Who is Howard?

Meet Dr. Howard Murad, Founder of Murad!

About Murad

Skincare is healthcare. 

Founded by Dr. Howard Murad in 1989, Murad became the first modern doctor-branded skincare line, offering products that provided clinically proven skincare. Under Murad’s direction, the company’s skincare products revolutionized the meaning of beauty and skincare. Decades later, Murad continues to create clinically-researched products for every customer, no matter their skincare needs.

Get Dr. Murad’s tips on aging beautifully and conquering Cultural Stress by subscribing to his free, twice-monthly Modern Wellness Digest: Blog - Dr. Howard Murad (drhowardmurad.com)

Howard’s Journey

In 1946 when he was seven years old, Howard immigrated with his family from Baghdad, Iraq, to Queens, New York. He and other family members worked to make ends meet, and as he grew older, Howard’s jobs included newspaper delivery boy, golf caddy, pin setter in a bowling alley, soda jerk, and gardener.

He worked to put himself through college and pharmacy school; and then worked as a pharmacist to put himself through medical school. By 1967, he had earned his medical degree and finished his internship. That year, he served in the Vietnam War, earning a Bronze Star for providing medical care to soldiers fresh off the battlefield and sending them to a Mobile Army Surgical Hospital. 

Howard’s experience in the war led him to change his career plans. Before serving, he had wanted to become a surgeon, but he decided instead to focus on helping people create healthy, happy lives for themselves. He went into dermatology.

In the 1980s, he opened up a medi-spa before the term was even created, helping his patients achieve their best self, inside and out. In 1989, he founded Murad, his eponymously-titled skincare brand, in order to make his products available to the general public–not only his own patients. From the beginning, he pursued a multi-channel approach to marketing, selling Murad products through his own office and medi-spa, in other spas and salons, and through a few, select retailers. He was one of the first to create a skincare product infomercial. Although his first infomercial was a failure, his second was a hit, skyrocketing sales to consumers across the United States.

At the time, there was no e-commerce, so Murad’s infomercial sales were made by telephone. Now that e-commerce is everywhere, his company utilizes that platform, as well as sales through salons, spas, and cosmetics stores such as Ulta and Sephora. 

Howard appreciates e-commerce because it allows the company to tell its own story. He tells those who ask, “Your own story and experience are unique to you–and therefore marketable, although a lot of people don’t realize that. Discovering your unique talents and learning how to apply them to everything you do will take you to the next level of success, whatever your field of endeavor.”

The Murad Team

Howard sold his company in 2015, so he isn’t currently involved in the business aspect of his brand. When he was running the company, however, Murad pioneered partnerships that spanned traditional marketing channels. For example, the brand was sold at first primarily in spas and salons, building relationships with aestheticians and others interested in helping their clients achieve “inside-out beauty.” Later, the company expanded its relationships with beauty stores and other retailers, and also grew its channels overseas. Because Howard believes in the importance of in-person, face-to-face relationships, before the Covid-19 pandemic virtually all Murad employees were in-office. Since the pandemic, however, many have worked remotely, or in a hybrid combination. Murad also sends personnel to visit the brand’s retail outlets, building enthusiasm for their products via the power of personal relationships. 

To this day, Howard continues to personally host art classes for new company hires to encourage them to reconnect with their inner child, forging a sense of creativity and enthusiasm for the Murad team. Howard’s holistic approach to health cultivates an inner beauty that radiates from the inside out. When you feel beautiful and healthy on the inside, your appearance reflects those feelings on the outside.

The CX Philosophy at Murad

Over the years, the Murad team created innovative products that were on the cutting edge of the beauty and skincare industry. Murad’s “Best of” awards fill several pages of his CV. That’s because Howard’s commitment has always been to deliver products that are the best in their category–be it sunscreen, moisturizer, eye serums, or supplements. For years, he continued to conduct skincare research in the company laboratory and contribute articles to academic journals. He has obtained 19 patents for his skincare breakthroughs. These efforts have always kept the brand one step ahead of its competitors.

For Howard, the best way to achieve marketing success is by telling your own unique story. That story will naturally be different from anyone else’s, he says, which is a great way to create genuine connections with and offer exceptional support for customers.

Fostering Innovation

Just as the Murad company continues to be an innovator in the beauty and skincare industry, Howard remains an innovator in his personal life. He has published books of his artwork and unique insights, in which he advises readers to not just “think outside of the box. Think as if there is no box.” 

A quote by scientist Albert Szent-Gyorgyi has inspired Howard throughout his professional life. It is: “Discovery consists of seeing what everybody has seen and thinking what nobody has thought.”

Transitioning into the Global Economy

Although Murad’s strongest market is the United States, Murad products are also sold in 24 foreign countries, including Australia, Canada, Chile, China, Cyprus, Denmark, Finland, Germany, Greece, Guatemala, Hong Kong, India, Italy, Malaysia, Mexico, New Zealand, Norway, Philippines, Poland, Sweden, the Netherlands, the United Kingdom, Turkey, and Vietnam. The company recently launched in Paris, France, as well, bringing the total to 25.

Peak Season Strategies

During peak seasons, brand teams need to keep believing in themselves and the product, Howard says. Growth is always a positive thing, but it can be daunting. Instead of giving up or becoming okay with complacency, companies should continue to set even higher goals to achieve in the future.

Advice for Entrepreneurs

“Find yourself and become that,” Howard advises new entrepreneurs, as well as business leaders. “There’s no reason to be a copycat because you’ll never find success by trying to be someone else. Once you discover your own uniquely innovative story and perspective, you’ll find immense success.”