TikTok’s Favorite Dermis Dr. Shereene Idriss Launches PillowtalkDerm Skincare

Dr. Shereene Idriss had had enough of all the beauty BS. That’s why the founder of Idriss Dermatology in New York City started posting educational videos from her bed on her PillowtalkDerm account four years ago, attracting more than 800,000 subscribers while busting beauty myths. Likewise, she was above all product launches with false promises based on misinformation, so she decided to create her own line, PillowtalkDerm Skincare, launching today, with products available for sale exclusively on PillowtalkDerm.com on September 27.

“This skincare line was born because I was fed up with all the marketing bullshit and products claiming to deliver something,” says Dr. Idriss. “I went online and asked my followers if we should do a skincare line and it was overwhelmingly yes. I said it’s now or never that we really need to do so and become a trusted and transparent source, what I have brought from my practice to the skincare world.

Two years in the making, PillowtalkDerm Skincare was designed to fill three areas of white space that Dr. Idriss saw in the world of beauty products. First, she’s seen many brands launch from a place of fear. Second, there was no solution-focused line that could easily be incorporated into an existing skincare routine. And third, many doctor-founded brands came from a different place. “I did not recognize myself in the marks of doctors,” explains Dr. Idriss. “Some of them aren’t really real doctors and some of them were old people from another time and another place, and it was a very authoritative voice – it wasn’t a conversation. That that’s not how I run my practice and that’s not how I treat my patients. I felt like I could be that connective tissue that connects those three different dots while still keeping it accessible to people, and people can actually walk into it feeling empowered and excited rather than scared knowing it’s a trusted and honest source and it’s very transparent.”

Dr. Idriss took her time to research the entire market to make sure she wasn’t launching something that already existed – which is why she didn’t start with sunscreen. “If I can’t do better than what’s currently available to us in the United States, there’s no reason to go there yet,” she says. “How can I simplify the routine and make it more understandable? »

As a result, PillowtalkDerm Skincare is launching with a trio of products that are all focused on treating hyperpigmentation. Years of clinical experience in his practice have taught Dr. Idriss that it is not wrinkles and fine lines that apparently age the most, as is often assumed, but uneven skin tone. “The biggest problem I’ve noticed with my patients is that their skin tone is so uneven that they can get their money’s worth by evening out and that’s why I started with the hyperpigmentation,” she says. “From a personal perspective, my routine ended up being a 20-step skincare routine and it just wasn’t realistic or life-supporting, it’s not sustainable. So, I I thought to myself, how can I basically merge the best of all of these things into a really simplified solution that people can use every day, that they can use consistently, and that they can afford all three.

One of the key things in the fight against hyperpigmentation is to prevent it in the first place, so even those who don’t yet show obvious signs of it will benefit from the products. “If you are living and breathing on planet Earth in 2022, you have most likely been exposed to the sun and suffered sun damage,” says Dr Idriss. “That being said, I formulated them to be usable by all skin types. Whether oily, dry or combination, they can still have the same problem. The collection addresses all types of hyperpigmentation, from sun damage to freckles to acne scarring.”Scarring isn’t just textural, it’s also pigmentary,” notes Dr. Idriss. “Anyone looking for an overall brightening effect will get it. also products.

The fragrance-free trio includes Major Fade Flash Mask, an acid-based resurfacing mask with glycolic acid, lactic acid, tranexamic acid and glycerin that gently dissolves dead skin cells. skin to exfoliate, leaving a brighter, smoother complexion over time and allowing other skincare products to absorb better. Intended to be used up to three times a week in the evening for 10-15 minutes as the first step in your skincare routine, it provides a gentle tingling sensation. The second step is Major Fade Hyper Serum, a daily hydrating serum designed to be applied twice a day with alpha arbutin, kojic acid, diglucosyl gallic acid, niacinamide and glycerin which treats and reduces existing hyperpigmentation. Finally, Major Fade Active Seal is a hydrating gel-cream that seals in all the actives from previous products to prevent future hyperpigmentation with a powerful combination of brightening actives, including vitamin C ester, 4-butylresorcinol, hexapeptide-2, hydrolyzed extract of brassica napus cake and glycerin. “It’s not a single ingredient story because skin is too complex to be a single ingredient story,” says Dr. Idriss.

Although together the three products are a powerhouse, the range has been designed in such a way that the products can be used as a three step solution, but also deliver results when used individually. “Each one is a product of rock star heroes on their own that I can support,” says Dr. Idriss. “If you can only choose, I’ll walk you through how you can incorporate each into your routine. Each on its own is a little hero product on its own. To prove their effectiveness, all three products were put through clinical trials The results revealed that all products worked well with any type of routine and nearly all participants saw a significant difference in their skin, with analysis backing up claims of lessening of dark spots on their complexion after eight Additionally, Dr. Idriss sent lab samples to her followers, whom she calls “Skin Nerds,” to test, and they all took before and after pictures. “I wanted to hear their feedback and how they felt using the product so we can get it in real words from real people,” she says.

Having this kind of direct communication with his Skin Nerd community is why Dr. Idriss went the direct-to-consumer route with PillowtalkDerm Skincare. “It was a no-brainer for me,” she says. “I started online in this world and so I literally talk to people every day between patients, whether it’s a DM, text or comment. I still communicate directly with the PillowtalkDerm community, so I thought that it would be a disservice if I didn’t do it direct to the consumer at the start, because I also want to make sure that I’m dictating the experience people are getting when they buy this In my practice I say all the time that I’m only as good as my last patient experience. I want to make sure that everyone who interacts with the site is taken care of. I can hear first hand what they felt, the positives, the points negatives, what they think we should be doing better, all in real time.

The next drop in PillowtalkDerm skincare will also be in a solution-themed family, with its own new color palette. “I wanted them to be very, very visible from afar, and I wanted the prices to be more accessible because the doctor’s brands are kind of in the unreachable range,” says Dr. Idriss. “And I wanted people to really feel like I was on their side, [creating packaging that ensures you can] get all the goop to the last drop.

PillowtalkDerm Skincare will not only help consumers have better skin, it will also help girls pursue STEM careers. Dr. Idriss’ family fled Lebanon and she was the only person in her family born in the United States. “I was always at a crossroads of being part of this displaced population where I could feel cultural biases and you have a lack of access in that sense,” she says. “I feel like my sisters and I are examples of if you have a career in STEM, you can really propel yourself.” For this reason, a portion of PillowtalkDerm Skincare sales will benefit STEM for Her, a Washington, D.C.-based nonprofit that helps girls and young women pursue STEM-related careers through education and training. opportunities.

Ultimately, Dr. Idriss sees PillowtalkDerm Skincare as a way to educate people. “The point of PillowtalkDerm Skincare is that I want it to be a form of empowerment for people,” she says. “I want it to be more than just a skincare brand; I want to be a resource people can turn to for information. Every time I have a product launch, we’re going to have deep dives into the stories of ingredients and how they were formulated. You will be able to scroll through each ingredient on the website to see exactly what it does. It’s all going to be fact-based, but I really want to make you feel like you’re taking control of yourself so you see the difference and feel better about yourself in the process.

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