Content area
Full Text
When Dermstore president Cyndi Isgrig took the stage at the WWD Digital Forum, she said “it took five things for us to become who we are and where we’re going in the future.”
First, it’s about determining who you are as a brand, she said. “What are the goals?”
At its start, Dermstore, founded in 1999 by dermatologist Craig A. Kraffert, wanted to be able to make professional grade skin care accessible to everybody.
“The idea took off so much that he was no longer able to fulfill out of his practice and needed to start fulfilling all of the product out of his garage,” said Isgrig.
Today, the e-commerce site, which expanded outside of skin care in 2008, also offers hair care and cosmetics. In 2013, it was...