its rhythm. The bottle is positioned as a place where several signalling technologies can speak at once.
Then the vocabulary gets even stranger.
Tursian’s current science platform expands the system through PDRN and mRNA technologies, described as programmers; NAD+ boosting complexes, described as energizers; microbiome technologies as balancers; ceramides as barrier builders; growth factors as renewers; algae systems as hydrators; vegan collagen technologies as architects.
Skincare suddenly sounds like a company org chart for microscopic employees.
The important idea sits beneath the theatrical terminology: Tursian is trying to package a broad regenerative conversation into formulas people already understand how to use.
Serum in the morning.
Moisturiser after.
Repeat at night.
Advanced biotechnology enters through an action somebody learned years ago in front of a mirror.
The clearest expression appears in Y-3 Youth Restore Serum Concentrate.
Peptides, exosome technology, PDRN and growth factors converge inside a 30 ml serum designed for twice-daily use. Tursian reports up to 91% reduction in forehead-wrinkle volume after 56 days and up to 108% long-lasting hydration, based on third-party testing involving 37 participants aged 30 to 69.
Those figures turn clinical testing into part of Tursian’s personality. The brand publishes participant numbers, age ranges and testing periods across multiple hero products, giving its elaborate ingredient language numerical endpoints.
R-3 Advanced Polypeptides Radiance Serum pushes that appetite for numbers into almost surreal territory. Tursian reports an increase of up to 686% in its measured “skin glossiness, brightness & mirror-like effect” after 28 days, alongside up to 34% reduction in visible dark spots and pigmentation. The study involved 21 participants aged 19 to 66 with hyperpigmentation concerns.
The figure almost reads like beauty science discovering nightclub vocabulary.
Then P-2 Hydration Activator Energizing Toner demonstrates the broader strategy. A category once associated with a quick watery step now carries exosome technology, stem-cell technology, peptides, ceramides and microbiome actives. Tursian reports up to 104% immediate hydration after 15 minutes and up to 138% hydration after eight hours in third-party testing involving 20 participants.
That toner may reveal the entire business idea better than the serum.
Longevity science becomes interesting when it enters the boring parts of a routine.
When Tursian launched, ambition arrived with luxury pricing.
We recorded Y-3 at $210, P-3 at $120 and several products firmly inside prestige territory in 2025.
By August 2026, the brand’s own storefront carries a new declaration: “Tursian is now more accessible.”
That sentence changes the meaning of the entire project.
The U.S. homepage currently lists P-3 at $80, Y-3 at $110, Y-4 at $100 and R-31 at $70, with former prices displayed beside several products. Y-3 shows a previous $165 price, while P-3 shows $120.
Accessibility here works on two levels.
The first is behavioural. Exosomes, peptides, plant stem-cell technology and PDRN arrive inside familiar categories: face water, toner, serum, moisturiser. Consumers can enter sophisticated ingredient territory through actions already embedded in daily life.
The second is financial. Tursian has actively moved key products downward in price while publicly preserving its emphasis on formulation and performance. Its LinkedIn messaging describes the repositioning around making the brand more reachable while maintaining its science and formulas.
That decision may become one of Tursian’s most consequential experiments.
Skin longevity can remain an impressive phrase at $300.
Swedaan carries that ingredient literacy into Tursian, then fills the bottle until individual technologies begin functioning as a network.
The result feels deeply connected to the legacy embedded in the brand’s missing T.
Swedaan has travelled across countries sourcing ingredients, reportedly filling his passport twice during supplier searches. Tursian manufactures in the United States, operates from Dubai, sells internationally and has begun building prestige retail and wholesale visibility. Haircare and body are already marked “coming soon” on its website, suggesting that its signalling philosophy is preparing to move beyond facial skin.
Yet the most ambitious destination remains remarkably small.
A bathroom sink.
A palm.
Two pumps.
Morning and night.
The future of Tursian may depend on whether biotechnology can become boring in the best possible way: familiar enough to use every day, sophisticated enough to keep curiosity alive, and easy enough to become ritual. Because skin longevity becomes culturally powerful at the moment somebody stops treating it as futuristic science and reaches for it half-awake before breakfast.
