You’ve become a trusted voice in skincare, based in the U.S. but with a global audience—including Canada. How do you approach building trust with such a wide and diverse community, especially in a space like skincare where education and accessibility can vary so much? 

Dr Shah: Trust isn’t something that comes with the white coat—it’s something you earn over time. Wearing scrubs or a lab coat might signal authority, but it doesn’t automatically translate to trust. When I began creating content on TikTok in 2020, I quickly realized that people didn’t immediately believe what I had to say just because I was a dermatologist. It took about six to eight months of consistently producing honest, accurate, and educational content before I started to earn that trust. 

At the time, very few dermatologists were active on social media. I was fortunate to be among the early voices providing evidence-based skin care education online. This gave people access to credible information they’d typically only receive during a dermatologist appointment. It also allowed me to respond to misinformation in real time—if a misleading video went viral at noon, I could be addressing it by 4 p.m. That created a sort of checks-and-balances system that hadn’t really existed before in this space. 

Ultimately, people are smart. They can tell when someone is genuine versus when they’re being sold to. By staying transparent and consistent, and never compromising that trust, I’ve been able to build a community that spans across borders—including in Canada and beyond. 

Do you notice differences in how American and Canadian audiences engage with skincare education—and how does that affect how you speak to each market? 

Dr. Shah: Overall, the curiosity for skincare education and concerns are pretty similar worldwide. What varies is product availability across countries, location specific trends, and even the nitty gritty of ingredient regulations. I try to offer adaptable information so that whether you’re in the US, Canada, or other, you can still make informed decisions with science-backed guidance. In Canada it may even be harder to see a dermatologist than in the US, so content available online can become even more important. 

With the beauty and skincare space saturated by influencers, how do you personally draw the line between being relatable and remaining rooted in evidence-based authority? 

Dr. Shah: If you google “Is Dr. Muneeb Shah…”, the first suggestion is “…a real dermatologist?”. I’ve always thought it was hilarious that some people think I’m just online posing as a doctor without a medical license. At the same time, I get it— it’s hard to humanize doctors, especially when many relationships with physicians are brief and or can seem transactional with increased pressure on doctors to be more efficient.

Social media has allowed me to take what I’ve been professionally trained in and share it in a way that’s both accessible and human. At the core of everything I do is accuracy and evidence-based information—but I focus on translating that into language people can easily understand. It’s no different from how I’d want a mechanic to explain something technical about my car—I don’t need the jargon, I just need clarity. 

What I’ve found is that layering in storytelling and humor makes the information not only more digestible, but also more engaging. It keeps the content relatable, and it helps build a deeper connection with the audience. 

You’ve worked alongside other skincare experts and content creators alike. What’s your approach to collaboration in a field where everyone is trying to stand out? 

Dr. Shah: Since I started content during residency as a way to inform and have fun during the most grueling stage of my education, I never really saw the industry as a competitive space. It doesn’t need to be. There’s room for curiosity, conversation, and contribution from anyone who has the expertise, passion, and the time to share their perspective online. 

I see the skincare space as a true community. Whether it’s dermatologists, cosmetic chemists, estheticians, or skincare enthusiasts, each voice brings something unique and valuable to the table. I’ve had skincare creators mention that they’ve learned from my videos, and I’ve certainly learned from theirs. When the focus is on delivering value to your audience, it stops feeling like a competition and starts feeling like a shared mission. At the end of the day, we all win when the person watching walks away more informed. 

How has your family’s journey influenced your definition of success—and how do you carry forward those values in the way you build and lead today? 

Dr. Shah: My definition of success is deeply rooted in my family’s journey. The stories of our past always shape who we are today, even if you don’t always recognize it. My dad came to this country as first-generation immigrant and my mom had 8 siblings, driven by unwavering values: ethics, morality, resilience, and an extraordinary sense of duty. They made immense sacrifices to invest in our education and our future. They gave everything so that we could pursue our dreams 

As a child, and even into my teenage years, I didn’t fully grasp the magnitude of their sacrifices. But those values they lived by are now the very things that fuel everything I do. They’re the foundation of how I build, lead, and make decisions today. 

One thing I’ve definitely inherited from them is the idea that success is a moving target. Early on, success meant graduating college. Then it became getting into medical school, becoming a dermatologist, starting a practice, launching a skincare brand—and it hasn’t stopped there. With each milestone reached, I immediately look toward the next. That sense of forward momentum is something I saw in them too—they stayed at the same jobs for decades, steadily building a better life for us through hard work and consistency. 

In my own leadership style, I try to carry those same values forward: leading with integrity, staying grounded in discipline, and never losing sight of the greater responsibility I have—not just to my family’s legacy, but to the people I serve through my work 

Do you feel a sense of responsibility as a South Asian medical professional in the beauty space, especially for younger immigrants or children of immigrants who see themselves in your journey? 

Dr. Shah: Absolutely. This is actually something I think about every day. Growing up, I didn’t see many role models who looked like me or shared my background—especially in the beauty and pop culture. I was raised in a community where I was often the only South Asian person, and at times, that felt incredibly isolating. That’s why, today, I feel a deep sense of responsibility, not just for myself, but for younger immigrants and children of immigrants who might see themselves reflected in my journey. 

One of the more powerful aspects of social media, despite its downsides, is that it creates space for connection. No matter where you are, you can find community, representation, and inspiration. I never imagined myself as someone who would be considered a “beauty influencer.” To now have a global audience of over 22 million people, to run my own skincare brand, and to work directly with companies like Neutrogena on product innovation—it’s beyond anything I envisioned. 

I hope that my path shows others, especially anyone who sees themselves reflected in me, that their dreams are valid and achievable, even if they don’t fit the traditional mold. I’m profoundly grateful to my parents for the sacrifices they made to give me this opportunity. Their journey, and their resilience, are at the core of everything I do. 

At the same time, I recognize the weight of that visibility. The people you inspire can also be the ones you disappoint most easily. So I carry that responsibility with me every day—in the content I create, in the brands I partner with, and in the mission I pursue. And truthfully, that community has often been my biggest source of support—cheering me on through every milestone, from collaborations to launching my own brand .

You’ve been vocal about the importance of accessible, science-backed skincare. What does it take for a brand partnership with Neutrogena to align with your personal philosophy, and why did Hydro Boost make sense for you? 

Dr. Shah: When it comes to brand partnerships, aligning on values is non-negotiable for me. My personal litmus test is simple: Would I feel confident recommending this product to my own mother? If the answer isn’t a clear yes, it’s not the right fit. 

Neutrogena has consistently prioritized science-backed ingredients and made products that are both effective and accessible. Their Hydro Boost line features tried-and-true ingredients we trust—and it’s something I’ve recommended to patients and used myself long before any formal partnership. It’s a versatile line that works for both skincare beginners and enthusiasts. 

What’s made this collaboration even more meaningful is the level of thought and rigor Neutrogena puts into research and development. I’ve had the opportunity to work closely with their team on product innovation and clinical testing, and I’ve seen firsthand how much depth and care goes into every formula. They’ve conducted extensive studies on everything from acne to rosacea to post-procedure skin. In fact, I even helped design a clinical trial evaluating Hydro Boost on skin recovering from in-office treatments. 

That level of dedication is rare, and it’s why I’m proud to partner with Neutrogena. 

When you think about the legacy you’re building, what would make you feel like you’ve truly contributed to shaping the beauty and health industries for the next generation? 

Dr. Shah: When I think about the legacy I’m building, I come back to why I started creating content in the first place. Back then, the amount of accessible, evidence-based skin care information online was extremely limited. Over the last five years, I’ve worked to change that—building a comprehensive, searchable library of accurate dermatologic education, especially on platforms like YouTube. 

Today, when someone searches “how to treat acne” or “how to manage hyperpigmentation,” they’ll find content that’s not only accessible, but rooted in science. 

What would make me feel like I’ve truly contributed is this: if someone no longer needs my content. That would mean we’ve succeeded in empowering people to make informed decisions about their skin health independently. To me, that’s the highest form of impact. 

But it’s not just about skin care. It’s also about helping people navigate cosmetic trends, recognize early signs of skin cancer, and understand the difference between marketing and medicine. It’s about raising the bar—for consumers and for brands. As people become more informed, they begin to expect more from the products they use. And we’ve already seen the effects: brands are formulating smarter, more effective products, and misinformation, while still present, is being challenged more effectively than ever before. 

That shift in consumer awareness, in brand accountability, and in public education—that’s the legacy I hope to leave behind.