Soft Services

As we mark 5 years of service, we are inviting readers into our workshop.

Over the coming weeks, we’re sharing the principles that shape us and the details that guide everything we make. This is email 3 of 4; catch up on our previous tour stop at this link.

Soft Services serves solutions for bodies seeking results in two forms: information, as covered in our previous email, and physical products. But what does it actually mean for a Soft Services formula to make it out into the world?

¹Product Purpose

At Soft Services, effective solutions guide the way forward full charge. We want to offer meaningful additions, not redundancies refreshed in new outer components in an already crowded space.

That philosophy grounded the launch of our very first products, now known as the Smoothing Set, designed to target uneven texture, especially keratosis pilaris—a concern affecting roughly 40% of adults.

It’s the same approach that’s guided every product release and collaboration since.

²Ingredients

Purpose determines whether a product should exist. Ingredients determine whether it works. By now, it’s common knowledge that stronger isn’t better, and that a stinging sensation does not equate to a product working. When it comes to ingredients, their function, and the percentage range that they are “active” (the concentration at which they actually target the concern at hand) is a key starting point to our formula development process. Otherwise, a product can have a smorgasbord of promising ingredients but what purpose are they serving, other than bragging rights?

Take two of our own:

Software Update is built around 0.25% pure retinol—the gold-standard ingredient for accelerating skin cell turnover and supporting collagen production. While many body retinols top out at 0.1% and are designed for all-over use, we went against the grain with a higher-strength, targeted treatment. Hydrating 3% glycerin and brightening 5% niacinamide help offset retinol’s drying side effects while enhancing its benefits.

Carea Cream has a different role, so it relies on a different tool: 10% urea. At this concentration, urea primarily acts as a humectant with gentle exfoliating properties. Supported by 5% squalane and 1% colloidal oatmeal, it delivers lasting hydration, gradual softening, and essential barrier support.

³Texture & Application

So we’ve nailed down which hero ingredients will effectively (but gently) resolve a skin concern—what else? Texture. A product can have your skin looking perfect, but if it doesn’t apply elegantly or work seamlessly in your existing routine, what are the chances you’ll actually use it consistently?

When thinking through a new product, it’s important to also decide at which step someone will be using it in their routine. Will it pill up? Will it be too sticky? Will it transfer to clothing or bedding? Will it stain? What packaging component will be required to dispense the texture but also keep the formula stable? The two go hand in hand.

It’s how we ended up with two moisturizers that feel nothing alike, offering two distinct ways to replenish moisture:

Speed Soak, a humectant-packed gel that flash absorbs on skin contact.

Carea Cream, a more emollient, creamy lotion that melts in without leaving skin oily.

And a leave-on treatment with an invisible dry-down that’s compatible with both of them:

Smoothing Solution, our AHA exfoliating gel, is designed to be layered under a moisturizer without pilling, stickiness, or the stinging previously mentioned.

⁴Fragrance

We knew from the beginning that our products would target sensitive-skin concerns. And while much of body care was fragrance-led, that approach excluded everyone managing those concerns alongside fragrance allergies. So as a baseline, you can always expect Soft Services to offer fragrance-free. However, fragrance isn’t the bad guy. It’s an art, it’s fun, and it will always have its place.

We’ve dipped into the world of fragrance by animating existing beloved products and partnering with brands we adore—like Buffing Bar, with Green Banana, Affogato L’Orange, and the twice sold out Debaser. And Theraplush, with “Hold” and “Xtra Milk.” We keep new launches deliberately rare, so each one provides meaningful value and is executed to our standards, and yours.

Green Banana Buffing Bar, fragranced to smell of the lush, verdant sweetness released when cracking open a not-quite-ripe banana fruit.

Affogato L’Orange Buffing Bar, fragranced to smell of freshly poured espresso, smooth vanilla-coconut cream, and a twist of Italian citrus.

Theraplush “Hold,” fragranced to smell nostalgic and intimate, with warming spices, powdered florals, and a soft, woody musk.

Theraplush “Xtra Milk,” fragranced to smell clean and lightly sensual, with an airy blend of bergamot, amber, and white musk. A collaboration with LA fragrance house DedCool.

⁵Soft Services

It always starts
with a solution.

Our customers guide which concerns we take on, but industry constraints shift our plans all the time. Body sunscreen? In the pipeline, but the most inclusive filters aren’t yet available in the U.S. Refill pouches? We haven’t found a jumbo pouch that’s actually fully recyclable.

What does our development process not start from? The latest trendy ingredient that the internet is obsessing over. A funky packaging component that isn’t actually compatible with a formula or its use case. A marketing ploy.

These are all the pieces that come together—and putting the puzzle together is work we love. Troubleshooting the hiccups along the way keeps our brains nice and juicy. And seeing the finished product on store shelves, in your homes, in press articles, and glowing reviews is truly so rewarding.

Next time, we’ll discuss Part IV of our core ethos: packaging thoughtfully designed for both our formulas and our customers’ daily routines. Stay tuned.