Beauty has evolved into a cultural currency in today’s society, altering how we perceive our innermost being and social credibility. As interest in cosmetic enhancements surges, so too has the accessibility and breakthroughs of modern medical procedures. Although often debated for its risks and broader implications, plastic surgery offers compelling advantages, providing many with a renewed sense of self-assurance and physical ease. In reality, the field is incredibly diverse and extends far beyond vanity. With balanced expectations, such treatments can lead to lasting life satisfaction.
However, like any tool, plastic surgery can be used to augment in a healthy way, or it can be overworked to the point where it becomes detrimental. As observed by Dr Yannis Alexandrides, the co-founder of 111SKIN, the core motivator behind plastic surgery dependency is the powerful, positive effect it has on a person’s self-esteem. This feeling of improvement and elevation is so rewarding that individuals often seek it again. This is why, Dr Alexandrides believes that “it’s the responsibility of a plastic surgeon to guide patients toward what is logical, prudent, and well-advised”. He adds: “Knowing when to say no and prevent patients from overdoing it requires a great deal of experience. Ethical plastic surgeons do not advocate for excessive or addictive procedures. There is a natural limit to what surgery can achieve, and surpassing that can often have the opposite of the intended effect.” 
Raised in a medical household in Athens, Dr Alexandrides knew early on that he wanted to pursue a surgical specialty. At the time he was in medical school, plastic and reconstructive surgery was still an emerging field, particularly in Greece. There were very few surgeons formally trained in this specialty, which made it feel niche and full of potential. Even with early interest, it wasn’t until a significant event that pushed him to pursue this path. “I decided to go all-in when a close friend of mine was involved in a serious motorcycle accident,” he remembers. “The injuries were extensive and, unfortunately, he lost one of his eyes and couldn’t see. What bothered him most wasn’t the loss of vision—it was that his appearance had changed.” Seeing the emotional weight of his friend’s injuries firsthand deeply impacted Dr Alexandrides, who began to understand how reconstructive surgery could be a gateway to healing, inside and out.
Transitioning from medicine to business can be challenging, but Dr Alexandrides always had a strong entrepreneurial instinct. “Once you create something of real value, people will want it, and that’s when it becomes a success story,” he asserts. This outlook has been fundamental in both overseeing his surgical practice, in 111 Harley Street in London, and developing his skincare line, 111SKIN, alongside his partner and CEO, Eva Alexandrides. Ironically, he never imagined entering the skincare industry, despite his entire career revolving around skin. “When I first began practicing and opened my clinic, I quickly realised how crucial it was for patients to recover quickly and effectively after surgery. Surgery itself is the easy part—you’re asleep and, when you wake up, the procedure is done. The real challenge is the recovery process,” he says. “It was during my early years of practice that I recognised the potential benefits of skincare in supporting recovery. I’m pleased that I discovered this through my own company. I believe one of the reasons 111SKIN has been successful is because it came from a genuine need—a real necessity.”
With patient recovery as top priority, 111SKIN’s products are formulated based on Dr Alexandrides’ in-clinic treatments and direct knowledge of the latest cosmetic technologies. From blemish control to hydration for sensitive or dry skin, the product range covers all skincare essentials, with bestsellers including the do-it-all Repair Serum NAC Y2 (RM1,470 for 30ml) infused with antioxidant and elasticity-boosting ingredients; the Celestial Black Diamond Lifting and Firming Mask (RM610 for a box of five), drenched in potent actives to fight inflammation, fine lines, and wrinkles; and the Cryo De-Puffing Eye Mask (RM490 for a box of eight), which is best chilled before application for a next-level cryo boost. Although the brand might be a relative newcomer in the beauty world, it has built its reputation on scientific rigour, resonating with today’s ingredient-savvy and celebrity clientele such as Victoria Beckham, Jennifer Aniston, and Priyanka Chopra Jonas—just to name a few.
It’s one thing to love a brand—it’s another to become a stakeholder. Earlier this year, SKKY Partners, the private equity firm co-founded by Kim Kardashian and Jay Sammons, acquired a minority stake in 111SKIN. “I know we made the right business decision because the SKKY Partners team is particularly well-attuned to key markets where we’re seeing strong traction, such as the direct-to-consumer space,” Dr Alexandrides says. “What stood out for me is that they discovered us by using our products and I think that’s an important factor. Of course, having Kim Kardashian as a true fan of the brand is a huge bonus—her influence in the industry is undeniable.”
“Surgery is one of those things where, once you start, you can’t turn back. It’s like crossing the Atlantic on a sailboat—once you’re out there, you have to keep going until you reach the other side. That feeling is one of intense alertness, extreme focus, and trust in what you’ve been taught,” Dr Alexandrides says. “Now, what excites me most in my clinic is seeing the results of my surgeries. I truly enjoy hearing my patients’ stories. Many return with stories of how the surgery has positively impacted their professional success or brought them greater happiness in life. That’s the driving force for me right now.”
111SKIN is now available online and in-stores at Kens Apothecary.
Lead image: Dr Yannis Alexandrides (second from left)
