Tales of a Startup: Dermala
Lada Rasochova, Founder and CEO – Harnessing the Human Microbiome for Optimal Skin Health
A fresh Q&A series featuring ambassadors of innovation and technology, fueling entrepreneurship at UC San Diego and beyond
Happy bacteria = happy us.
Named San Diego’s Top 500 Most Influential Business Leader by the San Diego Business Journal three years in a row and the Most Innovative Thinker by the San Diego Magazine in 2016 Rasochova embodies the art of innovation. With a modern understanding of the human microbiome, the gut-skin axis, DNA sequencing, data analytics, and behavior science, her company’s acne-fighting regimen fights all causes of acne, not just one of them.
Dermala’s patented acne treatment takes a novel approach to treating acne. Using the human microbiome and data to optimize skin health, their #FOBO (Fear of Breaking Out)™ Acne Treatment Kit is formulated with clinically tested SE Microbiome Complex™ that supports beneficial skin bacteria while fighting acne causing bacteria. The highly personalized treatment is monitored by the Dermala Acne Tracker app and optimized monthly for better efficacy and results.
Dermala was selected as one of the top twelve up-and-coming brands globally by Beauty & Money/Kisaco Research in 2019, featured in Forbes as a brand that will change retail, and was the recipient of this year’s Johnson & Johnson Innovation Quick Pitch @ CES2020 award.
What has been your experience with UC San Diego in developing a diverse entrepreneurial culture?
UC San Diego has been putting a lot of effort into building an entrepreneurial ecosystem and culture. It is a great environment where you can meet people interested in entrepreneurship who offer diverse backgrounds and skill that are not only additive to yours but synergistic. That’s the beauty of a university. UC San Diego has also developed programs focused on increasing diversity in startups and supporting underrepresented startup founders, including programs like StartR Inclusion at the Rady School of Management.
When I decided to start Dermala, UC San Diego was one of the first research institutes working on the skin microbiome and its effect on various skin diseases and conditions, including using the microbiome to treat acne. I not only found a great technology at UC San Diego but an incredible team. We have very diverse backgrounds – from business to microbiology, biochemistry, data science and software engineering. UC San Diego was the perfect environment to connect with experts, mentors, and advisors.
What excites you about your work?
Everybody has had acne at one time or another. Acne can be tough and finding a treatment that works seems almost impossible. I’m a Ph.D. scientist by training with expertise in microbiology, virology, and the human microbiome. When I worked in the pharma industry, I spent a lot of time on identifying new technologies and transitioning them from the lab to market. What always excited me as a scientist was bringing the science to real life, creating products that impacted real people.
Acne is a microbiome defect, but the microbiome can also offer the solution. I knew that currently available treatments for acne did not work for everyone and the treatments often had harsh side effects. I decided to use my expertise to develop a better solution for acne, a treatment that uses nature – the microbiome – and can be personalized based on individual needs. Today, I get the most satisfaction from helping our customers get and stay acne free.
Describe a typical day in Startupland. What does your day look like?
As a startup CEO, I focus on a number of things – from making sure we have cash in the bank to investor management and long-term company strategy. What we need to do today and what we will need to do in the future.
I rely on my team a lot. They have made our company into what it is today. From day one, I’ve focused on building a cross-functional team that can handle startups challenges. I think we have a great company culture, we work hard, support each other when needed, and have fun.
How do you define innovation in the 21st Century?
To me innovation in the 21st Century is about convergence. Dermala is a true example of the convergence of biology, technology, and big data. Dermala is not only about using biology to find new ingredients to treat acne but also about using data to personalize that acne treatment and then optimize it based on individual results.
I believe that using technology and data to develop new medicines is the future. That is where I see the most important breakthroughs happening. Technology, biology, and data convergence is now possible. I believe that as a result, new drug development will become faster, more precise, targeted, and ultimately cheaper.
What role have mentors played in your success/journey?
Mentorship is really important. Mentors can change the trajectory of what you are doing. They can help you figure out not only what you should be doing right now, but also where you are going. The most valuable mentors are the ones that will get you to think outside your comfort zone. I found mentors all along my journey – when I did my Ph.D., during my postdoc, when I was working in biotech and pharma industry, as well as now as the founder of Dermala.
I’m an alum of the Rady School at UC San Diego. When I was thinking about getting an MBA degree, one of my mentors encouraged me to do it because it could create new opportunities and open doors for me. I can say that he was right. Getting an MBA transformed by career. I am certain that getting my business training at Rady was critical for starting Dermala and becoming the CEO.
What are some of the biggest challenges you faced in the startup process? How were you able to overcome them?
Being a startup founder is not easy. Being a female founder can be really challenging. In 2019, just 2.8% of all venture capital in the U.S. went to companies founded by women. Raising capital as a female founder who is also an immigrant was probably my biggest challenge and one I still face today. But I know that I cannot let it get to me. Startups are about persistence, resilience, and not giving up. That next door you go through might be that door that will change your life.
For me persistence in raising capital definitely paid off. Dermala first raised capital from True Wealth Ventures, a VC group that invests in companies founded by women. I met with them at an event that I was not originally thinking about going to. But I went, I pitched Dermala, and I ended up raising money. The lesson for any female founder is to put yourself in the game. If you are not in the game, you can never win. Participate in various events, competitions, talk to people, be prepared, build thick skin, and don’t give up.
What advice would you give to a UC San Diego student thinking about starting a company?
My advice to any female student at UC San Diego who is thinking about starting a company is to not underestimate yourself. Remember that. And when you think about your company and its outcomes, force yourself to think 10 times bigger. Ask yourself the question – can I make my company ten times bigger and ten times more impactful?
To learn more, visit Dermala or contact Rasochova on LinkedIn.
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