Meet Aliyah Mitchell,
founder of ITYSHA.

01

11 years behind the chair.

For more than a decade, Aliyah ran her own skincare practice in Montreal. Her clients were professionals, new mothers, women in their 40s and 50s, all walking in with the same complaint — dull skin, fine lines, no glow. They came in with shopping bags full of expensive serums and creams, hoping the next purchase would finally be the one.

It almost never was.

02

The $400 cream that didn’t do anything.

One client showed up holding a jar of cream she’d bought at a department store counter. $400. The salesperson promised it would “reset” her skin.

Aliyah read the label. Squalane. Glycerin. Niacinamide. A handful of botanical extracts. The same actives she could find in a $25 drugstore moisturizer.

“She wasn’t paying for the cream. She was paying for the marketing.”

That moment was the beginning of ITYSHA.

03

A trip to Seoul. A new standard.

Aliyah had been studying Korean skincare for years — the obsession with hydration, the gentle layering, the glass-skin finish she saw on every K-beauty editor she followed. So she booked a flight to Seoul and spent three weeks meeting independent formulators, the kind of small labs that supply some of the most respected K-beauty brands in the world.

She found a partner. A second-generation chemist who had built her career on a single principle: active ingredients at clinical strengths, nothing else. No fillers. No fluff. No fairy dust.

04

One jar. One promise.

It took 14 months of reformulating to land on the Collagen Jelly Cream. A pink collagen complex paired with squalane, niacinamide, and a low-molecular hyaluronic acid that actually penetrates the skin instead of sitting on top of it. Lightweight enough for oily skin. Hydrating enough for dry skin. Gentle enough for Aliyah’s most sensitive clients.

It cost a fraction of what those $200 creams cost. And it did more.