Topicals destigmatizes chronic skin conditions with condition-positive campaigns, built by the youngest Black woman to raise $10M+ in venture funding.
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See all ads on AdLibrary →Topicals is a Los Angeles skincare brand founded in 2020 by Olamide Olowe and Claudia Teng. The brand targets hyperpigmentation, eczema, and chronic skin conditions with a positive, destigmatizing approach. Olowe became the youngest Black woman to raise $10M+ in venture funding. Available at Sephora, Ulta, and DTC.
Topicals runs campaigns that explicitly challenge the shame narrative around chronic skin conditions—eczema flares, hyperpigmentation, dark spots are shown as normal rather than as problems to hide. This destigmatizing message resonates deeply with underserved consumers who feel excluded from mainstream skincare advertising. Paid social features diverse Black and Brown skin tones with visible skin conditions, creating representation that competitors rarely offer. Hero products Faded serum and Slick salve anchor ad creative. See active campaigns at AdLibrary.
Instagram is Topicals' primary channel, with community-centric content featuring creators with visible skin conditions. The brand's community program ('Topicals Ambassadors') generates authentic UGC from people with hyperpigmentation and eczema. Meta paid campaigns amplify this community content with ingredient efficacy overlays. TikTok skin-condition communities provide organic discovery.
Copy themes: (1) skin-condition destigmatization ('your skin is not a problem to solve'); (2) clinical efficacy—specific actives (tranexamic acid, niacinamide, ceramides) for hyperpigmentation and eczema; (3) inclusive representation centering Black and Brown skin tones; (4) community empowerment and self-acceptance alongside treatment. Tone is warm, empowering, and community-forward.
Topicals shows how reframing a problem (skin condition as identity rather than deficiency) can open a brand to deeper consumer loyalty than performance claims alone. Consumers who feel seen by a brand—not just served by it—become advocates. The lesson: when your target audience has been historically excluded from category advertising, authentic representation isn't just ethical—it's the most effective acquisition strategy available.
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