A New Era of Evidence-Based Skincare with Matter of Fact

By Louise May

Salon Pro Australia has joined forces with Ed Connaghan and Denise Russell—global salon industry leaders behind brands like Olaplex, K18, and Goddess BioTech BlowOut—to bring MATTER OF FACT to the Australian and international market.

At the forefront of its Australian launch is Simon Pitt, a respected distributor with four decades of industry experience. Through his new venture, Salon Pro Aus (SPA), Simon is leading the rollout of MATTER OF FACT to salons, clinics, and spas nationwide.

We spoke with Simon about the brand’s arrival, what sets it apart, and why MATTER OF FACT is making waves in the professional beauty space.

Editor of Mocha Beauty Louise May chats with Simon Pitt about the launch of MATTER OF FACT.

Can you tell us about the history of MATTER OF FACT?

Paul Baek, founder and CEO, created MATTER OF FACT in 2018 to develop innovative delivery systems for proven ingredients. Its first major innovation is a waterless, high-potency Vitamin C (ascorbic acid) serum that remains stable, smooth, and non-gritty. Before launching the brand, Paul worked in start-ups and tech, including Atom Factory—investors in Spotify and Warby Parker.

He also had a successful music career in South Korea and holds degrees from Harvard, Wharton, and the University of Pennsylvania. He trained in cosmetic formulation under a veteran developer.

How did the partnership come about?

I’ve worked with Ed and Denise for nearly 30 years across multiple brand partnerships, so when this opportunity came up, it was a natural fit. My wife Megan, a qualified beauty therapist with 30 years of experience and a current educator in beauty therapy, is also involved— her expertise brings great depth to our work with MATTER OF FACT.

What makes MATTER OF FACT unique?

Several distinct factors set the brand apart:

• Science-led formulas – All products are grounded in peer-reviewed research, with no trend-driven fillers or marketing gimmicks.

• Stabilized Vitamin C – The Ascorbic Acid 20 Brightening C Serum features a patent-pending, waterless formula that keeps L-ascorbic acid stable and effective longer than typical serums.

• Transparency and minimalism – Ingredient lists are streamlined, avoiding unnecessary additives or irritants, with full transparency around sourcing and testing.

• Elegant textures – Products are designed for a superior user experience: smooth, lightweight, non-greasy, and easy to layer.

• Straight-talking branding – True to its name, the brand is direct, educational, and grounded—focused on real results, not exaggerated claims.

What are the key ingredients used in the range, and what are the benefits?

MATTER OF FACT is built on transparency and efficacy, using highpotency, research-backed ingredients to address concerns such as dullness, discoloration, and fine lines. Below is an overview of the key ingredients and their benefits:

Key Ingredients & Benefits

L-Asorbic Acid (20%)

Function: The purest, most researched form of VitaminC

Benefits: Brightens skin, reduces discoloration, improves fine lines, and protects against environmental stressors

Ferulic Acid

Function: Potent antioxidant

Benefits: Enhances Vitamin C stability and adds antioxidant protection

Maritime Pine Complex (Pinus Pinaster Bark Extract)

Function: Antioxidant-rich botanical extract

Benefits: Supports Vitamin C stability and provides additional defence

Panthenol (Pro-Vitamin B5)

Function: Humectant and skin-conditioning agent

Benefits: Hydrates, soothes, and strengthens the skin barrier

Glycyrrhetinic Acid (Licorice Root Extract)

• Function: Anti-inflammatory agent

• Benefits: Reduces redness, soothes irritation, and helps even skin tone

Niacinamide (Vitamin B3)

• Function: Multi-tasking skincare active

• Benefits: Boosts elasticity, reinforces the skin barrier, evens tone, and reduces dullness

Azelaic Acid

• Function: Naturally occurring acid

• Benefits: Brightens, fades dark spots, and reduces inflammation

Retinol

• Function: Vitamin A derivative

• Benefits: Promotes collagen, speeds up cell turnover, and softens fine lines

Bakuchiol

• Function: Plant-based retinol alternative

• Benefits: Delivers similar anti-aging benefits with reduced irritation—ideal for sensitive skin

Hyaluronic Acid

• Function: Powerful humectant

• Benefits: Attracts and retains moisture, visibly plumping and hydrating the skin

MATTER OF FACT combines these high-quality actives in elegant, effective formulations, staying true to its mission of delivering real, visible results through evidence-based skincare.

What makes this the ideal brand for skin and hair professionals?

MATTER OF FACT is considered ideal for professionals due to its science-first approach, ingredient innovation, and clinical credibility. Here’s why it stands out:

Clinically Backed Formulations: Products are developed using peerreviewed research and clinical trials, appealing to professionals who value evidence-based skincare.

Stable and Effective Ingredients: A key innovation is its patent-pending stable Vitamin C formulation. Ascorbic acid is typically unstable, but this waterless technology ensures lasting potency and consistent results— critical for client outcomes.

Minimalist and Targeted Range: Rather than a broad, generic lineup, MATTER OF FACT offers a streamlined range of high-performance products, making it easier to integrate into treatment protocols and retail recommendations.

Transparency and Ingredient Integrity: The brand avoids unnecessary additives and discloses full ingredient details. Formulations are designed to be non-comedogenic, hypoallergenic, and free of common irritants— aligning with professional skincare standards.

Expert-Led Development: Founder Paul Baek brings personal experience with hyperpigmentation and a strong background in chemistry and beauty. His blend of technical skill and user insight resonates with professionals seeking results-driven products.

Professional-Friendly Branding: MATTER OF FACT avoids exaggerated marketing and focuses on facts, data, and real results—mirroring the tone used by dermatologists and skincare experts.

Client Compliance and Ease of Use: Formulas are simple to incorporate into daily routines, supporting better client adherence and long-term skin improvements—an essential factor for practitioners.

In short, MATTER OF FACT combines clinical science, innovative formulations, and transparent branding to offer professionals a reliable, effective skincare solution.

Who is the range best suited for?

MATTER OF FACT is best suited for individuals who want intelligent, effective skincare—especially those with sensitive skin or aging concerns—without the clutter of overcomplicated routines.

What are the standout products in the range?

Founded by Paul Baek, MATTER OF FACT is known for clinical performance, ingredient integrity, and smart formulation. The following are standout products in their results-focused range: Standout Products:

Brightening + Firming Serum

• Key Ingredients: 20% L-Ascorbic Acid, Ferulic Acid, Maritime Pine Extract

• Benefits: Brightens dull skin, reduces discoloration, improves firmness

• Highlights: Potent antioxidant blend for radiance and tone Wrinkle + Texture Concentrate

• Key Ingredients: Encapsulated Retinol (0.2%), Azelaic Acid, Bakuchiol

• Benefits: Smooths fine lines, improves texture and clarity

• Highlights: Combines retinol and bakuchiol for results with reduced irritation

Minimalist Hydrating Moisturizer

• Key Ingredients: Pro-Vitamin B5 (5%), Liquid Crystal Lipids, Centella Asiatica

• Benefits: Long-lasting hydration and barrier support

• Highlights: Lightweight texture suitable for daily use Resurfacing + Hydrating Serum

• Key Ingredients: 13.5% Multi-Acid Blend, Niacinamide, Galactoarabinan

• Benefits: Exfoliates and hydrates, improves clarity and texture

• Highlights: Balances exfoliation with hydration—great for oily or breakout-prone skin

Barrier + Antioxidant Treatment

• Key Ingredients: Liquid Crystal Lipids (20%), Bakuchiol, Turmeric Root

• Benefits: Strengthens skin barrier and protects from oxidative stress

• Highlights: Designed for skin resilience and recovery

Maximalist Age-Defying Moisturizer

• Key Ingredients: Peptides, Hyaluronic Acid, Niacinamide, Hexylresorcinol, Bakuchiol

• Benefits: Targets signs of aging, boosts plumpness and glow

• Highlights: Rich formula for deep nourishment and youthful skin

Remove + Replenish Gel Balm Cleanser

• Key Ingredients: Glycerine (85%), Cleansing Esters, Phytic Acid

• Benefits: Removes impurities while maintaining hydration

• Highlights: Transforms from balm to gel; effective and gentle

These formulations reflect MATTER OF FACT’s commitment to delivering effective, elegant skincare backed by clinical research—offering targeted solutions for brightness, hydration, aging, and skin integrity.

Is the range suitable for all skin types?

Yes, MATTER OF FACT is formulated for all skin types, with a focus on inclusivity and skin tolerance. The range targets concerns like dehydration, discoloration, and signs of aging, using research-backed, dermatologically tested ingredients designed to minimise irritation—making it especially suitable for sensitive skin.

For example, the Minimalist Hydrating Moisturizer is crafted for sensitive skin, delivering long-lasting hydration in a lightweight, soothing texture. The Brightening + Firming Serum has demonstrated clinical efficacy in improving tone, texture, and elasticity across a variety of skin types.

Founder Paul Baek, who personally experienced oily, acne-prone skin, created products like the Resurfacing + Hydrating Serum to address such concerns gently, without stripping or irritating the skin.

What education or training will be available?

MATTER OF FACT provides tailored education for both consumers and professionals, reinforcing its science-based approach.

Consumer Education:

• Skincare Routine Guidance: Structured routines are broken into stages—the basics and the essentials—helping users understand foundational skincare and when to introduce additional steps.

• Clinical Transparency: The brand shares details on product formulations and clinical testing, empowering consumers with informed choices.

Professional Education:

• Educational Leadership: Vice President of Global Sales & Education, Minarto Fnu, brings over 17 years of beauty industry experience, leading the development of professional education content.

• In-Salon Training: A dedicated trainer will soon be introduced to support salons and spas with hands-on education. With over 30 years’ skincare experience, this role will offer personalised training and ongoing support nationwide.

Additional Resources:

• Video Content: Founder Paul Baek appears in educational videos that explore formulation science and product development.

• Local Education: Salon Professional Australia will soon launch more in-depth content, including interviews and training videos to support salon professionals.

More educational resources are available via the brand’s official website and video library.

How can salons, clinics or spas get started with the brand? To open an account, simply visit www.salonproaus.com.au and register your salon.

@matteroffact_aus @salonproaus

SIMON PITT