Alicia’s Story: The Heart Behind Deluvia

Alicia’s Story: The Heart Behind Deluvia Skincare & Demure Cosmetics

In today’s world, where consumers crave transparency and purpose, knowing the who and why behind the brands we support matters more than ever. At Deluvia Skincare & Demure Cosmetics, we believe in the power of personal stories — and ours starts with a young woman on a mission to heal her skin.

Meet Alicia Webb, our co-founder, visionary, and the woman whose personal skin journey became the seed for something much bigger than she could have imagined.

Teenage Troubles Turned Inspiration

“I developed psoriasis as a young teen,” Alicia shares. “And for years, I struggled with it — physically, emotionally, socially.”

She tried every solution available: ointments, prescriptions, over-the-counter creams. Nothing worked for long. Doctors told her it was something she’d simply have to live with. As her skin flared, so did her self-doubt. Social situations became harder, and she found herself withdrawing, unsure and insecure. She found herself in long sleeve shirts and long pants, no matter how hot it was in Georgia. She just felt the need to keep her skin covered up.

But something inside her refused to accept that this was her forever.

“I decided I couldn’t accept that as true. There had to be something out there that would help — not just me, but others like me too.”

With that spark, Alicia began researching tirelessly, exploring alternative remedies, studying ingredients, educating herself and even traveling to find natural solutions. Her determination eventually led to the birth of Deluvia Skincare — a brand rooted in honesty, hope, and effective ingredients. 

A Purpose-Driven Detour

Starting Deluvia was about one girl — with problem skin and a passion to help — creating something out of necessity.

“I just wanted to make a living and fix my skin,” Alicia laughs. “But then... people started calling us. They were emailing us, telling us how our products helped them or their kids or their parents.”

And that’s when everything changed.

Helping others became her purpose. Whether it was offering to listen when someone needed it most or creating affordable, clean skincare that actually made a difference — Alicia realized that Deluvia wasn’t just about skin. It was about self-worth.

“It became clear to me — this was about helping people feel good about themselves. That’s what gave me the drive to keep going. That’s what gave this business life.”

This is reflected to this day in the company’s branding statement: “We believe when you look good you feel good, which breeds confidence to let your individuality shine.”

Mud, Sweat, and Determination

No startup story is complete without a little chaos, and Alicia’s includes a particularly muddy memory.

Early on, she ordered her first shipment of Dead Sea Mud — excited and ready to launch a signature product. What she wasn’t ready for was the sheer scale of that delivery.

“The driver dropped it off and said, ‘You have an hour to unload it.’ Alicia stared at him and asked, ‘You’re not helping me?’” He wasn’t. And she didn’t have a forklift or pallet jack — just barrels of heavy mud just waiting to spill and one equally bewildered assistant.

“I ran to a neighbor who had a forklift and just begged them for help,” she recalls. “We were covered head to toe in mud by the end. But hey — at least it was good for my skin!”

That moment, messy and exhausting, perfectly captures the grit and heart it took to get Deluvia off the ground.

A Family Business With Heart

Alicia met her husband, Matt, at the mall. She was working at a pet store. He was selling food choppers.

“He convinced me to quit and work with him,” Alicia smiles. “We sold all kinds of products together — not glamorous, but it taught us everything about hard work and tenacity.”

More importantly, it taught them how to work as a team.

When Alicia told Matt she wanted to start a skincare line, he didn’t hesitate. He backed her 100%. Together, they built Deluvia from the ground up — leaning into each other’s strengths, dividing responsibilities, and always keeping the mission at the center.

“Now, 21 years later, we’re still going strong — and I couldn’t have done it without him.”

What Keeps Us Going

Each week, the Deluvia team receives messages from customers who’ve tried everything — just like Alicia once had — and finally found something that works.

“These stories mean the world to us,” Alicia says. “It reminds me why we started and why we keep going.”

Alicia believes beauty isn’t just skin deep. When we feel good in our skin, we feel more confident, more courageous — more ourselves. And when we feel that way, we’re better equipped to take on the world.

“That’s all anyone really wants — to feel strong, to succeed, and to be seen for who they really are.”

Kindness is Everything

For Alicia, success goes beyond skincare. It’s about connection. Compassion. Community.

“If there’s one thing I’ve learned,” she says, “it’s that you never know what someone else is going through. Be kind. Always.”

That belief lives in every product Deluvia makes, in every email sent, and in every customer interaction. It’s not just skincare — it’s self-care, soul care, and a little reminder that you’re not alone.

XXOO,
Alicia