Company Story
Company Description
SanMelix Laboratories, Inc. is the parent company of BeeCure branded skincare products. The company was founded by Diana Sabacinski and her husband, Dr. Kenneth Sabacinski, on the principle of developing nature-based skincare products that are clinically proven to strengthen, protect, and repair the skin barrier.Good skin integrity is vital to good health because the skin acts as a barrier to microbes and toxins as well as physical stressors such as sunlight and radiation. The company’s signature ingredient, buckwheat honey, has inherently powerful properties that nourish and strengthen the skin barrier. The buckwheat plant is imbued with exceptional amounts of polyphenols, flavonoids, and antioxidants. As such, it is recognized as a “superfood for your skin” that soothes, hydrates, and nourishes the skin while also strengthening the skin barrier.
Why founded?
SanMelix Laboratories/BeeCure was created with a simple vision to create innovative, nature-based products that fuel the body’s natural systems to enable health, healing, and wellness.Our Team
Steve Weinstein - CEO
Steve has over 30 years of experience leading Supply Chain and Marketing teams for large consumer product companies, including Johnson & Johnson. Prior to joining BeeCure, Steve served as the Head of Supply Chain for Zarbee’s Naturals, where he oversaw the supply chain team for its fastest-growing division (35+% YoY).
Steve’s leadership skills plus his expertise and success in Demand and Supply Planning within the cosmetic and wellness product markets, make him uniquely qualified to help bring BeeCure’s vision to life.
“I am deeply committed to the success of BeeCure, and I was drawn to the company because of the unique, nature-based benefits our products provide to consumers seeking effective solutions.” - Steve
Diana Sabacinski - Co-Founder & CFO
Diana is a Certified Public Accountant (CPA) with more than 25 years of C- level management experience in the service, manufacturing, government contracting, and healthcare industries.
She is a serial entrepreneur. In addition to SanMelix Laboratories, Inc., she also co-founded, co-owned, and operated a multi-location training organization, which was listed on the INC 500 Fastest Growing Private Companies.
Diana is not only a co-founder, but also an ardent believer and user of BeeCure! Her personal journey began with her quest to find a solution for her own skin challenges with rosacea. Nothing she tried, not even the most expensive creams and lotions seemed to help.
When she noticed that the calming and healing effects of the buckwheat honey medical dressings her husband had developed could stand the “torture test” of diabetic skin, she realized the potential for developing an everyday skincare line -hence BeeCure was born.
When she created the company, she was steadfast that all BeeCure products combine the rigor of clinical testing with the benefits of naturally effective products and ingredients.
“Every BeeCure product should feel great going on your skin, provide naturally effective relief, and be safe for all types of sensitive skin.” - Diana
Dr. Kenneth Sabacinski - Co-Founder & Chief Medical Officer
Dr. Sabacinski is a board-certified, Harvard-trained physician with over 30 years of experience treating patients.
In his podiatry practice, he was always concerned when his patients developed diabetic skin ulcers, because they are especially difficult to treat and can often result in amputation. He made it his life goal to find a solution to help patients avoid this type of traumatic outcome.
He knew about the natural healing properties of honey generally, and as he researched it further, he discovered the powerful properties of buckwheat honey in particular. Based on this, he developed a patented wound care product that featured buckwheat honey and he had success treating even his most difficult cases. This insight led to the development of BeeCure skin care products.
“Our mission is to create a faster and healthier healing process combining the best of nature and science to develop unique, innovative product formulations." - Dr. Ken
Katie Cheng - Chief Marketing Officer
Katie Cheng is a senior executive marketer with almost 30 years of diverse experience in consumer products & skincare, medical devices, and electronics, having worked at global companies including Unilever, J&J, and Samsung Electronics. Katie specializes in discovering deep consumer insights, cutting through the “noise” and ambiguity, and translating findings into successful new product innovations, launches and messaging.
She’s worked on iconic brands such as Aveeno, Clean & Clear, Neutrogena and Samsung, and most recently was CMO of Cynosure LLC, an aesthetic medical device company based out of Boston.
She has won multiple awards and recognition, including two Effie Awards, Home Depot’s Innovative Marketer of the Year, and was named one of Dealerscope’s “Most Powerful Women in Consumer Electronics.”
Katie graduated from the University of Pennsylvania, with a BS in Economics from the Wharton School and a BA in Oriental Studies from the College of Arts & Sciences. A born-and-bred Jersey Girl (and not afraid to admit it), she currently resides in Princeton, NJ with her daughter Maia.
“I am excited to share the benefits of BeeCure with consumers who are feeling the after-affects of radiation and laser treatments. I think they will be very satisfied with the soothing relief it provides for their irritated skin.” - Katie
