The world of skincare is fickle. Some brands boom only to vanish later and examples abound. How did Circadia grow into a multi-million-dollar skincare company with multi-channel distribution and most of all – a staying-power?
Michael Pugliese: The key to Circadia’s staying power lies in our unwavering commitment to science, education, and relationships. We’ve never chased trends; we’ve created solutions rooted in chronobiology and skin physiology. From the very beginning, our foundation has been about formulating products that work in harmony with the body’s natural rhythms, a principle established by my grandfather, Dr. Peter Pugliese. That focus on science has allowed us to build trust, not only with our international partners, but more importantly, with skincare professionals who rely on performance-driven results.
Our growth has also been strategic. We didn’t expand just to expand. We chose like-minded partners who shared our values and vision. That has allowed us to create a multi-market brand that isn’t diluted by mass appeal but strengthened by authenticity and professional credibility. Longevity comes when you serve the people behind the business, the estheticians, educators, and entrepreneurs, because they are the heartbeat of this industry.
Can you walk us through the process of product innovation because every brand has its own star products but get rather scared of launching new ones?
Michael Pugliese: Circadia is all about solving real skin challenges through scientific insight and innovation. Our process starts with listening – listening to skin care professionals and our global partners who are working with clients every day. If there is a need, a gap in the line, or an opportunity to create a solution, we then go into research mode: studying ingredients, mechanisms of action, and how they align with the body’s circadian rhythms, and the entire brand portfolio.
And yes, there’s always fear when launching something new, but our fear is not of failure, it’s of complacency. We don’t innovate just to fill shelves. We launch when we know the product adds value, elevates results, and creates impact in the treatment room.
Circadia has been having increased international market share with strategic entries into the UAE, Australia, UK, and Canada—targeting key wellness markets with growing consumer spend. Can you detail your expansion strategy?
Michael Pugliese: Our international expansion has been anything but accidental. We’ve focused on markets where wellness is not a trend but a cultural priority. The UAE, for example, values innovation and luxury – two things Circadia does exceptionally well. In Australia and Canada, there’s a strong esthetics community looking for science-backed, professional-grade formulations. And in the UK, the demand for education and wellness integration makes it a natural fit.
We don’t just enter a market, we embed. We invest in local education, building community with skin care professionals, and collaborate with our partners in our approach to fit regional needs. Our distributors are our partners, not just our logistics. We invest in them and train them to be brand ambassadors, educators, and community builders. That’s why our growth isn’t just wide, it’s deep.
Brands are nothing without a community. Not just fandom but actual community. You have been personally recognized with the 2025 Beauty Changes Lives Legacy Award for long-term business impact, mentorship, and philanthropy. Can you tell us more about this?
Michael Pugliese: Receiving that award was deeply humbling because it validated something we’ve always believed, true leadership in beauty is about lifting others up. Community for us isn’t a buzzword, it’s our business model. From the early days, Circadia has invested in people, not just products. Whether it’s hosting Circadia Connect, building scholarship funds, or offering resources for single-room estheticians, we’ve always understood that when our professionals thrive, so do we.
Mentorship has been a personal passion. I’ve had incredible mentors, and I know what a difference it makes to have someone believe in you. The award wasn’t just about me, it was a reflection of the entire Circadia team and the professionals we have been able to serve. It reminds us that our legacy isn’t in what we sell—it’s in what we help others build.
It is known that inside every altruistic gesture there is a hidden selfish motivation. Can you explain how investing in education and mentorship has created long-term B2B relationships and customer retention?
Michael Pugliese: It’s an interesting observation, and honestly, I welcome it. Because the best kind of “self-interest” is the kind that creates shared value. When we invest in education and mentorship, we’re not just checking a box, we’re ensuring that the professionals representing Circadia are equipped to deliver excellence.
It’s a long game. When you educate someone, you build loyalty. When you mentor someone, you build legacy. Our B2B relationships are strong because they’re built on trust, not transactions. Education empowers our partners to grow their businesses, which in turn grows ours. So yes, there’s mutual benefit, but I wouldn’t call that selfish. I’d call it sustainable.
We’ve never been interested in being a one-time brand. Our focus is generational success for our clients and for the industry. That’s how you stay relevant. That’s how you make a mark that lasts.
