Meet The Disruptors: Dr. Dev Patel of CellDerma On The Five Things You Need To Shake Up Your Industry
Build a loyal community around your brand. The support of our customers has been instrumental to our success, creating a network of advocates who believe in the transformative power of CellDerma skincare.
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Dr Dev Patel.
Dr Dev Patel is a globally reputed aesthetic physician, the founder of CellDerma and winner of multiple industry awards — he is an ambassador of clinical excellence and lives and works by his motto ‘strive to be better every day’. Specialising in facial aesthetics, his extensive knowledge and background in dermatology has motivated him to develop a profound knowledge of skincare technology. Today he continues to work in his clinic and teaches at his training facility ‘Perfect Skin Academy’, although CellDerma is a part of his daily schedule.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I qualified from Guy’s & St.Thomas’ Hospitals with a Bachelor in Medicine and a Bachelor in Surgery in 2000. Shortly after, I then joined the Royal Navy and served on peacetime and operational tours as well as being a medic with the elite N.A.T.O.-wide S.P.A.G.(Subsunk Parachute Assistance Group) — it was whilst I was in the Navy that I found my passion for dermatology. In 2010, I retired as a Surgeon Lieutenant Commander and alongside working as an NHS GP I began my career in Aesthetic Medicine.
In 2014, I opened my own clinic, Perfect Skin Solutions, turning full-time to Aesthetic Dermatology. Specialising in facial aesthetics, my years of knowledge and background in dermatology have motivated me to develop a profound knowledge of skincare technology. I have spoken at numerous conferences on the subject and was invited to be the UK Key Opinion Leader for a leading clinical skincare brand in 2018.
Then, in 2020, I launched ‘CellDerma’. What started as a brand around a hobby and focused on a single product, evolved into a range of 15 products. I wrote my mission statement in two minutes as it came from the heart: “To be the most respected, trusted and clinically effective skincare brand in the world.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
CellDerma breaks skincare ‘rules’ that have long been established by influencers, dermatologists, skin geeks and other skincare brands. From how and when you should be using a retinoid, to the misuse of terms effectively made-up by the industry, CellDerma seeks to transform the very information consumers are provided with and to do it with a level of transparency and honesty yet to be seen in the skincare world. We strive to be one the leading doctor-led, clinically proven skincare brands on the market. In an industry where skincare brands come and go, there’s something special about a name that has clinical backing and elite physical proof that their products make a difference to people’s skin. CellDerma is just that. We are a bioceutical skincare brand based on superior skin science and impressive clinical results.
Our formulations are created of the highest quality ingredients, backed by years of research and testing.
We also strive to put our people and planet before profit, with all products being vegan, cruelty free and all ingredients being sustainability-sourced.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
When I started speaking with my lab about the GF5 formula, the conversation was all about the ingredients and never price. Only when the formula was agreed upon, did I think about asking for the cost of production. On receiving the price, I replied to say: “I wasn’t asking for the RRP but the cost to me”. To this, I received a response of: “that IS the cost to you!” Like a child in a sweet shop, I had gone wild, realising every ingredient fantasy, whilst totally ignoring the cost of each decision. The lesson was clear — start with an idea of cost and budget and then go wild (but ask about cost at each step!). Did I amend that formula? Of course I didn’t — not once I had seen what it could do clinically! But an expensive lesson it was, and for each subsequent formulation I have advised my lab of the budget.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I have not had any notable role model or mentor during my CellDerma journey. Of course, I often meet incredible people along the way, and I will always probe them for invaluable nuggets of experience or advice, e.g., on logistics, marketing strategy, and so on. I am always keen to learn from the experience of others. Authors like Robert Kiyosaki and Simon Sinek have also played an important role in shaping my business mindset. My father, who was also a doctor, has always been my main role model. He was the most dedicated of doctors and certainly the most respected, loved and talked-about doctor I have ever known of. He came from the humblest of origins and, against all odds, became the doctor he was, leaving a legacy any person would be proud of. I learnt many lessons from him, and my bedside manner and clinical intuition were built upon the foundation he gave me. What has that got to do with starting a skincare brand?
Well, one door led to another, then another, and eventually it got me to where I am today. Beyond this, I recently read ‘Shoe Dog’ by the Founder of Nike, Phil Knight. I was able to relate completely to his early story and also found it to be great therapy. There are many worthy lessons in that book.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
Disrupting an industry is positive when it addresses pain points, enhances user experience, and brings about positive change. For example, in the skincare industry, there are many limitations of use or incorrect advice centered around certain ingredients, which are founded on outdated studies or sometimes no more than one person’s opinion. These restrictions limit people in achieving their skin goals and make it harder for the next generation as the misinformation grows in credibility. Disrupting should not be a marketing ploy to gain attention, like a toddler having a tantrum, since eventually, everyone will tire of your behaviour. Instead, it is about challenging industry norms which limit positive growth or change for the better, so that the people the industry serves can ultimately enjoy a better quality of life.
On the other hand, disruption can be negative when it neglects ethical considerations or causes harm to consumers or the environment. For example, just last week I heard of a trend started by ‘influencers’ claiming sunscreen causes cancer, or that it is a rouse by the governments of the world to infect us with something! Pretty much anything — especially disruptive — can catch on, and, without a doubt, some will believe it, and, sadly, develop skin cancer or come to harm when they might otherwise not have, simply because they engaged with misinformed advice.
Can you please share 5 ideas one needs to shake up their industry?
1 . Challenge the ‘norms’!
I try to be a driving force for positive change. Sometimes this means putting your head above the parapet and risking making yourself unpopular! Sometimes, however, this influences people in a positive way and encourages them to see things from a different perspective. For example, when I was invited by British Vogue to submit comments on “the benefits of stem cells in skincare”, I instead submitted comments on why stem cells in skincare are not all they are made out to be. Although I knew I risked losing the unique opportunity to be featured in this top-rated publication, I firmly believe we must stop feeding the public misinformation, knowingly or unknowingly. We must first identify our own knowledge gaps in order to educate ourselves and thus bring clarity to an industry rife with lies and unsubstantiated information — ‘We don’t know what we don’t know’!– Are Human Stem Cells the Future of Skincare? — Feb 2023
Another example of the above was when I was invited by Aesthetic Medicine journal to comment on the ‘benefits of medical-grade skincare’. Instead, I submitted comments about how I believe the term is misused and misleads the public. The journalist was so swayed that she changed the title of the article to ‘Do we need to rethink the term ‘Medical-Grade’ skincare?
Do we need to rethink the term medical grade skincare? — May 2023
2 . Embrace Technology and Innovation
To truly disrupt an industry, leveraging cutting-edge technology and fostering a culture of continuous innovation is crucial. This involves not just adopting the latest tools and platforms, but also investing in research and development to create novel solutions. For example, we have adopted biotechnology to develop more effective and sustainable ingredients. Our Growth Factors are not from animal or human source but biocultured, yet bioidentical to human growth factors. This makes them vegan-friendly yet clinically effective, especially in the high concentrations we incorporate into our products. Disruptors must be willing to experiment, take calculated risks, and stay ahead of technological trends. By doing so, they can provide unique value propositions that set them apart from traditional competitors and resonate with a tech-savvy audience looking for the next big thing.
3 . Integrate Eco-friendly Practices
Disrupting any industry often involves pioneering sustainable practices. This means not only minimising environmental impact through eco-friendly production methods and materials, but also considering the entire lifecycle of a product. CellDerma is committed to sustainable, vegan and cruelty-free practices to minimise our ecological footprint. Our industry, and indeed CellDerma, has some way to go with elements like packaging, but we will get there. We actually won a sustainability award in 2023.
Companies that embrace sustainability can appeal to the growing segment of environmentally conscious consumers, setting themselves apart from competitors who lag in this area. Additionally, committing to sustainability can enhance brand reputation, build trust, and ensure long-term viability as regulatory and market pressures for green practices continue to rise.
4 . Community Engagement
Build a loyal community around your brand. The support of our customers has been instrumental to our success, creating a network of advocates who believe in the transformative power of CellDerma skincare.
We have built partnerships with doctors and companies within the aesthetics sector, but all without financial incentive, to ensure we maintain our reputation of being an authentic and trustworthy brand.
5 . Agile and Adaptive Business Models
Adopting an agile and adaptive business model is essential for disruption. This involves being flexible and responsive to market changes, consumer behaviors, and emerging trends. Traditional, rigid business models can be a significant barrier to innovation. In contrast, agile companies can pivot quickly, experiment with new ideas, and respond to feedback in real time. For example, CellDerma quickly adapts product lines based on the latest scientific research or consumer insights.
We are sure you aren’t done. How are you going to shake things up next?
By focusing on what truly makes us unique in this heavily populated industry, which also happens to be dominated by one global company that owns over 75% of the market share. CellDerma brings simplicity to skincare, with safe but highly effective formulations, which also uphold the highest of ethical standards. When we look at all the boxes we would want ticked with a skincare brand, we simply cannot think of any other that does what CellDerma does. Our ongoing challenge is to get that message across to one and all.
Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?
One book that has profoundly impacted my thinking is “Find Your Why” by Simon Sinek. In the book, Sinek emphasises that “people don’t buy what you do; they buy why you do it”. This idea resonated deeply with me as I was developing my skincare brand. It inspired me to delve into the core purpose behind my products, beyond just their functionality. By clearly defining and communicating our ‘why’ — a commitment to simple, safe and sustainable skincare solutions that empower our customers and never mislead — we have built a stronger, more authentic connection with our audience. This clarity of purpose has been a guiding force in every decision and innovation we pursue.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My most used quote has to be: “You don’t know what you don’t know.” This quote has been incredibly relevant in my journey. It serves as a constant reminder to stay curious, open-minded, and humble. In the skincare industry, where science and trends are always evolving, it’s crucial to recognise the limits of our knowledge and actively seek out new information and perspectives. This mindset has driven me to continuously learn, innovate, and collaborate with experts, ensuring that our products remain at the forefront of effectiveness and sustainability. Embracing the unknown has been a key driver of growth and success in both my personal and professional life.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
It would be a global initiative to promote conscious consumption and sustainability. This movement would encourage individuals to make more informed choices about the products they use and the companies they support, prioritising those that are environmentally friendly, ethically produced, and socially responsible. By fostering greater awareness and accountability, we can collectively reduce our environmental footprint, support fair labour practices, and create a more sustainable and equitable world. This movement could trigger a profound shift in consumer behaviour and corporate practices, leading to healthier communities, a more resilient planet, and a better future for all. How can our readers follow you online?
How can our readers follow you online?
I am personally most active @drdevpatel1 on IG but these are the accounts to follow!
CellDerma Instagram — @celldermauk
Personal Instagram — @drdevpatel1
LinkedIn — Dr Dev Patel
This was very inspiring. Thank you so much for joining us!
