Dr. Shereene Idriss, who built a social media following by unpacking skin care myths and offering up user-friendly alternatives, is introducing her own line to do just that.
In addition to running her namesake New York City dermatology practice, Idriss is known as @shereeneidriss and @pillowtalkderm on YouTube, Instagram and TikTok, across which she has a cumulative following of over 900,000 users who tune into her skin care advice and mythbusting, and whom Idriss playfully refers to as her “Skin Nerds.
“I want to offer simplified solutions for very specific problems that people have,” Idriss said, noting the brand has coined and adopted a “No skus [stock keeping units] for news” strategy, committing to avoiding buzzy skin care trends that cycle through the internet and can often lead consumers to implement overly complicated skin care routines.
Idriss and Debbagh did not comment on sales, but industry sources estimate the brand will do $10 million in sales during its first year on the market. In addition to conducting clinical trials, the brand enlisted 100 of Idriss’ followers to take part in a four-week social trial in order to test the efficacy of the line. “The Pillow Talk Community is the backbone and the foundation of everything that we do,” said Dabbagh, noting that the promising results of the trial affirmed to him and Idriss that the brand was ready to launch.
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