We recently had the chance to connect with Amy Newman Brown and have shared our conversation below.
Amy, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What is a normal day like for you right now?
I wake up around 6:30am to work out. I find the work our clears my mind and is the best way to begin my day. By 8:30 I am typically at my desk answering emails, checking in with the Soke Team.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Amy Newman Brown, Founder of Soke Beauty and Aesthetic Director for one of North America’s leading plastic surgeons. With over 15 years in medical aesthetics and practice management, my work has always centered around helping people choose how they want to age—gracefully, confidently, and on their own terms.
At Soke, we’ve created a collection of multi-peptide infused hydrogel treatments specifically designed for the delicate areas that age first and are often the most neglected—the eyes, neck, and décolletage. Unlike traditional sheet masks or medical-grade silicone patches, our patented firming matrix technology acts as a hybrid delivery system that locks in clinical-grade ingredients and delivers visible results in just 30 minutes.
What makes Soke special isn’t just our technology—it’s the philosophy behind it. We don’t believe in anti-aging. We believe in pro-aging: supporting the skin with smart, science-backed treatments that work for every age, every skin type, and every lifestyle.
Right now, we’re focused on expanding into top-tier clinics and retailers across North America, and continuing to evolve our treatments while staying true to our core: clinical performance, luxurious experience, and simplicity in use.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My father taught me the most about work ethic. From an early age, he instilled in me the importance of showing up—fully—and giving your best effort every time. It wasn’t just about working hard, but about working with integrity, consistency, and pride. That foundation has guided me through every stage of my career.
What have been the defining wounds of your life—and how have you healed them?
The defining wounds of my life have come from loss. In the span of just two years, I lost both my sister and my father—two of my greatest sources of inspiration and grounding.
My sister was the epitome of grit and reinvention. She pursued multiple careers throughout her life and, in her 40s, boldly went back to medical school. Her determination taught me that it’s never too late to chase what lights you up. My father, on the other hand, was my quiet cheerleader. He didn’t speak loudly, but his pride in me was always felt—and hearing him say how proud he was still echoes in my heart.
Grief has been a journey, one that’s softened me and sharpened my sense of purpose. I carry them both with me every day—through the work I do, the resilience I lean into, and the quiet moments where I still hear their voices pushing me forward. Healing has come slowly, but through honoring their legacies, I’ve found strength.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What are the biggest lies your industry tells itself?
One of the biggest lies in the aesthetics and skincare industry is the idea that more is always better—more ingredients, more steps, more treatments. It creates this unrealistic pressure to constantly layer on products or chase every new trend in the name of anti-aging. But true results don’t come from overcomplicating. They come from clinically-backed, well-formulated products used with consistency and intention.
Another misleading message is around the term “anti-aging.” The industry often treats aging as something to be feared or hidden, rather than honored. At Soke, we take a pro-aging approach. Aging is natural—we can’t stop the clock, but we can absolutely choose how we want to age. That means supporting the skin with technology that actually works, like our multi-peptide infused hydrogel treatments designed for the areas most often overlooked: the eyes, neck, and chest.
Lastly, there’s still a disconnect between what’s marketed as medical-grade or results-driven and what’s actually backed by clinical data. That’s why we’ve invested in third-party clinical testing and transparent results. Because if we’re going to talk about results, they should be measurable—not just marketable.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What will you regret not doing?
I don’t believe in regret. Every step I’ve taken—even the ones that felt uncertain or difficult in the moment—has taught me something valuable. Whether it’s in business, personal growth, or relationships, I see each action as a lesson that shaped the path I’m on now. I’ve learned to trust that even setbacks or missteps are part of a bigger process—one that leads to resilience, clarity, and strength. So instead of looking back with regret, I choose to move forward.
Contact Info:
- Website: https://sokebeauty.com
- Instagram: soke.beauty
Image Credits
All photos are Owned by Soke
so if you or someone you know deserves recognition please let us know here.
