[nphatak]

You're absolutely right - there are plenty of companies out there targeting POC and claiming to have the best ingredients and dermatologists. Once big differentiator is how we've curated the product line. We are both analytics people by background and actually scraped information from Facebook communities and Reddit threads discussing top skincare issues and product needs for POC. We found that hyperpigmentation was the number one talked about issue for people of color after acne. Next was sunscreen, then ingrown hairs, dark eye circles, deodorant, and hyperpigmentation for the body. By focusing on the actual problems and not just the marketing buzzwords (dermatologists, ingredients that trend well on Google), we've been able to take an unbiased, more scientific approach to product development.