Dr. Su, World’s first Acneologist, is more than just a brand

For those with a creative bent of mind and knowledge to share, the sky's the limit has been proven by Dr. Suyomi Shah, an MD Dermatologist and Certified Trichologist (IAT Australia). Hers is a new-age success story from India that is making waves globally.

Dr. Suyomi has earned immense popularity and built her personal brand famous online as Dr. Su, Acneologist, a moniker that this young and dynamic dermatologist has rightfully earned by helping people suffering because of acne.

We caught up with her recently for an interview, the excerpts of which bring out what really makes Dr. Su, rgw world’s first Acneologist, more than just a brand.

Please tell our readers a bit about Dr. Su, Acneologist.

Well, it is what my followers call me. It has a nice sound to it and uniquely identifies what I do and therefore, I took it up as my brand, which is thriving in the tele-health domain and growing rapidly in the space of dermatology and skincare in India. I wished to make my brand Dr. Su, as friendly as it can be with an intention to be accessible to all my patients on a personal level. I am proud to confirm that my brand, Dr. Su, has helped thousands of patients from around the world to get rid of their acne. The appreciation from them validates my belief in my brand and I am proud to have taken this uncharted path.

You built a global brand in 2020, a year that was tough for businesses worldwide because of the pandemic. How did you manage it?

I always wanted to help as many people possible with their acne and hair related issues. But I couldn’t step out of my home during the Covid-19-induced lockdown like everyone else and couldn’t see my patients. It was hard and I ended up giving them advice on the phone for hours every day. This really got me thinking. I realised that it is possible to help a large number of people without coming face to face with them. So, I came up with this idea of reaching out to more people online. I started our page on Instagram (drsu.official) with an aim to emerge as a decisive voice in the cluttered cosmetic world and inspire and educate people about skincare and hair care. There’s been no looking back since.

Everyone is trying their hands at social media but your online success story is unique. How did you make it happen?

I believe that it must be my willingness and openness to genuinely help people that has really worked for my brand. People suffering from acne and hair related issues tried the recommendations I made openly on my Instagram and achieved extraordinary results. They started sharing their own success stories and gave the brand real visibility. The quality of our content and because it really helped people, must be the reasons we crossed the 300K followers’ milestone within a year. Almost half of my followers are from all over the world. I sincerely believe that it is my followers who have helped me built this brand. Dr. Su, Acneologist, exists, and has become a phenomenon, because of her followers and I will always be thankful for their love and support.

Where did you get the inspiration for the unique work that you’re doing?

Inspiration for my work stems from the fact that I, myself, have struggled for years with acne and the emotional turmoil it causes. This was the reason for my keen interest in dermatology. Now, I am just trying to help others with my knowledge and experience so that they don’t have to suffer the way I did.

What exactly is it that your followers like so much about your brand?

I feel that it is because of the sheer amount and quality of free information that we share with people on Insta that Dr. Su has become so popular. My followers know that Dr. Su is more than just a brand and she cares about the well-being of their skin and hair. What they seem to appreciate the most is being empowered with the knowledge about nurturing their skin and hair. I am happy to just be there for them!

What are Dr. Su’s plans for the future?

Dr. Su’s popularity in treating acne led us to start our own online dermatology consultation a few months back and today we have a waiting period of almost 60 days. I hope to be able to increase our capacity to offer more tele-consultations under the brand in the coming months. We’re also planning something big as a surprise for our audience. We are still in the R&D phase but are moving forward quickly. Our followers will be the first to know about this exciting news whenever we’re ready to break it.