Episode 12: Melanin Deserves More - Building Universal Skincare at Deeper
Midzi, originally from Zimbabwe and now based in Dubai, started Deeper Beauty out of her own frustration with skincare. She struggled to find products that truly worked for her skin, particularly SPFs that didn't leave a white case. A reminder of how we're still overlooking a majority of the population in 2025. That experience pushed her to create something better: a universal, science-backed SPF that eventually grew into a full skincare line made for everyone.
At first, she worried that her message of “melanin deserves more” might feel too exclusive. But by solving skincare pain points we all share, she proved that her products could connect with a much wider audience. With her background in cosmetic chemistry and her entrepreneurial experience from Careem, Midzi decided to bootstrap Deeper, choosing to focus on profitability, customer closeness, and full independence.
For her, Deeper Beauty is more than skincare. It’s about carrying forward her late father’s legacy as a freedom fighter, weaving values of dignity and inclusivity into everything the brand stands for. Today, Deeper Beauty is preparing to take its message global, starting with the Gulf region.
Key Takeaways
● Universal skincare should cater to all skin tones and types, including effective, no white cast SPF.
● Melanin-friendly formulations specifically address hyperpigmentation, a key concern for people of color.
● Bootstrapping offers founders control, profitability, and sustainable growth over rapid, investment-driven expansion.
● Authentic community engagement and direct feedback are essential for gaining early traction and refining your brand narrative.
● Overcome entrepreneurial fear by trusting your core "why" and consistently pushing forward, especially on hard days.
Guest Bio: Vimbai Midzi, a skincare Founder with a multidisciplinary background, from leading Careem’s Social and Environmental Impact work (under Corporate Affairs), sitting at the intersection of Social Impact, product management, government relations and communications across 10 markets. In her last year at Careem she led on the Groceries marketing and launch plan for Abu Dhabi.
After leaving Careem as an Associate Director, she started building Deeper, a skincare company in Dubai to address the gap in effective skincare for medium to deep skin tones
References:
● Midzi on Linkedin: https://www.linkedin.com/in/vimbaimidzi/ [https://www.linkedin.com/in/vimbaimidzi/]
● Deeper Beauty: https://deeperbeauty.co
Deeper Beauty on Instagram: https://www.instagram.com/deeperbeauty.co/ [https://www.instagram.com/deeperbeauty.co/]
🎧 Available now on YouTube, Spotify, Apple & everywhere you listen.
💬 Follow Anaya for more insights, updates, and behind-the-scenes:
Instagram [https://www.instagram.com/by__anaya/?igsh=MWlxYXZwM2V5a3huag%3D%3D#]
LinkedIn [https://www.linkedin.com/company/byanaya/?viewAsMember=true]
TikTok [https://www.tiktok.com/@by__anaya?_t=ZS-8wEeLh2MkfQ&_r=1]
🎙️ Want to suggest a topic, feature on an episode or join the community?
DM us at email hello@byanaya.com or sign up at www.byanaya.com 🌻
