Skincare is no longer discussed purely in cosmetic terms. People increasingly connect routines with mood, stress, and daily functioning. Questions about trust, evidence, and well-being now sit alongside questions about ingredients and results. To explore how these ideas intersect in practice, I spoke with Elena Reva, founder of Dermoi, about consumer decision-making, the mind skin relationship, and whether psychodermatology is moving into everyday life.
DRH: Can you tell us a bit about your background and what led you into the skincare and digital health space?
Elena Reva: I have a degree in literature, but I began my business career around 30 years ago, buying and selling properties in Cyprus, then Moscow, and since 2006 in Prime Central London. While helping people find their dream homes or hotels was fascinating, I always felt I wanted to do more.
When I started noticing my own signs of ageing, I realised that the beauty industry is one of the least transparent fields. Often, price does not reflect quality. For example, a £200 cream might contain nothing more than Vaseline, fillers, or perfumes that enhance the senses, rather than deliver real results. For consumers, it’s almost impossible to judge whether a cream or shampoo lives up to its claims, as the only reference is the ingredient list. Something most of us cannot fully understand.
This experience inspired me to create Dermoi: a safe, reliable place where every brand and product is vetted by scientists for efficacy and quality, giving consumers confidence in their choices.
DRH: What gap in the skincare market did you notice that made you start Dermoi?
Elena Reva: I’m confident that Dermoi is solving a critical problem that no one else is addressing. There are over 12,000 cosmetic suppliers and hundreds of thousands of SKUs on the market. For consumers, making the right choice is almost impossible. Every product claims results, yet the only way to evaluate those claims is by analysing the ingredient list. Something most people simply cannot interpret.
As a result, purchasing decisions are often driven by marketing campaigns or influencers rather than scientific evidence, and consumers are frequently left disappointed.
This is exactly where Dermoi steps in. We select only those products that are scientifically proven to deliver on their claims. Our independent scientists rigorously vet every product for efficacy and formulation quality. The result is simple: customers can shop at Dermoi with complete confidence, knowing that every product carries a stamp of approval based on independent scientific assessment.
This approach not only protects consumers but also supports advanced, high-quality cosmetic brands. Our independent endorsement provides credible third-party verification, helping truly effective products stand out in an overcrowded market.
DRH: Dermoi places strong emphasis on the mind skin connection. When did you realise skincare could not be separated from mental well-being?
Elena Reva: I strongly believe that everything in our body is connected to the mind, and skincare is one of the clearest examples of that connection. The skin is our largest organ and often reflects what is happening internally, especially our stress levels and emotional well-being.
Over time, I realised that no matter how advanced a cream or serum is, it cannot fully compensate for chronic stress or poor mental health. If we are constantly stressed, even the best formulation becomes less effective. In many ways, it is counterproductive.
That’s why education is so important. People need to understand how managing stress, improving sleep, and supporting mental well-being directly impact how they look and feel. At Dermoi, we believe companies with access to hundreds of thousands of customers who care about skincare, haircare, and wellness have a responsibility to educate and empower them. True results come from combining scientifically proven products with a balanced, healthy mindset.
DRH: Many consumers look for a single product to fix a condition. How do you help them move towards a more holistic approach without overwhelming them?
Elena Reva: Honestly, our first priority is transparency and education. Every product on Dermoi comes with detailed information, including a dedicated section called “Why It’s Dermoi,” where our independent scientists explain exactly why the product was selected. We reference clinical studies, ingredient efficacy, and patented formulations so customers can clearly understand what supports the claims.
Our goal is not to overwhelm customers, but to empower them. Whether they choose one product or build a full routine, they can be confident that each product has been rigorously vetted and will deliver on its promise.
A holistic approach doesn’t necessarily mean using many products. It means using the right products, supported by science. What matters most to us is that customers feel relaxed and confident, knowing that whatever they choose from Dermoi meets high standards of efficacy and quality.
DRH: Do you think psychodermatology will become part of everyday skincare in the next few years, or remain a specialist area?
Elena Reva: I believe well-being will become increasingly central to how we approach skincare. Psychodermatology is still an emerging field, but its importance is growing because it recognises the powerful connection between our emotional state and our skin.
Modern consumers are looking not only for effective solutions to specific concerns, but also for products that positively influence their senses through texture, scent, and overall experience. Feeling calmer, happier, and more relaxed can itself contribute to better skin outcomes.
At the same time, sensory experience alone is not enough. It must be combined with advanced formulations and proven technologies that genuinely improve the condition of the skin, hair, and overall wellness.
Psychodermatology brings these two dimensions together. Emotional well-being and scientific efficacy. I strongly believe this integrated approach will become part of everyday skincare rather than remain a niche speciality. Any innovation that delivers real results while also helping people feel better and more confident is something I fully support.
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Interest in skincare increasingly overlaps with everyday psychology. Routines influence expectations, confidence, and perceived control over health, whether people consciously recognise it or not. Conversations like this reflect how personal care habits are becoming part of wider discussions about behaviour and well-being.
Dennis Relojo-Howell is the managing director of Psychreg.