Minnie Isaac on Adult Acne, Building White Rabbit Social and Beautifully Human

In an online world polished by filters perfection and fast beauty trends Minnie Isaac has built something refreshingly honest. Known for her candid conversations around adult acne sensitive skin and self worth Minnie is the founder of White Rabbit Social a platform shaped by lived experience not aesthetics. This is a beautifully human story about showing up when your skin feels unpredictable building community through vulnerability and choosing integrity over perfection in an industry that rarely slows down.

Who is Minnie? Tell us a little about yourself

I’m a content creator @minnieisaac_, beauty writer, and the founder of White Rabbit Social. I'm far from a perfectionist, love anything pro-women, and will (unprompted) speak about my latest favourite women owned, Australian skincare product in casual conversation.

Minnie, you left corporate work in 2020 and started full time content creation, then launched White Rabbit Social in 2023. What inspired that shift from the 9-5 and what did you want WRS to represent for women? How did WRS come about?

My first shift away from corporate in 2020 came from necessity after getting overrun with chronic illness that was horribly managed. I shared lots about my struggle with Endometriosis and navigating the medical system, especially in the early days of my platform. 

I wish I could say it was a bold move that was from a place of passion and purpose, but the truth is my shift away from the 9-5 was from need, and was far from heroic. When I created my account I connected with other chronically ill babes, many in near-identical situations.

Unsupported, feeling isolated (especially during and post Covid), and didn’t see themselves represented in the media. 
It was (and still is) very difficult to not get caught up in the negative, especially when I’m not feeling my best. 

White Rabbit Social was a natural extension of what I had learnt and experienced working as a creative, figuring out my worth (what I could charge), and a place where I can host other people's ideas with more diversity of thought.

I wanted WRS to be a place for women to learn and not feel embarrassed about not knowing creative industry jargon, as well as a place they would understand what they could charge - without the usual money taboo. 

For the beauty content on WRS, it was important to hear from people with other skin types, concerns, and skin colour - so it wasn’t all coming from my point of view.

What does an average day look like for you now, balancing content creation, planning editorial concepts and running White Rabbit Social?

I can’t say this is something that has always happened, but lately I’ve been following something called an “Ideal week” which blocks out my morning for responding to emails, writing articles (while my brain is fresh) and sharing about things I care about - my daily goal is to post one write up for WRS and one instagram post that has value.

Some topics I can fly off the cuff with, and it’s super easy to speak on - I actually use a speech to text tool for lots of my work. 

My content creation for @minnieisaac_ usually happens on bulk filming days, then in the afternoon I edit up some of what’s been filmed, and I align that with something that feels relevant or fun. 

Consistency is key with any online platform, so I remember to be kind to myself and focus on showing up even when things are difficult or busy rather than getting lost in the “perfect”.

What drives you creatively when building content or shaping narratives for your community?

Being excited drives me creatively - but I can't lose touch with factors that are so important to me like accessibility and how applicable something is.

I ask myself: how can someone reach and connect with this story, and what takeaways they can actually apply?

And if the takeaway from a piece of content is to buy a new fancy product without the education behind it, then I haven't done my job or fulfilled that creative itch. 

I want people to deeply understand skincare and their skin so they can make educated decisions that are good for them long term.

That way, if the product I'm speaking about reviewing isn't for them, they can still take something away from what I've shared. 

Other topics feel deeply personal, and sharing about them can help shift culture in the long run. I felt this when writing about Snark Subreddits recently. 

When you reflect on White Rabbit Social today, what part of the platform makes you feel proudest?

I’m most proud of the amount of talented, smart, passionate, and diverse authors we’ve been lucky enough to host and work with. 

It’s at the core of what we do because diversity of thought, opinion and cultural background is so important to help a variety of women feel open and excited to read what we publish.

We’ve also interviewed a number of women I’m in awe of, including (and not limited to) Sarah of @horriblemeanbadwoman, Actor Ana Thu Nguyen (Queen Sindel in Mortal Kombat II), women advocate and lawyer Cassandra Kalpaxis, and Demi Lynch of Kaleidoscope News.

You’ve been open about navigating sensitive skin with adult acne. How has this shaped your relationship with beauty and the way you show up online?

Having adult acne was such a rude shock as someone that barely struggled with teen pimples beyond the odd hormonal spot. 

It completely shaped my relationship with beauty because my entry into the skincare world was in response to having fully cystic, sensitive, reactive skin that had dropped on my doorstep at 22 years old.

During both bouts, I knew that it couldn't stop me showing up because I knew I wasn't alone and whether it was the woman that had no idea about skincare like me at 22 and was trying to figure it all out for the first time, or the woman at 27 who loved skincare and knew a lot about her skin but there were just so many factors getting in the way of her taking care of herself.
Both types of women were out there and I could deeply relate to both, so I never wanted it to stop me from showing up.

In a world of filters, smoothing tools and curated perfection, how do you stay grounded in authenticity — especially when your skin is textured or breaking out? Have you ever felt pressure to hide your skin in photos or videos? How do you move through those moments?

I've always had a weird relationship with filters, because I've seen them as deeply unrealistic and problematic, especially how they tend to shift the shape of your face and slim down your jawline and slim down your nose, all in ways that were very European beauty standard, Western beauty standard focused. 
And I was always quite opposed to filters and skin smoothing tools, mainly because of that kind of warped perception of your face. 
In saying that, although I do see filters as sometimes deeply problematic, the way they interact with the skin isn't too far off from what some really lovely makeup or really great lighting can do. 

For someone who feels embarrassed or held back from creating content because of breakouts, what would you want them to know?

What’s something you wish more creators normalised when it comes to acne, barrier damage or imperfect skin?

I wish more creators understood that, at some level, having blemishes is quite normal. 
But when it comes to fully fledged acne, or at a state where we can't really control what's happening on the skin, or we feel really distressed, that's now out of the realm of what skincare influencers, or even derm influencers, can give people. 
And you do need to seek medical attention if it's affecting your physical or mental health. Which means, for a lot of creators and skincare reviews, the focus really should be on barrier repair, and understanding the health of the skin, and understanding not to overexfoliate, and pile on actives when potentially someone should be on a prescription strength vitamin A, alongside a lot of gentle skincare.

As someone regularly exposed to new skincare, how do you protect your sensitive skin barrier from becoming overwhelmed?

I try a lot of skincare and when I do introduce new products, they need to stand by themselves. I can't introduce multiple things at once because then if I do have a reaction or if I do have a really great experience, I don't exactly know what's doing what. 
To protect my sensitive skin and my skin barrier and from everything not getting overwhelmed, I have a really fantastic base routine that has no actives in them. I have a hydrating soothing serum. I have a face wash that isn't exfoliating and it's creamy but it's foaming.
I have an oil cleanser I love and I have my SOS products so when I do get the eye flare up from reacting badly or when I do get the breakout from reacting badly, having a really fantastic core routine is a non-negotiable and also getting the three step essentials down pat which is a cleanser, a moisturizer, and a sunscreen. 
Sometimes I find it funny that those are the three essentials when those are also the three steps that might not address concerns per se but you still need to get those down pat and then you can start introducing the products that might feel more miraculous. Without a good foundation, your heavy-hitters can’t do what they need to!

What are your non-negotiable barrier-supportive habits when your skin feels inflamed or overloaded?

Has there ever been a time when a trending active, harsh ingredient or viral product disrupted your skin barrier? What did you learn from it?

Oh boy, is there? I have absolutely gone down this path and very, very much regretted it. 
My first big flare-up with cystic acne happened because all the skincare information I was reading insisted that I use a vitamin C in the morning when that absolutely wasn't the case for my skin type and might be the same if you have sensitive acne-prone skin. It also insisted that peels are really great for adult acne and scarring.
So what did I do? I used the strongest vitamin C I could get my hands on. I used the 30% acid peel from The Ordinary and completely freaked out my skin. It legitimately took months for my skin to recover after stripping everything back and not touching an active for a good quarter of a year.

What’s been your biggest lesson around boundaries, burnout or comparison while building a digital presence and being self-employed?

Oh, this is a biggie. Forgive me for focusing on the negative for a moment, but I feel I’ll need to, to answer honestly.

• You can't help people that won't help themselves. Eg: If someone isn't willing to Google something before they DM someone a question, it's just never a good sign.

• Just because you’re a small business, it doesn’t mean someone won’t screw you over or be dishonest - in fact it sometimes guarantees people giving you worse quality. Stand firm on your expectations. 

• If someone isn't willing to be a bit stubborn in their work, it's never a good sign. The low effort, always needing help type of person (and attitude) is contagious, so run for the hills! You don’t want to hear how someone is constantly giving up on something they’ve just started. You’ll get discouraged too. That’s the same If they’re nit-picky, constant complainers, or find the negative in things always…yea, you guessed it, run.

I remember someone asking me a question once and I sent them a detailed article I had written about the topic - they responded “I don’t read articles” - fair, sure, but I can’t exactly explain this huge topic you’ve asked me to in two sentences.

That's really coloured who I choose to engage with and who I choose to put my time into. I’ve found when you’re doing well, people will very boldly ask for your time, input, and energy without considering you or others - while being quick to dismiss and not apply any advice or experience you share. 

Don’t waste your time, it’s not selfish, I promise. Frankly, you’re wasting theirs too. 

For the positive things I’ve learnt?

• Good people are generous to everyone, not just you.

• Hard workers are busy, and incredibly understanding and respectful of your time and effort.

• Hard workers don’t focus on petty little things, and are quick to get up and dust off to keep going. 

• With comparison, your point of difference is absolutely your strength. I speak to so many talented creatives that feel shy, embarrassed, or shameful about their acne, or their accents, or how they look - but I truly believe, as corny as it sounds, in a sea full of people looking and acting more and more the same - how unique you are resonates and connects to people in a more meaningful way.

I'm really lucky to have found women that care on the same level that I do and who are very passionate about things that I feel like I can support because they are willing to also help themselves.

How do you personally define “success” in your creative career today?

I have personal goals that help me define success. But it always comes through being consistent. And I think people very much underrate how important consistency is, even if it's not fantastic, constantly showing up and being a bit stubborn will take you the furthest you can possibly go. 
Because I've seen firsthand how things compound over my five-year long career. Beyond that, with White Rabbit Social, I think partnering with brands is a huge definition of success because that allows me to work with more writers and creatives. 
And that's a really important goal that I have in my work at the moment. But in terms of my Minnie Isaac account, I do feel really quite fulfilled and happy with where it's at. And now I'm kind of looking for the next thing that I can pull my heart into.
The answer to “succeeding” has always been being a bit stubborn and having grit to keep going, in whatever way you can.

Do you have any daily rituals that help you slow down or reconnect with yourself?

I wish I could tell you that I was extremely ritualistic and mindful, but I think a lot of my day is chasing my tail. 
Ironically, my skincare is the time when I can take a moment to soak in the day that's happened. 
A lot of the time we work on autopilot and things happen we don't have time to reflect on. It’s also a time I've taken out to choose myself and to choose my skin even when I might be stressed or tired or overwhelmed. 
Beyond that? I also make sure to take time out to call friends and family when I'm working away in the background and catch up on their lives. 
I literally book time in my calendar to check up on people I care about because I don't ever want these things to not be at the forefront of what life is about. 
I also watch a lot of self-help videos because it really is like showering - you need to constantly do it, and if you don’t, you get a little bit stinky…
You need to constantly hear positive advice. You need to constantly hear encouragement. It can't just be a one-off. 
So I follow a few self-help channels and podcast channels that I listen to often in the background of my work and I let that be the background sound of my day.
We have also recently rescued a kitten, so he (Auggie) does take me away from work in the best way possible.

What’s the last book you read, and did it shift anything in your thinking about beauty, identity or creativity?

I listen to a lot of podcasts and audiobooks, but am not usually one to physically pick up a book - with the exception of larger coffee table style ones that inspire layouts for WRS, or content ideas (and of course a few skincare ones). 

This year I’ve enjoyed Thinking With Type by Ellen Lupton a lot, as well as The Science of Beauty by Asian-Australian creator Dr. Michelle Wong.

Although it's not the last one I listened to, The 33 Laws of Business and Life by Stephen Bartlett (I know that might be controversial to some) was impactful.

If you could give your 17-year-old self one piece of advice, what would it be?

You’ve used Biobod in your routine. What’s your favourite Biobod product and why does it stand out?

Oooo - the top top favourite? I would say the Replenishing Hydra-Soothe Serum because it's the one I've been using the longest and I've been through multiple bottles.

I love that it's 50 ml (I hate that serums are shrinking to 20ml - yikes!). I love that I can be generous with it too, but a little goes a long way because it isn’t sticky or grippy.

You can feel the serum immediately calm and hydrate on the skin which actually lasts through the day and the night.

It brings that level of hydration where you wake up and still feel on your skin, but it's not heavy so great for all skin types (including acne-prone). A very thoughtful formulation, 10/10!

But if I can be cheeky and share what else I've been enjoying, it's the Barrier Restore Nutrient Oil which I’ve been reaching for as a last step for ages.

A barrier cream can be a bit heavy for my skin in the hotter months, and this one has really calmed down my flare-ups around my eyes. I also love the feeling of sealing everything in, and the softening I notice on my face. Great down the neck onto the chest, too. Another 10/10.

And finally… what are you most grateful for today?

Today? I am most grateful for rest. How spoilt rotten am I that I work from home and can take my time on days I struggle - I know that’s a huge privilege not many have, and one I didn’t have for a very long time.