Beauty Industry Veterans Launch Relab to Treat Psoriasis Before Flare-Ups

New skincare brand Relab has entered the chronic skin condition space with three products developed to tackle psoriasis at the first signs of a flare-up and provide long-term barrier support. The company was co-founded by Eric Cowles, previously president of Dr. Dennis Gross Skincare and a L’Oréal general manager for Decléor, Carita and SkinCeuticals, and Ellie Schmidt, whose product development and formulation credits include Murad, Moon Juice and Flamingo Estate.

The launch targets a category that has historically depended on prescription and over-the-counter treatments for symptom management, often supplemented by daily skincare to maintain the skin barrier. Relab aims to bridge the gap between early flare-up care and ongoing barrier maintenance with its initial lineup.

The collection includes the Barrier Restore Body Cream at $62, the Barrier Restore Face Cream at $55, and the Active Rescue Psoriasis Cream at $72. Each product is designed to work in tandem, helping to soothe irritation and reinforce skin health.

Relab’s approach centers on effector protein technology, which Cowles said came from scientists with decades of experience in the space. He noted that promising ingredient technologies often spend years or even decades inside corporate R&D before reaching consumers, and that appeal drew him to Relab. Dermatologist Andrea Rencic, a clinical advisor and principal clinical investigator at Relab, emphasized that the key differentiator of the technology, YopM, lies in where it acts in the inflammatory process.