Ad rendering preventing in staging

Ad position: web_leaderboard_
search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
  • Shop
search
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • Shop
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
Influencer-Founded Brand Guide

Natalie Smyth, Deviant Skincare: Influencer brand to know

By Sara Spruch-Feiner
Feb 28, 2022  •  2 min read
  • Facebook
  • Twitter
  • LinkedIn
  • Reddit

This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.  More from the series →

Using Instagram to document her acne journey from 2016 to the present day has boosted Natalie Smyth’s influencer status. In 2017, she built her skin-care brand, Deviant Skincare, with $2,300 and no outside investment. Four years later, the brand reached $1.1 million in revenue, according to Smyth. Deviant Skincare’s mission is to deviate from gender-specific, age-specific and trend-driven products and marketing. The products cater to acne-prone skin and are made up of plant-derived ingredients from biodiversity conservationist suppliers. The tissue paper, postal boxes and postal tapes used in its shipping are also mostly biodegradable and made from recycled materials. 

Who: Natalie Smyth (Deviant Skincare) 

Platform: Instagram

What are you known for & how did you get your start?
My Instagram was a daily documentation of my journey with acne, as well as skin positivity and educational skin-care content.

What’s the brand: Skincare

Find it: deviantskincare.com 

Why did you decide to bring a brand into this crowded marketplace?
Deviant Skincare was born out of my frustration with the lack of products that catered to acne-prone but sensitive skin types. Most products were either too aggressive or not effective enough at targeting breakouts. We wanted to create and share formulas that struck the perfect balance of efficacy and boosting skin and barrier health.

What makes the brand different?
Because we are consumers first, we challenge the conventions of the beauty industry, and we have a deeper understanding of what our community wants. It’s not about passing trends or satisfying retailers, but instead out formulas are based on real feedback — our products are obsessively tested through focus groups during the development process. Our formulas are developed by the community — really! We’re also pretty transparent and love to get our community involved in the behind-the-scenes process on social media.

Fun fact: Every wax seal on our product packaging is hand-stamped in-house.

Best seller: Cleansing Concentrate

To read the rest of The Glossy Pop guide to influencer-founded brands, click here.

All products featured on Glossy Pop are independently selected by our editorial team. However, when you buy something through our retail links, we may earn an affiliate commission.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
Ad rendering preventing in staging

Ad position: web_rightrail_pos1
Related reads
  • Marketing Playbook
    How Touchland uses social media to make hand sanitizer a sell-out moment
  • Member Exclusive
    How Chriselle Lim and Vanessa Hudgens revamped and rebranded their beauty businesses
  • The Glossy Beauty Podcast
    Scotch Porter founder Calvin Quallis: ‘Beards have staying power’
Ad rendering preventing in staging

Ad position: web_rightrail_pos2
Latest Stories
  • Fashion
    Brands call for end to UK’s shopping ‘travel tax,’ as tourists choose Europe
  • Fashion
    Asics, On Running and Represent are among the fastest-growing streetwear brands
  • Member Exclusive
    Research Briefing: Farfetch reportedly exiting beauty business, as luxury shoppers spend more on luxury goods
Ad rendering preventing in staging

Ad position: web_bfu
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • Advertise with us
  • Digiday Media
  • Custom
  • Masthead
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2023 Digiday Media. All rights reserved.