Breaking Beauty Podcast: Episode Summary

Episode: Bonus! Dissecting Timeline's Very Un-Biotech-Like Rebrand, Why “Longevity Science” is Here to Stay and What Exactly Is Mitochondrial Health?
Hosts: Jill Dunn & Carlene Higgins
Guest: Jamie Holmes, Chief Brand Officer, Timeline Skincare
Date: October 3, 2025

Overview: The New Era of Longevity Science & Timeline Skincare

In this bonus episode, Jill and Carlene dive into the growing trend of longevity in beauty and wellness, spotlighting Timeline Skincare’s innovative approach and rebrand. Joined by Jamie Holmes, Timeline’s Chief Brand Officer, the conversation traverses the brand's journey, the science behind Mitochondrial health, the challenges and art of a successful rebrand, and the broader cultural significance of “living well, longer.”

Key Discussion Points & Insights

1. Longevity: From Prediction to Beauty Buzzword

• Carlene and Jill reflect on predicting ‘longevity’ as 2024's leading trend:
  • “Longevity...everything to do with biohacking and improving our health span is top of mind these days.” (Carlene, 01:15)
• The term now dominates wellness marketing, from supplements to curated beauty boxes.

2. Jamie Holmes: Beauty Industry Powerhouse

• Introduction to Jamie’s CV:
  • Roles at Benefit, Ole Henriksen, Two Faced, Marc Jacobs Beauty, Goop.
• Favorite founder? Jamie singles out Ole Henriksen:
  • “He had such a presence and positivity that was really just contagious...he gave us such incredible inspiration when we embarked on a rebrand journey.” (Jamie, 04:41)

3. Rebranding in Beauty: Art, Nerves, & Success

• When is it time for a rebrand?
  • Jamie: “The goal is also about simplification...staying true to the brand identity and the point of differentiation.” (05:54)
• Case study: Ole Henriksen’s turnaround
  • Rationalizing a bloated lineup, repositioning the founder, launching the Banana Bright Eye Cream.
  • “We introduced...the first skincare meets makeup hybrid product...it became the number one prestige eye cream in its first 30 days.” (Jamie, 09:13)

4. Timeline Skincare: Why Jamie Joined & the Rebrand Vision

• “What stood out to me...was really the scientific rigor...over 15 years in research and development.” (Jamie, 11:56)
• A deeply personal element: Jamie’s interest in longevity inspired by the recent passing of her father.

5. What’s New at Timeline: Full Routine, Visual Identity & Experience

• From three products to a complete regimen: cleanser, exfoliator, two moisturizers, serum, new eye cream—each thoughtfully designed.
• “Mitopure has this really beautiful buttery golden yellow color...we very thoughtfully decided to introduce that into the new packaging.” (Jamie, 13:08)
• Practical touches: pressed pumps for precision, hygienic packaging, mini cryo spoons for eye cream.

6. The Science: Mitochondrial Health & Mitopure

• Origins: Brand was ingestible-focused; supplements, then gummies.
• What is Mitopure?
  • “A pure and patented...precise dosage of urolithin A...supports the process of mitophagy, recycling damaged mitochondria and renewing them with new healthy mitochondria.” (Jamie, 16:58)
• Supplements vs. Skincare:
  • Supplements: Energy, endurance, improved mobility, reduced brain fog—noticeable in 30 days.
  • Skincare: Hydration, firmness, texture, radiance—visible improvements in 15 days.

Notable Quote:

“We want you to feel your healthiest, your most beautiful over the course of a lifetime. We are not a brand that’s saying we are erasing signs of aging...aging is a privilege.”
(Jamie, 20:31)

7. Swiss Longevity Culture: It’s in the Air

• Jamie describes the Swiss setting—abundant nature, craftsmanship, and scientific rigor.
  • “From second you arrive, you’re really immersed in the beauty and the longevity and just the abundance of the place itself.” (Jamie, 22:17)
• Longevity isn’t a hack but a lifestyle, rooted in routine activity, careful research, and striving to create “the best in the world.”

8. Hero Products, Pricing & Biotech Value

• Jamie’s pick: Resurfacing Exfoliator—gentle yet effective, transformative for skin texture.
  • “Honestly, I get probably more compliments from when I’m using it...it’s super powerful...but also gentle.” (Jamie, 24:48)
• Price positioning:
  • “The price positioning...reflects the investment that we’re making...in research, development, clinical testing...at an active and functional level.” (Jamie, 26:11)

9. Application Tips: Serum

• Seamlessly fits into morning and night routines, safe with retinol and vitamin C.
  • “No sensitivity, no reactivity, no downtime with this one.” (Jamie, 27:47)

10. Trends, Standout Brands & Industry Pitfalls

• Brands getting it right: The Maker (fragrance); excellent storytelling and authenticity.
• On beauty hype:
  • “Anything that tells you it’s going to completely change your skin or reverse signs of aging...in like a moment or a matter of hours is not real.” (Jamie, 32:11)
• Warning about AI dermatologists and influencer claims: Do your research.

Notable Quotes & Memorable Moments

• “He said ‘I love you’ at the end [of our first call] and I was like...is this OK? But he was consistent...he made everyone feel special.”
  (Jamie, 04:41)
• “Aging is a privilege. To see any lines or marks on the face is representative of living a full life.”
  (Jamie, 20:31)
• “Be careful about what you see and what you believe, genuinely.”
  (Jamie, 32:11)
• “[Timeline’s] price reflects that investment… we are really rigorous in the complete experience of the product and its performance.”
  (Jamie, 26:11)

Timestamps for Key Segments

• [01:04] Longevity as a beauty/wellness trend
• [04:41] Jamie Holmes on Ole Henriksen and rebranding
• [11:56] What drew Jamie to Timeline & the importance of research
• [13:08] Details on the new Timeline lineup, design, and customer experience
• [16:58] Mitopure and the science behind Timeline
• [20:31] What “longevity-driven” really means
• [22:17] Longevity culture in Switzerland
• [24:48] Jamie’s favorite product from Timeline
• [26:11] Timeline’s pricing and biotech value
• [29:27] Jamie’s picks for standout brands and industry analysis
• [32:11] Marketing claims vs. scientific reality

Final Highlights: Looking Ahead

• Upcoming Launch: Timeline’s Longevity Lab pop-up in Soho, NYC: “First time the experience of the brand comes to life in real life...October 8th through 11th.” (Jamie, 33:33)
• Closing sentiment: Jamie’s enthusiasm for science-driven, purposeful, and honest beauty—where longevity is embraced and aging is a celebrated privilege.

For more details or the Timeline offer mentioned, visit timeline.com/breaking and use code BREAKING.

(End of summary)