When Joanna Ellner introduced REOME in early 2023, she set out to create “a brand that felt both ancient, timeless and modern”, one that is rooted in longevity science yet romanticised through ancient design codes and human-first storytelling.
Today, REOME unveils its first facial cream: the Biogenic Melting Cream, a product four years and 27 iterations in the making.
Ellner, who studied Chinese medicine after building a career as a beauty journalist for over 18 years, conceived REOME at the intersection of biotech innovation and timeless ritual. Even the brand’s name is a meditation on daily practice, derived from the fragments “re,” “o,” and “me.” Its visual universe borrows from Greco-Roman minimalism, reflecting Ellner’s desire to build something enduring rather than trend-led.
A New Chapter In Skincare
The Biogenic Melting Cream departs from the industry’s entrenched “anti-aging” rhetoric. Instead, REOME’s approach centers on preservation, maintaining skin health rather than reversing time. Its dual-action formula highlights two proprietary actives: Bio Rosea Stem Cell, designed to fortify cellular longevity, and Telosens M3, a molecule that helps sustain skin function over time. Supporting ingredients, including hyper-fermented aloe, a micro-prebiotic complex, and cubed hyaluronic acid, reinforce the brand’s biotech-meets-botanical ethos.
The development process was as much about texture as it was about efficacy. Ellner insisted on a buttery, whipped, melting consistency that could carry unusually high levels of actives without sacrificing sensoriality. Focus groups informed decisions along the way, but ultimately, the founder’s own intuition determined the final blend.
“It took years to perfect this cream—finding that exact point where unparalleled potency meets indulgent texture. It melts instantly into skin, to prolong the life of skin cells, delivering multi-depth hydration and a soft, lit-from-within glow.”
Joanna Ellner, Founder and CEO of REOME
In terms of marketing, the brand takes a contrarian stance on generative tools in its creative strategy:
“Our campaigns are about emotional resonance, and for that, we need human connection,”
Joanna Ellner, Founder and CEO of REOME
The Biogenic Melting Cream will debut with an out-of-home poster campaign, captured through photography, positioning the product in public spaces with a timeless aesthetic.
This philosophy extends to REOME’s events strategy. Each launch is marked by an intimate dinner, emphasising personal relationships over influencer activations. A forthcoming photoshoot featuring their loyal customers continues this effort to embed community into brand-building.
The Future Of REOME
With the Biogenic Melting Cream, REOME signals its intent to be more than another biotech beauty brand. It is positioning itself at the confluence of science, storytelling, and culture, a place where skin health is preserved, not fought against, and where brand equity is built as much through human connection as through innovation.
Ellner shared with Because of Marketing that her intent is on extending REOME’s world beyond skincare. But for now, the Biogenic Melting Cream serves as both product and manifesto: proof of concept that biotech beauty can be rigorous, poetic, and enduring.
Shop REOME’s Biogenic Melting Cream here.
