With a constant stream of new product releases and buzzy new ingredients, it is fair to say that consumers are bombarded with information about skin care.
However, this information overload has led to a lot of confusion about skin care among consumers.
“Everyone has a very different level of skin care education… When there are so many products being launched in the market, each with one ingredient or two ingredients at most it gets confusing and overwhelming,” said Haldipurkar.
D’you developed the Hustle serum to address this concern. The serum houses the daily essentials needed to nourish the skin, with a total of 11 active ingredients.
“It took us 18 months to just develop this one formulation. Multiple and uncountable number of iterations later, we got to a point where we had a stable formulation… It turned out really amazing in terms of its efficacy, far more high performing than we had aimed,” said Haldipurkar.
The company was aiming to clear up the misconception surrounding the use of chemicals in cosmetics.
It launched the brand with a strong campaign condoning the use of misunderstood ingredients such as preservatives and silicones.
“There's a lot of nuance in this conversation and this debate to be had. So that's as a brand, we want to indulge in that. We want to take our customers through this education journey and tell them that we love chemicals, because we also love you.”
Haldipurkar told CosmeticsDesign-Asia that she was heartened to see that the campaign resonated with consumers, who have said it was a “breath of fresh air”.
“We now need to hold the clean beauty advocates accountable for what they are saying… just to market a brand by making blanket statements or free from lists. People are becoming more aware of this and they also want to hold brands accountable, which is great to see.”
Moving forward, the Haldipurkar said the company was aiming to expand the brand by adding more products to its line-up and launch overseas.
“In 2022, we should hopefully have about three launches coming up. And we're looking to also penetrate the oversea market in South East Asia or Europe. This, I would say is the wish list and we are building a strategy to implement that,” said Haldipurkar.
To learn more about D’you and Shamika, check out our podcast episode above or on Spotify, Google Podcast, Apple Podcast and more.