In the 1990s doctor brands were very prominent in the beauty and skin care space. Brands sold through professional retail channels like doctors’ offices and spas were taking market share from more conventional skin care brands. And, some industry leaders compare what’s happening now with the indie beauty business to that phenomenon.
So it’s interesting to consider the new doctor-led brands that are nudging in on the market today, leveraging both the vogue of indie beauty and the credibility of professional medicine. Nasime Yazdani’s Seaside Medical Technologies is one such skin care business.
Here, the doctor and beauty entrepreneur shares a profile of herself and the brand.
Name: Dr. Nasime Yazdani, Founder
Indie Beauty Company: Seaside Medical Technologies
Launched: April 2017
Headquarters: Santa Monica, California
Cash flow: The Seaside Medical Technologies brand has annual net sales of $12,000. And Yazdani notes that, in our own practice and online platform, steady monthly sales keeps up our morale as a growing company in a very competitive marketplace.
Team work: 4 full-time employees and 6 independent contractors
Distribution: Seaside Medical Technologies products are sold at Costco.com, Doctor’s offices, PT centers, Erewhon Natural Markets, Truth-in-Aging, and Pharmacies. We are very active on social media and advertise regularly on FB, Adwords. We recently launched a bimonthly e-newsletter Seaside Discovery to our subscribers.
Years in beauty: 9+
Before I attended medical school, I freelanced as a make-up artist. In my medical practice, I’ve worked as an aesthetic medicine specialist since 2009.
Years at Seaside Medical Technologies: 2
Entrepreneurial experience: I’ve been in business since the age of 16. I opened my medical practice (Seaside Medical Practice, Santa Monica) straight out of fellowship in 2008, where I actively practice in the fields of nephrology, internal medicine, anti-aging, and aesthetics. Seaside Medical Technologies is my second company.
The business: Seaside Medical Technologies is a clinical-grade skin healing solutions line based on natural and organic complexes. Our mission is to raise awareness about nontoxic healing of the skin.
The wow-factor: We devise organic multi-use products based on health demands which arise from real life medical situations. Whether it is to heal the skin from trauma post-procedures, or resistant acne and eczema, or to cleanse the skin pre-procedure, we develop solutions with clean ingredients that are safe for all skin types and ages.
The customer: Moms, athletes, healthcare practitioners.
Milestone moment: We were picked up by Erewhon Natural Markets early on and recently enlisted onto Costco.com. The best review was from Truth-in-Aging who made me realize the power of our healing gel more than I had imagined. But truthfully, the most rewarding awareness I seek are the individual stories I hear from our clients and patients about the effectiveness of our products. That’s what gives me the most joy.
Advice for fellow indie beauty entrepreneurs: Be consistent but keep reinventing yourself and your brand. If you believe in your brand, people will find you.
Just one: Asked about her go-to product, Yazdani says it’s Seaside Medical Technologies Cytotone Waterless Cleanser, because I have to keep my skin cleansed and toned every day. The healing and moisturizing will take place naturally if your skin is free from environmental toxins.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.