Switzerland-based prestige skin care brand, In&Out Different Beauty, a subsidiary of Innovative Biotechnologies Laboratories, has entered the North American market. With the opening of its flagship boutique on New York City’s Madison Avenue, the brand expands its international reach to join the existing state-of-the-art stands at the Paris Gallery outlets in Dubai, Abu Dhabi and Bahrain, as well as a new e-commerce site at www.inoutbeauty.com.

Leading the company’s North American expansion and NYC flagship boutique’s operations is veteran beauty executive, Julia Petrini. With more than 18 years in the prestige beauty business, Julia has been appointed In&Out Different Beauty’s chief operating officer. Her main role is to strategically manage the day-to-day operations of the company for the North American market.

“When I initially learned about In&Out Different Beauty I was drawn to the unique internal and external approach to overall wellness,” says Petrini. “Opening the flagship store in New York City is just the beginning of our U.S. expansion. Our goal is to make a big impression within the competitive prestige market as we prepare to redefine the standard in luxury skincare.”

The new boutique, located at 1007 Madison Avenue in New York City, features an interactive motion sensor touch screen in the front window. The diagnostic software invites those walking by to answer specific questions related to skin and lifestyle, and in return they will receive customized recommendations to help address their skin concerns. For consumers unable to visit the NYC boutique, the brand has recently added a shopping cart to their site, www.inoutbeauty.com, making the products available nationwide.