The nuclear factor erythroid 2‐related factor 2 (Nrf2) is best known for its role in resistance to oxidant stress. In this issue of EMBO Molecular Medicine, Nrf2‐prolonged genetic activation is shown with devastating effects on skin homeostasis. The study provides novel molecular insights into poison‐induced chloracne and metabolizing acquired dioxin‐induced skin hamartomas or MADISH.