Deconstruct
130 employees on LinkedIn · 6 known investors
Find your way into Deconstruct
The Deconstruct sells skincare products, including a hydrocolloid acne pimple patch formulated with 2% salicylic acid, 0.2% tea tree oil, and ingredients like Centella Asiatica and niacinamide to treat pimples. It is a direct-to-consumer beauty and skincare brand.
Also known as Baypure Lifestyle Private Limited · The Deconstruct
Founders & leadership
Investors · 6
Also in the syndicate · 1
Funding
SEC filings, press & company announcements- Undisclosed amountSeries AJan 2025
Beenext, DSG Consumer Partners, Kalaari Capital, L'Oréal's VC fund BOLD, V3 Ventures
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Deconstruct is an Indian skincare brand operating through the website thedeconstruct.in and run by Baypure Lifestyle Private Limited. It sells serums, sunscreens, moisturisers, face washes, lip and body products, hair care items, and multi-product routine kits and gift hampers, organised on its site by category and by skin concern. Products are positioned as beginner-friendly formulations for consumers starting a science-based skincare routine, and are marketed with named active ingredients and concentrations — for example a 10% and a 15% liposomal Vitamin C serum, a dark-spot serum with 5% niacinamide and 2% alpha arbutin, an oil-control serum with 3% niacinamide and 2% salicylic acid, an AHA/BHA/PHA exfoliating serum, and an oil-free moisturiser with a 3% NMF complex and 0.2% panthenol.
The sunscreen line includes a lightweight gel sunscreen for oily skin (SPF 50 PA++++ and an SPF 55+ PA++++ variant), a salicylic acid gel sunscreen, and a fluid brightening sunscreen for dry skin with SPF 50+ and niacinamide; the company describes these as broad-spectrum, water-resistant and formulated to avoid a white cast on Indian skin tones. Several products are described as clinically or in-vivo tested, with before/after results reported at 7, 14 and 28 days. The site also offers an AI skin analyser tool, a Dcoins cashback scheme, a referral programme and educational blog content on topics such as sunscreen use, pigmentation and skin barrier care. Inc42 classifies the company under ecommerce and records it as founded in 2020.
Founding story
Founder Malini Adapureddy started Deconstruct after becoming dissatisfied with what she described as "fairytale marketing" in the beauty category, choosing instead to build a science-based brand following months of research and development. She holds a dual-degree in civil engineering from IIT Kharagpur (2011) and an MBA from INSEAD, and spent close to a decade in FMCG/CPG roles at Flipkart, Procter & Gamble and Kraft Heinz before founding the company. She has described herself as one of relatively few female and single founders in the market. The brand built an Instagram following that engaged with it before its products launched.
Business model
Direct-to-consumer sale of branded skincare products through the company's own ecommerce site, supported by discounting (site-wide and combo offers), a Dcoins cashback/loyalty currency, free shipping above ₹499, routine kits and gift bundles that raise basket size, and marketplace operations alongside the owned channel.
Product sales of skincare SKUs and multi-product routine kits and gift hampers to end consumers.
Traction
The website states the brand is "Loved by 5M+ Customers" and rated 4.8/5, with individual products carrying hundreds to over a thousand reviews (for example 1,667 reviews for the gel sunscreen and 1,298 for the 10% Vitamin C serum). Inc42 reports FY25 revenue of ₹127.1 Cr+, up 707.26% over the previous fiscal year, 127 employees, monthly web traffic of about 1.96 million, and total funding of $9.51 million across two rounds.
Latest developments
Recent product introductions listed as new arrivals include an exfoliating AHA/BHA/PHA serum with liposomal technology, a 15% Vitamin C "Bright + Glow" serum and a salicylic acid gel sunscreen. The most recent funding round recorded by Inc42 was announced on 21 January 2025 with participation from Kalaari Capital and others.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positioned as a science-backed, ingredient-transparent Indian skincare brand emphasising efficacy with gentleness and accessible pricing, with most core serums and sunscreens listed between roughly ₹220 and ₹600.
Emphasis on disclosed active-ingredient concentrations, liposomal delivery for serum stability, clinical and in-vivo testing claims with staged before/after results, and formulations designed for beginners that pair actives with soothing and hydrating ingredients rather than relying on marketing narratives.
Technology
Formulations combine multiple biologically functional active ingredients with soothing and hydrating agents. A liposomal delivery system is used across several serums, described as improving the stability of ingredients such as Vitamin C. Sunscreens use new-generation UV filters in gel and fluid textures with broad-spectrum SPF 50/55+ and PA+++/PA++++ ratings and water resistance. The site also provides an AI skin analyser.
Go-to-market
Sales run primarily through the brand's own ecommerce site with promotional pricing, bundles and loyalty cashback, complemented by marketplace operations. Demand generation relies on social media presence (an Instagram community formed pre-launch), creator and YouTuber recommendations, dermatologist endorsement claims, customer reviews and testimonials, and SEO-oriented educational blog content.
Indian consumers, including people new to active-ingredient skincare, and specifically segments defined by skin type and concern: oily and acne-prone skin, dry skin, pigmentation, dark spots and dullness, dandruff and scalp issues, and lip and body care; routine kits are marketed for both men and women.
Geography
India-focused, with an office in Bangalore listed on The Org and products formulated for Indian skin tones and hot, humid conditions.
History
Inc42 records the company, operating as Baypure Lifestyle Private Limited, as founded in 2020. It raised a seed round in August 2022 and a further round announced in January 2025, and by FY25 reported revenue of ₹127.1 Cr, an increase of about 707% over the prior fiscal year.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsCompany site lists as new arrivals an Exfoliating AHA BHA PHA Serum with liposomal technology, a Bright + Glow 15% Vitamin C serum and a Salicylic Acid Gel Sunscreen.
Inc42 company profile lists an undisclosed-type early-stage round announced 21 January 2025 of $7.51 million, with Kalaari Capital and four other investors; investors named across rounds include BEENEXT, Kalaari Capital and Binny Bansal.
$7.5M source ↗
Inc42 company profile lists a seed round announced 23 August 2022 of $2.00 million with Kalaari Capital among the investors.
$2M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Deconstructthedeconstruct.in · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Deconstruct do?
- Indian direct-to-consumer skincare brand selling science-led serums, sunscreens and moisturisers with disclosed active ingredients.
- Who founded Deconstruct?
- Deconstruct was founded by Malini A..
- Who are Deconstruct's investors?
- Deconstruct's investors include Kalaari Capital, V3 Ventures, BEENEXT, Bold Capital Partners, DSG Consumer Partners.