People living with Epidermolysis Bullosa (EB) follow delicate daily routines that could easily be described as “skincare.”
At the same time, we love to judge the weird beauty stuff celebrities do in their skin — the more luxurious and bizarre, the better. Around that time, there was a viral story about Kim Kardashian using salmon sperm (yes, really). So we decided to play with that.
We invented a fake beauty product. Sent it to celebrity influencers. Gave it an absurd name and priced it at what a family with a child living with EB spends on care each month. Naturally, everyone wanted to know what it was — only to discover it wasn’t a product.
It was a donation campaign for the Debra Foundation.