Bengaluru : Deconstruct, the science-backed skincare brand known for its philosophy of “Highly Effective, Yet Gentle,” has launched a new digital campaign spotlighting its upgraded serum portfolio powered by Liposomal Technology. The campaign aims to simplify advanced skincare science by demonstrating how innovative delivery systems enhance the performance of active ingredients for healthier skin.
The campaign marks Deconstruct’s next milestone in skincare innovation, shifting the conversation beyond active ingredients to the science of how they are protected, stabilised, and effectively delivered into the skin. Featuring Founder and CEO Malini Adapureddy, the film explains the role of Liposomal Technology in improving ingredient stability and absorption while remaining gentle on the skin.
Designed to educate today’s increasingly informed skincare consumers, the campaign introduces liposomal delivery through easy-to-understand visuals and expert insights, making advanced formulation science accessible to a wider audience.
Adding scientific credibility to the campaign are renowned dermatologists Dr. Rashi Soni, Dr. Anupriya Goel, Dr. Shivangi Rana, Dr. Sanyogita Singh, and Dr. Nirupama, who highlight Deconstruct’s collaborative approach to product development. The film concludes by reinforcing the brand’s promise that its upgraded serum range has been co-created with dermatologists, strengthening its science-first positioning.
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said: “With this campaign, we wanted to make the science behind our upgraded serum range easier to understand. Consumers today are familiar with active ingredients, but the next stage of skincare performance lies in how effectively those actives are protected and delivered to the skin. Liposomal Technology allowed us to reimagine our serum formulations with a stronger delivery system while staying true to our promise of being highly effective, yet gentle. This campaign is about decoding that shift in a simple, accessible way and helping consumers understand why delivery science matters in modern skincare.”
At the heart of the upgraded serum portfolio is an advanced liposomal delivery system that helps safeguard active ingredients while enhancing their stability and absorption. Rather than changing the intended benefits of the serums, the innovation improves how effectively the formulations perform on the skin.
The upgraded portfolio includes:
- 10% Brightening Vitamin C Serum
- 15% Bright + Glow Vitamin C Serum
- Oil Control Niacinamide Serum
- Dark Spot Clearing Serum
- Exfoliating AHA BHA PHA Serum
The collection combines upgraded consumer favourites with new formulations developed to address everyday skincare concerns while maintaining Deconstruct’s commitment to effective yet gentle skincare.
The campaign also reflects the brand’s broader vision of making advanced skincare science easier to understand without compromising efficacy. It is being amplified across YouTube, Instagram, Meta platforms, and other digital channels, enabling Deconstruct to engage skincare enthusiasts and consumers across India at scale.
With this initiative, Deconstruct continues to strengthen its position as a science-led skincare brand that combines dermatologist expertise, innovative formulation technology, and consumer education to deliver high-performance skincare solutions.