Dr. Dennis Gross Skincare: Dennis and Carrie Gross
Mar 24, 2025
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Dr. Dennis Gross, a celebrated dermatologist, and his wife, Carrie Gross, co-founder and marketing whiz, share their thrilling journey of creating a skincare empire. They discuss the initial fears about the brand's name and how a home peel revolutionized skincare. The couple recounts their hustle through challenges, including a major acquisition by Shiseido. Innovative products like their eye-catching LED face mask and dedication to consumer trust exemplify their success. Tune in for laughter, insights, and behind-the-scenes stories from the beauty industry!
Dr. Dennis Gross transformed his dermatological expertise into a successful skincare brand by focusing on effective, consumer-friendly products.
The couple's journey included overcoming financial struggles and a crucial lawsuit that led to a rebranding into Dr. Dennis Gross Skincare.
Innovative products like the LED face mask showcased their commitment to scientific advancement, ultimately resulting in the brand's acquisition by Shiseido.
Deep dives
The Genesis of Dr. Dennis Gross Skincare
Dennis Gross, originally a dermatologist in New York City, recognized a gap in the skincare market where effective treatments often came with unpleasant side effects. He sought to develop a skin peel formula that would deliver results without causing blotchiness or redness, leading to the creation of a consumer-friendly product. Alongside his wife Carrie, who had experience in fashion buying, they ventured into the skincare business, initially funding it through Dennis's dermatological practice. The brand eventually evolved to become Dr. Dennis Gross Skincare, achieving significant recognition and success over the years.
Overcoming Challenges and Growing the Brand
In the early stages, the couple faced financial struggles, working tirelessly to build their brand while raising four children. They bootstrapped their business and operated largely without outside investment, relying on the sales from Dennis's practice and the loyalty of their customers. The pivotal moment for the brand came with the introduction of the Alpha Beta Peel, a two-step treatment that changed consumers’ perceptions about home skincare regimens. This innovative product offered both efficacy and convenience, helping to solidify their brand's reputation.
Navigating Industry Changes and Legal Challenges
The rise of the brand was not without its hurdles, including a significant lawsuit from a competing company that forced them to change their brand name from MD Skincare to Dr. Dennis Gross Skincare. Despite the challenges, including dealing with financial strain and operational distractions caused by the lawsuit, the couple decided to embrace change rather than fight it. By altering their focus and strengthening their brand identity, they managed to turn the situation into an opportunity for growth. The decision to put Dennis’s name on the brand ultimately became a strength, linking his medical expertise to the products.
Impact of the Pandemic on Business Strategy
The global pandemic posed unprecedented challenges, leading to the temporary closure of physical retail spaces and forcing brands to pivot to digital strategies quickly. Dennis and Carrie leveraged social media and virtual engagement to stay connected with their customers, revealing a commitment to maintaining their brand's presence. The situation also reignited discussions with potential investors, resulting in a deal with a private equity group that would help them expand and solidify their market presence. Their adaptability during this time set the stage for a later acquisition offer that ultimately brought them a lucrative exit.
Innovative Product Development and Future Growth
The launch of innovative products, such as an LED light mask informed by NASA technology, exemplifies the brand's focus on scientific advancement and skincare evolution. This product gained viral attention, showcasing the couple's ability to stay ahead of trends while addressing consumer needs. After becoming part of Shiseido, they have experienced increased opportunities for international expansion and brand scaling. Looking ahead, both Dennis and Carrie remain committed to developing groundbreaking skincare solutions that enhance consumer trust and satisfaction.
Dr. Dennis Gross was worried about putting his name on his skincare brand: would the word “gross” turn shoppers away? But Dennis and his wife and business partner, Carrie, realized that the key to the brand’s success lay in another part of the name – “Dr.” Dennis was able to use his experience as a dermatologist to develop effective skincare products, starting with a peel that could be done at home without causing blotchy skin. Later, the brand introduced an LED face mask, which looked like C-3P0 and lit up TikTok in glowing red and blue. In 2023, after being bootstrapped for much of its existence, the business was sold to cosmetics giant Shiseido in a deal worth $450 million.
This episode was researched and produced by Alex Cheng and edited by Neva Grant, with music composed by Ramtin Arablouei. Our engineers were Patrick Murray and Gilly Moon.
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