Beauty and wellness consumption has never been greater, but Amina Mohamed says the industry is skipping a vital step: asking why?
It’s the question at the foundation of Skin Deep, the education-first beauty and wellness platform she’s expanding from Dubai into North America and Europe, complete with a debut line of insulated beauty bags.Mohamed, who served as senior head of public relations at Farfetch and head of communications at Level Shoes, started Skin Deep as an unscripted Clubhouse community in 2020, featuring organic conversations with her sister on actives, at-home peels and tretinoin routines. During the COVID-19 shutdown the community quickly grew to 50,000 members. The platform lost momentum as the world reopened, but the concept never left Mohamed. By the end of 2024, she left the corporate world entirely to rebuild it full time.“The through-line is critical thinking,” Mohamed said. “Understanding mechanisms of action, what an ingredient is actually doing and why. It is the opposite of chasing trends.”Her guiding premise: “Once you understand the mechanism, you stop needing the hype.”
“Skin Deep isn’t just there to inform you,” Mohamed said. “It’s there to make you pause. Even the brand’s logo carries the thesis, featuring the two e’s in “deep” set facing each other, a nod to reflection.
