Facial plastic surgeon Dr Steven Dayan shares how research into beauty, mood, and social connection informed the development of XOMD Skin, a new Moodceutical skincare line co-created with dermatologist Dr Sabrina Fabi.
In today’s increasingly saturated skincare market, creating a product line that resonates with both clinical rigor and emotional intelligence is no small feat. But for facial plastic surgeon Steven Dayan, MD, FACS, and his partner in life and business, board-certified dermatologist Sabrina Fabi, MD, the motivation behind XOMD Skin wasn’t just to develop another cosmeceutical—it was to pioneer a new category altogether.
In this interview with Plastic Surgery Practice, Dayan discusses how decades of research into the science of beauty and human connection led to the creation of XOMD, a clinically validated skincare line designed to influence not only how skin looks, but how people feel and interact. Developed in collaboration with Fabi, the line introduces the concept of “Moodceuticals,” topical formulations intended to enhance both dermal health and psychosocial well-being.
Plastic Surgery Practice: What inspired you to create XOMD Skin, and how did your experience as a practicing plastic surgeon influence the development of the brand?
Steven Dayan, MD, FACS: From the very beginning of my career, I’ve believed that aesthetics should be less about how you look—and more about how you feel. That shift in focus changed everything for me as a physician. I realized early on that my patients weren’t chasing symmetry or surface perfection; they wanted to feel confident, connected, and more like themselves again. That insight drove me to dive deep into the science of beauty, attraction, and the psychosocial impact of aesthetic treatments.
I spent two decades researching these topics, ultimately publishing over 200 medical articles and writing The New York Times bestseller Subliminally Exposed. I even developed and taught a university course at DePaul on the science of beauty and its cultural and commercial implications. All of this built the foundation for what would become XOMD Skin.
Over the years, I had many offers to put my name on a skincare line. But private labeling never felt authentic. I wasn’t interested in slapping my credentials on someone else’s formula. If I was going to create something, it had to embody the philosophies I’ve devoted my career to—and it had to be new, different, and truly impactful.
When Sabrina and I became partners in life and work, everything accelerated. She brought her expertise in skin health and clinical dermatology; I brought the science of attraction and psychosocial wellness. Together, our conversations (including plenty of pillow talk) became deeply philosophical, often circling back to oxytocin—the so-called “love hormone”—which fascinated us for both its emotional and physiological effects.
It was during her pregnancy, watching her glow quite literally, that we had our ‘Eureka’ moment. Oxytocin wasn’t just a feel-good hormone—it visibly changed the skin. That insight launched us into a multiyear journey of research, formulation, and testing. We sought a botanical solution that could mimic the effects of oxytocin, and we found it.
But we didn’t stop at inspiration—we demanded evidence. We put our formulation through a double-blinded, placebo-controlled, randomized crossover trial—one of the most rigorous methods in science. Nearly3 years later, XOMD was born: a clinically validated, emotionally intelligent skincare line that reflects over 100,000 patient encounters, 400+ scientific publications, and decades of combined expertise.
It has been important for us to message that while we are inspired by, XOMD does not contain oxytocin. As physicians we have to be clear that XOMD products are not intended to diagnose, treat, cure or prevent any disease. And we always suggest consulting a healthcare professional if there are any concerns or underlying conditions.
PSP: There’s no shortage of skincare lines today. What gaps in the market did you aim to address with XOMD Skin?
Dayan: Most skincare lines focus on the biochemical or cellular benefits—collagen production, elastin synthesis, inflammation reduction. That’s important, but it doesn’t tell the full story. Patients don’t walk into our offices asking for thicker dermis. They want to feel beautiful. They want confidence. They want to be noticed.
With XOMD, we took the reverse approach. We asked: Why do people seek out aesthetic treatments in the first place? Then we worked backward from that emotional motivation. Yes, our formula improves skin quality, but our true goal was to develop the first skincare line with pro-social benefits—something that could elevate not just appearance, but mood, self-perception, and social connection.
We’re not just another cosmeceutical. We coined the term Moodceutical to describe what we believe is the next frontier in skincare: products that influence how you feel, how others perceive you, and how you interact with the world.
PSP: So, XOMD Skin is marketed as a Moodceutical. What does that mean, and how does it reflect the science behind your brand?
Dayan: A Moodceutical is skincare that works on more than just the surface. We designed XOMD to improve mood, enhance perceived attractiveness, and foster positive social interactions. To prove that, we conducted a double-blind, placebo-controlled, randomized study—something rarely done in the skincare world.
Yes, we validated improvements in skin radiance, tone, hydration, and redness. But we also measured psychosocial outcomes: perceived confidence, first impressions, self-rated attractiveness, and even sexual satisfaction—for both users and their partners. The results? Statistically significant across the board. It exceeded even our expectations.
You can find the full clinical data in our published study: Fabi SG, Dayan SH, Goldie K, et al. Unlocking the psycho-social-dermal axis: a double-blinded randomized placebo-controlled study unveiling the influence of a novel topical formulation on skin quality, attractiveness, quality of life, and sexual satisfaction. J Cosmet Dermatol. 2024;23(9):2905-2917.
PSP: Can you give us an overview of the XOMD product line and how it works?
Dayan: XOMD’s formula is built on three proprietary pillars: phospholipids, a jasmine-derived botanical, and a carob extract. Together, these ingredients work synergistically to address the skin–brain–social axis.
- Phospholipids strengthen the skin barrier and reduce inflammation.
- Jasmine derivatives are known to stimulate skin mechanoreceptors and mimic oxytocin-like effects—promoting hydration, calm, and radiance.
- Carob-derived isobutyric acid, a compound also found in natural copulins, has known pheromonal properties and contributes to enhanced intimacy and attraction.
These ingredients went through multiple rounds of refinement over 2 years before we were satisfied. And we didn’t stop there—we validated the formula in a rigorous clinical trial. This is not just another luxury skincare product; it’s an entirely new category.
PSP: Who is the ideal consumer for XOMD Skin?
Dayan: Anyone with normal to sensitive skin who wants their skin—and their energy—to glow. It’s for the woman (or man) who’s tired of empty promises and wants something that actually delivers not just on how they look, but how they feel and how others respond to them. If you’re looking for that extra spark—the kind that turns heads—XOMD was made for you.
PSP: How do you balance running a practice and launching a brand?
Dayan: I don’t sleep much—honestly! But I’m passionate about both. My clinical work fuels my curiosity. The brand gives me a creative and scientific outlet. I’m fortunate to work with Sabrina, who’s just as driven. When you’re deeply excited by what you’re building, it doesn’t feel like work. It feels like purpose.
PSP: What’s next for XOMD—new products, research, or global expansion?
Dayan: We’re getting an incredible response—not just from dermatologists and aesthetic doctors, but also from the wellness and sexual health communities. Some have called it the biggest breakthrough in skincare since retinol. That’s a bold claim, but we’ll take it!
We’re already in talks with distributors across Europe, western Asia, and Canada, and we’re expanding our U.S. presence in clinics, medspas, and direct-to-consumer.
But we’re not stopping there. We recently hosted a speed dating event where half the participants wore XOMD and half didn’t—just to explore the social effects in real life. We even created custom conversation cards to help spark deeper, more confident interactions. That kind of prosocial outreach is where we see the future: skincare that isn’t just about looking good, but living better.Ultimately, we’re here to lead a movement. One where skincare elevates not just beauty—but connection, self-worth, and joy. PSP
