Erin and Sara Foster are making a smooth debut in beauty messaging—putting aside traditional tropes in ads that are congested with unattainable narratives. Instead, as Dermalogica’s new brand ambassadors, the sisters are showing they’re in on the joke in a new campaign for the brand’s Daily Microfoliant. The goal: make skin care feel effortless and relatable.
The Fosters launch the campaign on Thursday in a video, satirizing celebrities who want to go unnoticed in public. “I want to be lowkey, sometimes I’m craving privacy,” said Sara in the ad spot, where she’s seen clad with a hood and sunglasses and a shirt emblazoned with “I Am Sara Foster” at a cafe alongside Erin. When she’s approached by a passerby, Sara preemptively offers to take a selfie, only to realize that her face is recognized for a different reason. “I have no idea who you are, I just wanted to ask about your skin—it’s literally glowing.” The clip ends with a message of acting smooth in all interactions, including skin care, with Sara applying the brand’s bestselling Daily Microfoliant.
The sisters said their goal was to make skin care a fun and authentic conversation. “We wanted this campaign to feel real, like the way we actually talk to each other,” said Erin. “One of my favorite moments on set was when we were joking about all the bad skincare habits we’ve had, because it’s the kind of thing people actually relate to. We love that Dermalogica is a brand that lets us have that conversation instead of making skincare feel scary and intimidating.”
Sara added, “We’re not here for the idea that you need to have perfect skin 24/7 or that taking care of yourself has to be this intense, unachievable thing.”
Teaming with Dermalogica was an organic partnership as the sisters have always had the brand close to home. “Our mom was our original skincare enthusiast,” Erin said. “She took her routine very seriously—she’s the kind of mom who had an actual regimen before we even knew what moisturizer was. Dermalogica was one of the brands that was constantly in her bathroom.”
Sara added that as youths they were “stealing” their mother’s products and got early lessons on what not to do to their skin. “I remember using a different exfoliant way too aggressively as a teenager and wondering why my face was red. But as we got older, we realized she actually knew what she was talking about. Now, we’re all about smart skincare, and using those products that work but don’t require a Ph.D to use.”
Indeed, the sisters have their routine down to a science—a relatable science. “My number one rule is SPF and exfoliating, always. Anything that is easy to understand is always a plus, too,” said Sara. “We don’t have time for 12-step routines,” Erin added. “I love anything that’s multitasking, like the Daily Microfoliant, because it exfoliates and brightens in one step.”
For the cofounders of clothing and accessories brand Favorite Daughter, the campaign is the beginning of a long-term partnership with Dermalogica. And it comes at a busy time as their label expands into the footwear category with a collaboration with Dr. Scholl’s that will release in May, and they also serve as co-producers of Netflix’s “Nobody Wants This.”
As women in fashion and Hollywood, they see their partnership with Dermalogica as an alignment with their ethos of using self-care and beauty as empowerment while under the microscope.
“There’s always going to be pressure, but we’re not trying to look 20 forever, we just want to look and feel like the best versions of ourselves,” said Sara. “That’s why we love Dermalogica. It’s not about quick fixes or pretending you don’t age, it’s about actually taking care of your skin in a healthy way that makes sense.”