Interview | Dr. Shereene Idriss

Dr. Shereene Idriss is no ordinary dermatologist. In 2018, inspired by her commitment to helping patients feel confident in their skin, she started sharing educational skincare videos on Instagram. As the founder of Idriss Dermatology in New York City, she noticed a growing trend of patients being misled by inaccurate skincare advice. To counter this, she began debunking myths and offering reliable information online. Filming her #PillowtalkDerm videos from her bed, she quickly built a large social following, amassing over three million followers and becoming a trusted voice in the skincare community.

In 2022, encouraged by her loyal ‘Skin Nerds’ community, Dr. Idriss introduced her own skincare line, Dr. Idriss. In just two years, the brand has cultivated a loyal customer base, launched in Sephora, earned multiple beauty awards, and—most recently—expanded into international markets.

We recently caught up with Dr. Idriss to discuss her inspirations, brand ambitions, skincare must-haves, and everything in between.

What inspired you to create Dr. Idriss?

Honestly, my community was the driving force behind creating Dr. Idriss. In 2018, I hopped onto Instagram from bed, at a personal low—fired while pregnant and fed up with the endless noise of skincare fearmongering. That’s how #PillowtalkDerm was born: tackling myths head-on. What started with just 500 family and friends soon skyrocketed into a powerful community of nearly 3 million strong in just six years.

From the start, my mission was simple: to empower people with knowledge, because an educated nerd becomes an empowered one. Ironically, through this journey, the community inspired me to think bigger and bolder. In 2020, after yet another skincare scandal, I asked my followers if we should create our own brand, and their overwhelming “yes” brought us to where we are today.

What product makes the best introduction to the brand?

The Major Fade Solution System is the best introduction to the brand as it’s the first product we started with. As a doctor, seeing nearly 100 patients a week for the last 10+ years, I noticed that the biggest bang for your buck, in order to look refreshed, is through achieving an even skin tone. And this is something that patients and nerds online could do for themselves by using the right skin care and not having to spend 1000s of dollars on laser treatments. The fact is, when it comes to discoloration and hyperpigmentation, 80% of the work is done at home by you. And as I always say, you can have all the lines and wrinkles in the world, but as long as your skin tone is even, your other skin issues become less noticeable.

What has been the biggest highlight?  

The past two years since launch have been filled with countless highs and challenges. We’ve launched in Sephora USA, won an Allure Best of Beauty Award, expanded our line, and now, we’re shipping to the UK! But the true highlight has always been the incredible growth and unwavering support of our community. Dr. Idriss was created for you, and two years later, seeing how we’ve grown together is what makes this journey truly special.

What advice would you give to someone wanting to launch their own beauty brand?

Stay true to your vision and trust your gut. The beauty industry is ever evolving, but the key to success is authenticity. Focus on solving real problems and building a community around your brand. Empower your audience through education, and never underestimate the power of simplicity in both your messaging and product offerings. And remember, the road isn’t always smooth, but resilience and passion will carry you through. Dream big, stay focused, and keep moving forward!

What’s next for Dr. Idriss?

In the short term, my focus is on continuing to empower people by simplifying solutions for their skincare needs. Long term, my vision is to create a global reflection of the incredible community we’ve built on social media. Launching in the UK brings us one step closer to making that dream a reality!

What does your daily skincare routine look like?

My biggest skin issue is hyperpigmentation, so my daily routine includes products from my own line, including Major Fade, The Depuffer for my puffy eyes and redness, and Soft Wash, a cleanser that replaced double cleansing in my routine. For retinol, I go between prescription and a few brands I love like Skin Rocks and A313. For sunscreen, I’m always testing something new. In my current skincare rotation are brands like Iris & Romeo, Allies of Skin, Ultra Violette, Lightsaver, Beauty of Joseon, and Dr. Sam Bunting.

What are three beauty products you cannot live without?

The first is not your conventional ‘beauty’ product, but a diaper rash cream. My Face Basting hack is something I can’t live without, especially in the wintertime. I apply a thick layer of Triple Paste Diaper Rash Cream as the last step of my nighttime routine because zinc works wonders for dry skin and healing an inflamed skin barrier. The second is the Laura Mercier Tinted Illuminating Moisturizer with SPF. I’ve been using this for years and it gives the perfect amount of coverage for light makeup and doubles as my sunscreen in the winter. The trick is to use it like a sunscreen, two finger-lengths to ensure adequate protection. Last, Biafine—it’s a staple in my bathroom and kitchen. It’s used to treat burns, including sunburns, minor wounds, and skin irritation, but it’s also a great moisturiser.

What’s the biggest skincare lesson you’ve learned?

Consistency over intensity! Instant results feel great, but true skincare is a long game. It’s the daily, mindful choices that transform your skin over time. Quick fixes might give a temporary glow, but the real magic happens when you commit to a routine that works day in and day out. Skincare isn’t a sprint—it’s about building a foundation that keeps your skin healthy and glowing for the long haul.

What person or brand would you love to collaborate with?

 I’m obsessed with Lisa Eldridge’s lipsticks and her as a person – it would be a dream to collaborate with her one day! Oh, and Jodie Comer… she embodies what I think our brand aspires to be: empowered and fearless, unapologetically authentic.

What’s not getting the attention it deserves in the beauty industry right now?

We need to redefine how we view ‘ageing’. Fine lines and wrinkles aren’t your top concern, despite what the beauty industry tells you. From a dermatologist’s perspective, an uneven skin tone is the primary sign of ageing. And the reality is you can tackle this concern with consistent sunscreen use and an over-the-counter skincare regimen.

Dr. Idriss is available at dridriss.com in the UK, and Sephora in the US.