Why the founder of SEEN shampooed her face for two years

Emissions should not cause rashes. But after realizing that her salon visits and bad days on her skin were directly related, Dr. Iris Rubin, a Harvard-educated dermatologist, took care of her hair into her own hands. She set out to create SEEN, a luxurious non-comedogenic hair care line specifically designed for sensitive skin. We spoke with Dr. Rubin to learn more about her brand of problem solving. Ahead, learn everything from what inspired the brand's name and why she's been shampooing her skin for two years, to why all-natural hair care isn't always the way to go, and what's in store for SEEN in the future.

Could you tell a little about your career?

I am a Harvard educated dermatologist. I went to Harvard Medical School, did a residency in dermatology, and then did a fellowship in laser and cosmetic surgery. In fact, I have spent most of my career doing pediatric laser surgery at a children's hospital. I would treat children and infants with disfiguring birthmarks and scars.

What inspired you to quit your dermatology practice and start your own hair care line?

What inspired me was the realization that hair care products can actually be detrimental to skin health. I think this is the secret of the beauty business that people are unaware of. Personally, I got acne every time I did my hair. My hair will look great, but my skin will flare up. I realized that I was sacrificing my skin for gorgeous hair. I thought I couldn't be the only one who understands this. It really was an inspiration. I tried to help create products so people don't have to sacrifice their skin health for good hair.

Now, years later, we have actually proven [study to be published in a dermatological journal] that anything you put on your hair can get on your skin and stay on it. Even rinse-off products such as shampoo and conditioner can remain on the scalp, face, and back. But this study was carried out only years later. So at the time, I just googled and found some cosmetic chemists that I've been working with for years. In fact, it took us over four years to launch the first three products. The reason is that we needed to achieve two different goals: amazing hair care and amazing skin care. We didn't want to compromise. It was supposed to be luxury, outstanding hair and skin care.

What was the development process like?

I have been using hair care products on my face for about two years! This was the ultimate stress test of what they were going to do for the skin. I guess I'm lucky that I'm still prone to breakouts in my 40s. Well, lucky in a way! I like to say I'll break out so you don't have to. You know, acne isn't just a teen problem anymore. It's rarer to find women without acne these days. People often bathe in pore-clogging ingredients, which can lead to breakouts due to their hair care routine, every day without realizing it. With SEEN we create something better and let people know what's going on. All of our products are non-comedogenic, and we put our hair care products to the test that skin care products pass. We test SEEN for comedogenicity to make sure they don't clog pores, which can lead to breakouts. We then also subject them to the so-called RIPT test to make sure they do not cause irritation.

This is not a marketing story. It is a problem-solving brand dedicated to helping people. I went into medicine because I wanted to create solutions that would help people. SEEN is truly focused on providing amazing hair care and amazing skin care at the same time. But for a luxury hair care brand, it had to smell incredible.

How did you decide on the brand name?

If my hair or skin doesn't look good, I don't feel comfortable being seen. I actually have crazy natural hair, so to make my hair look good, I need to work on it. I think a lot of people just want to hide if they're having a bad hair day or a bad skin day. I've heard people say, "How many pimples does it take to ruin your day?" Well, one is enough. If you are talking to someone or you are in a business meeting, it can sometimes seem like everyone is looking only at this. Our line aims to inspire people to show their best, shine their brightest light, and free up mental space from focusing on how good their hair and skin look. We want people to feel confident that they will be seen for who they are.

How is SEEN different from hair care lines that are all natural or organic?

We are clean, free of sulfates, parabens, silicones, dyes, phthalates, formaldehydes; there is a long list of things we were created without. But we are not natural and organic by design, because naturalness and organicity are not always pleasant for the skin. For example, coconut oil is actually very comedogenic. There has also been an increase in skin allergies to certain plant substances. Some plants are good and some are not. I would argue that just because something is pure, organic, or natural doesn't mean it will be skin-friendly, won't clog pores, and won't irritate the skin.

What was the biggest moment for you since launching your line?

The best and most important thing is getting emails from clients telling us that SEEN has changed their lives. We just received one from a lady in the UK. There is really nothing like SEEN, which is why we get requests from all over the world. We sent her our product and she just texted back such a thank you. She has struggled with skin problems for years and after using SEEN, she finally has good skin. I think these are records of people who struggled, sometimes for years, and our products helped them.

If you could say anything to your 20 year old self, what would it be?

Tell the story you want to make the story of your life. Have a big vision because this is the beginning of the life you want. In your 20s, sometimes it's hard to be confident and be yourself. So I told myself to accept myself for who I am and focus more on making myself happy.

What's next for the brand?

We are launching a fragrance-free version of our products. The level of skin sensitivity to aromas in adults exceeds 4.5%. In fact, there is no other luxury hair line that is also fragrance-free. In addition to our fragrance-free options, we have curly products that have taken years to create. I'm actually naturally curly, so I'm really excited about this.

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