Women to Watch: INTERVIEW WITH CARINA WOODRUFF, MD - VETTED DERMLAB

WHAT INSPIRED YOU TO START YOUR BUSINESS AND BECOME A FEMALE FOUNDER?

Many people in the US experience skin allergies in the form of rashes - and ingredients in personal care products are among the most common causes. Many of these ingredients don’t need to be there and others could easily be substituted. As dermatologists, we are confronted by this problem everyday. Patients come into our clinics having spent thousands of dollars trying to find products that didn’t aggravate their skin; often using products labeled “hypoallergenic”, “dermatologist tested”, and “clean” only to find out many of these products were the problem. We knew it didn’t have to be this way and felt compelled to use our unique expertise in skin allergy and personal care products to solve this common clinical problem. We truly never set out to be entrepreneurs. We are all practicing dermatologists involved in research and education and are very fulfilled by our jobs. We are also all moms! We definitely have our hands full now but every step of this journey has felt so worthwhile because the three of us believe so deeply in what we are trying to accomplish with VETTED.

WHAT UNIQUE PROBLEM DOES YOUR BUSINESS SOLVE, AND WHAT MOTIVATED YOU TO ADDRESS IT?

Skincare options for patients with sensitive skin or contact dermatitis are limited. We knew there were no truly hypoallergenic, high-performance skincare lines available on the market. We thought we should create something that had powerhouse ingredients like vitamin C, retinoids, and niacinamide; omitting the allergens in so many products unsuitable for those with skin sensitivities.

One of the repercussions of the clean beauty movement seen frequently in dermatology is an increase in allergic skin rashes to botanicals and essential oils. Most people don’t realize that botanicals are actually a common cause of contact allergies! We understood why terms like “clean beauty” were important and appealing but we felt the concept (and these products) was missing a critical, scientific lens; are they hypoallergenic. We wanted to make products that combined sustainability with what we know is also good for the skin - non-irritating, non-toxic, and truly hypoallergenic ingredients. At VETTED, we say: “If it’s not hypoallergenic, it’s not clean.”

WHAT SETS YOUR BRAND APART FROM COMPETITORS IN YOUR INDUSTRY?

The FDA sets no minimum standard for commonly-used marketing terms like “hypoallergenic;” it means different things to different brands. It is not uncommon to find a product labeled “hypoallergenic” but contains a common allergen. This confuses consumers. We wanted to elevate the industry standard by setting the strictest criteria of hypoallergenicity based on the most recent allergen prevalence data. Our products are more hypoallergenic than anything out there - including leading common dermatologist recommended brands in the marketplace and doctor-developed brands.

HOW DO YOU DEFINE SUCCESS FOR YOUR BUSINESS, AND WHAT MILESTONES HAVE YOU ACHIEVED SO FAR?

We launched in March of this year. We’ve had sales since day one and we believe it is because VETTED fulfills a real need in the marketplace. We are expanding into dermatology and allergy practices. We want to become a trusted brand for hypoallergenic, high-performance, and clean skincare. Our ultimate goal is to become the number one dermatologist-recommended skincare brand and to sell in retailers like Sephora.

IN WHAT WAYS DO YOU COLLABORATE OR CREATE OPPORTUNITIES FOR PARTNERSHIPS WITH OTHER WOMEN-OWNED BUSINESSES?

Many of our vendors and consultants are female founders themselves. We are collaborating with dermatologists and skin experts in social media, many of whom are females.

HOW DOES YOUR BUSINESS ALIGN WITH YOUR PERSONAL VALUES AND ASPIRATIONS?

We all believe in using our unique talents and knowledge base to better the world. We hope to disrupt the beauty industry by raising the bar for ingredient transparency by creating products that are safe for everyone; including those with sensitive skin. We are doing it on our own, on our terms, in the evening, between patient visits, and school drop offs because we believe in VETTED. We stand for selectivity and integrity; we carefully vet all our products using the most recent data on allergenic and irritant potential and toxicity.

WHAT IS YOUR VISION FOR THE FUTURE OF YOUR BRAND AND HOW DO YOU PLAN TO CONTINUE GROWING AND EVOLVING?

We want to become the number one dermatologist-recommended skincare brand. Dermatologists and allergists immediately understand our value proposition and the unique void we fill in the market; they are a trusted source of product recommendations for patients. At this time, we focus on getting our messaging out there and partnering with doctors; specifically dermatologists and allergists. We also are doing DTC sales and hope to move into retail in the future.

Carina Woodruff, MD, is a Harvard, Yale and UCSF-trained dermatologist with a special interest and expertise in skin allergies and patch testing. She is a practicing general medical and surgical dermatologist and the director of the Epiphany Skin Allergy Institute.

Her co-founders are also dermatologists and both based in San Francisco. Dr. Nina Botto is an expert in contact dermatitis, and an associate professor at the University of California. Dr. Lindy Fox, is a medical dermatologist and professor at the University of California. They formed the company when they were faculty at UCSF, about 10 years ago. Their company is a testament to the power of female mentorship and friendship!

INSTAGRAM: @vetteddermlab

WEB: www.vetteddermlab.com