ABOUT US
Philosophy
Optimize USA is dedicated to providing experiential and advanced skincare products for all skin types and conditions using natural, organic, and cosmeceutical ingredients that deliver superior results, which will not only reflect on your clients–but also on your business! Being from the city of San Francisco–a melting pot, we thoroughly understand and specialize in addressing the needs of different ethnic skin tones and properties.
Our clinical skincare line is rooted in nature, which is sourced for crafting powerful, science-backed formulations. From sight to smell, we strive to elevate your senses using the synergy of pure, potent essential oils in our artisanal blends. Our products are praised by Dermatologists, Ayurvedic Practitioners, and Skin Professionals from all around the country.
OUR PRODUCTS ARE FREE OF SULFATES • PARABENS • SYNTHETIC FRAGRANCES • MINERAL OILS • ARTIFICIAL COLORS • ANIMAL TESTING
Origin
Developed by a research chemist and formulator, our journey began in 1991 on the trendy street of Union Street in San Francisco with the launch of a high-end skincare boutique called ‘Union Street Apothecary.’ Our in-house, fresh, small batch formulations attracted an eclectic range of skin personalities to our shop.
Union Street Apothecary re-design their e-commerce shop, and their brand; Optimize USA to give back to our skincare community. So here we are, making skincare more accessible, scalable, and affordable for new and experienced skin professionals, globally–while providing a no-minimum limit on orders and sharing over 35 years of our industry knowledge.
Circa 1991, Union Street, San Francisco
Circa 2006, Union Street, San Francisco
Training & Education
Along with our products, we provide in-depth training and education. Distances are the thing of the past, which is why are available to train you and your team via Skype/Video Call. We offer in-person, hands-on training as well. Please Contact Us to learn more and set up some time.
Hassan
President & Formulator
Hassan’s curiosity of reading ingredient labels turned into the conception of a customized skin care boutique. A bonafide chemist and expert formulator, Hassan found many of the skin care products in the market to have contained unnecessary fillers, with very few active ingredients. Thus, he was inspired to create his product lines without any ‘fillers’ and ‘fluff.’ Eager to gain thorough knowledge about skincare and how to best customize his formulations for clients, Hassan completed his further education at a beauty school–as an esthetician. This scientist didn’t stop there, he expanded the business by adding aromatherapy to his products. Hassan’s passion, of a chemist combined with the knowledge of an esthetician, makes Union Street Apothecary stand tall and proud for 27 years and successfully launch its line for professionals, Optimize USA.
What I’ve understood in so many years that we have to be aware of what exactly we are using and how it’s delivering. If the delivery system is weak then the product is just sitting on the surface of the skin, and make you feel good, rather then doing good to your skin. It’s a total waste of the product!
Seema
Vice President & Educator
Seema is an esthetician and skin care consultant with over 36 years of experience in the skincare industry. Her interests are quite varied; her educational background includes double masters in political science & tourism, fashion designing and cosmetology training from the renowned Shahnaz Husain Cosmetology Institute in India. Because of the keen interest and natural skill in skin care, she decided to further her education and training in this field after moving to California. She obtained her esthetician certification in San Francisco, European facial and skin analysis training in Los Angeles, along with training in microdermabrasion and skin peels in Santa Cruz. It was a long-term dream of hers to start and optimize an affordable yet high-quality professional line for her fellow peers in the industry. Here, at optimize-usa.com, she is making it a reality.
One of her other expertise, in the art of eyebrow shaping, earned her a unique title of “lady with the magic fingers” by “7 by 7” magazine!
I have a breadth of experience working with a diverse clientele, which has helped me better understand needs of the skin as well as the requirements of a skincare professionals. This has lead me to effectively come up with fresh ideas for formulations, which were then brought to life by my partner and chemist, Hassan.
Shikha
Content Strategist
Shikha is a content strategist for our brand, products and their value proposition. She is a compelling communicator and works with an analytical approach. She has an in-depth understanding of consumer behavior and is able to convert that into actionable campaigns. Shikha has played a pertinent role in building solid client relationships, identifying opportunities and accelerating growth. Her business acumen and capability to translate human insights to commercial outcomes has helped us optimize our business. She is very creative and consistently reinvents herself. She has strong inter-personal skills, has a great attitude, and her positivity is infectious.