Skincare brand born on TikTok aims to shake up the beauty industry

Founded by Toronto-based social media personality Ryan Dubs, Dew of the Gods emphasizes inclusivity and diversity in its campaigns, as well as quality ingredients and product formulation.

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Born on TikTok in 2020, Dew Of The Gods is quickly becoming a powerhouse in the Canadian skincare market.

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Founded by Ryan Dubs, a Toronto-based social media personality who helped launch famous brands such as Kylie Cosmetics, the company aims to highlight inclusivity and diversity in its campaigns, as well as quality ingredients. and the formulation of vegan products.

We caught up with Dubs to find out more.

Q. For those who don’t know, what is Dew of the Gods?

A. Dew of the Gods is a Canadian LGBTQ+ owned vegan skincare brand – a true TikTok brand changing the landscape of inclusivity, diversity and ingredient quality in the skincare space. the skin. We’re super colorful, always on top of ingredient trends and driven by our audience on TikTok to lift the curtain on the cosmetics industry with unprecedented transparency and a commitment to the LGBTQ+ community to represent more faces, bodies and skin types. We are one of Canada’s fastest growing skincare brands, producing over two million units in 2022 for the world’s largest beauty retailers.

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Q. What makes it unique?

A. Our status as a brand belonging to the LGBTQ+ community is honestly a license for creativity; but also, a responsibility of inclusion when it comes to ensuring that our clients whom we ultimately represent, and our allies, feel represented, heard and loved. We made a promise to the LGBTQ+ community to put people who identify as LGBTQ+ at the forefront of our brand; make it the face of our campaigns; pay both professional models and influencers fair rates to feature them on our website, Instagram, on our packaging and in our marketing campaigns. We’re leveraging our relationships with the world’s biggest beauty buyers to make our voice heard as a gay-owned brand, giving our influencers, customers and fans a global stage to stand on. Our brand is for everyone, no matter how you identify, but we’re definitely gay! The rainbow that represents so much of our culture as a community is found on our packaging; the brand’s tone consistently sets GBF – meaning “gay best friend” vibes – and our message of inclusivity and mindfulness permeates all of our customer touchpoints.

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Q. Who is the target customer?

A. As a true TikTok brand, we are all over the spectrum of those who buy our products. It might sound broad to say “Gen Z + Millennials,” because that’s a gigantic bunch, but with my personal TikTok presence of over 570,000 followers, we really have a broad reach. We’re also in Boxycharm, Ipsy, FabFitFun, and Hudson’s Bay, so in the sense that our big buyers have millions of customers who experience our brand, we truly cater to all ages, skin types, and personal ethics on skin care.

Q. Where are the products formulated/manufactured?

A. We formulate and source our products all over the world. In January 2020, just before the pandemic, I flew to Iceland to secure a formulation and supply contract with the owners of one of the purest glacier water reserves in the world, which we have then turned into a face spray. The clay in our clay masks comes from South Africa, our lip gloss is made in South Korea, and we’ve just launched an exotic facial cleanser made with the most luxurious detoxifying charcoal, also from South Korea. ‘Iceland. With the absolute best manufacturers around the world, all with FDA certification and social compliance in mind, we have access to the best production technology, stability testing, compatibility testing and product safety analysis.

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Q. Is there a “hero” product in the range? If so, which one and what makes it so great?

A. At the moment, we are interested in the art of facial cleansing. We just launched Fog, our Cashew Milk x Icelandic Charcoal face wash, which is the result of a year-long reformulation of our original cleanser. After selling our original cleaner, we knew we wanted to replace packaging from plastic to glass, as part of our initiative to reduce the total amount of plastic in our collection by 50% by 2022. a simple process, but plastic and glass offer different stability and compatibility properties that need to be tested and stabilized. It took a year to find the right formula, especially with exotic ingredients like cashew milk, charcoal and cold-pressed lavender, but we did it, and for the first time, we sold a new product on launch day in just three hours. Restocking came a month later and nearly exhausted us again. He is definitely our hero!

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Q. What is the price range of the products?

A. Our products range from $13 for our delicious lip gloss all the way up to $54 for our deluxe whipped mud masks.

Q. And finally, where can they be consulted?

A. Consult us on Dew.co and @dewofthegods on Instagram! We are also in Boxycharm, Ipsy, FabFitFun and available on LaBaie.com.

Aharris@postmedia.com

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Donovan B. Sanford