Research published by the Journal of the American Academy of Dermatology found that less than 6% of image-based search results show skin conditions on people of color.

And when Black and Hispanic people don’t feel seen in search, they’re less likely to be seen by a dermatologist – leading to 25% higher mortality rates for life-threatening conditions like skin cancer.

So, Vaseline® set out to raise awareness of the racially biased systems that impact algorithmic search by approaching the lack of diversity in dermatological imagery not just as a UX problem, but as an equity issue.

See My Skin is the first-of-its-kind database designed to search conditions on skin of color and connect users directly to dermatologists for treatment. We aggregated thousands of images of hundreds of conditions on Black and Brown skin, building the world’s most diverse medical image library.

Each image was independently evaluated for accuracy and relevance by a board of certified dermatologists. Using software that enhances diagnostic accuracy in skin of color, we enabled people of color to see only themselves in search – for the first time ever. With HUED, a platform that connects patients with culturally competent providers, we referred them to dermatologists who understand their skin.

Then, we galvanized our community to build the database by uploading images of their dermatologist diagnosed skin conditions. Together, we addressed the long-standing bias and exclusion of people of color in skin care and broke down the systemic barriers that prevent proper diagnosis and treatment – something no search engine has done before.

At a time when America was examining race relations and addressing racial inequity in all aspects, this campaign sparked a nationwide conversation, garnering 900MM+ impressions. Since launch, 48% of those who searched on the site were empowered to advocate for themselves and take action, representing an increase of 1,430% in people seeking dermatological care.

Ultimately, proving that helping people feel seen was the best way to help them get seen.