d’you is committed to using clinically proven biocompatible ingredients, whether synthetic or natural, but backed by science. We focus on the overall integrity of a formulation, different delivery mechanisms to increase efficacy, pH compatibility as per skin physiology and ingredient stability. d’you product formulations are thoughtfully developed over long periods of R&D in some of the best cosmetic labs in the world equipped with innovative technologies, and led by experienced cosmetic chemists. Each product has a purpose and a story for why it was born. We want to encourage conscious consumption, and hence the products we make are well thought of and are born to address a market need. We launch one product at a time with a mindful approach to not encourage hyper consumerism. We also strongly believe that a 100% transparency on the ingredients list should be a given, and not a selling point.