Skincare brand D'you expands product selection, harnesses R&D for growth

By

Isabelle Crossley

Published
Mar 9, 2022

Skincare brand D'you is focusing on research and development to establish itself in the Indian beauty market and recently expanded its product offerings as the young brand continues to grow. 

D’you launched during the pandemic with a multipurpose serum named ‘Hustle’. Despite the challenges of a disrupted global supply chain, production delays, and increased materials costs, the business has expanded both its distribution network and its product offerings with the aim of becoming an innovating force in the Indian beauty market, according to the brand’s founder Shamika Haldipurkar.
 
“A big driving factor for me is innovation,” said Haldipurkar, Elle India reported. “I started D'you to infuse product innovation into the beauty industry in India, and that keeps me motivated to keep doing something unique with every launch.”

The brand’s latest launch is a barrier protection named ‘In My Defense’, it announced on Facebook. The product, which is designed to protect the skin’s barrier, is the brand’s second product thus far and both retail from its dedicated e-commerce store. 
 
D’you also recently partnered with a number of other women-run brands in the beauty space to offer multi-brand product bundles on its online store. The partnerships are designed to create a collaborative community amongst women entrepreneurs, introduce shoppers to new brands, and bolster D’you’s product selection. Brands which have partnered with D’you include Kiro, Gubb, Ilana, and Pure Bubbles. 
 
Haldipurkar attributes her brand’s performance to date to the extensive research and development carried out over the course of two years before its initial launch. “I fearlessly dreamed of offering something very different and unique to the Indian market, and the uniqueness of the product picked up traction in the market,” said Haldipurkar. “With D’you it wasn’t just the brand’s visual appeal, which I admit is very important, but also the product performance which got us the success in such a short time. I entirely credit the business growth of the brand to our product performance.”