Last year, when beauty influencer and content creator Desi Perkins launched her eyewear brand, Dezi, all the sunglasses were sold in an hour. Now, Desi has embarked on her new passionate endeavor by launching her skincare line, Dezi Skin, which will be available from today. The line currently only has one product which is a scent-free Vitamin C serum called Claro Que C.
Perkins has not only paid homage to her American-Mexican ancestry with the Spanish-English name but also with the ingredients of this product. Her aunt suggested adding Vicks VapoRub to the serum which is often used as a Latinx beauty staple but Perkins has featured Mango, Mexican plum fruit, guava, avocado, and other ingredients in this product that remind her of her summers in Mexico. She remembers learning about how good these ingredients were for skincare and how they were incorporated in DIY recipes. She said, “Everything I love about skincare was instilled from my family and their Mexican remedies.”
Everyone will love the superior quality of the formula, but unless you understand Spanish, you will not understand the name of the product which is Claro Que C. Perkins was not overly concerned about people understanding the meaning of the name instead she wanted to create more representation in the beauty industry. She said for years people have had trouble pronouncing French names of products and brands but that has not stopped them from using them. She said, “It’s fine if you butcher it, as long as you’re trying.”
Perkins is happy to join the wave of brands that have been founded by influencers. A lot of people believe that influencers are cashing in on their followers but Desi believes influencers can be brilliant founders. Influencers receive a lot of products from various brands and hence test out a lot of products. They also have a lot of insight into the industry. Perkins has also worked with Quay before she launched her own sunglasses and she worked with Ole Henriksen before she launched Dezi Skin.
She said, “Not only did I learn so much from working with brands along the way, but I also picked up on what I would do maybe differently.”
Influencers also have more direct access to customer feedback that they receive from their followers. Perkins said, “I’m able to hear what they want and what their concerns are.” Due to this information, she was able to realize that her followers want products with function and form. Clinically based brands often are effective but they do lack customer experience and vice versa. Hence Desi began a journey to make formulas that will deliver amazing results with gorgeous experience and packaging which will be a priority for every item that is released under Dezi Skin.
Attention to detail is the reason Dezi Skin only launched one product instead of a lineup of products. Desi did not want to overwhelm her fans and she also does not expect them to only use her products, she is satisfied to enter the industry at a slow pace.