Interview with Dr. Naidu, The story of a plastic surgeon who refused to settle
At Evelyn & Bobbie, we stand for Beauty and Purpose—designing products that change lives. And when I meet another Fierce Female doing the same, I have to share her story.
Meet Dr. Nina Naidu, a world-class plastic surgeon who saw a glaring problem: women deserved better skincare. Medical-grade products were too harsh. Natural products weren’t effective. So she built anokha, a skincare line that blends science and nature, delivering real results without compromise.
She didn’t slap her name across the label. She didn’t build this for ego. Like Evelyn & Bobbie, she built it for you.
I hope you enjoy this interview with Dr. Naidu as much as I did!
A Conversation with Dr. Nina Naidu, Founder of anokha
Bree: Why did you decide to start a new skincare line?
Dr. Naidu: anokha was founded in response to patient requests for skincare that delivered clinical results without the harsh ingredients frequently found in medical-grade skincare.
Who does your line uniquely serve?
anokha is for anyone who seeks clinical results with clean ingredients in a luxurious format. Our most loyal customers are ages 45+.
What’s different about your approach, and the products in your line?
anokha is intensely data-driven; we source ingredients from around the world, based upon their scientifically-proven efficacy. Each product is inspired by and clinically validated on my surgical patients. We’re focused on creating alternatives to medical products that are often too irritating for those with sensitive skin, such as our bakuchiol & pomegranate facial oil for people who can’t tolerate retinol, and our rosehip replenishing balm for those who react to typical wound healing and scar products.
What’s something that might surprise our readers about skin care in general? ~ OR ~ what has been the most surprising part of your skincare entrepreneurial journey?
Most people think that all skincare brands are the same, and frankly many are. As a result, it can be difficult to find the right brand or product for your skin in such a glutted market. Once you learn how to read the ingredient labels, however, you’ll be able to cut through the noise and figure out what works best for you.
As a mom, a busy surgeon, and now a skincare entrepreneur, what does balance mean to you? What’s your philosophy on where you spend your time?
I did three things after the birth of my son:
1) I prioritized. My son is my first priority and always will be. Everything and everyone else comes second.
2) I learned how to delegate. Women are notoriously bad at asking for help, but getting the assistance we need allows us to focus on what’s really important.
3) I started saying no. As physicians we are often asked to do a lot of work for free - lectures, academic papers, mentoring, teaching. I was even once asked to translate a medical textbook from French to English…for free. When we’re young, all of these activities are helpful to building your reputation, but as our lives becomes busier, we have to value our time because no one else will.
What are the top two product recommendations for someone who wants to try out your line, and why?
Our oatmeal cleansing milk is our bestseller. It’s gentle, smells yummy, and is a good solution for irritated and sensitive skin. One of my other favorites is bakuchiol & pomegranate facial oil, which uses retinol alternative bakuchiol. It’s an extraordinary ingredient with excellent data in clinical trials.
Your practice focused on women. Why?
I certainly did not go into medicine with the intention of caring for only women, and I do still have some men in my practice who come to me for Botox. However, as my practice became more and more focused on breast aesthetics, I found myself in a very happy and comfortable place caring for other women.
What’s happening in medicine when it comes to women and breasts?
Breast cancer takes up most of the space when discussing breast health in women. While this is clearly an incredibly important focus, other breast issues such as congenital deformities tend to be overlooked. To put this into perspective, as of 1998 insurance companies in the United States are mandated to provide coverage for reconstructive surgery following mastectomy or lumpectomy for breast cancer. To this date, there is no coverage for reconstruction for breast deformities secondary to congenital deformities or trauma.
Why are breast reductions on the rise? Is there a broader cultural or health context?
Breast reductions have always been one of the most popular plastic surgery procedures. I saw an increase in requests following the pandemic, as many women said that they really noticed the weight of their breasts when they were at home and not putting on a bra to go to work. There is some regional variation as well - women in NYC generally prefer smaller breasts, while those in Texas tend to embrace their curves a bit more.
Do you think women’s products have been left behind in terms of innovation? Why?
Women’s clothing and undergarments have traditionally been designed for the male eye. As a result, there’s been a tendency to put women in clothing that simply doesn’t feel good. If men are designing the garments, they may not appreciate this perspective. It’s been very encouraging to see more and more women in this space designing products that feel and look good.
What’s wrong with bras today?
Poor fit and completely random sizing, especially for sizes above D cup.
What do you think Evelyn & Bobbie is doing right?
Simply, they fit. Evelyn & Bobbie bras have an intelligent design that adapts to the shape of the breast, rather than expecting the breast to adapt to the shape of the bra.
What has been your patients’ response to our bras?
The bras have been very well-received by our patients who use them as second stage bras following surgery. Many of our patients have gone back to the website to purchase additional bras for daily use following their recovery.
Are there questions that are not being asked about bras, that you think should be asked?
How much support does the breast actually need or not need? Is there any time we should not be wearing a bra? How does the bra contribute to or detract from breast health?
What’s the deal with the underwire? What’s your take?
I’ve always thought of the underwire as a leftover from the age of the corset - uncomfortable and intended for men, not women. There seems to be an idea that underwires are necessary for support, but this obviously isn't the case.
Have you come across any research looking at bras and lymph? What’s going on there?
There is essentially no data on lymphatic drainage of the breast outside of basic anatomical studies and the sequelae of lymph node dissection following mastectomy. I’m not clear on the effect of bras on lymphatic drainage, as breast lymph drains into the axillary and supraclavicular (above the clavicle) nodes.
Women have been underserved for too long—whether it’s bras or skincare, we’ve had to settle. Dr. Naidu and I refuse to accept that.
We create because we believe in better.
We innovate because we believe in you.
And we aren’t just making products—we’re rewriting the rules.
This is what happens when women design for women. And this is just the beginning.
Stay with me—more Fierce Female stories coming soon.
Bree
Founder, Evelyn & Bobbie
