One Bottle, Winter-Proof Skin: Inside The “Less Is More” Philosophy Behind Iho Skin

When winter hits, skincare routines have a way of getting complicated—more layers, more steps, more confusion. Toronto-based indie beauty brand Iho Skin is doing the opposite. Founded by Emma Bitove in response to her own dry, breakout-prone skin, the brand has just relaunched its single hero product, The Solution—a bi-phase serum designed to hydrate, nourish, clarify, and brighten in one simple step. In this Q&A, Emma shares why she believes fewer products can deliver better results, how winter skin inspired the formula, and why simplifying your routine might be the most effective beauty move you make this season. —Noa Nichol

Iho Skin was born from your own experience with dry, breakout-prone skin. What gaps did you feel existing skincare wasn’t addressing—and how did that personal frustration shape The Solution?

As someone who dealt with dry, acne-prone skin for years, I felt like I was constantly choosing between hydration and clear skin. Most acne products aren’t made with dry skin in mind, and they left my skin feeling stripped and ultimately more prone to breakouts. I was layering products but never seeing the results that I wanted. That frustration really shaped The Solution. I wanted one product that delivered real hydration and nourishment, while still helping keep breakouts in check.

You relaunched with just one hero product, which is a bold move in a crowded beauty market. Why was it important for you to focus on doing one thing really well rather than expanding the line?

Iho Skin is all about simplifying skincare routines. The skincare space can feel crowded and overwhelming, and I didn’t want to contribute to that. Focusing on one hero product allowed me to be intentional about every ingredient and detail, while also showing that you don’t need five different serums to achieve healthy skin. As a solo business owner who handles the research and development myself, focusing on one product also made it possible to give it the attention it deserved, which would have been difficult had I launched with multiple products at once.            

The Solution is a bi-phase formula that replaces both a serum and a moisturizer. How do you see this kind of multitasking product fitting into how people want to care for their skin today—especially during winter?

I think people are craving simplicity, especially during winter when skin is already under stress from the cold weather. The bi-phase formula gives you the nourishment of an oil with the lightweight, active-driven benefits of a serum, without the need for multiple steps. It fits into busy mornings, lazy evenings, and colder months when skin needs a little more love and nourishment. 

The ingredient list balances hydration, acne care, and anti-aging, which don’t always coexist easily. What was the biggest challenge in creating a formula that truly works for sensitive, breakout-prone skin?

The biggest challenge was creating a formula that could truly multitask without overwhelming the skin. Breakout-prone skin is often treated aggressively with harsh actives, but in my experience that only worsens dryness and inflammation. I focused on ingredients that hydrate and nourish while gently supporting clarity and long-term skin health. My goal was making it effective enough to see real results, but gentle enough to use every single day.

“Less is more” is at the core of Iho Skin’s philosophy. Beyond simplifying routines, what do you hope this mindset gives people—emotionally or mentally—when they care for their skin?

“Less is more” for me is about taking the guesswork out of skincare. I wanted to create a product that reduces the need for people to layer multiple serums/oils/moisturizers, or constantly question what to use and in what order. When one product can do more, routines become simpler, more consistent, and easier to maintain long term. Skincare routines should feel straightforward and manageable, and like a moment of calm and relaxation rather than something that feels like another chore. 

Win! 1 of 5 Bottles Of The Solution!

Congrats Deb W. of Edmonton, AB, Elizabeth J. of Surrey, BC, Krista W. of Calgary, AB, Lisa L. of Airdrie, AB, and Susan M. of Mississauga, ON, who will each receive a bottle of The Solution! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.