once had smooth, delicate skin I was proud of. I took great care of it, and for years, it rewarded me with radiance and resilience. But after entering my 50s, everything changed—my skin began to feel rougher, looked dull, and developed yellowish-brown spots. Crow’s feet deepened around my eyes. Even the most luxurious skincare products could no longer restore the vitality I once had.

As the co-founder of an epigenetics biotechnology company, I suspected my skin had entered a phase of accelerated biological aging—a hidden process occurring beneath the surface. With my scientific co-founder, we developed the world’s first skin age self-test, a SEHI-based tool capable of measuring skin’s true biological rather than birth age. This breakthrough allowed us to uncover what truly drives visible aging and to test whether any skincare could actually make a biological difference.

The results were illuminating—my skin was aging faster than normal, and the luxury products I relied on were powerless to slow it. That realization became the foundation of Idunn’s Apple: a skincare line born not from cosmetics, but from epigenetic science.

Through years of research, we discovered that the root cause of skin aging lies in the loss of function of youth-associated genes—a result of blocked demethylation, the process that keeps these protective genes active. When demethylation is disrupted, the skin’s natural repair and renewal systems weaken, leading to visible aging. Our team identified specific bioactive antioxidants that can reactivate these dormant genes by targeting the underlying demethylation blockage—restoring the skin’s natural defense against time.

This scientific innovation became the heart of Idunn’s Apple formulations—where every ingredient is chosen for its ability to interact with the skin’s biological code, not just its surface appearance. The result is skincare that doesn’t merely conceal aging, but works to reverse its biological markers, visibly and measurably.

We named our brand Idunn’s Apple after the Norse goddess who closely guarded the mythical apples of youth and their secrets—symbols of eternal vitality. For us, the name represents the union of legend and molecular science, and a promise: that beauty can once again be renewed from within, backed by measurable truth.

At Idunn’s Apple, we don’t just create skincare—we create science you can see.

Sincerely,
Jessica
Co-Founder