Madhu Punjabi and Nisha Phatak, former Silicon Valley software professionals, named Lion Pose after the yoga pose Punjabi did with her daughter each morning, and the Unspotted serum line began with a formula developed with dermatologists Laura Scott and Tia Paul. Shani Darden, the Beverly Hills esthetician who trained under a dermatologist, launched Rescue Serum in 2025 around a 10 percent azelaic complex. Dan Kolb Butler founded Alpyn after moving to Jackson Hole and finding that products failed at altitude, and she uses botanicals from around 6,200 feet. Molly Sims started Yise Beauty, pronounced wise, after years of hyperpigmentation, and Morning Cocktail pairs three forms of vitamin C with azelaic acid and niacinamide.

Torriden is named after the Torridon region of Scotland, and its Balanceful serum targets blemish spots and redness. Farmacy's Brighten Up toner pairs tranexamic acid with azelaic acid, from the brand David Chung founded in New York in 2015. Skinfix, which grew from an 1870 balm, makes a spot treatment with BHA, and Dr. Shereene Idriss, the dermatologist who started posting myth-busting videos from her bed in 2018, makes azelaic patches for breakout marks. What I would skip is using azelaic acid, a strong retinoid and a peel on the same night. Pick one active per routine and let the rest be moisturizer.

Start with one or two drops after cleansing and toner, then moisturize. Wear sunscreen every morning, since fading marks is pointless without it. Expect results over eight to twelve weeks, not days. If you have rosacea, acne that scars, or skin that burns, see a dermatologist, who can also prescribe stronger azelaic acid. Patience is most of the routine here.