Annette Rubin has a working theory about crises: There are no more Black Swan events. They happen every year now. Tariffs in 2025. Global shutdowns before that. Something else next year, almost certainly.
What changes when uncertainty is the default setting? For the CEO of HydroPeptide—a multinational professional skincare brand built on science and sold through aestheticians, nurse practitioners and dermatologists—the answer is to get more specific about what you’re not willing to compromise on and more flexible about everything else.
“We need to be flexible in our methods, but not our values.”
Annette Rubin
CEO, HydroPeptide
In practice, that flexibility means pivoting packaging sourcing across global regions when tariffs reshape the math, without giving up the quality the professionals who use the products expect. It also means a clear rule on where to invest: Innovate relentlessly, and don’t chase trends.
- Science over fashion: HydroPeptide focuses on regenerative aesthetics that deliver measurable results, not on whatever’s popular at the moment.
- The right outside technology: Rather than become a device company, HydroPeptide forms strategic relationships with proven, validated devices and builds treatment protocols around them, elevating patients’ experiences and outcomes.
- The professional as North Star: Every decision routes back to the aestheticians, nurse practitioners and dermatologists the brand serves.
And her approach means building a banking relationship that can keep up with a multinational consumer-products business growing on its own terms.
The banking relationship behind the decisions
HydroPeptide, headquartered in the Seattle area, is private equity-backed and growing internationally. Rubin’s local J.P. Morgan banker brings deep beauty-industry experience and convenes specialists from across the firm—and connections from across the beauty industry—when HydroPeptide’s leadership team is weighing strategic moves.
“With J.P. Morgan, listening happens first. That’s been a really unusual experience for me in the world of banking.”
Annette Rubin
CEO, HydroPeptide
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For more inspiration from founders who have overcome challenges and built strong companies, watch these stories:
- Angel and Keith Cornelius, the mother-son duo behind Maison 276, who turned a kitchen experiment into a national beauty brand for silver and blonde hair
- Shawnna Feddersen, founder and CEO of Gameday Couture, who disrupted the women’s sports apparel industry with innovative designs and strategic relationships
- Jessica Jesse, entrepreneur who connected fashion and mindfulness with her brand BuDhaGirl
JPMorgan Chase Bank, N.A. Member FDIC. Visit jpmorgan.com/commercial-banking/legal-disclaimer for disclosures and disclaimers related to this content.
