Specializing in cosmetic, surgical, and medical dermatology, Dr. Azadeh Shirazi is a world-renowned board-certified dermatologist and the founder of AziMD Skincare. Considered an expert in skin, hair and nails, with distinguished medical training, our exclusive interview delves into her revolutionary products, and more.
What was the motivation to start your own skincare line?
Funnily enough, I never set out to launch a skincare line. What began as a practical solution for my patients at my practice, the La Jolla Dermatology & Laser Surgery Center, the office unexpectedly evolved into a skincare line. When I first opened, I was struck by how many of my patients were investing in overpriced skincare products that weren’t just ineffective, they were sometimes making things worse. I’d spend hours trying to decipher what was inside their fancy “miracle” creams, because they often had no idea either. To simplify their routines and my own life, I created 10 core products designed to treat most skin types and concerns that I saw every day. That was the start of AziMD Skincare, originally meant only for my patients.
Then came the pandemic. My patients couldn’t easily get into the office, so one weekend I threw together a simple website just to make ordering easier. I never imagined the products would sell out online or that orders would start coming in from across the country and eventually around the world. Suddenly I was running an e-commerce business. I never planned for learning trademarks, supply chain, copyrighting…you name it. That’s how AziMD was born. A total surprise baby – unexpected, but full of joy.
What sets your brand apart from others, and what are your most popular products?
AziMD Skincare is designed as a clinical skincare line that offers real solutions backed by formulations that are meticulously crafted with the highest quality, pharmaceutical-grade ingredients, while using minimal preservatives. Our mission is to empower individuals to achieve healthy, radiant skin through dermatology-driven, science-backed skincare solutions. We are committed to delivering effective, clinically tested products using the highest quality ingredients, ensuring safety, sustainability, and real results for every skin type.
Who is your target customer?
Anyone who is looking for customized solutions to improve their skin quality. Those with real skin concerns. People struggling with acne, rosacea, hyperpigmentation, Melasma, eczema, sensitive skin, or signs of skin aging. They want more than luxury creams. My customers want treatments that work, that don’t irritate their skin and are backed by medical expertise. People who see skincare as part of health, wellness, and investment in self-care. They are willing to pay a premium for proven efficacy, safety, and trust in a dermatologist’s name. They overlap with luxury beauty buyers, but instead of aspirational branding, they’re motivated by results and credibility.
What was the biggest challenge you faced in launching AziMD and how do you keep evolving creatively?
I’m a dermatologist at heart. That’s my true passion. My biggest challenge has been stepping into the role of an entrepreneur when my true calling is being a doctor. I love being in the clinic, face-to-face with patients, using my skills to offer solutions, change people’s skin, and restore confidence. But running an e-commerce business is a whole different world of trademarks, logistics, staffing, and marketing – none of which I was trained for in medical school. It’s still a challenge every day, but it’s also been an incredible opportunity to grow outside of my comfort zone.
Working in the skincare industry for so many years, do you have any top tips you could share with us?
The best thing you can do for your skin, from an early age, is to protect it from the sun. UV rays are the number one cause of skin aging. Wear an SPF moisturizer every day, rain or shine, even if you are indoors most of the day. Use comprehensive products and keep your skincare routine simple. The less products you use, the better it is for your skin health, as it creates less exposure to unnecessary ingredients. It also makes a skincare routine more effective and easier to maintain. Consistency is the foundation of any effective skincare routine. Real results take time, usually four to six weeks, so stick with it and be patient. You are more than a pretty face. Stay educated and empowered to make the best decisions when it comes to beauty treatments and products for you.
Anything else we should know?
Check out my podcast, More Than a Pretty Face, available wherever you get your podcasts, including Apple, Spotify, and YouTube.
Visit this incredible line at https://azimdskincare.com/
