Beauty Brand Deconstruct Wants Users To Delve Deeper Into Skin Health For Best Outcomes

Deconstruct focusses on product transparency to drive customer engagement and build trust

The concept of Deconstruct came from Malini Adapureddy’s personal and professional experiences. Before launching the beauty brand, she worked for many CPG (consumer packaged goods) companies, including personal care and food brands, for more than 10 years. This led to a deep understanding of the sector and the realisation that many legacy players chose scale over innovation and used hard-selling tactics over consumer awareness. Deconstruct was founded on educating people about product ingredients, their compositions and benefits, thus validating every claim made by the brand.

The startup’s R&D team uses safe and effective skincare ingredients such as niacinamide, hyaluronic acid and alpha hydroxy acids (AHAs) for a range of face serums, face washes, cleansers and more to help treat skin issues like acne, dark spots and blackheads. In 2022, the brand entered new categories like hair and body care, with its range of scalp and body serums. It claims to have served more than 40K users and sold more than 2 Lakh products.

Deconstruct believes in information-driven, content-first marketing to keep its users updated and engaged, thus building a culture of trust. This strategy also calls for customer feedback, essential for ideating and launching products. Its in-house R&D team develops all formulations, and products are made by third-party manufacturers in Puducherry and Mumbai. All its products are FDA-approved, the startup claims.

The D2C beauty brand eyes an annual recurring revenue (ARR) of INR 10 Cr and wants to scale beyond Tier 1 cities in 2023. It will launch more products to cater to people’s evolving needs and aim to reach top-line revenue of INR 200 Cr by 2026.