How one doctor is building an eczema skincare start-up on social media

A practising Midlands GP has launched her own skincare brand to address what she sees as a gaping hole in conventional medicine – the lack of effective, non-steroidal treatments for eczema and dermatitis. 

Dr Dilpreet Hoonjan, who suffers from eczema herself, made deliberate lifestyle changes to invest fully in building Dr Dilly, including temporarily moving home to reduce overheads as well as working weekends as a private GP to self-fund her award-winning new brand, Dr Dilly. 

She says:

"I treat thousands of patients with skin problems. As a GP, the main management options available within general practice for eczema are emollients & steroids. Emollients are used to help with dry skin and steroids are used to reduce the inflammation in the skin." 

But while steroids provide short-term skin flare relief, they come with inevitable long-term consequences and even short-term consequences for some patients, she continues:

"While medical treatments can be essential in managing flare-ups, many patients are looking for ways to support their skin beyond this. I saw a clear need for skincare focused on long-term skin barrier health." 

So, she’s come up with an alternative that launched last summer and is now available online, stocked on GetHarley, a dermatology-led platform connecting consumers with expert-approved skincare. 

Building awareness

In common with many smart early-stage businesses, she was part of a new trend of entrepreneurs who use technology to build awareness and a customer base well ahead of launch. 

And it worked. In three months, Dr Dilpreet built a waiting list of over 550 using social media, including TikTok [@drdillyofficial] and Instagram, where she shares professional medical advice on eczema and skincare tips with more than 3,300 followers.  

"I haven't had a weekend off in over a year because I'm just working all the time," she says. 

Dr Dilly Skincare launched with body creams and body washes in both fragrance-free and allergen-free fragrance blends, targeting the key trigger points for eczema sufferers.

Since launching, the brand has already received early recognition, including The W. New Faces Award. Dr Dilly has also attracted attention across beauty and business publications, reflecting the growing interest in clinically led, founder-driven skincare. 

A lifelong battle

The idea was fuelled by her own lifelong battle with the skin condition – and a growing awareness of ‘topical steroid withdrawal’ where patients who have used prescribed steroids find their skin erupts dramatically when they try to stop, sometimes affecting their entire body. 

"Patients ask me all the time, 'I don't want to use steroids, what can I use instead?' And there is nothing that I can point them towards that is tailored for their skin," Dr Dilpreet says. 

A winning formula

Dr Dilly fights eczema using hydration-powerful humectants like hyaluronic acid and glycerin to draw moisture into the skin's outer layer, followed by squalane to trap moisture and prevent water loss. 

It also has anti-inflammation ingredients like aloe vera, cucumber, and oats to reduce inflammation and cool the skin and rounds off the healing process with skin barrier protection, including ingredients like shea butter, sunflower seed oil, and vitamin E. 

The products are manufactured in London and will initially be sold direct-to-consumer through her website, with fulfilment outsourced. She continues clinical practice alongside building the brand, remaining active as a GP to stay closely connected to patient needs. 

Dr Dilpreet's long-term vision is to position Dr Dilly as a luxury, doctor-led skincare brand that bridges the gap between medicine and beauty to serve those often forgotten in the skincare industry. 

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