Redefining Skincare: How Kelsey Norbury is Making Self-Care Inclusive
- Mark@LincsLivesNatters
- Nov 30, 2024
- 4 min read
Updated: Apr 24
In the latest episode of Neurological Natters, Alex sat down with Kelsey Norbury, founder of Diverse Skincare, a brand that’s changing how we think about skincare for neurodivergent individuals. Born out of her own experiences as a neurodivergent person and inspired by her daughter’s sensory needs, Kelsey’s journey from NHS nurse to entrepreneur is one of passion, resilience, and innovation.
With products tailored to both neurodivergent and neurotypical users, Diverse Skincare is carving out a niche in the beauty industry, offering something no other brand currently does. Kelsey’s story is as inspiring as it is practical, showing how skincare can be about more than just skin – it can be a vital part of self-care and empowerment.
From Nursing to a Skincare Revolution
Kelsey began her career as a nurse, earning her degree at 30 and later running a successful aesthetics clinic in her hometown of Louth. But when COVID-19 hit, everything changed. “Being ADHD, I had an awful lot of time on my hands,” Kelsey shared. “So being sat there doing nothing, just being around the children and being stuck in four walls, I found myself starting to go down the rabbit hole of researching and reading into things.”
Her research led her to realise how expensive and sales-focused traditional skincare brands were, which inspired her to create her own line. “I thought I could do this myself. I can develop my own skincare brand,” she said. What started as a project for her clinic soon turned into a full-fledged business, testing products on herself, her neurodivergent daughter, and her neurotypical clients.
“It was a complete accident, but it was the best accident I’ve ever had because I’m thoroughly enjoying the process,” Kelsey said.
The Sensory Challenges of Skincare
One of the most significant discoveries Kelsey made during product development was the difference in expectations between neurodivergent and neurotypical users. “My daughter doesn’t like anything sticky,” Kelsey explained. “For her, buying any products that had that sticky sensation to it, she would wash her hands immediately and she couldn’t even pop it on her skin.”
Kelsey herself has different preferences. “I like really thick, oily things because I like that feeling of massaging products into my skin. Because I’ve got those sensory issues, I’m not really a hugger. I don’t really like that affection, so popping those skincare products on me is my way of just soothing and calming myself.”
In contrast, neurotypical clients focused solely on whether a product worked for their skin concerns, with less attention to texture or sensory experience.
Simplifying Skincare for Neurodivergent Needs
Diverse Skincare was built on the principle of simplicity. Kelsey’s line consists of just four core products that cater to skin health rather than specific skin concerns. “If 50 different people of all different genders, ages, and skin types came to buy the products, they would all be buying exactly the same products, because we’re treating your skin health rather than your skin concern,” Kelsey explained.
This simplicity helps neurodivergent clients who may struggle with complex routines. “For us, that can be really overwhelming,” Kelsey said. “It’s just another thing that we let ourselves down on a daily basis.” Her products are designed to take the stress out of self-care, making it more accessible for those with sensory sensitivities or ADHD.
Skincare as Self-Care
For Kelsey, skincare isn’t just about looking good – it’s about taking time for yourself. She shared how, as a single mother of three, skincare became a moment of calm amidst the chaos. “Sometimes the only time I had to myself was in the bathroom. I used to just strip my clothes off and say, ‘I’m naked,’ and it would be the only way the kids would not walk in and disturb me, even though I was fully dressed,” she said, laughing.
This time became a ritual of self-prescription. “I’d rub those oils... and I could go, ‘You’ve got this today, just be positive.’ It is taking that time for yourself morning and evening to just reset yourself for the day,” she said.
A Unique Approach to Skincare
Diverse Skincare is unlike anything else on the market. “If you just Google ADHD skincare, autistic skincare, neurodivergent skincare, we come straight up. There is absolutely no other brand worldwide that does this,” Kelsey said.
Her products have received glowing feedback, even from neurotypical clients. “I had a lady message me this morning saying, ‘I have bought the most expensive skincare, medical-grade skincare… and I’ve woken up this morning feeling like, and looking like, I’ve had a chemical professional facial because her skin was so amazing.’”
Challenges and the Road Ahead
Like many entrepreneurs, Kelsey faces challenges, particularly with rejection sensitivity. “When you’re trying to build a brand within our community, and people give you that slight rejection… I had to take a few days to just try and switch off,” she said.
Despite this, Kelsey remains determined to grow her brand and expand her offerings. Plans are already underway to launch a tallow balm and explore innovative new products while staying true to her mission of simplicity and accessibility.
An Inclusive Skincare Revolution
Diverse Skincare isn’t just a product line – it’s a movement toward making self-care inclusive, empowering, and stress-free. By addressing sensory needs and simplifying routines, Kelsey is proving that skincare can truly be for everyone.
Listen to the full episode here
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