Challenging norms and building a healthier skincare culture

As misinformation continues to dominate social media and beauty trends, Dr Keren-Marie St Clair, founder of The Skin Lab Jamaica, believes the normalisation of unsafe skin practices in the Caribbean is rooted in long-standing systemic gaps.

“Access, cost, and lack of education all play a role. Many people turned to home remedies or online advice because professional skincare guidance wasn’t historically accessible or prioritised as part of healthcare,” St Clair said.

With deceptive marketing becoming increasingly sophisticated, St Clair urges consumers to be more discerning. “People should look for qualified medical professionals, ask about credentials, and be cautious of promises of instant or permanent results. Good skincare is a process, not a quick fix,” she said.

She emphasises that urgency-driven claims often signal unsafe or ineffective products, especially those targeting pigmentation concerns.

COLOURISM INFLUENCE

St Clair also addresses the deep-rooted influence of colourism on skincare behaviours in the Caribbean. “Colourism often drives people to seek unsafe skin-lightening practices rather than healthy skin. We need to shift the focus from shade to skin health,” she said.

She notes that these practices reinforce damaging beauty standards that equate lighter skin with worth, instead of celebrating balance, health, and confidence across all skin tones.

For meaningful change to occur, St Clair believes families must begin normalising skin care discussions early. “Skincare should be treated as part of hygiene and health, not vanity,” she said.

Teaching children about sun protection, gentle routines, and self-acceptance, she said, can prevent many long-term dermatological issues and promote healthier relationships with their skin.

“The skin is the body’s largest organ. Preventative care, consistency, and education should be treated the same way we approach diet, exercise, and general health,” St Clair said.

Launching a medical skincare brand in the Caribbean came with challenges. St Clair had to continuously demonstrate that medical-grade skincare requires patience, expertise, and partnership, rather than shortcuts or trend-driven solutions.

Balancing medicine and entrepreneurship require unwavering ethical clarity.

“Trust and education were major hurdles. My medical ethics always come first. Every business decision is guided by patient safety, integrity, and long-term outcomes, even when it is not the most profitable option,” St Clair said.

TRAUMA-INFORMED SKINCARE

Unlike traditional clinics, St Clair describes The Skin Lab Jamaica as intentionally non-transactional. “We take a trauma-informed, medical skincare management approach,” she said.

Recognising that skin concerns often carry emotional weight, the clinic prioritises education, structured treatment plans, and continuous follow-up, ensuring that patients feel supported throughout their journey.

While serving an international client base, St Clair remains firmly committed to Caribbean skincare. “Caribbean skin deserves solutions designed for it,” she said.

Remaining rooted allows her to continue researching and advocating for regional needs, while applying global best practices. Working with melanin-rich Caribbean skin has shaped her approach worldwide.

“Caribbean cases taught me to treat inflammation carefully, respect melanin-rich skin, and prioritise prevention. Those lessons improve outcomes everywhere. I want to see more inclusive research, product development, and treatment protocols that recognise diverse skin types and climates,” St Clair said.

She hopes Caribbean perspectives will help reshape international dermatology and beauty standards.

“I see a Caribbean where skincare is preventative, evidence-based, accessible, and culturally informed, with Caribbean professionals contributing to global standards. Make skincare a lifestyle. Healthy skin is built over time, not overnight,” she said.

For young Caribbean people interested in medicine, dermatology, or health entrepreneurship, St Clair offers this encouragement: “Stay grounded in science, remain curious, and don’t be afraid to build solutions for our region. Your lived experience is a strength, not a limitation.”

keisha.hill@gleanerjm.com