Beautytap Founder Spotlight: Shani Darden of Shani Darden Skin Care

Long before launching the wildly successful Shani Darden Skin Care, founder Shani Darden was passionate about beauty. The first whispers of the Los Angeles-based esthetician’s future career surfaced when she was a little girl: her interest in skin care started before she was ten years old.

After Darden finished cosmetology school and began working with clients, she noticed gaps in the market. When concocting custom routines for clients to use between facials, she searched for a retinol product to offer that was gentle enough for sensitive skin.

Nothing was quite right – so she created the product she wished for herself.
Retinol Reform Anti-Aging Serum, Darden’s first product, is an alternative to traditional retinoids that dry out and stress out the skin. The serum taps into the power of both retinol and lactic acid while keeping things gentle thanks to a time-release formula that steadily dishes out the retinol through the night.

Business continued blossoming from there. Darden’s cruelty-free line now includes an abundance of products that deliver major results, including top sellers like Moisture Boost Plumping Serum, Lactic Acid Serum, and Triple Acid Signature Peel, an at-home version of a popular peel she offers in-studio.

Today, Darden works with clients in a dreamy California studio that looks and feels like a zen retreat from the moment you step through the door. Darden spoke with Beautytap about her business, making beauty brand dreams come true, and how to get real results from your skin care routine.

When did skincare first become a passion for you?

It really started when I was younger and struggled with my own skin. I had acne and other skin issues, and I was constantly trying to figure out how to treat it. That curiosity eventually turned into a passion over the years, which is why I decided to become an esthetician. Once I started working with clients and saw the impact skincare could have on their lives, there was no turning back.

Are there any gaps in skincare products or practice that you noticed in the field when you were first working as an esthetician? Did they play a role in what you offer in your product line?

Absolutely. For me, it was all about finding products that were truly effective but still gentle, especially for sensitive or acne-prone skin. A lot of what was available back then was either too harsh or just didn’t deliver results. That’s what really inspired me to create my Retinol Reform - I couldn’t find a product on the market that had the right balance, so I made it myself. Every product in the line really stems from that same philosophy: results-driven, minimal irritation, and easy to use.

What’s one thing you think most people assume wrong when it comes to taking care of their skin, and what do you suggest instead?

I think a lot of people believe that more is more. They’re layering too many products or using harsh actives back-to-back, thinking it’ll speed up results. But skin doesn’t work that way. Overdoing it can actually damage your barrier and cause breakouts or sensitivity. My advice is to keep it simple: stick with a few products that really work for your skin type and be consistent. My motto has always been less is more. Find the right products for your skin type. It takes time, but it’s worth it! 

If someone could only do one thing each day to prevent signs of aging, what should that one thing be?

Sunscreen, hands down. Every single day, rain or shine. It’s the number one thing you can do to protect your skin and prevent premature aging. And of course, incorporating a retinol at night is also a game changer, but if I had to pick just one, SPF all the way.

What has surprised you most about launching your line?

I think just how much people have connected with it. When I first created Retinol Reform, I didn’t expect it to take off the way it has. Seeing people across the world fall in love with the products and hearing how it’s helped their skin has been incredibly rewarding. I’m so grateful for that! 

Do you have a favorite product in your line?

I always come back to Retinol Reform. It was the first product I ever created, and it’s still the one I recommend the most. It’s the foundation of so many people’s routines, including my own.

Please share your advice for aspiring entrepreneurs.

Don’t be afraid to start small and grow at your own pace. It’s easy to feel like you need to have everything figured out from day one, but building a business takes time. Stay true to your vision, trust your gut, and surround yourself with people who support you. 

Any tips for budding brands dreaming of getting into Sephora?

Make sure your brand is solid before you try to scale. You need a clear point of view, effective products, and a strong identity that really connects with people - not to mention your logistical operations need to be solid. Sephora is an incredible partner, but they’re also looking for brands that are ready for that next step. Authenticity, innovation, and consistency go a long way.

What do you look for in an authentic product review?

I love when someone really takes the time to explain how a product worked for their skin. It’s not about saying it’s perfect - it’s about being honest. Did it help with texture? How did it feel? Did it fit into their routine? Did it work well with other products? Under makeup? Did it cause irritation? The more specific and real, the better.

What newer skincare ingredients are exciting you?

I’ve been really intrigued by ingredients that support the skin barrier - things like peptides, ceramides, and ectoin. Exosomes too. We’re learning more and more about how important the barrier is for long-term skin health, so I love anything that helps strengthen and protect it to keep the skin healthy and youthful. 

In addition to social media/influencers and legacy media, are there other forms of marketing that you’re using that have proven beneficial?

Word of mouth is still so powerful. My brand really grew through client referrals and people sharing their results with friends. I also focus a lot on education - whether it’s through social or masterclasses. Helping people understand skincare builds trust, and that trust is everything! 

Is there anything else you want us to know?

Just that everything I do, from treatments to products, comes from a place of wanting to help people feel good in their skin. I know what it’s like to struggle with your skin and not know where to turn. That’s what drives me every day: making skincare simple, approachable, and truly effective.

Learn more about Shani Darden Skin Care – www.shanidarden.com

Follow Shani Darden on Instagram.