How Shay Paresh Is Redefining the Skincare Industry

Shay Paresh, Founder and CEO of SHAYDE BEAUTY, is on a mission to create science-backed skincare made with melanin in mind. 

Growing up, Shay did not see beauty brands that represented people who looked like her and struggled to find products in the market that worked for her skin tone. While working in creative marketing for established brands, she also noticed that diversity was often an afterthought, starting from the marketing side down to the product development process. These combined experiences inspired Shay to launch a skincare line suited for hyperpigmented skin. What started as a search for a solution to her personal self-help journey became the launch of a skincare brand that is environmentally friendly and committed to clean beauty practices. 

We asked Shay about the problem SHAYDE BEAUTY aims to solve, the achievements she’s most proud of since launching her company, and why she believes in the power of a strong support network. 

Q: What problem does SHAYDE BEAUTY solve? 

A: At SHAYDE, we’re on a mission to change the personal care ecosystem for Fitzpatrick skin types IV-VI. Fitzpatrick skin types (or phototypes)—FST (or FSP)—refer to a skin tone scale developed to classify skin coloring and response to ultraviolet (UV) radiation. Less than 3 percent of brands in the industry cater to Fitzpatrick skin types IV-VI. Meanwhile, 40 percent of Americans are people with skin of color and this is estimated to grow beyond 50 percent by 2045. 

Q: Tell us the story behind your company’s founding. How and why did you start working on SHAYDE BEAUTY? 

A: I’ve struggled with hyperpigmentation since my early teens. Often, the products I would use made my hyperpigmentation worse or wouldn’t help at all. During my time working in creative marketing at established brands, I saw first-hand that diversity was treated as an afterthought not just in marketing, but down to the product development process. 

Skin of color has a heightened sensitivity to inflammation, therefore we use ingredients that stabilize and control the melanin pathway. When formulating products for melanin-rich skin, it’s crucial to use the right amount of active ingredients. Too much of something could end up doing more harm than good.

Q: What made you persist when you felt like giving up? 

A: I’ve learned to adapt to a growth mindset. It’s key to seek learning opportunities in everything. I recently heard this: “Every time you think to yourself, ‘I already know this’ or ‘This isn’t for me,’ try turning it around by asking, ‘How can I make this work for me?’”

Q: We dare you to brag. What achievements are you most proud of? 

A: Creating a brand that is authentically inclusive since the beginning. We have created something that has resonated with so many people and has had such a positive impact. All of our formulas are results-driven. When people share our products with their community or when I hear a positive product review it makes everything worthwhile. It makes me feel like I am truly making a difference in the personal care industry. 

Q: What would you tell your younger self if you were to start your entrepreneurial journey all over again? 

A: Find a strong support network that inspires you to keep going. You are the average of the five people you spend the most time with. It’s vital to surround yourself with the right people, personally and professionally.

Shay is a member of Dreamers & Doers, a private collective that amplifies the entrepreneurial pursuits of extraordinary women through thought leadership opportunities, authentic connection, and access. Learn more about Dreamers & Doers and subscribe to their monthly The Digest for top entrepreneurial and career resources.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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