Martha Stewart on Wednesday launched her first beauty brand, Elm Biosciences, releasing a two-product "Dual Pathway Skin System" that pairs an oral supplement with a topical serum.
The collection includes the Inner Dose Daily Skin Supplement and the A30 Elemental Serum, the company said. The serum, which features a proprietary A3O Complex designed to address UV damage, pigmentation, dehydration and irritation, retails for $135. The brand says the oral formula is intended to address internal contributors to aging such as inflammation, oxidative stress and hormonal imbalance. The pair is offered individually and at a lower combined price as a bundle.
Stewart said she developed the line to simplify her routine after seeing many products on her bathroom shelves. She credited New York dermatologist Dr. Dhaval Bhanusali as a collaborator on the formulations; Bhanusali is the same skincare professional who helped formulate Hailey Bieber's Rhode products.
"In my bathroom, all the shelves on one wall housed pretty much all the different kinds of wonderful skin care products…and I really wanted to simplify my daily routine," Stewart told InStyle. Stewart also posted a selfie with the bottle on Instagram, writing, "My skin is tight. It is very clear. Few pores are evident and my skin radiates good health and good care."
Stewart said longtime makeup artist Daisy Toye has noticed improvements in texture and tightness since Stewart began using the new products. The company framed the Dual Pathway approach as addressing both external and internal signs of aging, with the serum targeting visible skin concerns and the supplement intended to support skin health from within.
Elm Biosciences positioned the A3O Complex as proprietary and engineered to reduce visible signs of aging; the brand provided no independent clinical data in its initial release. Pricing and availability were listed on the brand's direct channels at launch, and the company emphasized the bundle as a cost-saving option for consumers who want both products.
At 84, Stewart — known for her career as a lifestyle and domestic guru — is expanding her business into the beauty market with a limited initial offering. The launch follows a growing trend among celebrities and lifestyle entrepreneurs who enter the skincare market with physician collaborators and supplement-plus-serum concepts.
Elm Biosciences did not disclose broader rollout plans, clinical study results for the A3O Complex, or long-term product roadmap in its launch materials. Stewart's public statements and social posts frame the launch as a personal effort to streamline daily care while offering a science-backed product pairing developed with an established dermatologist.
