Dieux Skin, the cult skincare label behind the viral Forever Eye Mask and an industry model for science-backed, transparent beauty, is taking ambitious new steps in 2026 by announcing dedicated skincare studio retail spaces in New York and Los Angeles. This move elevates Dieux’s approach to rituals over miracles and gives its fiercely loyal community a new way to experience brand education, efficacy, and culture IRL.
From Science-First Indie Darling to Physical Retail Trailblazer
Founded in 2020 by journalist and skincare educator Charlotte Palermino, chemist Joyce de Lemos, and creative partner Marta Freedman, Dieux Skin quickly rose to cult fame with its radically reusable Forever Eye Mask—a silicone under-eye patch designed to boost absorption, minimize waste, and bring honest, effective skincare to every routine. Beauty starts with the truth, and to us, that means transparency with our pricing, but also how you’re being marketed to.
Dieux appointed Ryan Scott (ex-Tatcha President and Chief People Officer) as CEO, tapping his commercial and cross-functional acumen to guide the brand’s next growth phase. Palermino now serves as Chief Brand Officer, focusing on storytelling, innovation, and the brand’s cult community.
The Skincare Studio Model: What Sets Dieux Apart
The new Dieux Skin Studios in New York and Los Angeles will be more than just retail stores, they’ll be science-first skincare labs and community education hubs. Palermino explained that the new studios are designed as spaces for both ritual and education, where skincare science feels accessible, uplifting, and deeply inspiring.
On-site consultations with licensed estheticians and chemists
- Detailed skin analysis using cutting-edge tech
- Event programming: ingredient deep dives, Meet the Formulator Q&As, and product ritual workshops
- Limited-run product collaborations and exclusive studio drops
- Refill and recycling bars to further the brand’s sustainability mission
The studio vision: to allow everyone to test, understand, and personalize Dieux’s essentials—from Instant Angel, Deliverance, and Air Angel moisturizers to the complete Forever Eye Mask and accessories range.
Community, Collaboration, and Evidence-First Formulation
Dieux Skin’s passionate following, built through Palermino’s education-led Instagram and real pricing transparency, will fuel these dedicated spaces. Events will bring together the brand’s diverse base—press, pros, and die-hard #DieuxDevotees—for ritual-focused launches, exclusive lab previews, and even collaborations like the Eckhaus Latta Solar Return Forever Eye Mask (Fall 2025), which brought the product straight from skincare staple to New York Fashion Week accessory.
Mindful Sustainability and Next-Gen Rituals
Dieux, a leader in product lifecycle thinking, keeps its Forever Eye Mask and core line reusable, refillable, and vetted for environmental impact. De Lemos emphasized the brand’s sustainable philosophy, noting that they like to think of their work as making good trash a commitment to mindful consumption and reuse. The new studios will bring this vision to life through refill stations, upcycling labs, and interactive ingredient workshops led by the brand’s in-house formulation experts, all celebrating the idea of Good Rituals, Good Results.
The Next Era: Creating Beauty’s New “Third Place”
For Dieux, these flagship studios are part of a broader movement toward IRL third spaces for beauty, places that bridge education, community, and wellness. With a 161K-strong digital following moving offline, the anticipation for both New York and Los Angeles is immense.
CEO Ryan Scott sees this strategy as staying ahead of the experiential wellness curve while grounding the brand’s science and soul in every offering: “I believe in letting brand and innovation lead the charge in product development, with commercial considerations acting as a filter rather than a driver.”
