Entrepreneurs / Hardware / Startups

This father-daughter team developed Trufacial, an at-home skincare device

Dina El-Sherif brought the commercial expertise, while Dr. Mahmoud El-Sherif brought the technical and R&D background. After receiving their first patent, here's the growth plan.

Dina El-Sherif (L) and Mahmoud El-Sherif. (Courtesy Trufacial)
Dina El-Sherif describes her working relationship with her father as being part of a “dynamic duo.”

The Berwyn-based founder approached her father three years ago to help her develop a handheld cosmetic device, now known as Trufacial.

Dr. Mahmoud El-Sherif has 45 years of experience working in technology and engineering, specifically in the Philly region, having previously worked with Drexel University.

“My dad has more expertise and experience in engineering and R&D than anyone I know.  His background speaks for itself,” Dina told “He was like a personalized mentor who imparted his knowledge and also demonstrated leadership skills that I have adopted on the technical side.”

Dina has a master’s degree in engineering from Drexel and an MBA from Temple University’s Fox School of Business. But she pivoted her career to opening up a med spa and working on the corporate side of aesthetic medical device companies for 20 years. She had the idea during the pandemic to develop a device that could offer professional skin treatments at home.

Within Trufacial, Dina said, she brings commercial expertise while her father brings technical expertise.

Mahmoud didn’t previously have experience working in the cosmetic industry, but was up for the challenge, he told, and approached the research and development process for this device the same way he approached projects in other industries.

“We tried to do it in a simple way that anyone can use it, without any education or technical background,” Mahmoud said. “This type of development is very flexible for future long-term application.”

Trufacial’s device provides three skincare treatments: microdermabrasion, microneedling and massage. The actual device has three interchangeable tips that address each of those treatments, while at the same time releasing a corresponding serum and working the serum into the skin, Dina said.

Trufacial's device next to the alternative tips and serums.

Trufacial’s device and corresponding serums. (Courtesy Trufacial)

Last week, the company announced it had received its first patent for its three dual function tips.

“It just gives us the confidence knowing that we own this in the marketplace, right?” Dina said. “We’re protected, we own this. No one can come after us and say, ‘You can’t do this.’”

The company started a consumer market study last week with 100 customers, which Dina considers the company’s official launch before opening up the device to the general public. The company is putting interested people on a waitlist for when the device becomes widely available.

Dina said the company also hopes to launch three clinical studies in November. The consumer study is focused on how consumers use the device, while the clinical study will focus on clinical data from physicians.

Trufacial plans to start selling the product to med spas and doctors offices first and then move into traditional retail. Consumers can buy devices from doctors and med spas and use it at home, but they also have the option to buy it directly from the website.

“Our goal is to basically become a household name, Trufacial, to go and compete against your in-office procedures where you can truly say with convenience, accessibility and cost, you’re now able to get the same results that you would in offices,” Dina said.

Sarah Huffman is a 2022-2024 corps member for Report for America, an initiative of The Groundtruth Project that pairs young journalists with local newsrooms. This position is supported by the Lenfest Institute for Journalism.
Companies: Drexel University / Fox School of Business

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