Patterns seen in more than one research stream. Each one lists where it came from. Hypotheses, not proof (Astra R04, 3 Oct): only independent original sources count, so #3 (personas come from the same Reddit data) and #8 (your saved TikToks + Reddit) are weaker than they look. What to verify first is in the ranked uncertainty list (Research Engine & Roadmap).
PatternReddit · Founder podcasts · Claims audit
Never sell a cure — sell rigour and “it won’t make it worse.”
Reddit's biggest current theme is a fight between “treat it” and “find the root cause” (692↑ post: “eczema culture has gotten toxic”). Amy Liu's framing avoids both camps, and every premium brand-led competitor in the claims audit stays cosmetic. Spanner's honest, pro-treatment-complement voice is the white space.
IngredientReddit · Founder podcasts · Formulation plan
“Clean” isn’t the same as gentle — fragrance and essential oils are the irritant.
Reddit keeps confirming fragrance + alcohol = burning. Amy Liu: “a lot of clean beauty was irritating” because essential oils replace fragrance. Formulate P1 + P2 against the NEA Ecz-clusion list from day one: fragrance-free and essential-oil-free.
GapReddit · r/eczeMABs · Competitors · Regulatory
The eye area is the unmet need — especially for people on biologics.
Dupixent users often keep face/eyelid flares. Steroids are unsafe near the eyes and tacrolimus stings; Avène Cicalfate is the only product the community leans on, and Grahams' eyelid SKU has no AU listing found. P2's job: the soothing, non-steroid, non-stinging option.
GapReddit · P3 deep dive
The shower itself is a pain moment.
“Even the feeling of water and taking showers were painful” (112↑). The P3 deep dive found the in-shower-lotion wave died as an extra step, so P3 has to replace the cleanser. Keep it sensory; never “makes hot showers safe.”
PatternReddit · Founder podcasts
Price pain is real — people hunt dupes even for brands they love.
Reddit: Tower 28 is “popular but expensive” and people seek hypochlorous dupes. Amy Liu capped Tower 28 at $28 on purpose; Emma Grede's test is whether the product is “best in class for the price.” Premium is fine; it has to feel worth it.
PatternFounder podcasts · Competitors · Claims audit
One hero product carries the launch.
Summer Fridays launched with one mask; Tower 28 and Crown Affair led with heroes; Bonjout reached ~$10M on essentially one product; Topicals and Eczema Honey each hang their OTC claim on one SKU. Supports P1 as the hero — now locked (Decision #10, 25 Sep).
LanguageCompetitors · Regulatory
“Reactive / sensitive skin” is how brand-led players say it — “eczema” stays off the product.
Dealbodies says “reactive skin”; Bonjout keeps “eczema” to blog copy; the Messaging Bank shows Curél UK's “suitable for eczema-prone skin” as the edge case. This is exactly Decision A — default to reactive/sensitive now, “eczema-prone” pending a lawyer.
PatternSaved TikToks · Reddit
Lotion is a chore — people want spray-on body moisture.
“I hate lotion club” (TikTok) and “head to toe greasing” (Reddit). People already spray face mists on their bodies and mix their own “spray lotion” — a dermatologist: “the idea of spraying on a body lotion appeals to a lot of people.” The strongest multi-source validation of P1 so far.
PatternSaved TikToks · Founder podcasts
The first production run can be funded without your own capital.
ABI AMÉ only starts production at 2,000 pre-orders (refunds otherwise); founders advise self-funding to keep equity and ordering the minimum; Emma Grede and Amy Liu on proving demand before money. A pre-order threshold could fund P1's BOV minimum or a smaller P2 run.