Who What Wear posted “Plastic Surgeons, Derms, and Facialists Predict the Biggest 2021 Skincare Trends” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert commentary on the power of email marketing to drive sales.

We’ll just say this: Our only expectation for 2021 is to not have any expectations for 2021. If we’ve learned anything in the past year, it’s that the world can, seemingly, flip completely upside down practically overnight. In late 2019 (welp), we definitely thought we felt confident publishing our annual skincare trend prediction story, but who could have known that in a matter of months our skincare and beauty proclivities would be telling a very, very different tale. Masks! Going ham on hand sanitizer! At-home everything! (To our credit, however, many of our 2020 predictions actually remained relevant despite the onslaught of a worldwide pandemic none of us saw coming.)

Although we remain hopeful and optimistic that 2021 will be a better year full of healing, light, and progress, we’re still prepared for a continuation of 2020’s “new normal,” if you will. Masks and stringent sanitation will still be a thing, stress (sorry!) will still be a thing, and in-office treatments and aesthetic beauty appointments will largely not be a thing. So where do all of 2020’s learnings and 2021’s open road ahead leave us in regard to skincare trends? I reached out to some of the best skin experts in the business, from dermatologists and facialists to world-renowned plastic surgeons, for their top 2021 skincare trend predictions. Craving the inside scoop? Keep scrolling!

Trend #1: At-Home Devices

“I think at-home devices will continue to trend upward as people are staying home more,” says Shani Darden, celebrity facialist and founder of her namesake skincare line. “Utilizing effective at-home devices along with the right products for your skin can really transform your complexion and counteract premature aging, which minimizes the need for costly, invasive treatments later on.”

According to Darden, devices specifically featuring vibration therapy and LED light therapy are gaining increasing popularity due to anti-aging benefits that don’t require lengthy recovery periods. If you’re looking for Darden’s specific recommendations, she touts Déesse’s renowned LED mask and her own brand-new Facial Sculpting Wand as a few of her favorites. 

“This wand is a vibration therapy device that uses acoustic soundwaves to target wrinkles below the skin’s surface along with boosting circulation for smoother, firmer, more glowing skin. I’ve been using vibration therapy in all of my facials for many years and have seen the amazing benefits it provides. It’s easy to use at home and is also a great, relaxing treatment to work out any tension in your face—something many of us are dealing with right now!”

Trend #2: Eye-Centric Skincare Treatments

“With compulsory mask wearing, we are seeing a huge interest in procedures and products specifically for the eye area,” shares renowned plastic surgeon Lara Devgan, MD, MPH, FACS. “Now, in most settings, our face is sufficiently obscured by our masks so that our eyes bear the burden of expression, communication, and connection.”

As the founder of her own science-backed skincare line, Dr. Lara Devgan Scientific Beauty, Devgan tells us sales for the brand’s lash and brow serum, Platinum Long Lash, have skyrocketed in addition to its fan-favorite Peptide Eye Cream—a nutrient-packed formulation that helps to revitalize the delicate periorbital tissue. (She’s also working on a lash-enhancing mascara designed to dovetail with Platinum Long Lash, and we’re counting down the days until we can get our hands on it.)

Trend #3: Targeted In-Office Treatments Instigated by Zoom and Mask Wearing

“The top in-office beauty treatments we’re seeing right now specifically target the forehead, brow, and eye area since we spend so much time with masks on,” says Beverly Hills–based plastic surgeon Anita Patel, MD, FACS. To get into specifics, she lists the brow thread lift (or ponytail thread lift), the nonsurgical brow or eyelid lift using radio frequency skin tightening, Botox and Dysport to manage forehead wrinkles and crow’s-feet, and Latisse to grow lashes, especially since nobody can get (or, at least, should be getting) their lash extensions right now.

Additionally, the amount of quality time the world is spending on Zoom and video calls is also having an interesting influence on surging in-office beauty trends. According to Patel, there’s been a spike in treatments that specifically focus on the chin and jawline.

“When you stare at yourself on Zoom all day, you can become aware of angles, shadows, and perhaps even skin irregularities that you might not be used to seeing every day,” she explains. “People are becoming more fixated on their neck, chin, jawline, and the texture of their skin. This is where chin and jawline contouring with filler comes in. You see the result immediately, and it can even have a slimming and/or elongating effect. For skin texture, we have been busiest with lasers since you can recover without having to worry about seeing anyone.”

To support in-office results at home, Patel recommends trending skincare staples like exfoliators, nourishing anti-aging masks, gentle peels, LED, and microcurrent devices designed for home use. (You can shop some of our faves just below!)

Trend #4: Skincare Products That Protect Against Blue-Light Damage

We dove into the blue-light skincare trend late last year, and according to Patel, the surge in blue light–protecting skincare formulations will only become more and more prominent in 2021.

“In light of COVID and since returning to ‘normal’ life might not be as near as we initially hoped or expected, our screen time is higher than it ever has been!” Patel explains. “Released from all of our electronic devices like our smartphones, laptops, tablets, and TVs, we really can’t escape blue light in modern-day society, and it can result in premature aging or skin damage.”

Trend #5: Ultra-Hydrating Products Catered to Sensitive Skin

“Also top on the list of new trends for 2021 is clean skincare that re-add hydration to sensitive skin,” Patel shares. “With all the harsh sanitizers and soaps used in 2020 to combat bacteria and COVID, the skincare industry will move toward products that provide efficiency with ingredients that are less irritating on the microbiome. I believe there will be an influx in face sprays and masks to alleviate the symptoms of constant mask wearing.”

Trend #6: Maskne Treatments

“Twenty-twenty was a big year for maskne, but with mask wearing being a staple in our everyday lives still, treatments are going to become even more popular in 2021,” notes cosmetic dermatologist Howard Sobel, MD. He predicts there will be an increase in skincare products specifically formulated to prevent acne flare-ups in addition to more in-office treatments to help fade and remove the scarring leftover.

“One in-office procedure to treat acne (and maskne) scars is using microdroplets of silicone where tiny doses of silicone are injected at the site of scarring to lift the depressed scar and permanently improve it.  There are also several laser treatments that can treat acne scarring, which have also gained popularity, such as the Fraxel 1550 and Cool Peel CO2.” 

(If you’re not comfortable visiting a dermatologist right now or if it’s not in your budget bandwidth, our editorial team is obsessed with the products below 

Trend #7: At-Home Chemical Peels

“We saw this trend becoming more and more popular in 2020, as people were unable to receive in-office chemical peels, and it will definitely continue into 2021,” predicts Sobel. “You feel like you are getting a professional facial from the comfort of your own home. At-home chemical peels are more accessible, and they’re also significantly less expensive than your options in office.”

Sobel particularly recommends his very own formula, an innovative, dermatologist-developed treatment that gives your skin all of the benefits of an in-office peel sans expense, hassle, or downtime. “The intensive formula instantly breaks down and sloughs away the glue-like substance that causes dead skin cells to stick together on the top layers of the skin, making it appear sallow, lackluster, and dull,” Sobel tells us. “In minutes, the skin is transformed, revealing a smoother, brighter, younger-looking complexion. Over time, the appearance of fine lines and pores is minimized, and stubborn skin conditions like melasma, sunspots, and acne are addressed. Plus, the skin is rebalanced for better absorption of other skincare products.”

Trend #8: Retinol, Retinol, Retinol!

“Retinol has often been touted as the number one skincare ingredient and will continue to stay that way in 2021 because of its wide-ranging benefits,” Sobel predicts. Using a high-quality retinol a few times a week can boost collagen production and cell turnover, help treat acne, vacuum clogged pores, minimize fine lines and wrinkles, even out skin tone, and more. 

“It is ideal to start using retinol in your mid to late 20s to get the most out of its preventative perks,” explains Sobel. 

Trend #9: The Resurgence of Old, Tried-and-True Skincare Staples

In other words, “experiential” or “fluffy” skincare that’s more about presentation and aesthetic is on the rocks. “Doing skincare just for the experience is dwindling,” Purvisha Patel, MD, a board-certified dermatologist and founder of Visha Skincare, tells us. “People want skincare that works, and there is a resurgence of old yet tried-and-true products from brands like Vaseline and CeraVe because they are simple, effective, and affordable, and they don’t contain any actives, which can lead to irritation and skin reactions.”

Trend #10: Hair and Scalp Health

Scalp health and hair-growth products have always held a major spot in the skincare industry, but with stress at an all-time high and salon appointments at an all-time low, Purvisha Patel tells us it’s a 2021 trend that shows no sign of stopping. 

“At-home hair health and growth solutions are huge right now. There are lots of underlying issues that can cause hair loss (including stress), so I always recommend seeing a dermatologist, if possible, to undergo testing and professional guidance if you’re noticing more strand fallout than usual.” As far as products, everything from nutrition-packed hair serums, supplements, and strategic light-therapy devices can potentially lend a helping hand when it comes to rejuvenating stressed-out strands and scalp. 

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Beauty Independent posted “Beauty Entrepreneurs And Executives On The Power Of Email To Push Sales” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert commentary on the power of email marketing to drive sales.

In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 21 founders and executives: What’s your approach to email marketing, and how has it helped advance your business?

COURTNEY BABER

Co-Founder, The Route

We deploy email once to twice a week to our insider list. We offer tips from our co-founder Nurse Nancy via her blog and incentives for product bundles and giveaways. The idea is to give something to those who are so generous to follow and stay in touch with us. We also work with an email provider called Klaviyo, which allows us to auto-send emails via flows that are sent from taking action on our website. In the end it is a win-win, which is how business and partnerships grow.

CLAUDIA ROSA

Co-Founder, Fācit

Ah, the million-dollar marketing struggle: How do you create CRM content that provides value to both your brand and your consumer? Fortunately for us, given that the majority of our customers are annual subscribers, we are able to treat email as more of an authentic relationship-building tool and limit the hard-sell messaging to key moments throughout the year. 

This means being able to share content that is relevant to our customers’ interests and provides real value to them, which, in turn, results in higher performing email campaigns overall. And, by nurturing that relationship, it makes our customers more likely to respond positively when we do send through those more sales-oriented emails.

CAMRIN AGIN

Founder, ALTYR

I liken our email marketing to dancing a fine line between keeping us top of mind, but not overwhelming our clients’ inboxes. Personally, when I receive too many emails from a brand, I end up reading none because I think another one will come any minute. I like to keep them spread out and meaningful, making sure to provide useful information and tips, maybe a mini meditation and usually a promo code. Our clients like to feel included in the ALTYR family, and this helps build our community.

KERLYNE JEAN-BAPTISTE

CEO and Founder, KerlyGirl

Subscriber lists are so important. It’s not only your community, it’s also proprietary. We were able to grow our email marketing base quickly by participating in regional and targeted giveaways. Early on, we also took advantage of surveying consumer habits and hair types when sending emails and through our landing page.

What separates us from typical email marketing is that we’re not afraid to integrate our socially conscious voice into our drip campaigns. We make a deliberate effort in our brand to prioritize the image and voices of underrepresented folks in beauty: dark-skin, coily haired, fat and LGBTQ femmes. Our target consumer (gen-Z/millennial Black folk) growingly purchase products that align with social missions.

LISSETTE MONZON

Founder, Lilly Be

Email marketing is key, especially with our given circumstances. I started building my list a few years ago at my local markets and events. This list has been able to help sustain my business since turning totally digital because of COVID. I had read that, as small business owners, we can’t rely on social platforms to reach our customers because we do not own those platforms. A website and an email list are my property and always in my control. This proved to be very true. 

 

I also recently worked with brand strategist Aggie Burnett of ABCreative and, together, we have been building out stronger campaigns, email automations for welcome series, product review, launches and more. There is so much possibility with email marketing. It is a must for every business.

SELMIN KARATAS

Co-Founder and CEO, Kazani

Email marketing requires tedious work and exceptional content. The subject needs to be so enticing that the reader will click on it. Also, it shouldn’t be bothering consumers and readers if you plan to do email marketing four times a month as one has a chance of getting unsubscribed. The pictures should be up to par and the design colors need to be succinct.

Email marketing contributes to a lot of sales with customers who are already in the system that are repeat customers. I have been speaking with a myriad of marketing agencies. They are advising the following: The task is to get good pictures, great content, and an excellent title that matches it. I have only been sending one email marketing per quarter. Whatever you do as a company, it needs to be consistent. In terms of writing multiple emails, I prefer to work with a professional agency.

TONY JOHNSON

Founder, Krio

We approach email marketing in three segments: sales, awareness and newsletters. Email is integral to our sales strategies as we see high conversion rates from our email campaigns. At least one email announcing a sale is sent out to customers once a month. We are currently assessing whether we should increase the frequency of sale emails to twice a month focusing on personalization to help build brand trust, loyalty and transparency.

To help bring awareness to Sierra Leone, we are introducing our krio passbook, an all-encompassing, engaging learning experience. We help to transport email subscribers to our home country of inspiration. In this passbook, you’ll find different segments to learn, watch, and enjoy lessons and activities to make you feel like you’ve just hopped off the plane in Freetown. These categories include food and drink, culture, history, language and sightseeing. Skincare is a journey, and we are bridging the gap between travel and self-care with our passbook.

Our bi-weekly newsletter of curated content consists of skincare and self-care tips, delicious recipes, playlist and quick facts about Sierra Leone. The intent of the newsletter is to be an easy read for subscribers, but also leave them satisfied with what they have read. The bi-weekly strategy allows us to stay engaged with subscribers and keep the brand top of mind.

SIRKKU HAHN

Founder and CEO, Inari Arctic Beauty

Email marketing is one of our core marketing activities. People who subscribe to a newsletter and often read them are a great value for any company. We consider them as our VIP group, and they are the first ones to receive information on newness and content which is not available for all. For me as a founder, it is also a great possibility to establish a more personal relationship with our customers. 

During the pandemic, when physical contact hardly takes place, all events and exhibitions are canceled or virtual, I have an urge to feel closer to our customers, and email marketing is a great method for establishing a connection. Although newsletters are more one-way communication, we get replies frequently, which we appreciate a lot. In 2021, our goal is to focus even more on email marketing.

ANNE-CLAIRE WALCH

Founder, Brûmée and Náu

Email marketing was integral to our launch strategy. We integrated and promoted it amongst our other marketing channels from the start to acquire new leads, i.e., using Facebook lead generation ads, which can be an expensive upfront cost, but, in the past, I’ve found email subscribers to have a longer lifetime value and higher order value, so the hope is that this expense will pay off in time. 

In the first instance, email has been a great tool to connect with our small, but growing community on a weekly or bi-weekly basis in what feels a more personal way than some other mediums. It’s allowed us to be informative in the messages we want to push and, in turn, understand which messages resonate with this more loyal cohort based on clear and concise data. 

Our main focus with email is to drive engagement, traffic to the website and contribute to revenue, all of which it’s showing early signs of doing so. It’s also an incredibly time- and cost-effective tool if you find the right platform. We’ve found it to seamlessly slot into our marketing activities and will be a key communication channel for us going forward.

CHARLOTTE KNIGHT

Founder and CEO, Ciate London

We tend to send out two emails per brand per week. It’s really important to strike a balance between staying top of your customer’s mind and the risk of bombarding them. I think two hits the sweet spot. It’s a wonderful way of reaching and educating our audience about new launches, how to use our core products, and any deals we are currently running. Those who are already on our email database have an interest in the brand, so we know we’re reaching our biggest fans. 

We are always trying to improve, and we’ve found that by fine-tuning our content and regularly cleansing our database of spam email addresses has greatly improved our email performance. Personalization is a key part of our forthcoming email strategy to ensure we are really listening to our customer and serving them the content they want to receive.

KAYLA JUAN

Creative Director, J Beverly Hills

Email marketing remains one of the best ways to connect with both new and returning customers, and we aim to make that experience fun and informational. We put a lot of thought and effort into curating the experience so that our emails are appealing to look at, and we consistently share a variety of hair tutorials with featured products and educate our customers on which product choices are best for their hair concerns.

This approach has allowed us to build trust and increase customer loyalty, improving the number of repeat buyers. We also send out reminders to purchase more when their product is running low and suggest new products that might be a good fit for their hair goals, making their hair healthier and their life easier!

ANNA PERSAUD

CEO, This Works

We really pride ourselves on the relationship we have with our customers and, as a brand that doesn’t own a physical brand environment such as a store, our emails are one of the primary ways in which we’re able to interact with our customers.  We have a dedicated CRM team who oversee our nursery program for new customers to the brand, but we also spend a lot of time speaking to our most loyal and regular customers with regular offers, sampling initiatives and early access to launches. One of our key focuses is also on increasing repeat purchases via our website via our email program as a way to grow our business. This year, we’ve increased our repeat customer by 81% YoY.

JANELLE FRIEDMAN

Founder, GoodJanes

Our approach to email marketing is to focus on getting our marketing message in front of our customers and prospective customers. We view email marketing as an essential tool to grow our business. Email marketing allows us to quickly, efficiently and cost effectively send all different types of messages to our audience such as e-blasts about new products, seasonal promotions, newsletters, and other types of emails to inform or engage our customers. 

Email marketing has helped advance our business because it is a cost-effective way of advertising. You can personalize your message without spending a lot of money, and you can do it yourself. It also helps us with brand identification because we can attach text, short how-to videos, links to our website or even a feedback form. We also include our logo and our social media links at the bottom of every email message to help our clients know us better. In addition, email marketing helps build our email list of clients, customers, and prospects who you can continue to market by emailing regularly to build your brand, your sales and your profits.

COURTNEY SUMMERS

Founder and CEO, VaultBeauty

Our focus is on building community and, because of that, we put a lot of effort in communicating with our users through social media and email. Our approach is to keep it genuine and timely. New to VaultBeauty? You get a welcome email. Did you sign up to learn more? We send a “Learn More” email detailing the value of VaultBeauty. To ensure every email has a clear purpose, each email is tailored for the user (e.g., VaultBeauty artists only get emails with resources for artists, etc.). This careful attention has allowed us to build a more loyal and happy community.

JANE MORAN

Brand Vice President, Eva NYC

When it comes to email marketing, segmentation and focused messaging are two key strategies that our e-commerce and digital teams work on closely together. Audience segmentation based on our customer shopping behavior, purchase history and demographics have always been important to make sure that we’re sending relevant email content to the audiences who would respond best to them, which also helps optimize our open and click-through rates. 

Our digital team works hard to ensure we’re developing high-quality and engaging content that not only elevates our brand, but also brings in the storytelling piece without compromising on potential conversions. It’s been a very successful approach thus far as we’ve not only been able to consistently hit above industry average numbers, but also achieve beyond our revenue goals for our DTC website in 2020.

PURVISHA PATEL

Founder, Visha Skincare

Email marketing I would say is the most important outreach and marketing component of our business. It helps us reach out to those subscribed regularly and create touch points between the customers and the brand. We are able to send promotions directly to customers monthly and this results in direct sales. For the cost of email marketing and development, it is an excellent ROI.

FABRICE GIBERT-DARRAS

General Manager, BH Cosmetics

We look at email marketing as an opportunity to connect directly with our customers. Over the past year, we’ve increased our communication frequency, identified opportunities to help customers throughout their shopping journey, and provided our more robust content including tutorial-style to drive both engagement and conversion rates. This email strategy has advanced our business most significantly by driving the turnover of our new launches, pushing innovation to a higher contribution level than previous years.

LYNNSEE VAN GORDON

Founder, Anese

As we’ve grown, our email marketing strategy has changed significantly. We take a data approach to analyzing the success of a campaign. We have also integrated automation logic into our strategy. As a company, we are huge on testing, so we test as much as we can to learn what works.

CAROLYN ARONSON

CEO and Founder, It’s A 10 Haircare and Be A 10 Cosmetics

We have built our e-commerce platform and our email database tremendously over the past three years and continue to do so. Our approach has been to build our email database through advertising and marketing. Because this was a priority for us prior to the pandemic, it allowed us to continue building strong customer relationships this year.

ERIKA KUSSMANN

CMO, Paula’s Choice

Email is an important connection we have with the customer once they become part of the brand and, so, our focus is guidance and relevance. Once a customer has bought their first product, they are at a point where they’re looking for help about what to use with that product, to build the best routine for themselves. The combination of our content, education and AI tools to understand where the customer is in their journey helps us provide the best and most helpful solutions.  

CHRIS PAYNE

CEO, Jane Iredale

We take a balanced approach to email marketing, a mix of promotional offers and storytelling. Ultimately, we want our community to receive our emails, find them relevant, useful and act on them.  To help do this, we continually strive to better use data in an attempt to serve up meaningful content and messages. From a broader perspective, we also seek to align our messages across all channels whenever possible to approach our consumer in a holistic manner.

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AEDIT posted “This Is Actually The Worst Possible Thing You Can Do For Fine Lines, According To A Dermatologist” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert commentary on the benefits of humidifiers within a skincare routine.

Your skin is a delicate organ that responds to a number of outside sources to determine the quality, texture, and speed of visible aging on your complexion. While there are steps you can take to manage your fine lines and wrinkles such as a good skincare routine and even the food you eat, there are also mistakes you could be making in your day to day life which actually speed up aging, making imperfections more apparent. Before you go any further in adjusting your skincare routine, this is the biggest mistake a dermatologist warns you could be making for your fine lines.

Wearing sunscreen is one of the most important skincare rules, so leaving your skin unprotected from UV exposure could actually be invoking premature aging according to Purvisha Patel, board-certified dermatologist and founder of Visha Skincare. She explains, “Skin that is exposed to UV radiation from the sun and even blue light (light emitted from our electronic devices), gets damage to the DNA of the skin cells and free radical release.”

Skin that has been exposed to UV light can appear to age more quickly as the outer barrier has been damaged by the harsh rays. “[UV radiation] accelerates collagen breakdown and can cause fine lines, wrinkles and bags. This is further accelerated by squinting (moving the muscles around the eyes a lot creates lines as well),” Patel says.

If you don’t already, Patel advises wearing SPF 30 daily, even if you don’t have big plans to spend time in the sun. To protect from HEV light from electronic devices, Patel suggests a tinted block. Over the years, if you have neglected your sunscreen use and are suffering the consequences, it’s not too late to hop on the bandwagon. There are tricks you can still use to treat existing fine lines, such as trying gua sha or a jade roller daily to ease inflammation and enhance collagen production in the face. But it’s important to note: skincare solutions only truly work with consistency!

Keeping your skin protected from harmful UV rays is one of the most important steps in preventing and minimizing fine lines and wrinkles. No matter when you start, whether it be at 20 or 50, your skin will reap the benefits of proper protection. In combination with a good skincare routine and adequate hydration and sleep, signs of aging won’t stand a chance.

 

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BUSTLE posted “10 Derm-Approved Facial Tools That’ll Work Wonders On Your Skin” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert insights on at-home skincare devices.

Sure, serums and creams are great for nourishing and moisturizing your skin. But if you want to take your beauty routine up a notch, it’s worth considering one of the many facial tools that exist — aka gizmos that use some sort of technology to improve your complexion.

A lot of these devices resemble the tools facialists or dermatologists use for in-office treatments, and many claim to produce similar results. Dr. Purvisha Patel, M.D., a board-certified dermatologist and founder of Visha Skincare, believes at-home beauty devices are booming. A report done in April by Research and Markets forecasted the beauty device market to grow at a CAGR (compound annual growth rate) of 18.8% between 2019 and 2027, and found that new technological advancements in the product category have led consumers to increasingly turn to at-home treatments. This is especially the case during quarantine, which has separated many people from professional facial treatments.

“People have been looking to more at-home options to give them [skin-boosting] results,” says Patel. These devices include microneedling tools (rollers that — yes — use teeny pins to stimulate collagen), facial wands (like jade rollers and other massagers), and handheld microcurrent products (which use electrical stimulation to sculpt), to name just a few examples.

Despite the many complexion-boosting perks these products claim to make, Patel cautions that beauty devices are a “double-edged sword.” One key thing to note? “These [tools] will never be as strong or effective as getting a procedure done at your dermatologist’s office,” she says. “As with skin care marketing, they can be rife with misinformation, and consumers will be disappointed when the wrong tool is used for the wrong skin issue.” If you’re not sure if a device is right for you, check with your derm before buying it.

Looking to get more out of your beauty routine? Here, experts share what you need to know about the facial tools that can level up your skin care.

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Women’s Health Online posted “25 South Asian-Owned Beauty Brands To Support Now And Always.” The story features Dr. Purvisha Patel and spotlights Visha Skincare as a dermatologist founded skincare line built for the unique complexities of South Asian skin. The article also highlights Fitness Scrub for its effective ingredients, including activated charcoal.

Look no further for plant-based ingredients.

By now, a curiosity in “clean,” or plant-based beauty solutions might have led you to either sip some golden milk (traditionally known as haldi doodh) with the goal of brighter skin, mist your face with some refreshing rose water, experiment with coconut oil for thicker hair, or all of the above. But centuries before the current clean beauty movement, there was Ayurveda—which literally translates to “knowledge of life.” One of the world’s oldest approaches to holistic healing, Ayurveda is based on the belief that full health is dependent upon balancing the mind, body, and spirit using only our bodies and ingredients from the earth.

In most South Asian households, evenings are often spent watching our grandmothers dig through the pantry to mix homemade face, body, and hair elixirs with ingredients like chickpea flour, coconut oil, jasmine, and lemon. One night a week is also reserved for hair oiling and DIY face masks (my family’s go-to anti-inflammatory acne-fighting mask is a turmeric, antibacterial honey, and rose water concoction).

Board-certified, Miami-based dermatologist Manjula Jegasothy, M.D. touts the benefits of a clean, Ayurvedic approach to your beauty regimen. “Products only have long ingredients lists and chemicals in them to act as preservatives,” she says. “By buying products based in Ayurveda, you’re eliminating all of those ingredients. No matter what skin type you have, you may experience fewer sensitivities, allergies, and clearer skin because of the smaller, cleaner ingredient list.”

“South Asian-owned brands have always had an implied Ayurvedic foundation,” adds Nikita Upadhyay, bestselling author of Indian beauty tip bible Roots To Radiance. “South Asian-owned brands have been doing clean beauty since before brands were even using the term ‘clean beauty’. We are, by nature, the authority on all things clean beauty because we grew up having fewer resources that led us to DIY Ayurvedic beauty rituals out of necessity,” Upadhyay says.

Yes, I love my CTZN Cosmetics lipstick, because they make the only true nude I can rely on for my brown skin. Ranavat’s Jasmine Tonique is the one toner I always keep stocked on my vanity at all times, and Live Tinted’s Hue Glow is like IRL Photoshop on my medium-toned legs. Buying these standout products from the below brands is putting your hair and skin—and your money—in the hands of the original authorities on clean beauty.

 

1 NUDIVERSAL Lip Duo

Ctzn Cosmetics

Because one nude lip shade absolutely does not fit all, Pakistani sisters Aleena, Aleezeh, and Naseeha Khan founded inclusive makeup brand CTZN Cosmetics to solve the problem they saw: In addition to mass beauty brands not serving an inclusive shade range, brown-skinned models in beauty campaigns were rarely ever South Asian or Middle Eastern. 

Their mango butter-infused Nudiversal Lip Duo is the first nude shade I’ve ever used that suits my brown skin and mixed undertones. The 100 percent vegetarian and cruelty-free brand asks users to take a quiz to match the exact right nude shade for your skin tone. You can even see what each shade looks like on multiple skin tones.

2 Sculpt and Shine Beauty Baton

Ready Set Jet

Founded by Shalini Vadhera after the Indian government specifically called upon her to help disenfranchised girls in the country, the brand assists girls with opportunities ranging from career mentorship to small business funding and even scholarships, in partnership with Vadhera’s philanthropic foundation, Power Beauty Living. 

Ready Set Jet’s easy-to-use line of baton-shaped clean beauty products feature ingredients like antibacterial seaweed extract and collagen-boosting algae extract. 

3 Confidant lipstick

Rella Beauty

After a trip to India in 2018, Raisa Mirza wanted to inspire Indian girls to prioritize self-care, and understand confidence that it instills. Out of that desire, she created vegan and cruelty-free Rella Beauty. 

Her launch collection features lipsticks built specifically for brown skin and the mixed undertones South Asian women have. For every lipstick purchased, one is given to a woman in need.

4 Royal Tonique Hydrating Jasmine Mist

Ranavat Botanics

Ranavat literally translates to “royal”, which is completely fitting for this holy grail jasmine toner mist: The highly potent vegan skin, hair, and body care line is a nod to the rituals of Rajasthani Kings and Queens. Leveraging the secrets of the ancient elixirs and potions they’d use for beauty and a long life, founder Michelle Ranavat is the ultimate modern alchemist of mind, body, and spirit beauty. 

5 Back To Your Roots Scalp + Hair Prewash

Shaz & Kiks

If scalp-to-strand hair health has been a goal of yours for some time now, try Shaz and Kicks. Indian sisters Shaz Rajashekar and Kiku Chaudhuri’s namesake Ayurvedic hair care brand was founded out of the siblings’ fond childhood memories spent in India. Their grandmother spun beauty blends out of ingredients from their pantry and garden. 

Their luxurious concoctions feature nourishing pre-wash hair masks for every hair type (yes, I’m talking to you, my curly-haired girls) with scalp-loving ingredients like coconut and turmeric root oil.

6 Nektar

Asmi Glow Boldly

Founded by Indian corporate finance executive-turned essential oil and plant extract researcher, Asmi Mahableshwarkar makes fragrances that are perfect for anyone with a sensitive nose. 

They’re all built with the Ayurvedic foundations of aromatherapy in mind, and I love her “nektar” floral scent so much, I’ll wear it even when I’m home alone just to have an excuse to smell the scent for myself. 

7 AVYA Skincare Night Moisturizer

Avya Skincare

If you’re an Ayurveda newbie, Avya Skincare is a great gateway brand. The ultimate East-meets-West skincare brand, Deepika Vyas and Dr. Tanuj Nakra built Avya skincare on the foundation of using technology to enhance the healing powers of Ayurvedic ingredients. Their powerful formulations feature blends of natural neem leaf extract and coconut oil with potent retinol and Vitamin C. 

8 Cira Natural Organic Nourishing Brow Oil

Cira Hair & Skin

Yes, I might be biased, but South Asian women are envied worldwide for their thick, healthy hair and brows—mostly due to our grandmothers’ love for massaging oils into every surface of our skin. Deepa Khambe’s line of oils pay tribute to the ancient Indian art of hair oiling. 

9 BYREDO Rose Of No Man’s Land Body Lotion

Byredo

Mentored by some of the greatest perfumers of our time, half Indian, half Swedish founder Ben Gorham is the ultimate fragrance whisperer. Renowned for their luxury candles, Byredo also makes the indulgent body cream that I reserve for only the most special occasions.

10 Meltdown Blemish Treatment

BLUME

Founded to foster a safe space for young women to celebrate their bodies, sisters Bunny and Taran Ghatrora make self-care products for your period from heat packs to a variety of skincare essentials. 

I wish I could have given their famous Melt Down acne oil to my 13 year-old self. One of them sells every 8 minutes, and if you try it just once, you’ll know exactly why.

11 Hueglow

Live Tinted

Hyperpigmentation is especially prevalent in South Asian women, something the Western beauty world never responded to—until Influencer-turned-CEO Deepica Mutyala came along.

Her line of vegan, cruelty-free multitasking huesticks came from her passion to make beautiful, glow-inducing products, but more out of Mutyala’s deep-rooted desire to dismantle colorism in the beauty world.

12 Visha Skincare Fitness Scrub

Visha Skincare

SHOP NOW

We love a good dermatologist-founded brand, and this one by Dr. Purvisha Patel built for the unique complexities of South Asian skin is no exception. Their products feature ingredients like activated charcoal, sea salt, and sunflower oil that I often rely on to pretend my shower is actually a spa. 

13 Softening Hydra-Whip

aavrani

Like most South Asian women, Rooshy Roy too was inspired by her grandmother’s homemade beauty creations. With skincare products, like this hydra-whip body butter, rooted in the ancient rituals of our ancestors, the brand gives a portion of all proceeds to their partnership with the Indian Shanti Bhavan School to help provide disadvantaged youth with an education.

14 Nourish Face Cream

Sahajan

Indian entrepreneur Lisa Mattam founded the plant-based, eco-friendly beauty brand out of a desire for wanting to surround her two-year-old daughter with nourishing, chemical-free products. Every single one of her products feel just as amazing on your skin as they will look on your vanity.

15 The Power Couple

Yellow Beauty

Turmeric is a star skincare ingredient in Ayurveda for its anti-inflammatory properties. Born out of a shared love for our favorite DIY ingredient, life partners Jaz Fenton and Jamil Bhuya created a clean line of turmeric-focused skincare products. Plus, a portion of all their proceeds fight to put an end to child marriage. 

16 Liquid Glass Radiance Serum

FARSÁLI

Millions of followers (including my teenage self) were copying influencer Farah Dhukai’s homemade, DIY hair and skincare masks on YouTube for over a decade before bottling up her vegan, cruelty-free elixirs. 

17 Smooth 2.0 Large Pure Bristle Brush

RAINCRY

After years of styling hair for some of the most glamorous red carpets in the world, Indian and Anglo-British founder Feisal Quershi made a brush for himself to use on his clients when he couldn’t find one on the market that he actually liked. The secret got out, and out of it a full line of clean, cruelty-free luxury hair care products, from pH-balancing shampoos and conditioners to  fragrances, was born.

18 Limitless Foundation

Stellar Beauty

One of the few South Asian-founded makeup brands on the market, this one’s a must-have for every brown-skinned makeup wearer who’s struggled finding the right shade. Indian founder Monika Deol’s career started as a TV personality, so all of her cruelty-free products are lightweight and camera-ready.

19 HoliRoots™ Pre-wash Hair Treatment Oil

Fable & Mane

You get the idea that a big part of Ayurvedic beauty is rooted in oils—especially when it comes to the healing powers of ancient hair oiling rituals. Indian power siblings Nikita (master formulator) and Akash Mehta (Unicef Global Guardian) founded the cruelty-free, vegan brand in homage to their hair oiling grandmother and healer grandfather.

20 Cinnamon Chai Candle

Scrumptious Wicks

Indian founder Sonya Malani Panchal somehow found a way to melt down the key fragrances of every South Asian household with candles like cinnamon chai, mango lassi, and even Indian monsoon. Panchal’s aptly-named Scrumptious Candles are fun to gift, for a scent that elicits some serious nostalgia.

21 Indian Summer Golden Hour Brightening Cream

Desi Roots

Desi girl Kajal Patel founded her Ayurvedic skin care brand out of a desire to make clean products to treat her son’s eczema as well as her own acne. Desi Roots takes Indian rituals blends them with her own powerful innovations, like this 100-percent-natural face cream, containing turmeric, zinc, Indian frankincense, and carrot seed oil. 

22 Alpenglow

Journ

Lawyer Sara Shah founded Journ Beauty out of her personal struggles with acne scars—something South Asian skin is particularly susceptible to. A brand of color correctors made specifically to help improve and treat skin for the long run rather than conceal it, the minimalist-loved brand is the ultimate makeup-skincare hybrid.

23 Mitti Raw Honey Face Mask

Purearth

After leaving a life in private equity law, Kavita Khosa founded and ran a non-profit yoga school before starting slow-beauty, zero-waste brand Purearth to bottle up ingredients from the Earth in limited batches. Each ingredient in her skin and body care essentials, including this raw honey clarifying mask, is carefully curated to fuel and energize your skin.

24 Payaru Mung Bean Face Scrub

Payaru

Made for the ultimate clean beauty fan, Priyanka Ramesh’s line of face scrubs and oils have short ingredients lists, most of which feature antioxidant-rich and anti-inflammatory mung beans—another staple in every South Asian household. The protein-rich ingredient is made to replace the harsh plastic beads that exist in traditional scrubs. Where those microplastics pass through our water filtration systems, and often end up in the ocean where marine life mistakes them for food, mung bean is instead biodegradable, gentle, and even more effective.

25 Liquid VO2 Undereye Color Corrector and Concealer

Vasanti Cosmetics

This sister-founded makeup-skincare hybrid brand is all about high-performance products that are cruelty-free. From childhood, sisters Pinki Gosal along with Monal, Gargi, and Priti Patel were shamed for the genetic hyperpigmentation and dark circles that comes with South Asian skin, so they decided to feature shade inclusive products that have a focus on color correcting the under eye area specifically.

 

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FOX13 Memphis posted “COVID-19 vaccine side effects: FOX13 separates fact from fiction” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert commentary on the warning that came from the FDA after people with cosmetic fillers had side effects during the vaccine trials.

A warning from the Food and Drug Administration about the possible side effects from the Moderna vaccine is raising some eyebrows.

FOX13 talked to local doctors in order to separate fact from fiction.

Purvisha Patel, Memphis dermatologist and doctor with Advanced Dermatology, spoke about the warning that came from the FDA after people with cosmetic fillers had side effects during the vaccine trials.

Two people who had cosmetic procedures experienced facial swelling after getting the Moderna vaccine.

The FDA reported another trial participant had a reaction in the dermal fillers around her lips.

Patel said the side effects are a small part of the vaccine study.

“I think it’s really important to let people know that everything is going to be okay,” Patel said.

Patel said this should not be a deterrent to getting the vaccine.

Doctors told FOX13 that all vaccines have some possible side effects, and these can be treated with antihistamines, steroids or antibiotics.

About 30,000 people participated in the Moderna vaccine trials.

The three that experienced swelling recently had lip fillers or cheek fillers.

Doctor Fahmi Farah said, “The allergic reaction we are seeing is controllable, it’s mild, and with a simple antihistamine and steroids it’s resolved.”

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AEDIT posted “Should A Humidifier Be Part Of Your Skincare Routine?” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert commentary on the benefits of humidifiers within a skincare routine.

How do you turn your home (which, these days, might be doubling as your office) into a tropical, skin-soothing oasis in the dead of winter? Enter: humidifiers.

Now that the winter season is upon us, dry conditions start to take residence in your home and, if you’re not careful, your skin. Less humidity, artificial heat, and warmer showers can all lead to dry skin, so upping moisture levels is a must. Flaky dry skin is irritating enough, but if you’re facing other skin conditions like flare-ups of eczema or dermatitis, finding a hydrating solution that keeps your outbreaks under control is vital. And that’s not to mention one of the peskiest skin concerns: acne.

Since all of these inflammatory conditions can be exacerbated by arid environments, how do you turn your home (which, these days, might be doubling as your office) into a tropical paradise in the dead of winter? Enter humidifiers, diffusers, and steamers. We spoke to dermatologists about the benefits of adding these tools to your skincare routine.

The Benefits of Humidifiers in Skincare

Before its use in beauty, humidifiers’ claim to fame was easing congestion and treating the common cold. Now, humidifiers are recognized for their ability to add moisture to the air, which can help combat common skin issues. “Humidifiers increase the air’s water content and help the skin, your body’s largest organ, from drying out,” says Purvisha Patel, MD, a board certified dermatologist and founder of Visha Skincare.

Dry conditions can cause small cracks on the epidermis that expose nerve endings and the deeper layers of skin to the outside world. The result? Itching, flaking, and more sensitivity to products and the environment. “When the skin is moist, water in the upper layer of the skin prevents it from drying out and cracking,” Dr. Patel adds. Increasing moisture levels helps to maintain hydration. When skin is properly hydrated, it naturally combats common winter skin concerns. “In dry environments, we lose more moisture from our skin, so humidifiers can be helpful for conditions like dry skin and eczema,” says Hadley King, MD, New York City-based board certified dermatologist.

The steam from humidifiers can also aid with pimples, breakouts, and acne (yes, even the kind caused by face masks). “Steaming helps with acne because it opens the pores,” Dr. Patel says, adding you’ll want a concentrated humidifier with warm water. Although this won’t cure acne, it will open the pores and prepare the complexion for topical treatments. “Suppose that you are using topical medications for acne that are drying out your skin, and making it difficult for you to continue treatment,” Dr. King says. “In that case, a humidifier may help make your skin feel less dry, so it will be able to tolerate the topical medications better.”

It should be noted that people with oily skin or chronic conditions like lupus or rosacea will not benefit from the increased humidity. “Humidifiers won’t help treat conditions that are not characterized or exacerbated by dry skin,” Dr. King says.

HOW TO FIND THE RIGHT HUMIDIFIER

It’s essential to look for a humidifier that is the appropriate size for the space. “The goal is to achieve a humidity level of 30 to 50 percent,” Dr. King notes. If the levels are too low, the skin and airways will dry out. If the levels are too high, bacteria, dust mites, and mold can form. Needless to say, that growth can exacerbate symptoms for asthma and eczema patients and potentially even lead to infection. To avoid any issues, consider the following:

• Ask Your Dermatologist: Humidifiers can do a lot of good, but it’s important to speak with your dermatologist before bringing one home to make sure it won’t exacerbate any skin concerns.
• Measure the Room: “Small humidifiers work for rooms up to 300 square feet, medium humidifiers work for rooms 300 to 500 square feet, and large humidifiers are best for spaces over 500 square feet,” Dr. King explains.
• Keep It Clean: Be sure to buy a model that you can easily take apart and clean. Dr. King suggests assembling and disassembling it in the store, if possible. If you’re buying online, look for reviews that comment on such features.

Our pick? Specifically designed for skincare use, the Canopy features a 2.5 liter tank that can hydrate rooms up to 500 square feet. It’s easy to clean and has embedded UV lights and a paper-based filter to keep the tank clean and block contaminants from entering the air.

The Use of Diffusers in Skincare

What about diffusers? Diffusers are another tool that can add moisture to a space, but the delivery differs. “Diffusers are a great way to deliver the benefits of essential oils along with a little moisture into the air,” says Trevor Ellestad, education manager and in-house herbalist and aromatherapist at Saje Wellness. Diffuser moisture is meant to deliver aromas, not necessarily skincare benefits. “Some essential oils and fragrances, such as citrus oils, are contact allergens,” Dr. Patel says. “I do not recommend direct contact with diffusers and the skin.”

But that’s not to say you can’t enjoy the wellness benefits. Adding a diffuser to your vanity while performing your daily beauty or skincare routine is fine, so long as it’s not diffused directly to the face. Both Dr. Patel and Ellestad agree that some essential oils, like diluted tea tree oil, lavender, or roman chamomile, can have antibacterial, calming, and soothing effects on the skin — especially for acne patients. Even so, be sure to consult with your dermatologist before introducing essential oils to your routine. “Be very cautious about this because essential oils are a common cause of allergic contact dermatitis,” Dr. King says.

If you are looking for concentrated skincare benefits, try a facial steamer instead of a diffuser. The Dr. Dennis Gross Skincare Pro Facial Steamer offers a spa-worthy micro-steam experience for up to nine minutes, while the Conair True Glow Moisturizing Mist Facial Sauna System bundle comes with a nasal cone and facial cleansing brush for under $40.

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Forbes posted “Why You Need An Eyelash Serum (And The Best Lash Growth Serums That Actually Work)” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert commentary on how lash serums work, if they’re safe for everyone, and her top picks.

Raise your hand if you’d like to have fuller, flutterier lashes. Now, raise your hand if you want to achieve that without using falsies or eyelash extensions (come on, I can’t be the only one!). Turns out, there is a way to get doe-like lashes for real. Enter: Lash growth serums.

First things first, are eyelash serums worth the hype?

If you’re a brow-raising skeptic like me, you might wonder if these fancy little tubes that promise to give you Bambi-like lashes are actually worth the hype? The short answer is: Yes.

Various factors like genetics, aging and menopause often result in hormonal imbalances that cause thinning of the hair, eyebrows and eyelashes, says Dr. Dean Vistnes, Bay Area-based plastic surgeon and Medical Director at SkinSpirit. “Rough treatment around the eyelashes such as vigorous scrubbing while removing your makeup can also result in the loss of eyelashes over time,” adds Dr. Vistnes. Now, this is where lash growth serums step in to save the day (err, lashes). Packed with hydrating and growth-stimulating ingredients like vitamins and peptides, eyelash serums help boost the volume, length and overall health of your lashes over time.

How do lash growth serums work?

“Eyelash growth serums work to hydrate and condition your lash hair as well as stimulate the lash hair follicle to grow by keeping the follicle in the telogen (i.e growth) phase,” explains Michigan-based board-certified dermatologist, Dr. Fatima Fahs.

In addition, lash serums also contain peptides that specifically act on the skin cells of lashes to create a healthier foundation and boost volume, says Dr. Purvisha Patel, board-certified dermatologist and founder of Visha Skincare.

However, it’s important to note that not all eyelash serums are created equal. “Most over the counter lash growth serums work by conditioning the lashes—allowing them to appear more hydrated and volumized— but may not contribute to actual growth,” notes Dr. Fahs. If you’re looking specifically for a growth-inducing serum, check the ingredient list for bimatoprost, isopropyl cloprostenate or some other prostaglandin analog—a group of fatty acid compounds that extend the phase of hair growth,” explains Dr. Fahs.

Some OTC lash serums also contain biotin—a B vitamin—that helps eyelashes grow longer and thicker and stimulates the growth of additional lash follicles, adds Dr. Patel.

And how long does it take to see the results?

“Because it takes time for eyelashes to grow, it will usually take about eight weeks of regular application for lashes to appear noticeably longer, thicker and darker,” says Dr. Vistnes. “Once you are in ‘maintenance’ mode, you can usually get away with using the serum four nights per week rather than every night. However, consistency is the key,” he adds.

Lastly, are eyelash serums safe for everyone?

Short answer: No, not everyone.

“Lash serums should not be used by those with skin allergies or sensitive skin,” tells Dr. Patel. “Even though they are applied on the lashes, they can irritate the skin of the lash line,” she explains. Besides, if you have a history of increased eye pressure in the eye exam, using prostaglandin or its derivatives can be harmful as it can result in acute blindness, adds Dr. Patel.

Even if you don’t have the conditions mentioned above, keep in mind that some lash serums may cause irritation. “So if you develop itching, burning or redness, you should discontinue use immediately,” says Dr. Fahs. Also, note that “prostaglandin analogs can cause darkening (hyperpigmentation) of the eyelid skin as well as darken the eye (iris) color, especially in those with hazel or green eyes,” tells the dermatologist. While the issue of eyelid pigmentation usually resolves after discontinuing the use of the serum, darkening of eye color may not, notes the skin specialist.

Besides, “always apply the serum to clean, dry lashes,” advises Dr. Patel. And lastly, “be careful where you are applying the serum as unwanted hair growth on the face may occur,” warns Dr. Fahs.

The best serums for fuller, longer lashes

Now, are you ready to get the lashes of your dreams? Good! Here are six expert-approved eyelash serums to try:

RevitaLash Advanced Eyelash Conditioner ($150)

Both Dr. Vistnes and Dr. Fahs recommend this lash growth serum. Formulated with the brand’s proprietary BioPeptin complex, this lash growth serum conditions and strengthens your lashes while shielding them from environmental damage. “It works similar to Latisse, but also offers the extra component of creating a natural curl in the growth pattern of the lashes,” tells Dr. Vistnes. What’s more, even Meghan Markle swears by this ophthalmologist-developed serum. Need I say more?

GrandeLASH-MD Lash Enhancing Serum 2mL ($65)

Dr. Patel swears by this cult-favorite serum that’s enriched with lash-enhancing ingredients such as peptides, vitamins and amino acids. Its ophthalmologist-tested, cruelty-free formula promises to give you naturally longer and fuller-looking lashes in just three months.

RapidLash Eyelash Enhancing Serum ($49.95)

Both Dr. Patel and Dr. Fahs recommend this award-winning lash growth serum. Packed with potent ingredients like biotin, panthenol, amino acids and polypeptides, this ophthalmologist-tested serum conditions and fortifies your lashes while boosting their growth and appearance. And the best part? You can use it on your brows too—so you can achieve both lush brows and lashes in one go.

LASHFOOD Phyto-Medic Eyelash Enhancing Serum ($78)

Recommended by Dr. Fahs, this vegan and organic lash-enhancing serum is loaded with amino acids, soy protein and the brand’s proprietary blend of herbal extracts that strengthen and nourish sparse lashes while promoting lash regrowth. The Ecocert-certified serum is formulated without harmful chemicals like sulfates, parabens and phthalates. Plus, it promises to deliver noticeable results in four to twelve weeks.

vegaLash Volumizing Serum ($59.95)

Vegamour’s bestselling lash enhancer features a cocktail of clinically-tested plant actives that feed intense hydration to sparse, brittle lashes and stimulate lash regrowth in as little as 30 days.

Envious Lashes Lash Conditioning Serum ($45)

Created by celebrity eyelash expert, Clementina Richardson, this eyelash conditioner is suitable for those who already have lush, healthy lashes and want to keep ’em that way. Formulated with natural ingredients, this intensely nourishing lash conditioner feeds hydration to eyelashes that need some TLC, giving you soft, supple and stronger lashes.

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Byrdie posted “Dermatologists Are Prescribing This Acne Medication to Treat Hair Loss” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert insights on the effects of spironolactone on hair loss.

According to a study conducted by JAAD, female pattern hair loss (abbreviated to FPHL)—which can range from thinning to bald spots, or even develop into alopecia—affects approximately 40% of women by age 50. Unlike men who typically see hair loss beginning at the temples and forming an “M” shape, Harvard Medical School defines androgenetic alopecia as “gradual thinning at the part line, followed by increasing diffuse hair loss radiating from the top of the head.” While it can happen, women rarely experience receding and/or go completely bald if diagnosed with this condition.

Initially developed as a diuretic for high blood pressure (and more recently tackling acne), the oral medication, spironolactone, has been shown to help with hair regrowth. Hair loss, at its root, can have many potential origins including genetics, medical conditions and physical/emotional stress.

Below, board-certified dermatologists Flora Kim, MD, FAAD of Flora Kim Dermatology in Highland Park, Texas; Purvisha Patel, MD, MOHS, and cosmetic surgeon of Advanced Dermatology and Skin Cancer Associates in Memphis, Tennessee and Olive Branch, Mississippi; and Annie Gonzalez, MD, of Riverchase Dermatology in Miami, explain exactly what you need to know about taking spironolactone for hair loss purposes.

Editor’s Note: If you notice any unusual hair changes, we strongly encourage you speak to your primary care doctor or dermatologist to determine the correct treatment plan for you.

FAST FACTS:

SPIRONOLACTONE

What Is Spironolactone?

According to Gonzalez, by definition, spironolactone is a potassium-sparing diuretic that blocks the effects of the hormones aldosterone and testosterone and has some estrogen-like effects.

“Structurally, its backbone is a basic steroidal nucleus with four rings. The primary metabolite of spironolactone is canrenone, which is an active metabolite that is also an antagonist of aldosterone, and thus promotes diuresis,” she explains.

You might be wondering what on earth all of that means—and what it means for hair loss. To start, we must address that which causes hormonal hair loss in people (specifically those with ovaries), which is a difficult question to answer. In simple terms, estrogen increases the amount of time that hair spends in the growing phase, so when estrogen declines, hair loses these protective effects.

“Estrogen is synthesized in the ovary and other peripheral tissues and then travels to its receptors, some of which are located in scalp hair follicles,” explains Kim. “At the scalp follicle, estradiol has been reported to induce aromatase activity. Estrogen has been hypothesized to have a protective role against hair loss on the basis of the observation that patients with lower estrogen levels during menopause, postpartum, or treatment with aromatase inhibitors or selective estrogen receptor modulators are more likely to develop hair loss.”

So, in theory, if DHT is one of the main reasons for androgenetic alopecia, then spironolactone makes sense to try. Essentially, spironolactone helps reduce the effects of DHT by competitively blocking the attachment to its receptor, helping prevent miniaturization of the hair follicles.

Who Can Use It?

“As we age, we lose estrogen over time,” explains Patel. “When there is a genetic predisposition, female pattern hair loss can occur. Testosterone in the body and in the hair follicles goes unopposed, and this can lead to miniaturization of the hair follicles and hair loss. Spironolactone helps oppose the testosterone in the hair follicles and decreases hair loss.”

Gonzalez adds, “If your body produces an increased amount of testosterone or other androgens, spironolactone can totally help to reduce hair thinning by blocking the effects of testosterone in the body. The principle behind this is that there would be less testosterone-induced stimulation on the hair follicles, and therefore more hair retention.”

How Should It Be Used?

Currently, spironolactone is administered by prescription and is taken orally and/or compounded into topical formulations for hair loss with less side effects. Derms traditionally recommend 100-200mg daily, a minimum of six months to determine if this is the proper treatment option.

Patel emphasizes that this treatment method is by no means an overnight fix. “[Patients complain] that it is not working, but this is mostly due to expectation. It stops hair from further falling out and regrowth may take time,” she details. “The dose can also be adjusted by your board certified dermatologist.”

What About the Side Effects?

Remember, spironolactone is a diuretic, so it is imperative that you make the extra effort to drink plenty of water. Patel notes that “it could make your electrolytes out of whack leading to high potassium levels. This is why your doctor checks this level during treatment.”

While taking spironolactone, Patel also recommends that patients lower their potassium intake (by way of supplements or banana consumption) in addition to avoiding cholestyramine, digoxin, lithium, trimethoprim; heart or blood pressure medicine (especially another diuretic); medicine to prevent a blood clots; or NSAIDs (nonsteroidal anti-inflammatory drugs) which includes aspirin, ibuprofen (Advil, Motrin), naproxen (Aleve), celecoxib, diclofenac, indomethacin, and meloxicam.

According to Kim, other potential side effects include “dizziness with postural hypotension, breast tenderness, decreased libido, spotting, and electrolyte imbalance. This androgen receptor blocker is categorized as pregnancy category D.”

Gonzalez emphasizes that due to its estrogen-like effects, this medication is only given to those who are not pregnant. “The most common side effects are diuresis, menstrual irregularities, gastrointestinal upset, and breast tenderness. To add, women of childbearing potential must be on a reliable form of birth control with spironolactone to avoid exposure during pregnancy.”

Final Thoughts

Before exploring this option, speak with your primary health doctor or dermatologist to determine if this is the right treatment method for your current lifestyle.

Other options, like minoxidil (at least 5% or or higher per Kim), flutamide, dutasteride, finasteride, birth control (those that are combined and contain both estrogen and progestin) may be a better solution.

Ultimately, hormonal balance is exactly that—a balance. “Tipping one way or another with hormone levels does not help everyone,” cautions Patel.

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Byrdie posted “The 10 Most Effective Home Remedies for Nail Psoriasis, According to Derms” and features Visha Skincare founder, Dr. Purvisha Patel‘s expert insights on home remedies for nail psoriasis.

Psoriasis is a chronic skin condition that leads to the development of ultra-dry skin and, in many cases, noticeable scales. While most cases of psoriasis happen on the skin and scalp, nail psoriasis is also possible.

Board-certified dermatologist Purvisha Patel says that psoriasis occurs when the body’s white blood cells target the skin, joints, and nails. “The inflammation triggers an acceleration in the production of cells, known as keratinocytes, in the skin, nails, and other tissues,” she explains. “When this occurs in the skin, characteristic plaques can develop. In the fingernails and toenails, the overproduction of keratinocytes can cause thickening, malformation, and discoloration as the cells are produced faster than they can be shed.”

As common as thickening and malformation are, Patel says that nail psoriasis can show up in other forms, as well. Namely, as lines and furrows that run side to side rather than from the cuticle to tip, yellowish-red dots beneath the nail (which are known as oil drops or salmon patches), white patches on the nail, lifting of the nail plate, and extremely brittle nails.

While symptoms and age of onset can vary from one person to the next, it’s important to know how to treat nail psoriasis to (hopefully) prevent it from progressing. Thankfully, Patel and dermatologist Dr. Sandy Skotnicki have a plethora of home remedies for nail psoriasis. Check them out, below.

MEET THE EXPERT

Dr. Purvisha Patel is a board-certified dermatologist and the founder of Visha Skincare.

Dr. Sandy Skotnicki is a dermatologist and the founding director of Bay Dermatology Centre.

01 Trim Your Nails Regularly

Since nail psoriasis causes nails to break easily, Patel says it’s best to keep nails short so that they won’t crack unevenly, potentially causing even more discomfort.

02 Don’t Bite Your Nails or Pick at Your Cuticles

Considering nail psoriasis already cause quite a bit of trauma, you want to veer away from doing anything that can cause even more. Plus, biting your nails is just plain unhygienic.

03 Be Extra Gentle With Your Nails

Since nail psoriasis is often associated with general brittleness, Skotnicki says to be extra gentle with your nails. And this goes beyond not picking at them. She also recommends shielding them from harsh environments by wearing cotton or rubber gloves when washing the dishes, gardening, or cleaning the house.

04 Use Moisturizer on Your Nails and Cuticles

“Vitamin E oil and fish oils have been shown to help with inflammation of the nail beds, and can help with the cuticles and growth of nail with nail psoriasis,” Patel says. Our favorite vitamin E-infused cuticle product is none other than Olive & June’s Cuticle Serum ($30).

05 Avoid Fake Nails

When you have brittle, damaged nails, it can be tempting to apply fake nails—but Skotnicki says not to. “Avoid false nails they can lead to nail trauma and a worsening of nail psoriasis,” she says, noting that nail polish is still fine to wear. “It will not harm the nails or worsen psoriasis.”

06 Keep Your Nails Clean and Dry As Much As You Can

“Moisture and warmth can promote bacterial and fungal growth,” Patel points out, noting that thick, uneven nails with cracks and holes (common of nail psoriasis), is a perfect breeding ground. “Using Vicks VapoRub ($9) on your nails at night helps decrease microbe growth, so does soaking your nails in Listerine Original Antiseptic ($6.59)—the active ingredients help kill microbes and prevent infections.”

07 Consume Anti-Inflammatory Foods

Since psoriasis is an inflammatory condition, Patel says that eating an anti-inflammatory diet can help prevent nail psoriasis from flaring up. “The gut and the skin are connected,” she explains. “The skin is the largest immune organ of the body and the gut is the second largest immune organ of the body. Foods that increase inflammation include sugar, dairy, and gluten. Stopping these is beneficial in psoriasis and other diseases. Eating more foods with turmeric is also very helpful as it is an anti-inflammatory.”

08 Clip Your Hangnails

Remember the no biting rule? This includes hangnails. Biting or ripping a hangnail off can cause snagging and more damage. For that reason, Patel says to gently clip it.

09 Consider Using a Finger Condom

Sometimes nail psoriasis only pertains to one nail. If that’s your case, Patel recommends using a finger condom—especially if you’ve been prescribed a topical steroid to help treat it. While some stores sell finger covers, Patel says that you can easily create one by cutting the finger off a vinyl glove. That way you’ll get five covers per glove, which is often more cost-effective. Just keep in mind that with these DIY covers you’ll need something to secure them. Luckily, a bandage or medical tape works well.

10 Load Up on Fatty Acids

While we’re on the topic of diet, Patel says that loading up on omega 3 fatty acids has been found to help with psoriasis in general. “These fatty acids are found in fatty fish such as salmon, flax seeds, and walnuts,” she adds.

11 Commit to Your Basic Health Needs

Last but not least, Patel says that managing inflammatory conditions like nail psoriasis also comes down to committing to your basic hydration, sleep, and health needs. “Drinking [eight] glasses of water, getting eight hours of sleep, and taking a multivitamin and a probiotic are other healthy habits that help with skin health as well as total body health,” she shares.

While there are plenty of ways to treat the symptoms of nail psoriasis, treating the underlying cause is not so easy. That’s because there’s yet to be a cure for the skin disease. If the above methods don’t work to alleviate the discomfort of your symptoms, meet with a dermatologist to go over a custom plan.

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