How DR. Shereene Idriss used Social Media to Transform Her Dermatology Career into a Full-On Personal Brand

The internet — and social media, in particular — is a place where misinformation and pseudo-science abound. But if you look hard enough, it’s also rife with actual medical professionals and experts who are trying their damndest, post by post, to clear up all the bullshit. One leading the charge in the skin-care space, specifically, is Dr. Shereene Idriss.

A board-certified dermatologist at Union Square Laser Dermatology in New York City, Dr. Idriss grew frustrated with patients repeatedly coming to her with confusion, concern and misinformation they’d found on skin-care social media. So despite a fear of public speaking and no real plan or desire to become an influencer, she filmed a short, casual video for Instagram Stories to clear a few things up. She lounged in bed while she spoke, offering a conversational tone that was disarming and accessible — while still providing real, science-based medical advice. That one post led to another, which snowballed into more content and (many) more followers. Dr. Idriss eventually became known as the #PillowtalkDerm.

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