Who is behind SwonLab
I came to skincare from
industrial chemistry, and it shows.
Ashley Denise, M.Sc. Chemical Engineering. I write every guide, run every consulting project, and answer every email at SwonLab myself.
The short version
Fifteen years of formulation, six of them in skincare.
I have been a chemical engineer since 2011 and hold an M.Sc. in the field. I did not start in cosmetics. I started in industrial coatings, where a formula that separates, thickens, or fails on the shelf is a problem you have to solve, not a post you get to delete.
Emulsions, rheology, surfactants, dispersion stability: it is the same physics. Since 2020 I have applied it to skincare, working on ingredient research, lab testing, and small scale product development for indie brands.
SwonLab exists because most formulation content online sits at one of two extremes. Either oversimplified recipes with no percentages and no reasoning, or locked behind expensive certification courses. My guides sit in the middle: deeply researched, honestly priced, and written for people who want to understand why a formula works before they scale it.
How I work
Six rules every SwonLab formula follows
These are not marketing values. They are the reason a formula from a SwonLab guide behaves the same way in your beaker as it did in mine.
Where to start
Three ways to work with me
Formulation guides
Complete formulas with exact percentages, INCI names, the chemistry behind every choice, and troubleshooting for when things go wrong.
Browse the guides →One-on-one consulting
Written formulation audits, custom formula development, and brand roadmaps. Fixed prices, clear deliverables, no calls to schedule.
See all services →Free starter formulas
First Formulas: a 16 page guide with three complete water-free formulas, full INCI, ingredient breakdowns, and smart substitutions.
Get the free formulas →Have a formulation question?
I answer every message myself, usually within 24 hours. No assistants, no template replies.