Although skincare and wellness is now a billion dollar industry, most people still overlook their foot health.
In a city where people rush from place to place, barely noticing the ground beneath them, entrepreneur, innovator, and AI expert Murat Bazarov did something few would dare—he walked barefoot through the streets of New York to highlight how little attention people pay to the very foundation of their mobility: the feet.
With the Nile Foot Spa Campaign, Murat sought to strip foot health down to its most basic level by asking: if walking through a city barefoot feels uncomfortable, unsanitary, or even dangerous—what does that say about the way we treat our feet every day?
Studies show that between 71% and 87% of the population experience problems with their foot health, yet foot care is a rare topic of consideration that carries a stigma, especially for men, of being vain rather than a necessary part of a daily health routine. And in a 2021 study published in the Journal of Foot and Ankle Research, researchers found that foot disorders significantly impact overall well-being and mental health, especially among older adults.
The barefoot walk through New York City was Bazarov’s latest effort to change that perception. In his personal life and through his company NUBIO, an AI-powered skincare platform, Bazarov is starting a nationwide conversation about foot health, all deeply rooted in a passion that began long before he arrived in the United States.
From Turkmenistan to the United States: A Journey to Solve the Foot Care Stigma
Bazarov grew up in Turkmenistan, where he noticed the stigma that came with foot care: “I always felt different because I wanted to care for my skin. But it wasn’t really supported because I’m a man. A lot of men were hesitant to ask for advice, worried about being judged.”
Then, it got personal. He saw his aging grandmother struggling with mobility, as untreated foot health problems significantly impacted her quality of life. He saw first-hand how foot health was not just about comfort, but dignity, independence, and long-term well-being.
In 2019, Bazarov moved to the United States as part of the prestigious Johns Hopkins University summer program. Despite the many cultural differences he encountered, he noticed that foot health was just as stigmatized in the U.S. as it was back home.
While skincare as a whole was experiencing a boom in accessibility, education, and innovation, foot care remained shockingly underrepresented. This was especially true among people for whom foot health matters most, such as athletes and the elderly.
“A lot of people said they felt overwhelmed by all the skincare information out there,” Bazarov explains. “That really drove home the need to make skincare simpler and more approachable for everyone.”
Bazarov realized that the problem wasn’t a lack of need, but a lack of awareness. People weren’t avoiding foot care because it wasn’t important—they weren’t engaging with it because they had never been told it mattered.
That same year, at just 20 years old, Bazarov launched NUBIO’s Foot Spa Collection to tackle this problem and change the way people think about their feet.
Beyond Physical Products: Building a Movement to Improve Foot Health
Success for NUBIO came almost instantly. Within a month of launch, the company saw a surge in demand and received positive feedback from both skincare experts and its growing customer base. Consumers reported noticeable improvements in their foot health, mobility, and overall comfort.
But the most glowing review came from Bazarov’s grandmother, whose foot health drastically improved thanks to NUBIO.
For Bazarov, it was only the beginning: “I recognized the issues we were addressing went beyond just physical discomfort. They were also linked to broader wellness concerns, including mental health and overall self-esteem.”
Bazarov noticed that most foot care products on the market were outdated, ineffective, or simply cosmetic, so he started by creating solutions for common yet overlooked problems like bunions, cracked skin, calluses, and plantar warts.
His larger goal is to make foot care an integral part of any self care routine, so he began to think more broadly about how to spread his message, remove stigma, and start conversations about foot health. His Nile Foot Spa Campaign was a strong beginning, and he also educates his thousands of followers about skin and foot health on social media.
But Bazarov knew that awareness was just as important as accessibility. If people weren’t accustomed to caring for their feet, simply offering solutions wouldn’t be enough. That’s where NUBIO’s AI powered platform comes in.
AI, Dermatologists, and Community-Based Foot Care
Rather than positioning NUBIO as just another skincare company, Bazarov used AI and digital technology to make self-care truly personalized. The NUBIO AI platform was built to give users customized recommendations based on their unique needs.
NUBIO’s AI algorithm is all about personalization, turning a scan of the user’s skin and feet into custom recommendations for a healthier skincare routine. This truly individualized approach makes skincare more accessible for those who lack knowledge or feel overwhelmed by labels and marketing language.
But for Bazarov, it’s about more than simply personalizing skincare routines, it’s about helping people feel like they belong, and encouraging self-acceptance: “my goal is to make skincare something that everyone can feel good about, no matter what cultural norms or expectations might say.”
NUBIO’s subscription includes professional advice from top dermatologists, with whom he worked closely while building the app. Many of them have gone on to praise the platform as an invaluable, innovative approach to skincare: “This approach combines new AI technologies with inclusive skincare solutions,” says Rahat Jumaeva, a certified dermatologist-venereologist and cosmetologist who collaborated on the NUBIO AI platform, “something that had never existed on the market before.”
Every user can book a session with an expert to get individualized professional advice at the touch of a button. They can also share their experiences with each other, ask questions, and find support on their skincare journeys in a safe space with peers who have the same goals.
Bazarov has received widespread international acclaim for his critical work with NUBIO, positioning him as a thought leader and renowned expert in the skincare industry.
A Long Walk to Improve the Future of Foot Health
For Bazarov, the walk through New York was just the beginning. His ultimate goal is to reshape the way foot care is perceived—not as an afterthought, but as a fundamental pillar of health and well-being. It’s a bold vision, but Bazarov has set the wheels in motion to make it a reality.
NUBIO has already created dozens of jobs and the company continues to rapidly expand, boosting the American economy and providing many great opportunities for a diverse range of professionals. At Johns Hopkins’ Pava Center for Entrepreneurship, Bazarov is mentoring other young entrepreneurs and startup founders to build the next generation of technology-driven wellness solutions.
At its core, Bazarov’s work is not about foot care—it’s about shifting the way people value their own health. The Nile Foot Spa Campaign was a statement, but it was also a challenge to the industry, consumers, and the wellness movement at large: what would happen if we treated foot care with the same importance as skincare… and why haven’t we done it already?
Through advocacy, technology, and a relentless push for innovation, Murat Bazarov isn’t just answering those questions—he’s leading the way toward a future where foot health is no longer ignored.