BHS Alum Ben Williams Starts Online Company NOVO skin With Goal of Providing Dermatologic Essentials
By Chris Johnson on July 15, 2022
Ben Williams had a goal of becoming a doctor and a desire to become an entrepreneur.
The 2012 graduate of Bridgeport High School accomplished the doctor part of the equation first. After eight years in Huntington at Marshall University (undergraduate and medical school) and a year with an internship in Kentucky, he is now getting ready to start his third year of dermatology residency at the University of Rochester in Rochester, New York.
As far as the entrepreneurship, that begins today with the official launch of NOVO skin, his online e-commerce company that will specialize in providing dermatologic essentials. The initial product is a facial sunscreen.
The NOVO skin website can be found HERE
“I wanted to start this company now rather than wait because I think e-commerce has an easy barrier to entry and I really wanted to create my own products that I believe in,” Williams said. “I am starting with a facial sunscreen. Currently, there is a tinted and non-tinted version because of all the topical recommendations a dermatologist makes. Daily sunscreen is paramount and your face is an area that’s constantly exposed.
“We have some relatively novel products that I plan to release in the future, but our mission is to provide the dermatologic essentials. My patients are often overwhelmed by all of the various topicals and different brands that exist, which in some cases is good to have such a variety as a dermatologist so you have a lot of ammunition in your treatment arsenal.
“However, I wanted to make it my goal to provide them with a simplified, evidence-based minimalist approach to achieving their cosmetic skin goals. More is not always better and many products today lack efficacy and are not backed up by studies in reputable medical journals.
“My intent behind NOVO was to create a skincare line of premium products that are up to date with the latest literature and what I myself as a dermatologist in training would use on a daily basis.
“I felt like I could make my own. I feel like I would like to know what exactly is in all of my products I recommend. I know where I’m getting the ingredients from, where they are sourced from, who my manufacturer is.”
As of now, Williams’ NOVA skin products will be available only in the United States as setting up an e-commerce company that caters to an international customer is a little more complex. Plus, he’s already navigated his way through one unusual obstacle.
“I’m in a little bit of a tricky situation,” he said. “I’m a resident and work for an academic center so I cannot officially profit off my own product yet. To patients, I cannot verbally recommend (NOVA skin). But everybody else can. My peers and other dermatologists can. The second I’m in private practice I want to be able to provide this as a direct referral to my patients.”
Williams said he has been kicking around business ideas for years and for about a year and a half was close to developing more of a health tech related business. But about six months ago he read a book, “12 Months to $1 Million: How to Pick a Winning Product, Build a Real Business and Become a Seven-figure Entrepreneur,” and the wheels were quickly in motion for NOVA skin.
Ironically, skin carewasn’t th e area he first was interested in within the medical field.
“I went into med school thinking I wanted to do plastic surgery,” Williams said. “I don’t think I made the change to dermatology until my second or third year of medical school.”
Longtime Bridgeport dermatologist Dr. Charles Bradley Franz had an assist in Williams’ path to dermatology.
“Brad Franz was a mentor to me,” Williams said. “He gave me a great piece of advice my first semester at Marshall. He told me to take the first semester seriously. That’s the one that will set the tone for medical school.
“I went back to shadow him in Bridgeport and that day was the day that solidified that I wanted to be a dermatologist.”
Williams and his family moved to Bridgeport prior to him starting sixth grade. He was a star football player during his time at BHS as well. Williams was the starting quarterback for the 2010 team and moved to tailback/linebacker his senior season.
He credits the Bridgeport community especially BHS for having a major role in what he has accomplished so far.
“A lot of my success in college, I credit my high school teachers,” he said. “Specifically, the advanced chemistry course offered which ultimately led me to winning an award at Marshall University as the top chemist of the department. These were important stepping stones to get into medical school and ultimately become a dermatologist and now providing me the platform to start a skincare company and scratch my entrepreneurial itch.”
Editor's Note: Submitted photos of Williams (top) and a product rendering of NOVO skin facial sunscreen (bottom).
