Deconstruct

Deconstruct is a Bengaluru-based skincare brand founded in early 2021 by Malini Adapureddy, an alumnus of IIT Kharagpur and INSEAD. The brand focuses on science-backed skincare aimed at educating consumers and promoting transparency in the skincare industry. Deconstruct emerged from Adapureddy's dissatisfaction with the ambiguous marketing tactics of many existing skincare brands, which often rely on "fairytale marketing" and vague claims about natural ingredients

Brand Philosophy and Offerings

Deconstruct operates under the motto of “information over impulse,” emphasizing the importance of understanding product formulations and their effects on skin health. The brand currently offers around 20 SKUs, including face washes, moisturizers, and serums, all designed to provide effective results while being gentle on the skin

.The products are formulated with a careful balance of active ingredients that are scientifically proven to deliver results without causing adverse effects. This approach caters particularly to a growing segment of consumers who are increasingly informed about skincare and are looking for evidence-based solutions

Market Position and Growth

Since its inception, Deconstruct has gained significant traction in the Indian skincare market, which is rapidly evolving towards evidence-based products. The brand has garnered a loyal customer base through effective online marketing strategies and community engagement, including a strong presence on social media platforms

.Deconstruct raised $2 million in seed funding from investors including Kalaari Capital and BEENEXT, which reflects investor confidence in its business model and growth potential

. The brand is positioned to capitalize on the increasing demand for transparent and scientifically formulated skincare products, with projections indicating significant market growth in this sector over the coming year

Conclusion

In summary, Deconstruct stands out in the crowded skincare market by prioritizing scientific research and consumer education. Its commitment to transparency and effective formulations resonates with modern consumers who seek reliable information about their skincare choices. As it continues to expand its product line and customer base, Deconstruct aims to redefine the standards of personal care in India.