The Story Behind House of Tones | Our Founding Story
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House of Tones did not start with a business idea. It started at home.
— written by co-founder: Tiësto Leek
Around three years ago, my parents divorced. My mother suddenly found herself single again and entering a new phase of her life. A phase in which she became more aware of her appearance, and more irritated by certain changes she noticed in the mirror.
Fine lines. Wrinkles. Sagging skin around her eyelids.
They were not dramatic changes. But they bothered her enough to start looking for solutions. And very quickly, the conversation turned to Botox.
Not because she wanted it, but because it felt like the only option she knew.
My mother saw it everywhere around her. Friends, acquaintances, women her age. Botox was spoken about casually, almost as a standard solution. So it felt logical to consider it. If these were the concerns, this must be what people did.
Yet she did not feel comfortable with it.
She was uneasy about needles. She questioned the long term effects. And despite how normalised cosmetic injections had become, it did not feel like the right choice for her.
Around the same time, I heard my younger sister, who was 22 at the time, talking about fillers with her friends. Lightly. As if it was nothing. As if it was simply part of growing up.
That moment stayed with me.
Two women I love deeply, from two different generations, both speaking about cosmetic procedures as if there were no real alternatives.
.
BACK TO JOURNAL
PEOPLE
Why House of Tones was Founded.
House of Tones did not start with a business idea.
It started at home.
Searching for another way.
That realisation led to a simple question: "Is this really the only option?"
I brought it up with my best friend, who then mentioned it to his girlfriend. Being deeply involved in the modeling and beauty industry, she was the one who first introduced me to microcurrent technology.
In the United States, microcurrent had already been used at home by millions of people as part of their skincare routines. In Europe, however, it was largely limited to professional salon treatments.
I wanted to understand it properly.
I started researching microcurrent in depth: Does it actually work? Is it scientifically supported? Are there clinical studies? Is it safe? Is it effective over time?
What I found was reassuring. Microcurrent is not a trend or a quick fix. It is a well researched, clinically supported technology that has been used safely for decades when applied correctly.
That was the moment we decided to take it seriously.
Around three years ago, my parents divorced. My mother suddenly found herself single again and entering a new phase of her life. A phase in which she became more aware of her appearance, and more irritated by certain changes she noticed in the mirror.
Fine lines. Wrinkles. Sagging skin around her eyelids.
They were not dramatic changes. But they bothered her enough to start looking for solutions.
And very quickly, the conversation turned to Botox.
Not because she wanted it, but because it felt like the only option she knew.
From research and development...
Together with my co-founders, we began a long process of testing, sampling and validating. We worked closely with dermatologists, reviewed scientific literature and refined every detail.
One thing quickly became clear. Microcurrent only works properly when it is supported by the right conductive medium. That insight led to the development of our HydroGlow Activator Gel, designed to support optimal conductivity while caring for the skin.
When something feels like the only answer.
Botox was spoken about casually around her. Friends. Women her age. It felt like the standard solution. Logical, even.
Yet, she did not feel comfortable with it.
She was uneasy about needles. She questioned the long term effects. And despite how normalised cosmetic injections had become, it did not feel like the right choice for her.
Around the same time, I heard my younger sister, who was 22, talking about fillers with her friends. Lightly. As if it was nothing.
That moment stayed with me.
Two women I love deeply, from two different generations, both speaking about cosmetic procedures as if there were no real alternatives.
Move the slider to compare the before and after
... to reality.
After months of development, there was one moment that mattered more than any other: We tested it with my mother.
Not in a controlled lab environment, but in real life.
Over time, we saw visible changes (see slider on the right). The sagging skin around her eyes improved. Fine lines softened. Her skin looked firmer and more rested. Not frozen. Not overcorrected. Just natural.
Most importantly, it was enough for her.
Enough to feel good in her skin again.
Enough to stop considering Botox.
Searching for another way.
That led to a simple question: Is this really the only option?
I brought it up with my best friend, who then mentioned it to his girlfriend. Being deeply involved in the modeling and beauty industry, she was the one who first introduced me to microcurrent technology.
In the United States, it had already been used at home by millions of people. In Europe, it was mostly limited to professional salons.
I wanted to understand it properly.
I researched microcurrent in depth. The science. The safety. The long-term effects. What I found was reassuring. Microcurrent is a well-researched, clinically supported technology that has been used safely for decades when applied correctly.
That’s when we decided to take it seriously.
What House of Tones stands for.
House of Tones is not here to tell anyone what they should or should not do. Cosmetic procedures are a personal choice, and everyone has the right to decide what feels right for them.
We exist for those who do not feel comfortable with invasive treatments. For people who want to address certain concerns, but are looking for a gentler, more natural alternative.
For people like my mother.
That is where House of Tones began. And that purpose still guides everything we do today.
This article is part of our PEOPLE series, where we share real stories & experiences from the people behind and around House of Tones.
In this article, we take a closer look at the technology behind the Elevate: Microcurrent. What it is, how it works, the results it can deliver, and what science actually says.
In this interview, we speak with Melanie — one of our earliest (international) customers — about why she tried microcurrent, how the first weeks felt, and the changes she began to notice.
We never imagined partnering with VOGUE within just six months of launching. It reminds us why we started: to reshape beauty with a more natural, thoughtful approach.
Fine lines are the quiet result of time, expression, and a gradual shift beneath the surface. To care for them well, we first need to understand where they begin.
House of Tones did not start with a business idea. It started at home.
Together with my co-founders, we began a long process of testing, sampling and validating. We worked closely with dermatologists, reviewed scientific literature and refined every detail.
One thing quickly became clear. Microcurrent only works properly when it is supported by the right conductive medium. That insight led to the development of our HydroGlow Activator Gel, designed to support optimal conductivity while caring for the skin.
From research and development...
After months of development, there was one moment that mattered more than any other: We tested it with my mother.
Not in a controlled lab environment, but in real life.
Over time, we saw visible changes (see slider above). The sagging skin around her eyes improved. Fine lines softened. Her skin looked firmer and more rested. Not frozen. Not overcorrected. Just natural.
Most importantly, it was enough for her.
...to reality.
Enough to feel good in her skin again.
Enough to stop considering Botox.
Move the slider to compare the before and after
What House of Tones stands for.
House of Tones is not here to tell anyone what they should or should not do. Cosmetic procedures are a personal choice, and everyone has the right to decide what feels right for them.
We exist for those who do not feel comfortable with invasive treatments. For people who want to address certain concerns, but are looking for a gentler, more natural alternative.
For people like my mother.
That is where House of Tones began. And that purpose still guides everything we do today.
This article is part of our PEOPLE series, where we share real stories & experiences from the people behind and around
In this article, we take a closer look at the technology behind the Elevate: Microcurrent. What it is, how it works, the results it can deliver, and what science actually says.
In this interview, we speak with Melanie: one of our earliest (international) customers — about why she tried microcurrent, how the first weeks felt, and the changes she began to notice.
Fine lines are the quiet result of time, expression, and a gradual shift beneath the surface. To care for them well, we first need to understand where they begin.
