Product Overview
Case Highlights
• Repositioned a 175-year-old heritage skincare brand for Gen Z • Challenged the “witch hazel is drying” category stigma through ingredient education • Shifted Thayers from traditional astringent → modern everyday skincare essential • Built an education + creator-led storytelling strategy for a TikTok-first consumer landscape • Generated cultural relevance through Gen Z-focused brand storytelling and earned media
My Role & Impacts
Measurements
In 2020-2021, myths accusing Thayer’s toner of containg drying alcohol spread like wildfire across social media, i.e. TikTok, Instagram. Estheticians and consumers alike were reporting that Thayer’s Witch Hazel Toner of having more harmful effects due to drying formulation wreaking havoc on the skin barrier. During a era where “barrier repair” and “skin slugging” skincare trends revolved around ultimate hydration and balancing ph levels, consumers actively refraining from the dangers of overusing actives and overexfoliation. Thus, misconceptions on toners arised through four different channels.
A social-first education campaign turned a familiar toner into a hydration essential for a new generation.
Natural Compounds: Tannins, Eugenols & Volatile Oils
“Alcohol-Free” ≠ “Non-Drying”: A Formulation Misconception
Extract vs. Formula: Confusion Around Witch Hazel’s Skin Effects
01. Reposition the Formula: “Alcohol-Free Became the Proof Point”
Thayers directly attacked the biggest misconception surrounding witch hazel: that it is inherently drying because it contains alcohol. Its educational content explains that many conventional witch-hazel extracts use alcohol distillation, while Thayers uses a water-based maceration process and combines the extract with aloe vera and glycerin.
02. TURN INGREDIENT EDUCATION INTO THE PRODUCT STORY
Instead of simply saying “our toner is gentle,” Thayers began explaining why. Its educational content breaks down the role of tannins, witch hazel’s astringent properties, aloe vera’s hydrating role, glycerin’s humectant function, and the differences between alcohol-distilled and water-extracted witch hazel. It essentially turns the bottle into an ingredient lesson.
There was also evidence of this ingredient-led approach appearing in consumer-facing content before and around 2023: Thayers’ educational messaging highlighted “Ingredient Deep Dive: Plant Powered Extracts,” the farm-to-bottle story, different toner variants, and how to incorporate toner into a routine.
03. MODERNIZE THE TONER: FROM “ASTRINGENT” TO EVERYDAY SKINCARE
THE REBRAND
This is where the 2023 advertising becomes especially useful. Thayers' July 2023 “Moody Skin” commercial positioned the Original Facial Toner as a solution for changing skin needs rather than an old-fashioned astringent. The spot is specifically listed as a 2023 Thayers campaign for the Original Facial Toner.
At the same time, Thayers' messaging emphasized hydration, balance, smoother-looking texture, visibly smaller pores, and healthier-looking skin, rather than relying exclusively on the traditional “tighten and dry out excess oil” toner narrative. The 2023 CEW description of its Unscented Facial Toner is particularly useful: it calls out alcohol-free, gentle, non-drying, hydrating, balanced and renewed skin, alongside its aloe + non-distilled witch hazel formulation.
Market Opportunity
Capitalized on the rapid rise of skin-barrier repair, hydration, and dewy “glass skin” as major skincare trends.
The milky toner category was gaining mainstream popularity, led by products like Rhode Peptide Glazing Milk.
Consumers were shifting away from traditional astringent toners toward hydrating, soothing, barrier-supporting skin prep.
Brand Strategy
Repositioned Thayers’ legacy toner expertise into the growing milky hydration + barrier-care space.
Used ingredients such as snow mushroom and hyaluronic acid to reinforce hydration and barrier-support messaging.
Positioned the product as an accessible alternative to premium/viral milky skincare, bringing the trend to the mass beauty consumer.
Franchise Expansion
Established Milky Toner as a hero product and expanded the concept into a broader Milky skincare franchise, including cleanser, moisturizer and mist.
Leveraged creator and consumer behavior to identify new product opportunities, evolving social engagement from marketing channel → product innovation engine.
“FROM 2020 $44M TO 2021 $50M, WITH 8 BOTTLES SOLD EVERY MINUTE.”
