Charlotte Palermino of Dieux: ‘We're a TMI brand’

If you’re familiar with skin-care brand Dieux, you probably first came across its cult eye masks that all the cool kids have been wearing on Instagram. Now with multiple products, the brand’s celebrity fans include everyone from Hailey Bieber to Harrison Ford.

This week’s episode of the Glossy Beauty Podcast features an interview with Charlotte Palermino, who co-founded the brand in 2020 with Joyce de Lemos and Marta Freedman.

In addition to Dieux, Palermino is known for her prolific social media presence with a fan base of over 668,000 combined followers on TikTok and Instagram. In this conversation, she talked about how her social presence blew up on TikTok when she started sharing her strong viewpoints on everything from SPF to clean beauty. The conversation also touched on how this transfers over into running what she calls a “TMI” skincare brand that gives details on ingredients and clinical trials. On the creative side, she shared the concept behind Dieux’s “God’-like branding and the customer base it calls its “Angels.”