What do you do at DERMA et al?

As Chief Strategy Officer, I guide the company's strategic vision to ensure that our trajectory not only aligns with our long-term organisational objectives but also remains adaptive to the ever-evolving market dynamics.

This involves a delicate balance between innovation and pragmatism, ensuring our products meet the highest standards of scientific integrity and efficacy. I also lead cross-functional teams, overseeing the entire spectrum of product development, from conceptualisation to market launch. This encompasses rigorous market analysis, business strategy formulation, and the operationalisation of these strategies into tangible outcomes.

Furthermore, I actively seek and cultivate strategic partnerships, engaging with a diverse array of stakeholders such as researchers, healthcare professionals and industry experts. These collaborations are instrumental in driving our mission of pioneering skincare solutions for skin of colour. By integrating the cutting-edge advancements in dermatological science with our product offerings, we aim not only to meet but to exceed the expectations of our clientele, contributing to the broader field of dermatological health.

What's been a highlight of your career so far?

Undoubtedly, the highlight of my career thus far is being able to provide people of colour with safe and effective skincare. This achievement stands out not only for its commercial success but more so for its profound societal impact. The most rewarding part of my job has been the overwhelming positive feedback from our customers. Their testimonials about feeling acknowledged and valued by the beauty industry are incredibly moving and affirming.

Looking back, what advice would you give to current students?

Reflecting on my journey, I would advise current students to not only build a robust network of supportive, like-minded peers and mentors, but also to embrace diverse experiences and continuous learning. My journey was significantly shaped by my relationships with my two best friends and co-founders, Maryam Karaan and Yasmina Hamdulay. I would not be where I am today without them, and the same goes for the company we've built together. Additionally, stepping outside your comfort zone to engage with different disciplines and persisting through challenges with resilience can profoundly impact your personal and professional growth. View failures not as setbacks, but as vital learning moments. Embrace every opportunity to learn and adapt, as these experiences collectively pave the way to success.

What are some of the challenges you have faced in building your business?

My partners and I founded the brand upon identifying a significant gap in the skincare market, which has largely neglected the unique needs of individuals with skin of colour and sensitive skin. We were confident in our abilities to leverage our scientific research expertise to make a tangible impact within our community. However, our academic backgrounds did not inherently equip us with the business acumen necessary for navigating the commercial landscape.

As we ventured forward, we encountered a series of steep learning curves. Every facet of business operations, from financial management and marketing strategies to regulatory compliance and supply chain logistics, was a new territory we had to conquer through real-time learning and adaptation.

Moreover, the challenge was not merely in acquiring this knowledge but in applying it effectively to ensure the sustainability of our business without compromising our core mission and values. This remains an ongoing discussion, but we have adopted a holistic approach that ensures that our decisions are shaped by scientific knowledge, societal priorities and business objectives.

How do you see your industry evolving in the near future?

The skincare industry is continuously being influenced by technological advancements, increased consumer awareness and sustainability. My recent visit to South Korea provided me with a firsthand glimpse into the cutting-edge advancements in Al and data analytics being employed by the industry leaders.

I think brands will soon be able to offer more personalised skincare solutions tailored to individual needs, preferences and genetic profiles. This will move us beyond the one-size-fits-all approach, ensuring products that are more effective and aligned with each consumer's unique skin biology.

Furthermore, as environmental and ethical concerns become more central to consumer choices, I see the industry evolving towards more sustainable practices. This includes the use of eco-friendly packaging along with ethically sourced ingredients and formulations that are safe for both the user and the environment. At DERMA et al. we are diligently pursuing the establishment of a circular model for our packaging.