Passion for IMAGE

Why and how did you launch IMAGE Skincare?

I started IMAGE because of the passion I have for skincare and changing peoples’ lives. I started it because as an aesthetician, I had a problem no one was solving, rosacea. My own skin was a mess: sensitive, reactive, constantly red. Every product I tried either burned, broke me out, or overpromised and underdelivered.

I realised there was a massive gap in the industry; professional-grade skincare that was clean, effective, and accessible to both the licensed professional and the everyday consumer. So, in 2003, I set out to create it myself. No venture capital, no big corporate machine, just my kitchen, a handful of trusted chemists, and a vision to disrupt the status quo.

The ‘how’ was grit and passion. I packed product samples in my car, drove from spa to spa, and told my story face-to-face. I built trust one aesthetician at a time, backed by formulas that delivered visible results fast. I refused to use parabens or fillers, and I made sure every product was clinically tested and proven.


Fast-forward to today—IMAGE Skincare is in over 60 countries. Proudly, we are the number one professional skincare brand in the USA. But the mission hasn’t changed: create smarter skincare that works, without compromise. That’s why we launched, and that’s why we’re still here.

What were your aims and aspirations for the brand?

When I launched IMAGE Skincare, my aim was crystal clear—create the skincare I wished existed. As an aesthetician, I wanted clean, clinical, professional-grade products that delivered visible results without harsh ingredients. That didn’t exist, so I built it. My aspiration was to empower skin professionals with formulas they could trust, while making those same results accessible to everyone. I wanted to elevate the industry, disrupt the ‘fluff’ marketing, and stand for real science and real skin health. From day one, my mission was to help people everywhere age later —and to prove that with vision and grit, everything is possible.

The ethos is simple yet powerful: skincare that delivers professional results while caring for people, animals and the planet

What are the hero products and why?

When I was a practicing aesthetician, I saw the same story over and over—stressed, inflamed, sensitive skin with no real solution. That’s why I created Vital C Collection—it became our first hero products , our icon, and our promise that healthy skin was possible for everyone. From that single vision came a collection of orange-bottled heroes that changed Image forever: Vital C is where our story began— and why IMAGE Skincare became a global icon. These bright orange bottles are packed with multiple forms of vitamin C, delivering hydration, radiance, and comfort to every skin type, even the most sensitive.

Then came the non-negotiable of skin health: Prevention+Daily Sunscreens. We redefined SPF with products that protect, hydrate, and disappear into the skin. This line lives at the very core of our Age Later philosophy.

For instant gratification, we created Ageless Total Pure Hyaluronic Filler—six forms of HA that flood the skin with hydration and plumpness in seconds. It’s our professional’s secret weapon for that red-carpet glow.

With the MAX Stem Cell Crème and Serum, we pushed boundaries. Stem cells. Peptides. Cutting-edge technology. It’s where luxury meets science—and it delivers results you can measure.

And because we never stop innovating, we created our MD Restoring Power-C Serum—medical-grade vitamin C with ferulic acid and acetyl zingerone. Dermatologist-level protection and correction in a single drop.

Finally, the boldest of the bold—our Ageless+ Retinol Collection. Retinol is the gold standard, and we harnessed it in masks, serums, and crèmes that truly transform skin overnight. For professionals, this line is proof that Image means business.

These are our heroes and my personal favourites!

What is your ethical stance?

For IMAGE Skincare, great skin isn’t enough—it has to be achieved responsibly. The brand has built its reputation on clean clinical formulas that skip parabens, phthalates, mineral oils, and unnecessary fragrances, proving that high performance doesn’t have to come at the expense of safety.

It’s also proudly cruelty-free, aligning with today’s conscious beauty values, and has been steadily moving toward ecofriendlier packaging to reduce its footprint.


But perhaps what sets Image apart most is its Care for Skin Foundation, which funds reconstructive surgeries for children and adults in need around the world. The ethos is simple yet powerful: skincare that delivers professional results while caring for people, animals, and the planet.

What are you currently working on?

IMAGE Skincare isn’t standing still—we are leaning hard into the future of clinical beauty with a wave of new innovations. At the top of the list is VOL.U.LIFT, a first-ofits-kind ‘skin rebound’ complex designed for the GLP-1 era, tackling the volume loss and skin deflation that come with rapid weight changes.

Alongside it, the brand is expanding its Ageless+ Retinol Collection, a stepup system that lets skin build tolerance to retinol without the usual redness or downtime. Each formula is reinforced with IMAGE’s proprietary XOSM technology, a smart delivery capsule that keeps antioxidants fresher, stronger, and longer-lasting. And because prevention is everything, IMAGE is elevating everyday protection with its Daily Prevention SPF line—multitasking moisturizers that fuse sunscreen, hydration, and barrier defense in one sleek step.

From skin-plumping breakthroughs to next-gen retinols and smarter sun care, Image Skincare is proving that professional results don’t just keep up with beauty trends—they set them.

The future of IMAGE is fuelled by passion. Passion for skin health, for giving back through our Care for Skin Foundation, and for proving that when science and purpose meet, anything is possible.

That’s what keeps IMAGE at the top: products that work, people who believe, and passion that never fades.

Janna Ronert founded IMAGE Skincare in 2003 to solve her own rosacea struggle. Today, with 100+ products across 12 collections, IMAGE Skincare formulas are loved worldwide and used in millions of professional treatments. Now IMAGE’s chairwoman, Janna inspires women globally with her leadership. She was named Ernst & Young’s Entrepreneur of the Year in 2012 and ranks among the top 200 CEOs in the country.


What’s the brand’s philosophy?

When I created IMAGE, I wanted more than skincare. I wanted a philosophy that could guide everything we do. For me, I.M.A.G.E stands for:

Innovation
We never stop creating. Smarter formulas, better delivery systems, solutions that truly change skin.

Mission
Our mission is clear: professional results without compromise. Products that aestheticians trust and clients love.

Age later
This is our promise—to protect, prevent, and preserve skin so you can look and feel your best at every age.

Growing our aestheticians and their businesses
Our aestheticians are the heart of IMAGE. We invest in their growth with education, tools, and support
to help aestheticians and their businesses thrive.

Excellence
Excellence is our standard. In products, in people, and in passion. It’s why IMAGE is the #1 professional skincare brand today. That’s what I.M.A.G.E means—innovation, mission, age later, giving back, and excellence. And it’s the future we’re building every single day.