hi, i'm alyssa ashley. founder of irl skin.

growing up in a west indian household, self-care wasn't a routine. it was a lifestyle, rooted in natural ingredients used both in my diet and on my skin.

i believe skincare is about more than skin. confidence is not something you're born with. it's built through life's challenges, through resilience, and through the daily choice to care for yourself. after experiencing firsthand how stress impacts both our well-being and our skin, i became obsessed with a simple question: what if skincare could do more than improve your complexion? what if it could help break the cycle of stress itself?

that's why i'm building for a generation of ambitious minds and stressed skin. our mission is to break the cycle of stress through skincare.

alyssa ashley, founder of irl skin
alyssa ashley lifestyle

the IRL story


IRL Skin x Cold Stone Creamery Launch Event

december 2024

irl skin x cold stone creamery launch event — culver city, ca

may 2025

top 5 winner of the city of la beauty & the biz accelerator program

City of LA Beauty & The Biz Accelerator Program
Therapy for Black Girls Podcast

june 2025

therapy for black girls podcast media introduction

october 2025

partnerships with formulafig, goodrx, culturecon, 15pp, heyday nyc, and bevel

Essence Product of the Week

november 2025

essence product of the week

december 2025

1 year anniversary — dumbo house x irl skin marketplace

Byrdie Next Emerging Beauty Brands

february 2026

byrdie's next emerging beauty and wellness brands

beautymatter: gen z slowing down the playbook

BeautyMatter Gen Z

june 2026

launch on essence shop

Launch on Essence Shop