CHOSEN by Dermatology

What CHOSEN by Dermatology does

CHOSEN by Dermatology is an Indian clinical-grade skincare, haircare, and wellness brand founded in 2020/2021 by cosmetic dermatologist Dr. Renita Rajan in Chennai. The company builds formulations through an Exposome Science platform — considering UV, infrared, blue light, pollution, and other environmental stressors — targeted at melanin-rich Indian skin, with notable first-mover claims including India's first monofilter chemical sunscreen using FDA-approved bemotrizinol (SAFESCREEN NEXGEN SPF 60+) and India's first clinically proven face contouring serum (CHOSEN Sculpt), which was evaluated and published in a peer-reviewed dermatology journal.

The portfolio spans 55+ SKUs organized into sub-brands such as SAFESCREEN (tinted and mineral sunscreens with Indian-skin-tone-matched shades), Re(d)covery (tranexamic acid pigmentation serums), Retinolite (encapsulated retinol anti-aging line), Peptide Therapy (barrier repair), Milk Route / Light Routine (chemical peels), SMOO (body/baby care), Morning Lark and Night Owl (hair/scalp regimens), TOR (collagen powders) and WAH-TOR (plant-based vegan collagen), plus White Pine Pycnogenol oral supplements. Manufacturing is in-house for hero SKUs at a Chennai facility (Mfg. Lic. No. CR-1161).

The business operates a hybrid D2C and clinic-to-consumer GTM: a Shopify-hosted e-commerce platform (chosenstore.in) with pay-as-you-go unit pricing in INR (free shipping over ₹395, discount codes, bundle SKUs), combined with distribution through 2,000+ dermatology clinics and angel-invested practicing dermatologists who drive recommendations. Approximately 70% of revenue comes from repeat customers, supporting a reported 10,000+ customer base with an average 4.8★ rating. Cumulative funding is ~$6.2M ($1.2M seed in June 2024 plus a $5M Series A in May 2026 led by Fireside Ventures with L'Oréal's BOLD, Alkemi Growth Capital, and selected angels).

Name

CHOSEN by Dermatology

Legal name

Silphion Research Private Limited

Website

https://chosenstore.in

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

CHOSEN by Dermatology is an Indian clinical-grade skincare, haircare, and wellness brand founded by cosmetic dermatologist Dr. Renita Rajan, selling 55+ SKUs through D2C e-commerce and 2,000+ dermatology clinics to Indian consumers with melanin-rich skin.

Ownership category

akta.pro rank

Product category

Clinical Skincare and Haircare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)

Keywords

• Clinical skincare products
• Dermatologist-formulated cosmetics
• Melanin-rich skincare
• Sunscreen formulations
• Hair growth serums

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: CHOSEN sells skincare, haircare, and nutraceutical products directly to consumers through its e-commerce platform (chosenstore.in). Products include sunscreens, face washes, serums, moisturizers, hair care, lip care, and supplements. The company operates across skincare, haircare, and wellness categories with over 55 SKUs. Revenue is generated through one-time product purchases with no subscription requirement, though the company reports 70% of revenue from repeat users indicating strong repurchase behavior.
2. Clinic-to-Consumer Channel: CHOSEN distributes products through a network of 2,000 clinics nationwide, combining dermatologist-led consultations with direct-to-consumer access. Products are recommended and sold through doctor-led channels, creating a hybrid distribution model that bridges clinical expertise with retail accessibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

CHOSEN develops, manufactures, and sells clinical-grade skincare, haircare, and wellness products under its own brand portfolio (SAFESCREEN, SMOO, Morning Lark, TOR, Retinolite, Re(d)covery, Peptide Therapy, Milk Route, OptiMIST, FACESILK, Pinedruff, Night Owl, WAH-TOR, White Pine, Light Routine, Frizzsolve). The company offers over 55 SKUs including broad-spectrum sunscreens, anti-aging serums, pigmentation treatments, hair growth solutions, chemical peels, lip care, body care, and oral nutraceutical supplements, formulated specifically for melanin-rich Indian skin using proprietary active ingredients such as bemotrizinol, Pycnogenol, OptiMSM, plant-based melanin, and Energinius.

Product overview

CHOSEN is a science-led Indian skincare and haircare brand founded in 2020 by cosmetic dermatologist Dr Renita Rajan, operating through a clinic-to-consumer model that combines dermatologist-led consultations with direct-to-consumer e-commerce access. The brand targets melanin-rich Indian skin and offers a portfolio of over 55 SKUs across skincare (sunscreens, serums, moisturizers, face washes, chemical peels, lip care), haircare (hair growth serums, scalp treatments, frizz control), and nutraceuticals (collagen powders, Pycnogenol supplements, MSM, plant-based collagen builders). Core products include the SAFESCREEN NEXGEN SPF 60+ Sunscreen (FDA-approved bemotrizinol, India's first monofilter chemical sunscreen), SAFESCREEN TINTENSE tinted sunscreen range (5 skin-tone-matched shades), CHOSEN Sculpt Serum (India's first clinically proven face contouring serum), Retinolite Pycno Under Eye Gel, Re(d)covery tranexamic acid serums, Peptide Therapy moisturizers, Milk Route and Light Routine chemical peels, the SMOO body care range, and the Morning Lark hair care line. The brand also operates the TOR nutraceutical line (marine collagen, Pycnogenol, OptiMSM) and WAH-TOR plant-based collagen. A Centre of Excellence and Exposome Science platform underpin clinical validation across the portfolio. Products are sold through 2,000+ clinics and the chosenstore.in Shopify e-commerce platform, with approximately 70% repeat-customer revenue.

Differentiator

Problem solved

Functional benefit

Brands

• TOR: Collagen and nutraceuticals brand including TOR Beaut Collagen Powder, TOR Classic Marine Collagen, TOR Mighty Marine Collagen, and TOR Coffee Collagen Powder.
• SAFESCREEN
• MORNING LARK
• SMOO
• PINEDRUFF
• Retinolite
• Re(d)covery
• Milk Route
• Peptide Therapy
• OptiMIST
• FACESILK
• Frizzsolve
• Night Owl
• White Pine
• Light Routine
• WAH-TOR

Products and services

• SAFESCREEN NEXGEN SPF 60+ Sunscreen

Quantifiable outcome

• 70% revenue from repeat customers indicating strong product-market fit and customer loyalty
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• The Ordinary (DECIEM): Global clinical actives brand owned by Estée Lauder, pioneering single-ingredient serum formats. Comparable to CHOSEN on the science-led, active-ingredient positioning, though at global scale rather than Indian-specific.
• Paula's Choice: Global science-led skincare brand known for clinically formulated exfoliants, serums, and sunscreens. Comparable to CHOSEN on evidence-based product philosophy and ingredient transparency.
• SkinCeuticals (L'Oréal): L'Oréal-owned clinical skincare brand built around dermatologist distribution and patented antioxidant/sunscreen technologies. Comparable to CHOSEN's clinic-to-consumer model and clinical-claim positioning; especially relevant given L'Oréal's BOLD investment in CHOSEN.

Direct peers

• Minimalist: India-based science-led D2C skincare brand offering serums, actives (retinol, vitamin C, niacinamide), and sunscreens. Directly comparable to CHOSEN as a clinical, dermatologist-inspired Indian skincare brand targeting the same ingredient-conscious consumer.
• mCaffeine: India's largest caffeine-themed D2C personal care brand spanning skincare, haircare, and body care. Comparable to CHOSEN as a category-broadening Indian D2C brand with strong community and repeat-purchase metrics.
• Foxtale: Indian D2C skincare brand focused on clinically formulated serums, moisturizers, and sunscreens targeted at Indian skin. Closely comparable to CHOSEN on product positioning (clinical, Indian-skin-specific) and D2C-plus-offline distribution strategy.
• La Shield (Cipla): Dermatologist-recommended sunscreen brand marketed in India by Cipla. Comparable to CHOSEN's SAFESCREEN range as a competing Indian sunscreen brand with dermatologist-channel distribution.
• Dot & Key: Indian D2C skincare and beauty brand offering serums, sunscreens, masks, and makeup. Comparable to CHOSEN as a digitally native Indian skincare brand with a similar price band and target consumer.
• Plum: India-based vegan, cruelty-free D2C beauty brand spanning skincare, haircare, and body care. Comparable to CHOSEN as a multi-category Indian D2C brand competing for the same urban consumer wallet share.
• Deconstruct: Indian science-led D2C skincare brand offering active-ingredient serums and targeted treatments. Comparable to CHOSEN on the active-ingredient, problem-solution framing and Indian consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCDkzQBxDhEnvJFiv5iIOlUw
• Facebookfacebook.com/chosenstoreindia
• Instagraminstagram.com/chosen_by_dermatology
• LinkedInlinkedin.com/company/chosenstore

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 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 CHOSEN by Dermatology