we don’t pitch. we
01
Manifesto
02
Manifesto
02
Manifesto
we’re proudly obsessive.
hustle took us 36 iterations and 19 months. good grease was reworked a year after its launch just to make a great formula even better.
Some products lived in R&D for 2 years only to be shelved because they didn’t feel right. We’re not in a hurry. We’re in it for the long haul.
hustle took us 36 iterations and 19 months. good grease was reworked a year after its launch just to make a great formula even better.
Some products lived in R&D for 2 years only to be shelved because they didn’t feel right. We’re not in a hurry. We’re in it for the long haul.
03
Manifesto
03
Manifesto
We don’t gatekeep the science.
04
OUR JOURNEY
04
OUR JOURNEY
2018
The Spark
The question wasn’t, “Should we start a skincare brand?” It was, “Why are Indian consumers still buying innovative, premium formulas only from overseas?” We believed they deserved better.
We believed they deserved better. So we started building - not branding.
2019
The Blueprint Year
Formulation labs. Failed samples. Ingredient deep-dives.This was the year of R&D obsession - and the foundation for everything that came after.
2020
The Debut
We launched hustle.
One serum. 11 actives. 36 iterations. No fluff.
A quiet debut - but it built real believers. Within 30 days, it won Best Serum in India by a panel of beauty industry veterans.
2021
The Growth Curve
We focused on slow, meaningful brand-building.
When customers came back for their 7th bottle of hustle, we knew we were onto something.
The community grew. Went live on Nykaa. Said no to investor money, said yes to creative control.
2022
The Unexpected Year
We launched in my defence, the now cult-favourite moisturiser.
After being in the market with just one product for 14 months, many expected us to be a one-hit wonder. But this changed everything.
It built a devoted following and proved our staying power. Word-of-mouth fueled growth. Still no investor money. Just heads-down building - with 4 new products in development.
2023
The Boom Year
Celebrity mentions. Brand virality. Retail expansion to Tira and Amazon.
We launched our third product - good grease, the now award-winning cleansing balm.
We went out of stock multiple times - a lesson in growing pains.
We began global shipping as demand poured in from the Indian diaspora across the world.
2024
The Trust Year
We launched unkissed, the most unique sunscreen ever witnessed in India.
The campaign matched the innovation - and unkissed became a breakout hit, winning two awards.
We ended the year with inbalance, our milky toner mist. A quiet powerhouse, slowly becoming a cult favourite (and team d’you’s most-used & loved product).
We hit a major milestone by going offline in Nykaa and Tira stores.
This was the year d’you earned long-term trust.
2025
The Community Year
We launched the most requested product ever - a lip balm.
It went against our usual philosophy of avoiding trend-led launches, but this one was for our community - and it became an instant hit.
We followed with another major ask: mini sizes for trial. hustle, in my defence, and unkissed our 3 bestsellers now in 10ml sizes.
We ramped up pop-ups and offline events to connect with our community IRL - with much more to come.
2026
The Next Phase of d’you
More categories. Deeper innovation. Stronger brand-building.
The story’s just getting started.
Stay with us.
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2018
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2019
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2020
-
2021
-
2022
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2023
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2024
-
2025
-
2026
2018
The Spark
The question wasn’t, “Should we start a skincare brand?” It was, “Why are Indian consumers still buying innovative, premium formulas only from overseas?” We believed they deserved better.
We believed they deserved better. So we started building - not branding.
2019
The Blueprint Year

Formulation labs. Failed samples. Ingredient deep-dives.This was the year of R&D obsession - and the foundation for everything that came after.
2020
The Debut

We launched hustle.
One serum. 11 actives. 36 iterations. No fluff.
A quiet debut - but it built real believers. Within 30 days, it won Best Serum in India by a panel of beauty industry veterans.
2021
The Growth Curve

We focused on slow, meaningful brand-building.
When customers came back for their 7th bottle of hustle, we knew we were onto something.
The community grew. Went live on Nykaa. Said no to investor money, said yes to creative control.
2022
The Unexpected Year

We launched in my defence, the now cult-favourite moisturiser.
After being in the market with just one product for 14 months, many expected us to be a one-hit wonder. But this changed everything.
It built a devoted following and proved our staying power. Word-of-mouth fueled growth. Still no investor money. Just heads-down building - with 4 new products in development.
2023
The Boom Year

Celebrity mentions. Brand virality. Retail expansion to Tira and Amazon.
We launched our third product - good grease, the now award-winning cleansing balm.
We went out of stock multiple times - a lesson in growing pains.
We began global shipping as demand poured in from the Indian diaspora across the world.
2024
The Trust Year

We launched unkissed, the most unique sunscreen ever witnessed in India.
The campaign matched the innovation - and unkissed became a breakout hit, winning two awards.
We ended the year with inbalance, our milky toner mist. A quiet powerhouse, slowly becoming a cult favourite (and team d’you’s most-used & loved product).
We hit a major milestone by going offline in Nykaa and Tira stores.
This was the year d’you earned long-term trust.
2025
The Community Year

We launched the most requested product ever - a lip balm.
It went against our usual philosophy of avoiding trend-led launches, but this one was for our community - and it became an instant hit.
We followed with another major ask: mini sizes for trial. hustle, in my defence, and unkissed our 3 bestsellers now in 10ml sizes.
We ramped up pop-ups and offline events to connect with our community IRL - with much more to come.
2026
The Next Phase of d’you

More categories. Deeper innovation. Stronger brand-building.
The story’s just getting started.
Stay with us.
06
Team
06
Team
not just a team.
a mission.
We’re a team of driven women passionately building a beauty brand for the smart Indian consumer. The DNA of the brand mirrors the DNA of the team - young, vibrant, ambitious, and refreshingly authentic. We’re here to create a one-of-a-kind brand that brings world-class innovation in
formulation, design, product, and marketing to the Indian landscape. Every product you see is a result of deep intent, obsessive detail, and a team that truly believes India deserves better. “If we can’t explain it, we don’t deserve to sell it.” - Shamika
07
Want To Join Us
07
Want To Join Us
Want to build with us?
We're always on the lookout for people who care as deeply as we do.
If you’re into skincare science, strong opinions, obsessive detail, and building something that actually matters—slide into our inbox. We’re a small team doing big things, and there’s always room for one more who gets it.