Dezi Skin founder Desi Perkins: 'The consumer is so educated'

After a wide range of beauty collaborations under her belt from her 12 years as a beauty influencer, Desi Perkins finally took the plunge and became a beauty founder herself a year ago. 

Launched in April 2021, her skin-care brand, Dezi Skin, now has four products, with names such as “Claro Que C” and ingredients inspired by her Mexican heritage. 

With over 3 million YouTube subscribers and 4.3 million Instagram followers, Perkins is focused on Instagram for her brand’s marketing but is eyeing TikTok, too. 

“[Instagram] is targeting its platform toward brands and a shopping experience. For brands, this is still a really, really great platform. But I would also like to dip into TikTok with the brand, in a more casual sense. That's definitely in our forecast,” she said on the latest Glossy Beauty Podcast. 

Check out the entire podcast episode to learn about Perkins' development process for her brand and the way she uses audience feedback to develop products. She also shares her views on the beauty social media landscape and how it’s changed over the past decade.