Elevating Everyday Skincare: Dr. Patel on Visha’s Versatile Products

0:00Hey guys, welcome back to another episode of Skin Anarchy. This is Ekta. I'm really excited about today's episode because we're going to be interviewing a wonderful dermatologist that has this great skin care line that I've really good for skin care.

0:30true options. So without me ranting too much, I'd love to introduce you guys to Dr. Purvisha Patel, who is the founder of Vicious Skin Care and also a board-certified dermatologist and cosmetic surgeon. Welcome, Dr. Patel. I'm so excited to host you. Oh, that's so kind of you. That makes me so happy that you like the products. Yes. Thanks for having me. Yeah, no, I genuinely love them, you know, and I, not only for the products that are meant for our facial skin, which I know everyone obsesses over, but your body products are amazing too. I feel like you've just really knocked it out of the park.

0:59And I can't wait to dive into that. But I really want to learn about you and your background, because I find it so interesting to learn how dermatologists decided to become dermatologists. So if you could walk us down memory lane and tell us a little bit about yourself. Yeah, absolutely. You know, I was born in London, raised in Wales. And my parents came in true Patel fashion into the motel industry in Kentucky, and then grew up in Virginia and went to University of Virginia undergrad med school, University of Tennessee dermatology residency, University of Louisville for cosmetics and most micrographic surgery.

1:32The decision to become a doctor was my parents' idea, but the decision to be a dermatologist was my idea and something that I really wanted to do because the skin's the largest organ of the body and we get to see all ages we get to see children all the way up to end of life and infants and we also we're like little Sherlock Holmes so I think for me in particular I just have a good photographic memory and through all the studying and everything dermatology came naturally because it's more of a visual diagnosis and visual learning and so I chose it because it was path of least resistance And because of that, on a daily basis, whether I'm doing skin cancer, most micrographic surgery, or I'm doing cosmetic surgery or facelifts, or whether I'm doing my skincare or just treating acne and rashes, it comes easy.

2:27And so because it comes easy, you love what you do, right? You just, you're not working at all as you're doing what you love. And so you never really work a day in your life. I feel like a lot of, you know, I'm Indian as well. And I feel like a lot of Indian doctors, we go into it because our families are like super, you know, like pushing us, like going to something like stable, and then you end up falling in love with the field. So I love that you have that, you know, that story. That's really cool. But you know, I want to learn when you decided to start your own line, you know, that's a really great question.

2:54You know, I was a solo practice, I run my own practice called Advanced Dermatology and Skin Cancer Associates. And the original office is in Memphis, then we have now we have offices in Olive Branch and in Arlington, Tennessee and we're going to open in Oxford Mississippi as well so I think initially being in the south as a brown female dermatologist I got a lot of patients coming of skin of color people who wanted to see a brown dermatologist and one of the biggest even across cultures all skin types I would say is dispigmentation or hyperpigmentation when the melanocytes in the skin get bigger and you can see them with your eyes.

3:33For example, in lighter skin tones, it might be freckles and sunspots or seborrheic keratosis and lenigo, things that happen from the sun as you get older. And in darker skin tones, it's post-inflammatory hyperpigmentation or spots that we get after like a little footprint from an acne scar or something that broke the skin. That was kind of a uniform theme. And I knew back then, this has been like 16 years, that hydroquinone 2 % was going to go off the market. And so we knew that that was going to be a dangerous thing for people and that, you know, the ability to get bleaching solutions and lightening creams over the counter was not going to happen anymore in the United States.

4:11And so I said, well, let's look at the alternatives. Let's go to the lab. And I actually called a chemist who's now the head of my whole Visha Labs. He's amazing. And I said, listen, these are ingredients that I know lightened hyperpigmentation. Like these are all melanocyte inhibitors, you know, like, and I need you to look and see like how we can put this in some sort of formulation that's not going to be too caustic or irritating for someone. And that is actually going to make the same results as the hydroquinone 4%. So that's what prescription product we use in the office as a dermatologist.

4:43We will start with 4 % hydroquinone and we'll go all the way up in concentration, depending on what we're trying to treat. And so I said, I need it to work like hydroquinone 4%, but I need to be safe to be over the counter so people can use it to address these things. He's an absolute genius. And he came up with Illuminotics. And it's actually just a patented blend. And it's got known tyrosinase inhibitors. It's got known inhibitors of the chemical that makes the skin darker or makes melanocytes get bigger. using ingredients like azelaic acid, licorice, kojic acid, malic acid, we're able to create a patented blend.

5:19And we patented it and blended it. We blended it first and then patented it because it proved in clinical studies to work the same as a 4 % hydroquinone. And then we were so happy we put it in our hero products, which are the serums. That's so cool. I love that you did that because honestly, I've had this conversation before. I think it was pretty early on, you know, on the podcast where I used to be like kind of concerned about some of these conventional actual medications because I don't know I feel like all of medicine is like this where there are just certain drugs that are just I feel like outdated you know and I feel like they need to be like re-evaluated in some ways and so that's really interesting to me that you really did put in the work to find something specifically for hyperpigmentation because I always worried when I would go to my dermatologist and they would try to give me hydrocarina I'd be like I don't want it you know what I mean like I was scared and I was getting that too but I also you know this is it goes back to I guess maybe to the Indian dysphoria or maybe just British colonialism I was always told that you can't go outside in the sun because you'll get dark or your your pimples will get darker or you know you're not going to be pretty because you're dark and I blame that on British colonialism and I understand the whole psychology behind it but that that was my mom, right?

6:30Like, yeah, that was my mom. And that's her baggage trauma that she gave to me. And so, you know, the concept of bleaching your skin out, like this is a skin bleach, use the skin bleach, here we are, we're growing up in a world where we're like trying to love ourselves and love the skin we're in. And I love that now I've seen it, I've seen it, like I grew up in a world where brown kids, I wanted to be lighter, I dyed my hair blonde, had green eyes. I mean, come on, I wanted to be not me. And so, you know, I grew up having to love myself and love my skin color and obviously i'm teaching my daughter that but not calling it skin bleach and not having it so strong and not have so that was kind of important like let's get something out there and like make it a skin brightener but it is going to lighten the dark spots it's just not going to bleach your whole face yeah and i love that you brought this up honestly i think anyone who's like of indian descent or anyone who's of color that's grown up in a culture outside of the or in a british colony yes exactly yeah and see it becomes this real topic where people are genuinely harming themselves trying to like get this lighter skin tone and thank god like that you know we didn't do that here you know but there are so many people that we hear about i mean even through like our family circles you'll hear these like stories and it's scary in other countries they're doing ivy solutions right like yeah indonesia happened so part of my market research you know just fun fact but indonesia has like more skin bleaching clinics than anywhere else in the world through iv therapy and they don't realize that though that glows glutathione ivs and we do them here in the united states too but we're like marking them under health and wellness but those ivs are causing endocrine disruption that's i mean i'm not surprised i'm not surprised and that's that's the scariest part about it we if you can cause endocrine disruption i mean that really goes to show you because our endocrine system is so resilient and i feel like you know I had a conversation recently about like just you know like colorism and like this whole idea of like inclusivity right and I feel like a lot of times products have been marketed in a way where it's indirectly promoting this idea of you need lighter skin it's just not true like it's like we need to get away from that and so I really like the fact that you're coming from this medical place and you're saying listen we can still have beneficial outcomes clear skin why don't we have clear healthy skin yeah exactly exactly no i love that i think that's really brilliant and you know i want to actually ask you a little bit about that you know just to kind of educate anyone out there who does have like like you know really bad hyperpigmentation or they're worried about it where should we start you know i know your products are amazing but like just a general understanding of like what they should know so these molasses or pigment producing cells are not evenly distributed in our skin at birth and so a lot of times even genetically some people as they get older with ultraviolet radiation.

9:15And when it comes to dispigmentation, we have to think of the blue light or high energy visible light coming off our screens as well, because that contributes to hyperpigmentation. So we're not, you know, skin cancer, yes, the sun. Hyperpigmentation, we're talking about sun and blue light. Some people are on their computers all day long. They're, well, how come I have all this discoloration? Well, it's because it's coming from your computer and your screens from your job, you know, not necessarily from sitting next to a window or being outside in the sun. But melanocytes, they protect your skin.

9:48That's their job. And so when they get any kind of ultraviolet radiation or blue light radiation, these cells actually create little tentacles and go to the top of the skin and kind of fan out. And they make melanin, right? They're making pigment because they're trying to protect the skin from the ultraviolet radiation. And so what we're seeing with the naked eye is dispigmentation. We're seeing discoloration, we're seeing sunspots, or we're seeing darkness wherever we had a pimple or our line wherever we had a scar, because melanocytes are acting up in that area. and they are activated by ultraviolet radiation from the sun, blue light, of course, and heat and inflammation.

10:28And we don't talk about inflammation yet. We eat complete garbage that creates inflammation in our bodies, right? So gut health has to do with skin. Yes, I said it. These are all things that contribute to these melanocytes getting excited. And when they do that, that's when we see them with the naked eye. And so people, the first thing you can do to protect yourself of course is use a mineral spf greater than 30 and it has to be tinted so if you're going to go for the light coming out of the blue light coming out of the screens then you want to use a tinted mineral sunscreen because the tint has iron oxides in it and that's going to get that blue light component oh wow i didn't know that yeah i know about the tinted thing that's interesting so you are you like completely like do you not believe in like the chemical sunscreens like what is your take on that well i'm a skin cancer surgeon so i believe in like any sunscreen yeah yeah yeah but i'm a ride or die mineral block makes sense yeah i've heard a lot of people like kind of argue for both sides but that's interesting i mean i like mineral as well you know so i i use mineral and i think a lot of people out there are they've kind of shifted lately i've been hearing that a lot people are switching from their chemical base to like more mineral and i don't know what the reason for it is i know there's a lot of information out there There's hypersensitivity.

11:44Yeah. Some of the chemicals, the oxybenzone and those, they can create irritation. Like some people can have sensitivity like around their eyes, you know, it can burn. And so it can create inflammation. And I think that's one thing also like chemical sunscreen stings your eyes when you sweat, right? Yeah. So if you're outside sweating and you're protecting yourself from the sun, it can get kind of irritating. And then, you know, reapplication. There's lots of reasons. I mean, I think honestly, and I tell this to my patients all the time, the sunscreen that's going to be best for you is going to be the one you're actually going to wear every day.

12:17I want to get your opinion on this because I feel like social media has kind of gone haywire, you know, with all of the information. I mean, I know there's a lot of really great people out there trying to educate. Tell us about what we should do and should not for our skin health. But like, what do you think the influence of TikTok and Instagram? You know, there's a lot of people claiming to be doctors these days. And you're just out here telling people all this stuff. And so there's a lot of people influenced by that. What's your opinion about all that in terms of how people are getting their knowledge and then utilizing that knowledge for their skin health?

12:46There's just so much out there, I think. And even you have to be aware, and I'm a board certified dermatologist. you have to be aware that we get paid by companies and skincare lines to create posts and promote the products. And it's very, very sneaky how we are told to do that. I mean, we post, I don't because I have my own brand, so nobody wants me. But, you know, like the, a lot of my great friends, you know, is like a wonderful revenue stream. And they truly do believe in their product, the products that they're promoting. they put a post and you don't see like paid advertisement you see hashtag partner that should be a red flag because i mean not to be rude and i don't want to like hate on certain brands but like serabine cedarville has no great ingredients they're just not irritating that's their bonus is like we relied on them over covid because people couldn't get to see a dermatologist and we didn't want them to use products that were going to harm their skin and so there was this huge uptick in these brands that are really I call them like basic bitch brands like they're they're great they're great for washing your face and using a moisturizer but they're not going to change your skin you know what's crazy I love that you said that and by the way I'm stealing that the basic bitch brands like I'm stealing that phrase it's my favorite phrase because I had this like kind of I don't know I was like traveling a lot and I didn't have any of my skincare that I usually use right and I ended up going and buying a bunch of like drugstore stuff and I felt like literally my skin went from like I would say like a seven out of ten to like a serious like three there is a difference and I feel like there's been this argument before where I've seen it you know on social media where people are like well you don't need to be like you know going crazy with where you buy your brand or what brands or where you buy your products or what brands you purchase it's all the same and I'm like no it's really not but also everybody's skin is different right like there's going to be somebody that uses a brand that doesn't work right for my skin.

14:43It's going to be great for them. And that goes back to, like, you know, I'm going to say, like, the first thing I tell patients is you need six glasses of water, eight hours of sleep, multivitamin, probiotic, probably no sugar, no dairy, right? And then I'll say if they're inflammatory condition, I'll say no gluten. Like, let's talk about gut health first. Like, let's calm down the inflammation. We have to understand, like, the skin's the largest immune organ of the body. The gut's the second largest immune organ of the body. And so what we eat is actually really important because food used to be medicine and so everyone's different even products that we use in our skin are not going to be the same uniformly gut health is something that i feel like it's becoming another buzzword and it's really it irks me when i see that because it's a really complex field and we need to understand that it's crazy that we're we're still doing this you know and i i just hope someday that consumers are going to wake up and be like what am i actually doing and how does the body actually work you know but going to that like the gut health thing.

15:39I love that you mentioned that because you had earlier mentioned inflammation and I'd love for you to speak a little bit more about this. Yeah. So processed foods, for example, sugar and dairy, right. It's broken down very easily by the bacteria in our gut and they overgrows. And when you get an overgrowth of some bacteria, you're not eating enough fiber, right. Then the bacteria in the lining of your gut starts eating through the mucus membrane, like eating through your own gut. Right. And then it comes into contact with all these little packets of immune cells. You have all this lymphatic, we have all these little, we have like in this little cilia in our gut, there's your immune systems right there, right?

16:18Because it's the barrier between the body and the inside. And like the skin is the barrier between the outside and the body. And so you that revs up the white blood cells and creates an inflammatory cascade. And that in turn, creates inflammation in the blood, which makes acne and rashes worse. I never I never see people talking about that like it's always like well I'm inflamed and like they're talking about something that looks like rosacea honestly you know what I mean it's not even like a normal skin condition but that's where that's why I wanted to ask you because you know inflammation has this really broad I feel like there's a lot of stuff going on you know out there in terms of knowledge around inflammation but they're not talking about it like this because the skin is the largest immune organ so it's exposed let's just talk about eczema eczema is an inflammatory condition if you're taking hot showers and you're not moisturizing after you come moisturizing or you come out of the shower like everyone in the winter the skin cracks like cracks in a pavement because there's something called transepidermal water loss which means the water that's on the skin evaporates and then the skin cracks and like cracks in a pavement the nerves get exposed to air just like a paper cut when the little these tiny little cracks and tiny little nerves get exposed to air what's going to happen it's going to itch so we scratch And we scratch this huge traumatic fingernail event, right, on the skin.

17:37And that creates inflammation. Yeah. Right? Wound healing. It creates, like, redness, histamine release from the mast cells. I mean, it's creating, you know, pain, which could be perceived as itch, depending on what nerves are firing. And so that is eczema. And so the way to prevent that is to seal the cracks. You can use a steroid cream, but you can seal the cracks. But say you already have cracked skin and you already have an inflammatory process. Increasing the inflammation by increasing your inflammatory foods and things that you eat, you can easily increase that inflammatory response unnecessarily.

18:14So I'm not saying like, oh, you know, eating clean will make you not have any rashes. But what it will do is calm what you have down. And most people who have eczema do. Like they figured it out. they're like oh yeah when I eat this um my eczema gets worse gets worse so when I'm stressed out this is what happens I mean people who live with eczema eczema is a genetic condition where it's defect in the skin's ability to retain moisture the water evaporates too fast and doesn't stay on so um that's called saty topic dermatitis but you know I think people who have it and they have it for their whole lives if they figure it out it's like throughout their lives they'll figure out what works for them right yeah that makes sense I mean also right now I feel like there's an uptick of like a lot of autoimmune conditions kind of popping up especially in the west I mean I I know I've seen there's been a huge change for example a lot more women are being diagnosed with like Hashimoto's whereas like 20 years ago it wasn't even a common but like I feel like every woman has something going on these days and and you know there's many contributing factors to that but like in terms of skin health what is your opinion on that with all of these new emerging conditions yeah and I just think that has to do with inflammation right like these autoimmune conditions are inflammatory so then you will have an increased level of inflammation in the skin which means if you did have acne it might be a little worse or if you did have um eczema it could be a little worse you know it you have to treat i don't you know yes yes i'm a dermatologist i have i have so many creams to give you including like visha skincare face to feet was made for eczema right but yes i have barrier repair will repair the barrier yeah no talking about i want to talk about Vichita a little bit now because I love the brand.

19:51I really love it. I think the offerings you've created and the formulas are really brilliant. Your advanced purifying cleanser, I've been obsessed with this one. I feel like I don't need that exfoliator anymore because I was kind of like that consumer that hated having to carry around two or three different kinds of cleansers because it just felt so ridiculous to me. I'm personally a huge fan of that. I have to take it with me when I travel because if I use anything else, I feel like I break out. When I was developing these products, I would see acne patients and be like, well, I can give you these washes and you use one in the morning and one at night.

20:26Or I can, you know, what can I do to just come up with like a wash that's going to address everything that they need that they can travel and they won't have an issue. And essentially when it was a hit, because we were able to treat people fish, it's almost like a legacy, right? When you make something and you're able to treat people that are not your patients, it makes you feel good. We were able to make something that's helping people in clear acne and seborrheic dermatitis and shave bumps like for men who were shaving and they get a lot of ingrown hairs people in the military they get there's a big issue with people shaving and getting a lot of shave bumps and so the advanced purifying cleanser was addressing a lot more than just being a cleanser i really like this cleanser because i i mean it really shows everything you just described it shows because i found that my skin is more balanced I feel like day to day, there's different needs, you know, in terms of the cleansing aspect for my skin personally, and even though I consider it pretty normal.

21:21And so I think this is such a great option, you know, regardless of what's going on with you and whether you have acne, whether you don't just a really nice cleanser for everybody. And I just rarely, I rarely see that in the industry. And the other one I want to actually ask you about this one, I think we had kind of discussed this earlier was the advanced correcting serum. I really enjoyed this serum. Yeah. Yeah. This is really brilliant. This is, this is me. looking at, you know, there's some popular dermatology office products that we have that had ingredients in them like C-Ferulic, you know, or, you know, and I was like, well, I loved it.

21:54And I was like, well, how do I make this better? Like, how can I put a retinol in this and put a skin brightening agent in this and have the C-Ferulic? So, you know, we were able to put retinol, vitamin C, vitamin E, ferulic acid, hyaluronic acid, and the aluminotics. And we were able to create a niacinamide in there. So retinol, vitamin C, vitamin E, ferulic acid, niacinamide, hyaluronic acid, and aluminotics, which is the patented blend. And this product is just one product twice a day. So it does five things. So instead of having to put your serum on and then your retinol on, and then your night cream, you're able to just wash your face, put the serum on and then put your night cream on.

22:34That's what I found to be so amazing about it is it's not like an, like, cause I know a lot of people claim that, right. They're like three in one or whatever. And it's like, okay, well really is it though? You know? And I always run into those products that don't work for me. This one really kind of blew me out of the water though. I have to credit my chemist, the Visha skincare chemist for this. I only knew what ingredients I needed. They are the ones that were able to, do you know how hard it is to mix vitamin C in anything. Yeah, that oxidizing. They were able to do the C and the retinol together, which I was just blown away that they were able to make that stable.

23:10And it's finicky, you know. But, you know, they were able to do that. And the fact that it was a serum, so it just sinks in your skin and gives you, like, the results. It's a results-based product. Like, you use this, then you can use your moisturizer after and when we did our clinical studies we were just blown away so I have to agree with you it's one of my absolute favorite products and it's for men and women too because men men don't like using a lot of things right like if they can use one thing in the morning and one thing at night and it addresses everything including their discoloration and hyperpigmentation they're like all for it like as a woman like I can tell you it gets really old having to do like the 15 step routine like where you're just kind of confused where you're like what do I need now do I need retinol tonight do I not you know do I add the vitamin c I mean it gets so confusing especially right now we talked about you know this like age of tiktok right where everyone's like well here are my you know five things five serums I'm like like literally three of those are not even touching your skin by the time you put them also let's talk about the fact that it doesn't matter like I can give you flour eggs chocolate and oil and it doesn't mean you're gonna get a chocolate cake.

24:22Yes, exactly. Right? Like you, these individual ingredients that people are using, and there's certain brands that only sell individual, like very cheap individual ingredients. We're not chemists. Like we're not, we're not, if you put certain things on in a certain order, you can actually undo them. You undo the benefits. Or if you mix certain things together, they can actually become stronger and more caustic to the skin. And so, you know, these, some combinations are never meant to be together so I find that really dangerous when people do buy single ingredient serums or for example they'll put their hyaluronic acid on and then put their actives on after and then you're like well none of it worked something has to be said about putting these power ingredients into one formulation yeah no I love that you you know you kind of talked about that because I think that that's one of the biggest I mean I look at this industry and I'm just like literally that's the biggest money grab I've ever seen in my life is the people that are selling them individually because honest to god you're never going to use them to their full right it's never going to empty the bottle's never going to be empty so you waste your money right and too the ingredients never worked on your skin so like you'll never see results ever and then people come out and they say well my skincare doesn't even work so i'm going to go use beef tallow and i'm like oh my gosh what's wrong with you like it's vicious those people that's why i really really love this i love the serum i think you know anyone out there you guys can benefit from this especially like i've been using it and it's just been so nice like my skin feels wonderful and i don't feel like i'm missing anything and to those beef tallow people it do you smell oh i don't get it i will never get it man the beef tallow like just why i want to talk about there's a very um interesting and wonderful uh you know group of products you have which are, I guess, mommy centered, you could say, you know, and I love that.

26:16That's so cool to see. We don't have enough of those products. I think, can you talk a little bit about that, you know, in terms of skincare and how there are certain things that are more relevant to mothers? Yes. I mean, and this, you know, personally, on a personal note, I actually came up with a mommy line when I was pregnant because I didn't want to give up my anti-aging products. You know, I'm like, well, I had my kids a little later on and I was like, well, I don't want to stop using my active ingredients. You know, screw that. And so I basically took the retinol out of the advanced correcting serum and increased the azelaic acid to make that mommy brightener.

26:56And essentially it became an even stronger hyperpigmentation product for melasma. So melasma is something that we would call the mask of pregnancy. And so these melanocytes that we just talked about that get bigger with sunlight can be hormonally influenced to become more sensitive to sunlight. So melasma means that people get dark patches in a mask-like distribution, usually on the face, when they're pregnant, or even some birth control pills can do it for some females. And it's quite stigmatic in the sense that nobody really wants to have something that looks like a mustache, and they don't have a mustache.

27:30You know what I mean? It's just a dark patch. And so that's when they generally do turn to bleaching agents. And so it was nice to have this serum that was a hydroquinone alternative and also over the counter, something that somebody could just go and get. We are in all JCPennies and we are obviously on Amazon and on our website and we're looking at more distributors. But, you know, it was nice to have someone just go be able to go get something that you can use on your face twice a day to help with the melasma. Another thing that and obviously pimples and acne and with hormones raging, depending on where you are in the pregnancy.

28:04There's a lot of people can have a lot of breakouts. The mommy cleanser was made to be not as irritating, but definitely not as strong, sorry, as the advanced purifying cleanser, but definitely going to get the job done as far as treating and clearing the skin during pregnancy. And then we have the mommy bright eye booster, which we took the caffeine out so the reason why the advanced bright eye booster works so well it's 17 reduction in fine lens and wrinkles and puffiness around the eyes in less than six minutes and that was done with photography studies it's because it has caffeine in it but of course when you're pregnant you don't want to most people don't want to use products with caffeine in them when they're pregnant even though it's probably not going to be absorbed in their body but the mommy eye booster took the caffeine out and added the umbilical extract, another extract in there to help with the puffiness and lines around the eyes.

28:59And that's just something that you probably want to maintain as you go through your skincare journey. Like once you're on a routine and you get pregnant, it's easy to just flip to the mommy line then, and you have your serum and your products to use. And then of course the bump to baby was kind of a favorite because we're able, and I got the idea of this formulation actually from an allergist that came to my clinic one day when I was practicing and he had come with a drug company and he said to me I have a cream that prevents eczema and I just looked at him and I'm like what and he goes yes I have an allergy clinic in you know in New York and he's like this cream I use it on my moms with allergies that have babies that are expecting the babies to have eczema he says we use it on the babies and they don't get eczema and I'm like all right we're going to dinner so I sat down and talked to him about the ingredients and realized he had an anti-inflammatory barrier repair.

29:54And he literally just gave me the formula. He was like, I said, what if we came up with a cream that the moms could use this on their bellies to prevent stretch marks? Yeah. And then when the babies are born, we can use the same product on the babies to prevent eczema. And he's like, have at it. Here's the formula. Like, I don't, he didn't want to have anything to do with it. And so I ran with it. I don't take credit for the formula, but I do add the part where we put some more anti-inflammatory ingredients in there to help with stretch marks. So stretch marks happen when the skin is stretched too fast and the collagen can't keep up.

30:29It's like cracks, once again, cracks in the collagen underneath the skin. And that can actually get really red and itchy, right? And so when people scratch, that causes inflammation, going back to inflammation, and can be really uncomfortable, but also can create scarring and long-term effects. So this bump to baby is used on the belly as the belly is growing. And then the same product is used on the baby. Wow. That's really, really fascinating that there's this anti-inflammatory, you know, component that can actually genuinely help prevent, I mean, the formation of eczema. I didn't even know that we could do that.

31:06Yeah. And it was such a hit that we were, you know, because I have three offices. So basically our beta testing is like all my patients, right? Yeah. And so we had all these old men come in and they were all buying this bumped baby. And finally some farmer says to me like, ma 'am, can you, they don't say doctor. They say, ma 'am, can you make this so it doesn't say baby on it? And I thought, yeah, sure. That sounds like a really great idea. yeah, let's put the same stuff in a container that says face to feet. And that was that. Wow. So that's, I mean, that's really brilliant though. I don't think there's anything else like that, right?

31:51That I've seen. I haven't seen any product that can do that. Okay. So in terms of like the anti-inflammatory, I want to kind of rewind a little bit because you said that if you put it on the baby when they're born, it's not, they're not going to develop. It's very a repair. We just talked about atopic dermatitis and how that's caused by the inability of the skin to retain moisture and the water's evaporating and the way to prevent that is to seal the cracks so you're sealing the cracks before the rash can happen he was right he was right like you haven't i haven't seen much preventative care in like otc products you know when it comes to dermatology i just don't see that like in the industry but that's really really fascinating it's going to the science of it the root cause yeah yeah absolutely that's really cool I think that's something all everybody can benefit from then I mean because I know I'm getting like drier skin as I'm aging I'm in my late 30s now and I'm literally like my skin used to be oily and it's like all of a sudden feels like a desert you know so I think about this stuff all the time where I'm like my skin is drier so what does that mean for me in terms of the inflammation and I feel like that could really help as well in that absolutely and estrogen has something to do with it too right so yeah like the rejuvenating moisturizer was made for face neck decolletage and vaginal skin.

33:05So no one talks about how the skin on our bodies change, even when we have our periods. Some women are so sensitive, they even know when they're going to have their period because of the way their skin changes or they feel in their body. We were looking at what's happening. Well, we're losing barrier repair. We were losing skin barrier because estrogen levels are declining. And we need to repair that and get the moisture back in there and then have something to boost it. So we used phytoestrogens actually with the rejuvenating moisturizer because you want to use hormones. Yeah. And then we did studies to show that it didn't increase.

33:40And we did different BMIs to show that there was no increase in blood level of any hormones or anything like that. But the rejuvenating moisturizer addresses that estrogen decline. And nobody talks about labia. Yeah, ever. Like nobody cares. Or people are embarrassed to talk about it. Like everything starts to hang. Everything starts to tag. You know, everything starts to fall. And so we need to look at that. This is our body. We're talking about feeling and looking great and longevity. We're talking about, you know, feeling good about ourselves. Like why are we just putting stuff on our faces?