This Moisturizer From Ghost Democracy Is Only $36 and Great for All Skin Types

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Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these marginalized business owners.

Rex Chou never underestimates the power of a clear complexion. "Even though we think it's superficial, our skin dictates a lot of our confidence and it's something everyone can relate to," says the founder of Ghost Democracy. "If you have a big pimple on your nose, you don't want to leave the house."

After studying finance, Chou landed at L'Oréal, where he worked in marketing and skincare for more than a decade. Then he got a life-changing opportunity to launch Ghost Democracy, which offers affordable, clean skincare to a loyal (and growing) customer base — "the ghost fam," as Chou likes to call them. One of the brand's bestsellers even earned a spot as the best hyaluronic acid serum for sensitive skin, according to the Good Housekeeping Institute's Beauty Lab.

To learn more about Chou's journey as an entrepreneur, we asked him about the importance of clean skincare, what it means to be queer in the beauty industry and lessons he's learned as a business owner.

What does "Ghost Democracy" mean?

"We’re transparent and have nothing to hide, like a ghost. Consumers really value straightforwardness, and the first thing that came to mind was a cute ghost (which also brings a smile to people's faces). Plus, I really believe in brands with a purpose and my purpose is to democratize clean skincare."

Floodgate Hyaluronic Acid Serum

Gentle Exfoliating Daily Cleanser

Invisible Daily Face Sunscreen

Lightweight Daily Face Moisturizer

Softglow Facial Oil

The Starter Kit

What did the early days look like?

"Chaos. I literally started the business from scratch. I had an investor reach out to me [to start a business]; it was a dream come true. I was able to look at the market and identify where the opportunity was and what consumers were missing.

At the time, clean skincare was starting to boom, but everything was $90 to $120. Gen Z and millennial consumers want to buy into brands that share their values — but it can be cost prohibitive. I wanted to get into skincare to develop truly effective, high-performing formulas at affordable prices for everyone."

You intentionally offer a limited selection of products. Why?

"I launched six products in the summer of 2019 with the question: 'What do you really need in a skincare routine?' You need a great cleanser, serum and moisturizer. That's really it. I wanted to treat different types of skin, so we have two serums, including one with hyaluronic acid. There's an eye cream and a facial oil, as well as a multi-use toning mist. It's packed with peptides and can be used to refresh your makeup during the day. Our mineral sunscreen, which is lightweight, doesn't leave a white cast on skin. It's triple-milled, super refined and goes on smoothly. It has a matte finish."

How is your clean skincare different?

"I wanted to go beyond 'no sulfates' and 'no parabens.' I wanted to formulate without silicones, essential oils, fragrances and drying alcohols — which 95% of the industry uses. This brand is about your key elevated essentials that you can always depend on."

What does it mean to be queer in the beauty industry?

"It's unique, because it's always felt like a safe space. There are many women leaders. There's also a lot of men and LGBTQ employees who are passionate about beauty. For me, the most important thing about being queer in the beauty industry is making sure the way I speak to consumers is inclusive.

Growing up queer, sometimes I felt like I had to hide it... that if I told people, they’d think of me differently. We’re starting to see more diversity of queer-presenting people, body diversity and racial diversity in the beauty industry — and that’s taken a long time. I think being queer makes me think about those things from a different perspective. Growing up, I wanted to see myself represented and I never did because not only am I queer, but I’m also a racial minority, so inclusion is always at the forefront for me."

How do you market gender-neutral skincare?

"Although most of our consumers are female, we are definitely a gender-neutral brand. There are a lot of men’s skincare brands that are hyper-masculine, but I think men are changing their mindsets — they're focusing on ingredients and taking care of their skin without needing the products to be 'men's-only' products.

The key insight from men is they don't like to feel like there's product on their face and they don't like fragrance. Men's skin, because it's thicker, tends to be oily. All of my products are oil-free, fragrance-free, lightweight and absorb quickly. My brand resonates with men because the formulas are something they're looking for."

What have you learned as a business owner?

• Trust your gut. "Going into this, even though I had the experience, I had imposter syndrome. But you really have to trust yourself. Focus on that North Star and never stray from it."

• Take risks. "Especially when it's your own business, it's very scary to go out on a limb — but you need to embrace uncertainty. Take calculated risks or try ideas on a small scale, but you have to try everything — you never know what might surprise you."

• Listen to consumers. "I read every single review we get. That’s what gets me up in the morning. People saying 'I finally found something that healed my acne marks' or 'I feel so much more confident.' I love reading that, but I also address constructive criticism if I see a trend."

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