Deconstruct

Deconstruct started as an Instagram page before founder Malini Adapureddy turned it into a full skincare line in March 2021, launching with a debut range of six serums aimed at India's fast-growing active-ingredient market. Based in Bengaluru, the brand built its identity on transparency and accessibility: clearly labeled concentrations, single-focus formulas, and gentle yet effective actives designed for people new to functional skincare. Its catalog spans recognizable workhorses such as a 10% vitamin C serum, a niacinamide and alpha arbutin serum, a hyaluronic acid and squalane moisturizer, and a high-PA gel sunscreen. Deconstruct sits within the wave of Indian direct-to-consumer skincare brands competing alongside names like Minimalist and The Derma Co. that prioritize ingredient literacy over traditional marketing. It later attracted investment from consumer-focused backers as it scaled. Because the brand is only a few years old, its claims rest primarily on the established evidence base for the ingredients it uses rather than on long-term independent validation of its specific products; its strengths are formulation clarity and value rather than proprietary technology or clinical heritage.