Shereene Idriss built trust by turning down brand deals and staying authentic. Her audience eventually asked her to make a skincare product, which became Pillow Talk Derm. The community's demand, not marketing strategy, created the brand.
The most valuable currency when I decided to venture into the social landscape was trust. They are the ones who asked me for a product that they wanted to believe in, that they trusted, because they knew for years I had not really done sponsorships. I had not taken any sort of like brand deals, and I was really just talking from the heart. When that demand started trickling in more and more and more frequently, a light bulb obviously went off in my head and I was like, maybe there is space for this, but why? Let's do a pillow talk derm skincare. Honestly, skincare brand was born because of the community and because of YouTube, and I'm not saying this because I'm on this podcast.
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