Deconstruct

What Deconstruct does

Deconstruct is a Bengaluru-based direct-to-consumer (D2C) skincare brand founded in 2020 by Malini Adapureddy. It develops science-backed formulations for Indian consumers seeking gentle, beginner-friendly products addressing acne, hyperpigmentation, sun protection, lip pigmentation, and hair or scalp concerns. The portfolio spans face serums, sunscreens, moisturizers, face washes, toners, pimple patches, body washes, body sunscreens, lip balms with SPF and lip sleeping masks, scalp serums, and hair serums — sold as individual SKUs and as curated multi-product routine kits. Technical differentiators include liposomal technology for active-ingredient delivery, in-vivo human-tested sunscreens, clinically tested serums with referenced trials, and a botanical Exfolactive complex in the 7% Glycolic Acid Toner.

The business runs a product-led, multi-channel distribution model. Its primary channel is the owned Shopify storefront thedeconstruct.in, supplemented by listings on Amazon, Flipkart, Nykaa, Myntra, Purplle, and quick-commerce platforms Blinkit, Zepto, and Swiggy Instamart. Products are priced ₹150–₹2,000+ inclusive of GST, with recurring sitewide promotional pricing (25% off, up to 30% on combos), a Refer & Earn program, and Dcoins loyalty cashback. Customer acquisition combines organic content on Instagram, YouTube, and a skincare blog with celebrity partnerships (Anirudh Ravichander as brand partner; Uorfi Javed as 'Chief Lip Scientist'), a paid viral Skincare Internship program, and sponsorship of the NMPA Indian Open of Surfing. Supporting conversion tools include an AI-powered Skin Analyser and a dermatologist consultation service.

Deconstruct is venture-backed. A $2M seed round in August 2022 from Kalaari Capital (via its CXXO program) and Beenext was followed by a ₹65 crore Series round in March 2026 led by L'Oréal's BOLD fund, with V3 Ventures, DSG Consumer Partners, and existing investors. The company reported ₹200 crore in annualised net revenue and 1000% FY25 growth, with claims of over 5 million customers and a 4.8/5 average rating. It remains privately held, headquartered at HSR Layout, Bengaluru, with 11–50 employees, operating within an increasingly competitive Indian D2C beauty and personal-care market.

Name

Deconstruct

Legal name

The Deconstruct

Website

https://thedeconstruct.in

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Deconstruct is a Bengaluru-based D2C skincare brand founded in 2020. It sells science-backed face, body, lip, and hair products through its own e-commerce site and major Indian marketplaces, serving Indian consumers seeking gentle, evidence-based skincare.

Ownership category

akta.pro rank

Product category

D2C Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Skincare products
• Personal care
• Direct to consumer beauty
• Face and body care
• Skincare and haircare

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer Skincare Product Sales: Deconstruct generates revenue through direct sales of skincare and haircare products to consumers via its owned e-commerce website (thedeconstruct.in), offering face serums, sunscreens, moisturizers, cleansers, body care, lip care, and hair care products across various price points (₹150–₹2,000+). Products are sold as one-time purchases with periodic promotional discounts (25% off sitewide, combo discounts).
2. Marketplace and Quick Commerce Sales: Revenue is also generated through sales on third-party marketplace platforms including Amazon, Flipkart, Nykaa, Myntra, Purplle, and quick commerce platforms Blinkit, Zepto, and Swiggy Instamart, where Deconstruct products are listed and sold alongside competitor brands.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Deconstruct formulates, manufactures, and sells science-backed skincare, haircare, lip care, and body care products directly to Indian consumers through its own e-commerce website and major Indian marketplaces. The product range spans face serums, sunscreens, moisturizers, face washes, toners, pimple patches, body washes, lip balms with SPF, lip sleeping masks, scalp serums, and hair serums, marketed at ₹150-₹2,000+ price points. Differentiated offerings include proprietary liposomal technology for active ingredient delivery, in-vivo tested sunscreens, clinically tested serums, and curated routine kits combining multiple complementary products.

Product overview

Deconstruct is a science-backed skincare brand offering a comprehensive portfolio of beginner-friendly yet highly effective skincare and haircare products. The product lineup includes Face category products (serums, sunscreens, face washes, moisturizers, toners, pimple patches), Body products (body washes, body sunscreens, exfoliators), Lip products (lip balms with SPF, lip sleeping masks), and Hair products (scalp serums, hair serums). Key product technologies include liposomal delivery systems for enhanced ingredient absorption, in-vivo testing for sunscreens, and science-backed active ingredients. The brand also offers curated routine kits combining multiple complementary products, dermatologist consultation services, and an AI-powered skin analyzer tool. Products are gender-neutral, suitable for all skin types, and sold through their own e-commerce platform as well as major marketplaces including Amazon, Flipkart, Nykaa, Myntra, Purplle, Blinkit, and Zepto.

Differentiator

Problem solved

Functional benefit

Products and services

• Gel Sunscreen for Oily Skin - SPF 50 PA++++ Bestselling gel-based sunscreen with SPF 50 PA++++ broad-spectrum protection specifically formulated for oily and acne-prone skin. Features new-generation UV filters, non-greasy lightweight texture, and is in-vivo tested for higher efficacy assurance. Priced at ₹299.25 (sale) / ₹399 regular; 4.4 rating with 1525+ reviews on the brand site.
• 10% Vitamin C Serum with Liposomal Technology Brightening serum with 10% Vitamin C and Ferulic Acid using Deconstruct's liposomal technology for enhanced skin penetration. Clinically tested formula that brightens and evens skin tone. Priced at ₹599.25 (sale) / ₹799 regular; 4.4 rating with 897 reviews.
• Oil-Free Moisturizer for Oily Skin Lightweight oil-free moisturizer with 3% NMF Complex and 0.2% Panthenol that provides up to 72 hours of hydration without clogging pores for oily skin types.
• Dark Spot Clearing Serum with Liposomal Technology Targeted serum combining 5% Niacinamide and 2% Alpha Arbutin using liposomal technology. Clinically tested formula that clears acne marks and dark spots.
• Exfoliating AHA BHA PHA Serum with Liposomal Technology Triple-acid exfoliating serum using liposomal technology. Reduces excess oil, brightens dull skin, and improves overall skin texture.
• Deconstruct Bright + Glow 15% Vitamin C Serum with Liposomal Technology Premium brightening serum with 15% Vitamin C concentration using liposomal technology for enhanced ingredient delivery. Boosts skin radiance and brightness.
• Oil Control Serum with 3% Niacinamide & 2% Salicylic Acid Pore control serum using liposomal technology. Reduces pore appearance with 3% Niacinamide and 2% Salicylic Acid combination in a new arrival formulation.
• Salicylic Acid Gel Sunscreen Innovative gel sunscreen combining salicylic acid for oil control and acne prevention with SPF 50 PA++++ sun protection. Controls excess oil and unclogs pores while providing broad-spectrum UV protection.
• Salicylic Acid Oil Control Face Wash Foaming face wash with 2% Salicylic acid and 1.5% Niacinamide. Controls oil production, unclogs pores, and fights acne while maintaining skin balance for oily and acne-prone skin.
• Fluid Brightening Sunscreen SPF 50 PA++++ 8-hour hydrating sunscreen for dry skin with 5% Niacinamide. In-vivo tested broad-spectrum protection suitable for all skin types.
• 5% Vitamin C Gel Sunscreen for Oily Skin - SPF 50 PA++++ Dual-action gel sunscreen combining 5% Vitamin C with SPF 50 PA++++ protection. In-vivo tested non-sticky formula designed for oily skin.
• Oats & Ceramide Gel Sunscreen SPF 50 PA++++ for Sensitive Skin Gentle gel sunscreen with colloidal oats and ceramides for sensitive skin. In-vivo tested with no white cast and skin barrier repair properties.
• Invisible Cooling Sunscreen SPF 50 PA++++ Ultra-light water-based sunscreen with encapsulated UV filter technology. In-vivo tested transparent formula suitable for all skin types with a cooling effect.
• Detan Body Sunscreen Lotion - 4% Niacinamide + 1% Kojic Acid + SPF 50 PA++++ Body sunscreen with detanning benefits combining 4% Niacinamide and 1% Kojic Acid Dipalmitate. Broad-spectrum SPF 50 PA++++ protection that fades dark spots and brightens body skin.
• Hydrocolloid Acne Pimple Patch with 2% Salicylic Acid & 0.2% Tea Tree Oil Acne spot treatment patches with 2x adhesion technology. 36 patches in 3 sizes containing salicylic acid and tea tree oil to heal pimples, reduce redness, and prevent skin picking.
• Exfoliating 7% Glycolic Acid Toner Multi-benefit exfoliating toner for face and scalp with 7% Glycolic Acid and 3% Niacinamide. Incorporates Exfolactive, a clinically studied botanical complex that boosts natural KLK5 enzyme activity, in a spray application format for easy use on skin and scalp.
• Salicylic Acid Body Wash - 1% Salicylic Acid + 2% Glycolic Acid Exfoliating body wash combining BHA and AHA for body acne control. Fights back acne, unclogs pores, and smooths rough bumpy skin without overdrying.
• Skin Soothe Moisturizer with 1% Ceramide & 0.2% Bisabolol Barrier-repair moisturizer with 1% Ceramide and 0.2% Bisabolol. Soothes and hydrates sensitive or compromised skin while replenishing the skin barrier.
• Collagen & Peptide Lip Sleeping Mask Overnight lip treatment with 0.2% Collagen and 2% Peptides. Boosts collagen production, reduces lip lines and wrinkles, and provides deep moisturization.
• Brightening Lip Balm with SPF 50 Lip brightening balm with 1% Vitamin C and 0.1% Resorcinol for dark lips. SPF 50 protection prevents further discoloration while treating pigmented lips.
• Brightening Tinted Lip Balm with SPF 50 Tinted lip balm with brightening actives and SPF 50 protection. Provides a sheer tint while brightening and evening out lip tone.
• Anti Dandruff Serum for Scalp Scalp treatment serum with 0.5% Piroctone Olamine, 2% Salicylic Acid, and 1% Prebiotic. Controls dandruff, exfoliates scalp, and soothes itching.
• Keratin Hair Serum with SPF 50 Heat protection hair serum with 1% Keratin Complex, 1% Argan Oil, 2% Macadamia Oil, and SPF 50. Protects hair from heat up to 250°C while adding shine and reducing frizz.
• Retinol & Peptide Serum for Anti-Aging Anti-aging serum with 0.2% Retinol and 1% Peptide complex. Reduces fine lines and wrinkles while boosting collagen production.
• 2-in-1 Moisturizer & Sunscreen SPF 50 PA++++ Innovative hybrid product combining moisturizer and sunscreen. Hydrates and protects skin with SPF 50 PA++++ broad-spectrum UV protection in a single step for skincare beginners.
• Acne Control Moisturizer with Ectoin & Ceramides Acne control moisturizer with Ectoin and Ceramides for barrier repair. Controls acne while strengthening the skin barrier.
• Anti-Pigmentation Skincare Routine Kit Dermatologist-recommended routine kit targeting pigmentation and dark spots. Bundles multiple complementary Deconstruct products for a comprehensive pigmentation care regimen.
• Anti-Acne Skincare Routine Kit for Oily Skin Bestseller acne control routine kit dermatologically recommended for oily skin. Combines multiple Deconstruct products to fight acne and control oil.
• Anti Aging Skin Care PM Routine Kit Evening routine kit featuring Deconstruct's anti-aging products including retinol. Visibly reduces aging signs for smoother, younger-looking skin.
• Skin Brightening Routine Kit for Dull Skin Top-selling routine kit for brightening dull skin. Fades dark spots and brightens complexion using multiple Deconstruct products.
• Dermatologist Consultation Program Professional dermatology consultation service connecting customers with qualified dermatologists for personalized skincare recommendations, enhancing credibility through expert guidance.
• AI Skin Analyser AI-powered skin analysis tool that provides personalized skincare recommendations based on individual skin concerns and conditions, available on the Deconstruct website.

Quantifiable outcome

• 1000% growth in FY25
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Surfing Federation of IndiaminorStrategic or Co-development Partner · 1 May 2026Deconstruct served as a Gold Sponsor for the 7th NMPA Indian Open of Surfing 2026, a key selection event for India's surfing team at the Aichi-Nagoya Asian Games 2026. The event was organised by the Surfing Federation of India in Mangaluru, Karnataka.
• New Mangalore Port AuthorityminorOthers · 1 May 2026New Mangalore Port Authority served as the title sponsor for the 7th NMPA Indian Open of Surfing 2026 for the third consecutive year. Deconstruct participated as a Gold Sponsor alongside Cycle Pure Agarbatti.
• Cycle Pure AgarbattiminorOthers · 1 May 2026Cycle Pure Agarbatti was a Gold Sponsor for the 7th NMPA Indian Open of Surfing 2026, alongside Deconstruct as co-sponsor. Both brands benefit from shared sponsorship of this major sporting event.
• Anirudh RavichandercoreGTM or Marketing Partner · 1 April 2026Singer-composer Anirudh Ravichander was appointed as a brand partner for Deconstruct in April 2026. The collaboration originated organically when fans noticed Ravichander using the brand's gel sunscreen in a behind-the-scenes video, leading to a formalised association aimed at reaching younger consumers through authentic celebrity endorsement.
• Uorfi JavedminorGTM or Marketing Partner · 1 December 2025Deconstruct appointed actor and fashion icon Uorfi Javed as 'Chief Lip Scientist' in December 2025 for a limited edition collaboration launching lip balm wallets in India. The partnership targeted Gen Z consumers with a product blending utility and fashion, integrating lip care into everyday carry accessories.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Plum: Indian vegan, cruelty-free beauty and skincare D2C brand with comparable price points and India-only distribution through D2C and marketplaces. Competes with Deconstruct across skincare and haircare categories for the same millennial and Gen Z consumer.
• Minimalist: India-based science-backed skincare D2C brand built around actives like salicylic acid, niacinamide, and retinol. Closest direct competitor to Deconstruct in positioning, target audience (Indian consumers seeking clinical/effective skincare), and pricing architecture.
• The Derma Co: India-based dermatologist-recommended D2C skincare brand offering actives-based formulations. Closely comparable to Deconstruct on science-back positioning, dermatologist endorsement, and India-only D2C/marketplace distribution.
• mCaffeine: India-based caffeinated skincare and haircare D2C brand with similar beginner-friendly, science-leaning positioning. Competes with Deconstruct for the same Indian Gen Z/millennial online beauty shopper across face, body, and hair categories.
• Dot & Key: Indian D2C skincare brand focused on vitamin C, hyaluronic acid, and ceramide-based products. Direct competitor to Deconstruct on serum-led, science-positioned skincare for Indian consumers via D2C and major marketplaces.

Broad incumbents

• CeraVe (L'Oréal): L'Oréal-owned dermatologist-recommended skincare brand built around ceramides and barrier repair. Strategic relevance is heightened because Deconstruct's lead investor is L'Oréal's BOLD fund, making CeraVe both a potential category benchmark and a possible strategic acquirer.
• The Ordinary (DECIEM): Globally dominant science-backed actives skincare brand under Estée Lauder. Closely comparable to Deconstruct on actives-led, transparent ingredient positioning and serves as the international benchmark for the category Deconstruct operates in.
• Mamaearth (Honasa Consumer): Largest Indian D2C beauty brand (now public via Honasa Consumer), spanning baby care, skincare, haircare, and personal care. Broader incumbent competitor to Deconstruct with greater scale, more retail presence, and higher marketing intensity.
• WOW Skin Science: Established Indian beauty and personal care brand with broad skincare, haircare, body care, and wellness portfolio. Competes with Deconstruct across multiple categories with wider distribution including modern trade and TV commerce.

Emerging players

• Pilgrim: India-based D2C beauty and skincare brand with growing presence in serums, sunscreens, and haircare. Emerging direct competitor to Deconstruct on accessible price points and science-positioned formulations targeting Indian Gen Z.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCPBXXrn7tw20A6JldPuXEUg
• Facebookfacebook.com/deconstructhq
• LinkedInlinkedin.com/company/the-deconstruct
• Instagraminstagram.com/deconstruct_skincare

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deconstruct