MDSolarSciences, founded by dermatologist-oncologist Dr. Robert Friedman, has grown from a niche player in dermatology offices to a global skincare innovator. With a mission to prevent skin cancer and promote skin health, the company has expanded its offerings and markets. CEO Renee Plato shared insights into the brand’s journey, highlighting three key lessons on business growth and development.
1. Solve real problems with innovative solutions
MDSolarSciences was born out of a clear market gap: consumers resisted sunscreen because of its unpleasant texture and appearance. Recognizing this challenge, Plato shared that Dr. Friedman and his team developed products that combined robust UV protection with cosmetic elegance. “Our goal was to make sunscreen a part of everyone’s daily routine by creating formulations that people actually enjoy using,” Plato explained. This commitment to solving a real consumer pain point with innovative, science-backed solutions drove the brand’s early success and positioned it as a leader in skincare.
2. Expand thoughtfully by diversifying offerings
The company’s growth strategy involved broadening its product range to meet evolving consumer needs. From SPF-infused moisturizers to lip balms and mineral sticks, MDSolarSciences ensured its offerings appealed to various lifestyles and preferences. “Expanding the product line while staying true to our mission has been critical to our growth,” Plato shared. By diversifying without diluting its core values, the brand strengthened its position in both healthcare and retail markets.
3. Target high-value markets with tailored strategies
MDSolarSciences sees significant potential for growth in Asia, particularly in Japan, where consumers prioritize quality and innovation. Plato emphasized the importance of understanding local market preferences: “Our mineral-based formulas, which cater to sensitive skin and diverse tones, resonate strongly with Asian consumers. Tailoring our approach to meet these needs is key to our international expansion.” This focus on high-value markets ensures sustainable growth while reinforcing the brand’s global reputation.
By solving real problems, diversifying offerings, and tailoring strategies for key markets, MDSolarSciences has set a blueprint for business growth. As the company continues to innovate and expand, it offers valuable lessons for businesses looking to scale without compromising their mission.
