Hyper Skin Founder Desiree Verdejo on Creating a Cosmetics Brand Focused on Colored Skin

Desiree Verdejo, Founder Hyper Skin, never saw herself in the beauty industry, so her mission was to change the industry from within. A former lawyer, Verdejo built a business specifically for the skin problems of people of color. hyperpigmentation acne scars and more. Ahead, she talks about multicultural beauty, shares her favorite Cosmetics brands owned by blacks and advice for new entrepreneurs.

Tell us a little about your background and how you got started in the beauty industry?

I am a native New Yorker, ex-lawyer and lifelong beauty lover. As a black woman, I have always looked at beauty through the lens of the consumer and have always wanted to fill the voids I saw and felt in the industry as a consumer. This impulse led me to change jobs and open an independent beauty boutique in New York a few years ago.

What was the concept behind Hyper Skin? Tell us what inspired you to create the brand. 

Ever since I was a teenager, I have dealt with acne, which has always been accompanied by large dark spots. I've always been drawn to beauty and skincare in particular, but I never felt like I could see my reflection in the industry. I have rarely seen black and brown faces and have never seen anyone with texture, pimples or hyperpigmentation.

When I opened an independent beauty boutique and selected effective skin care brands for my very multinational client base, I realized that this lack of diversity seeped through throughout the entire industry – tan skin was not factored into formulations or even skin care concerns. that seemed worthy of a decision. So many dermatologists and chemists have little to no training on how to treat melanin-rich skin. 

I launched Hyper Skin to focus on the most pressing skincare concerns of color skin, starting with hyperpigmentation. Hyper Skin is a simple, result-oriented skincare brand rooted in multiculturalism.

What does a typical day look like for you? 

I always try to wake up at 6:30 am so that I have some time for myself before my little ones naturally wake up at 7:30 am. Before they wake up, I like to have a quiet latte, hop on my Peloton for a quick ride, and take a shower without an audience. Then there is a frantic rush to get them out the door and send them to kindergarten.

I love the separation between home and work and the motivation to wear real clothes, so most of the day I go to my coworking space. I spend a lot of time on Zoom with various members of my team, chatting with vendors, attending virtual events, and sending emails. I love settling down for coffee or al fresco dining with my team or fellow founding members whenever I can. 

What does your personal skincare look like?

My skincare routine is by far my favorite part of the morning. I have combination and acne prone skin, so I always try to use products that help with acne. I'll start by cleansing with a mild AHA cleanser. After cleaning I continueVitamin C Serum Hyper Even Brightening Dark Spot because I am prone to dark spots! Then I use a light moisturizer and most importantly sunscreen. Finding sunscreen for brown skin can be tricky, but right now I love Everyday Humans' product called Resting Beach Face Sunscreen SPF 30.

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What is your favorite way to use hyper even?

I use Hyper Even every morning. You only need to use it once a day, and it's best in the morning because it's loaded with antioxidants. I use two pumps for my entire face. Because it's a serum and not a spot treatment, I use it on areas where I don't even have hyperpigmentation to prevent future dark spots. I always use SPF!

Building something that our community says actually works for them has definitely been the most important part of launching Hyper Skin. It never gets old. As someone who has always had problematic skin and is constantly looking for solutions, I always look forward to reading reviews and receiving emails from clients. It is so motivating and really encourages me to always create at the highest level. 

Also, I love working with my team. We are all remote so chatting with them on Zoom is one of my favorite parts of the day. I like to communicate with them, share ideas and get their news. Most people complain about Zoom these days, but they are my favorite!

Even though my career started in law, I think I could become an entrepreneur, perhaps in a different sector. As a woman, mom, and black person, I am very knowledgeable about the voids in various industries, things that would make life easier, and concepts that will positively impact my community. This way of thinking would surely lead me to the path of entrepreneurship.

Right now, the future of Hyper Skin looks like expanding our community and expanding our product range. Hyperpigmentation is a key issue for the community we're talking to, but I'm happy to offer other products that can address other pressing concerns. We just started with Sephora, so I'm excited to keep growing in a way that makes it easier for the community to find us in their markets.

My advice to aspiring beauty or skincare entrepreneurs is to truly understand your customer. Consumers are savvy and know what they want, so make sure you offer something that directly matches their needs and ideals. Be very direct in what you propose and make sure it really fills the void. I would say that being able to connect with your community is vital to success.