Dermstore is aiming to modernize its brand perception with a full rebranding initiative, which began rolling out in August to coincide with its 20th anniversary. The online retailer’s first step was to revamp its logo, which has been redesigned as a “D” with a circle in the center, representative of both a dermatologist’s magnifying glass and signifying a portal taking consumers into a world of skin care exploration. The company has also updated its entire website to encourage product discovery across skin care, hair care, makeup and more. Notably, the “About Dermstore” page, has been re-designed to serve as a hub where customers can easily access educational resources including, The Dermstore Blog, the company’s resource for expert tips and advice, and an aggregated Customer Reviews page meant to further bring the Dermstore community together. The company has also renewed its focus on rewarding its customers through its loyalty program highlighted on a restyled “Dermstore Rewards” page, which details membership benefits, as well as ways to earn and redeem points throughout the site.

Dermstore is returning to its roots of providing access to efficacious brands accompanied by education and expertise and will use this rebrand to represent a turning point as it leans into those values in an even bigger way going forward. To celebrate its 20th Anniversary and new look and feel, the company will be hosting a cocktail reception on September 10, bringing together a community of brands, consumers and experts, as well as VIPs, influencers and celebrities.