A lot of you have been asking about my skincare (I’m not kidding) so alas, this week’s review is a staple in my routine.
Review #4 - Dieux 👁️
What Is It
Dieux makes “clinical skincare for curious minds”. The lovechild of a clinical cosmetic chemist, creative multi-hyphenate, and career brand builder, Dieux’s whole ethos revolves around complete transparency, from sourcing to science to product pricing. They make a whole suite of skincare products, but you most likely know them from their highly-Instagrammable Forever Eye Masks which is the product I’ll review today for the sake of relevance and my bank account.
Aesthetic
Let me start by saying, Dieux’s got that whole spiritual, ethereal mysticism thing down visually:
Soft lighting ✔️
cloudy backdrops ✔️
fuzzy edges ✔️
borderline creepy cherub iconography ✔️
The brand’s mood board is what I imagine Catholicism would be if the Pope was a Gen-Z skincare girlie that doubled majored in chemistry and poli sci. Don’t get it twisted, that is a compliment.
The more important aesthetic in the equation, though, is the Forever Eye Mask itself. They expertly snuck their brand name on these bad boys while keeping the overall cool factor high. It’s incredibly difficult to make your product its own advertisement, especially for a skincare item, and especially when it’s the first item in the brand’s portfolio. Marta is truly a legend, and I’d kill to have a coffee with her.
Brand / Marketing
Like I said, when the product becomes the marketing, that’s where the magic happens (obviously a pattern is emerging). And if you amplify that magic on a Hailey Bieber-sized scale (>50M followers), then you’ve really struck gold.
I’m not the first to write about their influencer marketing technique of DMing people that “look really cool” on the Internet, but that spray & pray method of getting your product into as many people’s hands — or under eyes — that fit your ideal customer demo is no joke.
They claim Instagram as their primary marketing channel, and they’re pretty dang good at it. Between use-case and educational infographics and videos, collabs with skincare celebs, shareable memes for their highly-online audience, and stunning product shots to tie it all together, they’ve got it down to a science. And while they may not view it as platform #1, their TikTok, and their co-founder’s, aren’t doing too shabby either.
At the crux’s of Dieux’s success, is their emphasis on community, and their openness to fostering a relationship with their customers in a genuine, untraditional way that delivers on their promise of radical transparency. How’s that for a thesis statement.
Even cooler than the open line of communication with their customers via social, they’re on the cutting edge of community building with their active presence on Ty Haney’s TYB (I’m obsessed). Trend-setters on all spheres.
Efficacy
Here’s where I’ll share a helpful hint that I wish I realized ahead of buying — these eye masks don’t come with product. This is probably a user error on my end, but for some reason I expected there to be at least a light sheen of serum already applied to the mask? Idk. It makes you think, there’s a huge missed opportunity to include samples that encourage future orders (see Moon Juice and Glossier as examples).
🚨Free idea alert🚨
On second thought, I went ahead and purchased their Auracle Eye Cream after receiving that first package, simply because I had no idea what to use with these masks. I guess they were actually two steps ahead there.
In short, the eye masks work, but only as eye masks, not as product-infused eye masks, if you’re still following along with this saga. Truthfully, Auracle is the first eye cream I’ve ever used, even as someone with genetically dark under eyes, so I have no idea if it’s anything special.
Back to the masks, though. I’m about 10 uses in and these babies are still in good shape while adequately applying product to my face, so they pass the efficacy test in my book.
Overall Thoughts
This is an excellent example of a tiny little treat that keeps on giving. These aren’t revolutionizing skincare, but if you want to throw a 30-ish bucks at a silly wellness item that makes you feel like you’re pampering yourself while being part of an internet cool girl club, I say go for it. Just know you’ll have to shell out another 30 (minimum!) if you want some actual product to go along with it.
Rating: ⭐️⭐️⭐️⭐️/5
In Other News…
If you follow me, you know that stories saw it first — ClassPass is dipping its toe into F+B. CP users, what do we think of the new UX?
I guess we’re not doing things IRL anymore.
One of my favorite alt-milks dropped a RTD latte situation.
If you thought liver failure-causing lentils (LFCL) was the end of Daily Harvest, think again.
While I love
’s Substack for so many reasons, I was particularly intrigued by her first bullet on the shifts happening in women’s health and the emerging category of Birth Control detox.
That’s all for now. If there’s a product you want reviewed or just want to chat, reply to this email. :)
❤️