Skin care brand is out to shake up beauty biz
Born on Tiktok in 2020, Dew Of The Gods is becoming a powerhouse in the Canadian skin-care market. Founded by Toronto-based social media personality Ryan Dubs, the company aims to highlight inclusivity and diversity in its campaigns, along with ingredient quality and vegan product formulation. We caught up with Dubs to learn more.
Q What is Dew of the Gods?
A Dew of the Gods is a vegan, Lgbtq+-owned skin-care brand from Canada — a true Tiktok brand changing the landscape of inclusivity, diversity and ingredient quality in the skin-care space. We're super colourful, always on-point with ingredient trends and driven to lift the curtain on the cosmetics industry with unheard of transparency, and a commitment to the LGBTQ+ community to represent more faces, bodies and skin types.
Q What makes it unique?
A Our status as an Lgbtq+owned brand is honestly a licence to creativity; but also, a responsibility to inclusion when it comes to making our customers we ultimately represent, and our allies, feel represented, heard and loved. We've made a promise to the LGBTQ+ community to put people who identify as LGBTQ+ at the forefront of our brand; to make them the face of our campaigns; to pay both professional models and influencers fair-market rates to feature them on our website, our Instagram, on our packaging and in our marketing campaigns. We leverage our relationships with the biggest buyers of beauty in the world to make our voice as a gayowned brand heard, giving our influencers, customers and fans a world stage to stand on. Our brand is for everyone, regardless of how you identify, but we're unapologetically gay!
Q Who is the target customer?
A As truly a Tiktok brand, we're all over the place on the spectrum of who buys our products. It might sound wide-reaching to say “gen Z + millennials,” because that's a ginormous group, but with my personal presence on Tiktok of over 570,000 followers, we really do have a wide reach. We're also in Boxycharm, Ipsy, Fabfitfun and Hudson's Bay.
Q What is the price range for the products?
A Our products range from $13 for our delicious lip gloss up to $54 for our luxe whipped mud masks.
Q And, lastly, where can people check them out?
A Check us out on dew.co and @dewofthegods on Instagram! We're also in Boxycharm, Ipsy, Fabfitfun and available on thebay.com.