Routine: Your Skin, Rebalanced
Science Backed. Powered by Peptides.
Turning complex peptide science into a skincare experience people can understand, trust and want to be part of.
Built on Science Made for Skin
Routine (a skincare brand part of Pinnacle Science Laboratories in North America) had a strong product formula but required a brand to activate.
Peptide Market
The global peptide therapeutics market size was valued at USD 131.95 billion in 2025, in a highly regulated industry that crosses borders between clinical skin recovery and the beauty industry.
Brand Experience
Routine relied on a dynamic brand proposition and customer experience that exceeds.
Distinct Positioning
The challenge was to communicate sophisticated peptide science without becoming overly clinical, technical or indistinguishable from other cosmeceutical brands.
Concept
Routine offered clinically informed, peptide-rich formulations and a clear philosophy: fewer unnecessary ingredients, simpler rituals, and a strong focus on long-term skin health.
That gave the brand a compelling foundation, but it still needed to be translated into a distinct and cohesive brand and customer experience. The idea wasn't to be less scientific, but to be more human.
The product experience
Four products, one coherent routine. Routine launched with four products designed to work as a clear, considered system.
Clinical Integrity
Rescue+ Serum
$89
Clinical Integrity
Recovery-First Mindset
Hydrate+ Lotion
$129
Recovery-First Mindset
Simplified Routine
Restore+ Cleanser
$89
Simplified Routine
Clean without compromise
Restore+ Cleanser
$89
Clean without compromise
Clinical Integrity
Rescue+ Serum
$89
Clinical Integrity
Recovery-First Mindset
Hydrate+ Lotion
$129
Recovery-First Mindset
Simplified Routine
Restore+ Cleanser
$89
Simplified Routine
Clean without compromise
Restore+ Cleanser
$89
Clean without compromise
Clinical Integrity
Rescue+ Serum
$89
Clinical Integrity
Recovery-First Mindset
Hydrate+ Lotion
$129
Recovery-First Mindset
Simplified Routine
Restore+ Cleanser
$89
Simplified Routine
Clean without compromise
Restore+ Cleanser
$89
Clean without compromise
Clear values Clinically honest care
Each product was given a distinct role within the range, supported by packaging and communication that helped consumers understand what the product does, how it fits within a routine and the purpose of its key ingredients.
Peptide repair
GHK-Cu → stimulates collagen + elastin, helping skin recover from procedures and daily stress.
Expression line care
Argireline® → softens dynamic wrinkles by reducing muscle contractions at the skin’s surface.
Barrier support
Panthenol, and niacinamide → restore hydration and strengthen the skin barrier.
Deep hydration
Hyaluronic acid → holds up to 1000x its weight in water, plumping and hydrating the skin.
- Transparency
- Accessibility
- Clinically Safe
- Eco-Conscious
- Lab Verified
The five brand principles
MPF developed a brand platform built around the five central principles of Routine.
Clean Without Compromise
A considered formulation philosophy without sacrificing performance.
Transparency
Clear communication about what is in each product, what it does and why it is there.
Clinical Integrity
Science-led products grounded in credible formulation.
Recovery-First Mindset
A focus on supporting the skin rather than continually disrupting it.
Simplified Routine
Fewer products and clearer rituals designed to make skincare easier to navigate.
Impact
MPF built the brand strategy, identity, packaging and go-to-market experience for Routine (Pinnacle Science Laboratories), a peptide skincare brand that launched in North America. Routine launched with four products and has been recognised with a 2026 Skin Anarchy Top Pick and a 2026 Science of Skin Award.
Healing, repair and skin regeneration.
50+
years of research on GHK-Cu copper peptide
Routine bridges clinical credibility with emotional reassurance.
Science-first, but never cold.
Premium, but not inflated.
Clean, but without relying on vague wellness language.
The brief was to make peptide science easy to understand in a regulated category.
MPF prioritised absolute clarity across all brand touchpoint, ranging from strategic positioning to packaging and digital media.
Dermatology meets strategic consultancy
Navigating the complexity that dominates the skincare category, MPF built the brand around clarity.
Brand Strategy
A simple promise.
Brand identity and key art.Product Strategy
The product already had the science. MPF gave it a story people could understand and trust.
Packaging
Design with a clear explanation of what each ingredient does and why it is there.
Web Design
Saturation covering e-commerce, socials, radio, communications and long-form written context. Everything was designed to make sophisticated skincare feel easier to understand. Not less scientific. Just more human.
Print Design
Campaign strategy designed for a simplified routine.
Science-Backed Skincare Effortless Radiance
Find Your Perfect Routine
Clinical Integrity
Science-led products grounded in credible formulation.
Recovery-First Mindset
A focus on supporting the skin rather than continually disrupting it.
Simplified Routine
Fewer products and clearer rituals designed to make skincare easier to navigate.
Clean without compromise
A considered formulation philosophy without sacrificing performance.
Transparency
Clear communication about what is in each product, what it does and why it is there.
