#BeautyBoss: Dana Ward, Founder & Co-President of Barefoot Scientist
Dana Ward.
This week’s #BeautyBoss is Dana Ward, Founder & Co-President of Barefoot Scientist—a premium foot care brand that was created to address a gap in the industry. Their product line applies the most advanced science and features meticulously hand-selected ingredients from around the world to care for heels, toes, and everything in-between.
Prior to launching the company, Ward was part of the founding team at Clevver Media, and as a result of spending long hours on the red carpet at various Hollywood events, she suffered from blisters regularly. This led her to ultimately develop a blister prevention spray, which would become Barefoot Scientist’s award-winning innovation. Later on, after years of research and hundreds of formulations, PreHeels+ was born, along with a full collection of incredible foot care products.
We chatted with Ward, who shared the inspiration behind the creation of her successful brand, favorite beauty and wellness tips, and more.
When was Barefoot Scientist founded? What does the name mean?
We officially launched Barefoot Scientist at the beginning of 2019. The brand name represents our ethos towards product formulation: the importance of bringing together the most effective ingredients from nature and the best advancements in science (“barefoot” = nature and “scientist” = science) to create our collection.
What inspired the creation of the brand?
Before Barefoot Scientist, my co-founder and I launched an innovative product for blister prevention called PreHeels+: a spray that dries to form an invisible, durable barrier to block friction from shoes that rub on skin. It was a dream invention that took us several years (and several hundred versions) to create.
After finally releasing PreHeels+ blister prevention spray, we received an enormous response from customers—in the form of social media engagement and sales, as well as from press—and we quickly realized that there was an opportunity to innovate further. We recognized a white space in the beauty industry and set out to become the first premium foot care brand featuring smart formulations, design-focused packaging, and products that go beyond reactionary treatments to preventative pampering that could be easily incorporated into a daily wellness routine.
Does Barefoot Scientist have a hero product?
Our first product, PreHeels+ blister prevention spray, will always be our first hero product. Another top seller is Twinkle Toes deodorizing purification spray, which uses powerful, natural disinfectants like silver, tea tree oil, lavender, arrowroot powder, and more to kill the source of stinky feet and shoes (bacteria, viruses, and fungus).
Also, High Dive intensive hydration cream is super popular—I think because everyone understands the purpose and need of a foot cream, and our formulation is phenomenal. The cream is super luxurious and packed with 15 of the best moisturizing ingredients, including four types of hyaluronic acid, urea, shea butter, glycolic acid, and more. Our Sleep On It gel moisturizing socks have sold out several times, and they’re so fun to put on and let the hydrating blend of argan oil, vitamin e, shea butter, rose oil, and jojoba oil slow release into your skin.
What are your favorite products from the brand?
Welp…ok, ok, I’ll attempt to choose my favorite child, but for the record, I love them all!
I cannot live without the duo of High Dive intensive hydration cream for super-hydrating my skin and The Gratest rasp for getting rid of calluses on my heels. And my cuticles would be mad at me if I didn’t include Inner Strength nail and cuticle renewal drops…or as I like to say, “a cuticle oil that actually does something.” We sourced an amazing proprietary celery seed extract with clinicals showing it promotes nail smoothness, thickness, and sealing, so my nails have never felt healthier.
Also, our Reboot exfoliating foot peel has been a savior during this time at home with no access to professional pedicures. It’s like a facial for your feet with AHAs and fruit extracts working to slough off the outer layer of excess dead skin on feet so you can enjoy softer skin about a week later—it feels like a spa treatment at home.
Where are your products sold?
We are currently sold on our website, on Amazon, as well as Ulta Beauty, Bloomingdale’s, Macy’s, and more.
Future plans for the brand?
We are really just getting started. We have some clean, science-first formulations in the product development pipeline to expand further into problem-solution and wellness-oriented foot care. I'm specifically looking forward to an at-home pampering treatment that we're launching later this year. And we hope to continue next steps in the international market. If you happen to go to an Ulta Beauty store any time soon, we've just moved to the New & Loved section, and I still haven't seen it in person since our local stores have been closed during the pandemic, so please take a picture and send it to me!
Barefoot Scientist Twinkle Toes ($16) is a deodorization purification spray that combines six powerful anti-microbial agents along with calming botanicals to wipe out bacteria and fungus.
What inspires you?
I’m most inspired by female founders who have been able to navigate the beauty industry successfully—bonus points to those who have done it without a huge built-in network of followers or huge amounts of capital from family. Entrepreneurship is extremely difficult and to those women who are out there putting in the daily grind and taking on the challenge, I’m inspired.
Drybar (and more recently Squeeze) founder Alli Webb inspires me daily since I see her everywhere: she’s on business magazine covers, entrepreneurial podcasts, and in social media—and her positivity and candor towards her nonstop boss life is much appreciated.
Kelly LeVeque is a holistic nutritionist and health coach who has done the work and every time I blink, her reach has expanded! From best-selling books and TV features to a podcast and a social media feed that educates using science as back-up, she’s making sure that we have the knowledge to feel our very best. We went to college together and she’s a kind soul, too.
Finally, Kelley Baker is killing it. I mean, have you seen her eyebrow work and client list? Her products are high quality (I can’t live without her eyebrow definer), she’s a hustler, and it’s been so rewarding to see her professional growth over the years. And to see that she’s kept that good heart through her brand expansion. I’m a fan…and a client!
Secret to success?
Recognize that failure is a normal part of life. In entrepreneurship, you’ll experience the highest highs and the lowest lows, and it’s important to check in with yourself, learn from both wins and mistakes, and then move on so you can continue to give it your all.
Beauty secrets?
Anyone who follows me on Instagram will know about #SpaDana on IG Stories. I love to share my favorite products, routines, and tips. After being sleep-deprived for a period of time), I can officially say that sleep is not overrated. It feeds into your mental state, your health, and more.
Double-cleansing is also a top beauty secret. My skin transformed when I started using an oil cleanser with a soft, washable microfiber towel before my normal gentle foaming facial wash cleanser. Also, I always gently exfoliate my body without soap because you need friction in order to have the most effective skin buff. I learned this a while ago from Dermasuri founder, Melody Akhavan, and I’ve tested this with her mitt and found it to be 100% true.
And as much as I would love to try a new skincare product every single day, I do believe in the saying, “Less is sometimes more.” Find a base routine that works for your skin and incorporate new products here and there.
Wellness tips?
Did I mention the importance of sleep? Specifically, quality uninterrupted sleep. Try blackout curtains, sleep masks, Sleepytime or Bedtime tea, no screen time before bed, proper temperature adjustment, melatonin and/or magnesium, if needed. I’m considering buying an Oura ring for sleep tracking and then I can see if all of this purposeful action is working. A little research with our friend Google about best tips for quality REM sleep can go a long way.
Best advice?
Always treat people the way that you would want to be treated. Be kind.
Favorite ways to relax?
I try as hard as possible to not work on weekends so that I can re-set, refresh, and live life. Time with family and friends is always a priority and I love a good #SpaDana session—even if it’s just a quick face mask or foot massage. Learning about contemporary art is actually relaxing to me too, since it brings my mind to another place.
For more information, visit barefootscientist.com and follow on Instagram: @barefootscientist
[Images courtesy of Barefoot Scientist]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk