From clinic room to content creator, Dr Aamna Adel is redefining how we understand hair and scalp health. A practicing dermatologist with a fast-growing presence on Instagram, she has built a loyal following by sharing expert-led tips, myth-busting advice and practical routines that resonate with a modern, informed audience. Alongside her clinical work, she is also the founder of Rhute – a results-driven brand rooted in dermatological expertise, designed to bring a more considered, long-term approach to hair health.
CEW UK caught up with her to talk career pivots, patient insights and why scalp health is finally getting the attention it deserves.
CEW: You’ve built an impressive career across clinical dermatology, education, and digital platforms – what first inspired you to specialise in dermatology, and in particular hair loss?
I was always drawn to dermatology because it sits at the intersection of medicine, science, and confidence. Skin and hair are so visible, and the impact they have on how people feel about themselves is profound. Hair loss, in particular, felt like an area that was underserved and often misunderstood, especially for women. I also saw this through my own personal experience with hair loss, which gave me a much deeper understanding of how emotional and complex it can be. Many patients don’t want to rely on medicated treatments, whether due to pregnancy, personal preference, or lifestyle, and are instead looking for clinically effective solutions that can support other treatments or simply optimise their routine. That combination of clinical need and personal insight is what led me to focus more deeply on scalp health and hair loss.
CEW: Hair loss can be a deeply personal and often stigmatised issue. How have you seen the conversation around hair and scalp health evolve in recent years?
There has been a real shift in how openly people talk about hair loss. We are seeing far less stigma and a much more honest, informed conversation around it. At the same time, more people are experiencing hair loss, whether due to stress, post-COVID changes, or medications such as weight loss treatments. What’s been particularly powerful is the role of social media, with people openly sharing their journeys, which has helped normalise the experience. Alongside that, there is a growing understanding that scalp health is foundational to hair health. Patients are more engaged, asking better questions, and approaching hair care with a longer-term, more clinical mindset rather than looking for quick fixes.
CEW: As both a practicing dermatologist and founder of Rhute, how do you bridge the gap between clinical expertise and consumer-facing products?
For me, it always starts with the patient. There is real value in seeing people in clinic and understanding what they actually want and need, as well as the challenges they face with existing haircare. Everything we develop at Rhute is grounded in those real clinical insights, combined with the nuances that come from a dermatology perspective. It’s about translating complex science into products that are both effective and easy to integrate into everyday routines, without compromising on integrity. We focus heavily on formulation, ingredient synergy, and consistency, with the aim of creating solutions that genuinely support long-term hair health.
CEW: You’ve built a strong and engaged audience across social platforms – what role do you believe social media plays in shaping the future of dermatology and patient education?
Social media has completely changed how people access information. It has the potential to democratise education, but it also comes with responsibility. As clinicians, we have a role to ensure that what we’re sharing is accurate, balanced, and genuinely helpful. I see it as an extension of the consultation room. It allows us to reach people earlier, correct misinformation, and build trust before they even step into a clinic. When used thoughtfully, it can be an incredibly powerful tool for patient empowerment.
CEW: What has been the most pivotal moment in your career so far, and what key lesson did it teach you?
Launching Rhute has definitely been a pivotal moment. It pushed me to step outside of the traditional clinical path and think more broadly about impact. The biggest lesson has been the importance of patience and consistency. Whether it’s treating hair loss or building a brand, meaningful results take time. There are no shortcuts, and staying grounded in that has been key.
CEW: Looking ahead, what excites you most – whether that’s within your practice, Rhute, or the wider beauty and wellness industry?
I’m really excited by the growing focus on scalp health as part of overall wellness. It’s something that has been overlooked for a long time, and we’re only just beginning to understand its importance. Within Rhute, I’m excited to continue building out a more complete system that supports people at every stage of their hair journey. More broadly, I think we’re moving towards a more informed and intentional approach to beauty, where people are looking for credibility, transparency, and long-term results. That’s a shift I’m very excited to be part of.
Read more about rhute here
