Shay Paresh, the entrepreneur behind Shayde Beauty, shattered stereotypes by creating an entire melanin-rich first skincare company. This category creating brand not only amplifies the need for melanin first skincare but is responsible for literal glow-ups, mine included. As someone with a deep complexion, I have struggled with hyperpigmentation from bouts of severe hormonal acne. Shayde Beauty’s brightening serum has transformed my skin and virtually eliminated my hyperpigmentation. It’s no surprise it has been sold out three times since its launch. The results begged the question ‘How come I never knew that brown skin need their own skincare?’
“There is make-up and haircare for people of color but why not skincare,” explains Paresh, who used to work in the Global Creative Marketing team at Clinique. “Working with established brands, showed me that there is a major untapped market for skin of color. I saw first-hand how women of color were treated as an afterthought not just in marketing but in the actual formulating of the products. That was my lightbulb moment,” recalls Paresh.
“I knew the data and my personal experience supported the idea that people with melanin rich skin needed their own category of skincare. My journey to launch and develop Shayde Beauty was driven by my commitment to address the unmet needs of people of color like myself. And frankly from a business point of view it seemed like a no-brainer,” exclaims Paresh.
Currently 40% of Americans are people with skin of color and this is estimated to grow beyond 50% by 2045. While globally 80% of all people are with skin of color, most of the clinical studies, research and products on the market are not geared towards those with skin of color. Working with the best chemists in the world Paresh started developing these science-based formulas and it took her almost half a decade to perfect.
Ok, but does darker skin really need its own skincare category? A question I posed to Board Certified Dermatologist, Dr. Jessie Cheung, “Yes, darker skin has more active pigment cells, so darker skin types are more reactive. Darker skin is more prone to stubborn hyperpigmentation and over-active scarring, including keloids, after any sort of trauma such as a pimple or a scratch.”
What should consumers with rich tones know while shopping for skincare products, Dr. Cheung answers, “Darker skin types do well with products that are formulated to help to break down unwanted dark spots and even skin tone, while decreasing inflammation. Darker skin types have the lowest level of ceramides, which means they are susceptible to dry skin. Ashy skin is a common complaint, since dehydrated skin is more visible on skin of color and patients want a cosmetically elegant solution – a moisturizer that isn’t greasy or chalky.”
Given the growing population of different complexions and the obvious need that skin with melanin need their own formulated products, established players risk losing market share to a host of new brands that specialize in skincare for people of color. Shayde Beauty’s first mover advantage of creating an entire luxury skincare category with melanin in mind is already catching the attention of retailers and investors. While bringing diversity to the shelf has been no easy task, it’s clear retailers should be paying more attention to inclusive skincare. With new skin tones being born every day, a new generation of consumers are looking for retailers to step up and include skincare brands that are inclusive for all.
Get inspired and catch up on my latest interviews on The Alexandra Mysoor Show available wherever you get your podcasts (Spotify + Apple Podcasts). Also follow me on Instagram or LinkedIn for more with entrepreneurs, obsessed visionaries, athletes, artists and experts from all over the world who are just epic.