Neter Gold: A Big Business Built on Authenticity

When  Michael Nightwing (McNair)  ’12 founded his company Neter Gold in 2015, it wasn’t with the goal of dominating the skincare industry or becoming a hugely successful viral brand. Instead, it began with a simple problem -- products that felt good in the moment but quietly damaged his skin over time. 

“I was using body scrubs at a friend’s house -- stuff you’d find at Ross or Marshall’s,” Nightwing said. “They felt great at first, but after using them consistently, my skin started drying out. That wasn’t normal for me, so I knew something was wrong.” 

Now Nightwing and his Neter Gold brand boasts of nearly 370K followers on TikTok and 200K followers on Instagram. Again, being an influencer was never Nightwing’s dream.

His original curiosity turned into research, and his findings turned frustrating. Alcohols, artificial fragrances, synthetic dyes, ingredients designed to look and smell appealing were doing more harm than good. Rather than settling for less, Nightwing decided to create something better. He spent months testing, researching and experimenting with ingredients that resulted in something that worked. Once Nightwing perfected the formulas, he shared them with his friends and family, asking for honest feedback. Everyone loved the products. That encouragement pushed him to take the leap into business, starting with a small tabletop setup at a local grocery store. 

“I just loved it. The people enjoyed it, and from there I thought ‘Let me lean into this and see how far it can go.’” 

According to Nightwing, what sets Neter Gold apart in the skincare market is its commitment to authenticity. Every product from body oils and hair oils to skin scrubs, face masks and hair growth treatments is handmade using natural ingredients. 

“A lot of companies start out handmade,” he said. “But once they grow, they cut corners. They dilute ingredients, add fillers and switch to machine-made processes. We’ve never done that, and we never will.” 

Despite the brand’s online explosion, Neter Gold remains a deeply personal and family-run business. Nightwing oversees marketing and brand strategy, drawing on experience he gained while working in social media marketing at Frostburg. His mother manages day-to-day logistics, and his wife and children put in the work on their heavier days to assist and just to learn business. That hands-on approach mirrors Nightwing’s larger philosophy to stay honest and grounded. 

In a time dominated by influencer marketing, Nightwing takes a firm and uncommon stance. “I don’t work with people who haven't actually used my products,” Nightwing said plainly. “I don’t want anyone saying something is great just because I paid them.” 

He uses TikTok’s creator economy as an example of what he actively avoids, mainly creators promoting products for commission without ever trying the product. As a photographer, content creator and influencer, Nightwing only promotes products he genuinely uses and enjoys. 

He believes that most businesses struggle some from people chasing big dreams without understanding the work required to sustain them. “Some days you’ll get two orders. Other days you’ll get 300,” he said. “You just prepare for it. Growth isn’t a problem when you’re ready for it.”  

Nightwing credits his FSU years with giving him space to explore, learn and grow without pressure. Originally studying business administration, he graduated with a liberal studies degree focused on coaching. 

“College is for experimenting,” he said. “Meeting people who think differently than you, learning different walks of life. That’s the real value.” 

Nightwing’s confidence never wavers when asked about the future of Neter Gold. He doesn’t mention expansion plans, celebrity endorsements or growing his followers. His goal has never been to become the biggest, only to be genuine. 

"I'm happy," he said, simply. "Life is good. Business is good." 🐾