From Kitchen Trials to Award-Winning Skincare: The Story Behind Drought Secret

Company

Drought Secret

Industry

Skincare

Founded

2023

When prescription creams failed, Nida and Nurul turned their kitchen into a lab. Now, just a year later, their handmade skincare brand is helping thousands manage chronic skin conditions—with no outside funding, and no shortcuts.

From Editors to Formulators

Drought Secret wasn’t born from a business idea—it was born from frustration. In 2021, Nida and Nurul were film editors living in Manchester when their daughter developed severe eczema shortly after birth. Prescribed steroid creams did more harm than good, and the thought of lifelong dependence on medication felt impossible to accept. So they did what any desperate parent might do: they started experimenting in their own kitchen. Armed with no cosmetic training but a growing sense of urgency, the couple began researching natural ingredients—making one concoction after the other. Their early results were promising. Over time, these late-night tests evolved into something more structured: a homemade solution that brought visible relief.

“It was never about creating a brand,” Nida said. “It was about finding something that worked—for our daughter.”Their backgrounds in visual storytelling came in handy. They designed their own packaging, built their website, and photographed their products. Their flagship balm, Zinc Magic, was originally created to protect and soothe their daughter’s fragile broken skin. Today, it’s used by thousands of parents managing similar conditions.

Viral Growth, Real Customers, and Staying Hands-On

In their first month, Drought Secret went viral on Social Media. With no marketing spend, orders spiked from a handful per day to hundreds—overnight. Unprepared for the demand, Nida and Nurul had to close down their shop after they were bombarded with hundreds of orders everyday shortly after the launch.

Production moved from their kitchen to a guest room, then to a small workspace. But they stayed cautious: no outside investors, no retail stockists, and no promises they couldn’t fulfill. “When you’re cornered, that’s when the good ideas come,” Nurul said of that chaotic first year.

Rather than prioritizing rapid growth, they chose to focus on quality and building trust. Every message was answered personally, reflecting a deep commitment to their customers. Today, their customer support is led by a former customer who has first hand experience with eczema —someone who truly understands the emotional weight behind each message. This empathy, combined with the product’s real-world effectiveness, began to resonate.

Within just a year, Drought Secret earned more than 8 different Awards, including Gold for their Rescue Butter. Their repeat customer rate soared past 50%, a clear sign of growing loyalty and trust.

“People write us saying, ‘This is the first thing that’s worked.’ That means everything,” Nida said.

Now with five employees and worldwide shipping underway, the brand is slowly expanding. A soothing, skin-friendly bath line is currently in development, designed to complement their existing products and offer a gentle experience from head to toe. Paid ads and SEO are being tested. But retail remains off the table—for now. The team is focused on growing only as fast as they can maintain their standards.
‍
“Our daughter comes first,” Nida said. “Drought Secret is second—but it exists because of her. That will never change.”

From Kitchen Trials to Award-Winning Skincare: The Story Behind Drought Secret

When prescription creams failed, Nida and Nurul turned their kitchen into a lab. Now, just a year later, their handmade skincare brand is helping thousands manage chronic skin conditions—with no outside funding, and no shortcuts.

From Editors to Formulators

Viral Growth, Real Customers, and Staying Hands-On

Other readers have also viewed these portraits

Chemist-turned-founder Karl Eriksson grows SE Automation by fixing what integrators fear

Twelve Years, Four Patents, and One Big Shift: Taking a Color Tool Digital

From Bedroom Startup to Birkin Showroom: How Luxe Cheshire Quietly Redefined Resale

From Weight Loss Journey to Apparel Brand: The Story Behind Gymnasty

Level up your mind and get ready for what’s next.