The Glossy Beauty Podcast Charlotte Palermino of Dieux: ‘We're a TMI brand’
Jun 22, 2023
Charlotte Palermino, co-founder of skincare brand Dieux, discusses her social media presence on TikTok and Instagram where she shares strong viewpoints on SPF and clean beauty. She also talks about running a 'TMI' skincare brand that gives details on ingredients and clinical trials. Additionally, she shares the concept behind Dieux's 'God'-like branding and its customer base called 'Angels'.
AI Snips
Chapters
Transcript
Episode notes
Pandemic Pivot To A Reusable Eye Mask
- Charlotte describes launching Dieux during the 2020 pandemic after plans for cannabinoid trials stalled.
- The Forever Eye Mask launched as a reusable, feel-good product that matched lockdown selfie culture and behavior-change values.
Clinical Trials To Match Claims And Customers
- Dieux emphasizes clinical studies to vet cosmetic claims and identify the right customers.
- They run small in-vivo trials (50–80 people) and match dosing to studied ingredients to boost repurchase rates.
Prove Sustainability With Supply-Chain Details
- Share granular sourcing and packaging decisions to make sustainability claims credible.
- Show the supply-chain choices (e.g., moving packaging from China to Spain, using aluminum) to back up sustainability statements.