The Rise of: Software Skin

How a Pandemic and a Brilliant Idea Sparked Australia’s First Tele-Dermatology Skincare Brand.

 

It began with ambition as it so often does with start-ups. A 20-something regional-Victorian working as a corporate lawyer was living in London, where she had the idea to make prescription-grade skincare more accessible in Australia. After covid struck, she moved to Sydney to make it happen. This is The Rise of Software. 

Every now and then you speak to somebody who’s done something great and you think to yourself: This is the type of person who was always going to do something great. When I spoke with Niamh Mooney, co-founder of Software, it was immediately obvious that she’s the kind of person capable of creating a cult-followed brand with an ingenious business model. Intelligent, clear and to the point, it struck me as uncanny how her personality so closely resembled the business she created. 

Like all good stories, it’s not exactly obvious when this one began. Software was introduced to the world in August of 2020, but what led Niamh here came much earlier. A teenager living in regional Victoria, Niamh had to drive three hours into Melbourne to get a prescription from her dermatologist for her acne. Years later, while working long hours as a corporate lawyer in London, she stumbled across companies revolutionising dermatology by offering accessible, prescription-grade skincare through telehealth.

“I was absolutely fascinated by the idea of democratising dermatology,” she recalls. But at the time, it was merely an idea, not a plan. Then COVID-19 hit. By April 2020, she was back in Sydney, watching the world turn to Zoom consultations and online solutions for everything. This shift was the catalyst for what would become Software.

“Australia’s geography presented the perfect market for tele-dermatology,” she explains. “Access to dermatologists here is limited, and GPs are stretched thin. We saw an opportunity to adapt the model for Australian consumers.”

 

The Strategies That Propelled Software’s Success

Great brands are the side effect of good timing, others the side effect of excellent ideas. Software was the side-effect of both. The brand is a testament to strategic thinking, adaptability, and customer focus. Here are the key strategies that propelled the brand to its remarkable success:

 

  1. Clearly Defined Target Audience

From day one, Software knew its ideal customer: individuals seeking prescription-grade solutions for acne, hyperpigmentation, and signs of aging. Initially, 70% of its customer base consisted of younger individuals (ages 16–25) addressing acne, but the brand has since expanded to target older demographics seeking anti-aging treatments. This shift was intentional, aligning with a higher disposable income customer base and evolving marketing strategies.

Niamh reflects, “We started by being heavily UGC-focused, showcasing dramatic before-and-after transformations for acne. Over time, as understanding of ingredients like tretinoin grew, we leaned into targeting customers interested in long-term skin health and anti-aging.”

By listening to its customers through an engaged Facebook group of over 12,000 members, Software refined its product offerings, addressing real needs rather than guessing at trends.

“The insights we got from that Facebook group were incredibly important. They quite literally formed the basis of our product roadmap” Niamh recalls. 

 

  1. Distinct Branding and Positioning

Unlike many competitors in the saturated skincare market, Software positioned itself as both a service and a product. “This wasn’t just another over-the-counter skincare line,” Niamh explains. “We hammered home that Software is prescription-grade and designed by doctors. From the clinical tone of our messaging to the inclusion of dermatologists in marketing campaigns, we built trust and set ourselves apart. Under TGA regulations, you can’t mention prescription skincare in your marketing. We had to create a brand strategy in the confines of a regulated market which was really difficult, but better to do that than be another average skincare product sitting on the shelf.” 

In addition to the clinical positioning, the brand focused on educating its customers about active ingredients. Campaigns like “What’s the Difference Between Retinol and Retinoid?” became viral hits, solidifying Software as a trusted authority in prescription skincare.

 

  1. Leveraging Eucalyptus for Scale and Growth

Software owes much of its rapid growth to its parent company, Eucalyptus. As a health-tech powerhouse that also operates brands like Kin Fertility and Normal, Eucalyptus provided Software with the resources, infrastructure, and marketing expertise to compete in a market worth $3.9 billion in Australia alone.

“Running a skincare business is expensive,” Niamh acknowledges. “With Eucalyptus, we had access to everything from performance marketing expertise to operational support, which allowed us to scale quickly and focus on what mattered most—delivering results for our customers.” This partnership allowed Software to invest heavily in marketing, with approximately 80% of its initial spend and revenue going toward building brand awareness.

 

  1. Timing and Market Opportunity

It’s hard to teach people about something they don’t care about yet. So often start-ups will launch too early, or have a concept before the market is ready for it and will go on to endure a huge uphill battle, trying to educate people on why they need it. When the brand launched, there was already an awareness propelled by COVID-19 about prescription-grade skincare, and Software was strategic and clever enough to capitalize on that interest.  

“With people spending so much time on Zoom and experimenting with skincare routines, we saw interest in prescription ingredients like tretinoin skyrocket,” Niamh says. Google searches for terms like “tretinoin” and “prescription retinoids” soared, creating the perfect environment for Software’s educational campaigns to thrive.

 

  1. Expanding Product Lines Based on Customer Feedback

Initially launching with one core product—personalised prescription skincare—Software has since expanded its range to include complementary products like hydrating cleansers and vitamin C serums.

“We built our product roadmap based on direct feedback from our customers,” Niamh explains. “Through our community and surveys, we identified what people needed to support their prescription treatments.”

 

 

The Results Speak for Themselves

By 2025, Software had become a household name in Australian skincare, with a customer base split almost evenly between subscription users and one-time purchasers. Its move into retail, including a partnership with Priceline, marked a new chapter for the brand, broadening its reach while maintaining its core values.

Software Skin’s rise is a testament to the power of timing, distinct brand positioning, and strategic execution. In a crowded skincare market, it managed to differentiate itself by offering real solutions to real problems—all while maintaining a clear identity and a focus on customer education.

Want the Software effect? 

Let’s make it happen. 

contact@adorercontent.com

 

 

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