Beauty Boss: Dr. Iris Rubin, Co-Founder of SEEN

Dr. Iris Rubin.

Our latest Beauty Boss is Dr. Iris Rubin, dermatologist and Co-Founder of SEEN—a line of haircare products that are good for skin and don’t cause breakouts. A Harvard-trained dermatologist, Dr. Rubin noticed that she was experiencing frequent breakouts after salon visits and traced them back to the hair products that were being used.

This inspired her to create a haircare line that was truly good for the skin while at the same time made hair look and feel amazing. SEEN uses a carefully curated collection of skin-caring ingredients such as plant sugar-derived squalane and hemisqualane, as well as shea butter cetyl esters—and is formulated without clogging oils or silicones, phthalates, sulfates, parabens, dyes and gluten.

Giving back is also important to the brand, which provides financial support to expand access to laser treatments for children with disfiguring birthmarks and scars in developing countries. We chatted with Dr. Rubin, who shared more about the inspiration behind SEEN, beauty and wellness tips, best advice, and more. 

When was SEEN founded and what’s the meaning behind the name?

SEEN launched in November 2018. We selected the name SEEN because if you’re like me and many people I know, you want to hide or cover up if your hair or skin doesn't look good. When I have a breakout I feel like I can’t be my best self. For me, my haircare products were a big contributor to breakouts. Creating a haircare line that is skin-caring and won’t clog pores just makes sense. We want to empower people to be SEEN and shine their brightest light. We want to take away the wasted mental energy from focusing on a bad hair or skin day so that people can feel confident and focus on the things that are important to them.

What inspired the creation of the brand?

I noticed a few years ago that when I would get my hair done my hair would look great—though my skin would break out. For me, haircare products were a surprising and significant source of my breakouts. Even as a Harvard-trained dermatologist, I had learned very little about the impact of haircare products on the skin. I found myself having to choose between beautiful hair and beautiful skin, and thought why not have both? That was the start of SEEN—hair care that respects the skin.

What’s on your hair is on your skin. It just makes sense to use haircare products that won’t clog pores, since we all know clogged pores can lead to breakouts. Residue from haircare products can get on your skin as shampoo and conditioner run down your face, chest, and back in the shower. The residue from haircare products can also make its way onto your skin directly from your hair (think long hair sitting on your back all day) or transfer from a towel or pillowcase. SEEN products are tested much like skincare products and are clinically proven to be non-comedogenic (won’t clog pores) and non-irritating to care for the hair and the skin.

Does SEEN have a hero product?

SEEN Blow-Out Creme! It’s light and doesn’t weigh down the hair, yet it delivers so many benefits, including heat protection and UV/pollution protection for hair. It also smells great and is formulated without sulfates, silicones, phthalates, parabens, or dyes. It has a plant sugar-derived silicone substitute that reduces frizz and leaves the hair silky and smooth. It also has plant sugar-derived squalane, which adds moisture and shine. We have had people tell us they can finally blow-dry their hair straight thanks to our Blow-Out Creme!

What are your favorite products from the brand?

I wish I could pick just one, although I love them all! SEEN is best used as a regimen. SEEN Shampoo is sulfate-free, foams nicely, and smells so good. SEEN Conditioner adds weightless moisture and SEEN Blow-Out Creme tames my frizzy hair so it actually looks good when I do it myself. I especially love that I no longer have acne from my haircare products!

Where are SEEN products sold?

On our website, on anthropologie.com, and in 10 large-format Anthropologie stores in California, Connecticut, Maryland, Oregon, Pennsylvania, and Washington, D.C. We are also in a handful of high-end salons and dermatology offices.

SEEN is a dermatologist-designed line of hair care that cares for the skin as well.

Who inspires you?

My twin sister Sharon inspires me. She always had us starting businesses when we were kids and I credit her for my entrepreneurial spirit. In grade school, we already had successfully launched a bear magnet and tie-dye business! My sister also shatters glass ceilings and is not afraid to be herself. She co-founded a science-driven venture capital fund and is often the only woman in the room. She shows us feminine, fashionable, and strong. She is also amazingly generous. I went to Harvard Medical School and she went to Harvard Business School. She made a lot more money than me and always bought double when she shopped for clothes.

Secret to success?

We created SEEN to help people—the same reason I became a physician. It was just the right thing to do. Acne isn’t just a teenage issue, it’s a growing and highly prevalent issue among women, too. People are bathing in pore-clogging ingredients every day without realizing it and then struggling with acne. The key to my success has been creating a product that makes people’s lives better, grit and perseverance as it took four-plus years to get the products right, and surrounding myself with the best people I know. My business partner Greg is amazing. He is married to my twin sister, is a Wharton MBA, and a visionary. SEEN would not have launched without Greg. I also have an incredibly supportive husband, which has been key to my success.

Beauty secrets?

A great sunscreen and moisturizer are essential. I also love antioxidant serums for anti-aging. As a busy mom of three, my beauty basics are great hair, clear skin, mascara, and lip gloss.

Wellness tips?

Get enough sleep and eat well! I also meditate daily, which helps me balance my busy days with work and three wonderful kids.

Best advice?

In my twenties, I was very focused on professional success because I had put so much time (and money) into my education and I was ready for that work to finally be put into practice. I went to Harvard Medical School and it was hard work! Now that I'm older and can reflect on my earlier days, I wish I had taken the advice to enjoy the process, be kind to myself, learn from mistakes, and have more fun!

Favorite way to relax?

I love to watch movies, do yoga, catch up with my girlfriends, and go on walks to relax.

For more information, visit helloseen.com and follow them on Instagram: @seenskinandhair

[Images courtesy of SEEN Hair Care]

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