Skin Deep Founder Amina Mohamed Brings Beauty Literacy Push to North America

Amina Mohamed, who spent a decade in luxury communications at Farfetch and Chalhoub Group, is now betting that beauty consumers want more than just products—they want understanding. Her platform, Skin Deep, is built around that idea and is now moving beyond its Dubai roots.

Mohamed, formerly senior head of public relations at Farfetch and head of communications at Level Shoes, started Skin Deep in 2020 as an unscripted Clubhouse community. The early conversations, often held with her sister, covered topics like active ingredients, at-home peels, and tretinoin routines.

The brand's expansion into North America and Europe comes with a new product launch: a line of insulated beauty bags. Mohamed says the company's mission is to make consumers pause and reflect, not just inform them. Even the logo carries the thesis, with the two "e's" in "deep" facing each other as a nod to reflection.

Part of the problem, according to Mohamed, is the sheer volume of beauty information available today. "There's so much noise and so little signal," she said. "Everyone's talking, half of it feels like it conflicts, leaving people more confused than when they started. We didn't want to add to that."