we don’t pitch. we  build. refine. obsess. listen. deliver.


01

Manifesto


02

Manifesto

02

Manifesto

we’re proudly obsessive.

THE PACKAGING
THE RESEARCH
THE REVAMP
THE OG FORMULA

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.

  • 2018
  • 2019
  • 2020
  • 2021
  • 2022
  • 2023
  • 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.


05

Pillars

01

Trust Over Trends

We’re not here to chase what’s trending. We’re here to earn trust - and that takes time, rigour, and a commitment to not getting distracted. Every product we build is rooted in a long-term mindset. We don’t drop new launches to stay “relevant.”

Our decisions are rooted in what will still make sense years from now - not what sells in a season.We launch only when there’s real value to add to your shelf - and your skin.

01

Trust Over Trends

02

The Formula is the brand

Product development isn’t just a part of what we do - it is the heart of everything we do. To us, innovation isn’t a buzzword. It’s a daily decision. One that shows up in the way we obsessively research, formulate, test, and refine. We hunt for ingredients the mainstream overlooks.

We combine actives in ways others say can’t be done. We run our R&D timelines long and deep - not because we like delays, but because stability, efficacy, sensorial feel and user experience matter.We don’t need to dress it up in marketing speak. The formulas speak for themselves - if you’ve tried them, you know.

02

The Formula is the brand

03

Conscious brand building takes time

We’re not trying to be everywhere, all at once. We’re building something meant to last - and that means making deliberate choices at every step. From packaging to positioning, formulations to communication, we’re slow by design. Thoughtful by principle.

Every touchpoint of the brand is intentionally built to reflect the care we put into the products themselves.We’d rather build slow and strong than fast and forgettable.

03

Conscious brand building takes time

04

Education over fear

The beauty industry has long relied on fear as a sales tactic - fear of ageing, acne, ingredients you can’t pronounce. We chose a different path. One that empowers you with knowledge, not anxiety. One that explains instead of exaggerates.

We’ll never guilt you into buying skincare. Our goal is to equip you to make decisions that work for you, not manipulate you into choices that work for us.

04

Education over fear


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.