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Dr. Murad founds Murad, Inc., the first brand of clinical skincare products, setting a new standard for high performance skincare. Dr. Murad launched what he called his “skincare revolution” at a speaking engagement at Esthetics’ West Expo in May of 1990. His manifesto was simple “skincare is healthcare.” His vision was to bring skincare professionals of all stripes together to work as a team, using scientifically proven formulas and technologies, to help people achieve the healthiest, most beautiful skin possible. Dr. Murad founds Murad, Inc., the first brand of clinical skincare products, setting a new standard for higWhen Dr. Murad began to research ways in which the body could be encouraged to hold water more efficiently, he discovered the key was holding water within cells where it does the most good. Testing and validating The Cellular Water Principle® theory in scientifically controlled research studies, Dr. Murad established that most common dermatological and health problems relate to cellular hydration at their most fundamental level. performance skincare.Dr. Murad identifies Cultural Stress®—the unrelenting day–to–day stress of modern living—as a major factor contributing to the chronic exhaustion, declining health of people of all ages and a significant impactor of skin health. This forms the brand’s social purpose, Eye’s Up, which was launched in 2017. Wellness is health, plus well-being. It’s not only being free of disease and stress, but equally important is a sense of happiness, passion, gratitude and accomplishment. Howard Murad, M.D., FAAD, is recognized around the world as a leading visionary for his unmatched scientific innovations. A board-certified dermatologist, trained pharmacist and Associate Clinical Professor of Medicine at the Geffen School of Medicine, UCLA, Dr. Murad has personally treated over 50,000 patients.