d'you

Added on September 8, 2026

Shamika Haldipurkar was practising law when she got tired of skincare that promised more than it delivered. She had no lab background and no contacts in the industry. So she booked a one-way ticket to Korea and cold-called formulation labs until one agreed to meet her.

Sixteen months of R&D later, d'you launched with Hustle, a single serum built around eleven active ingredients instead of the usual ten-step routine. The brand has stayed bootstrapped since: one ₹35 lakh investment in 2020, no outside equity, and a claimed 220x return on that original capital.

The formulations come out of labs in South Korea, Europe, and Japan, then get priced for the Indian premium shopper rather than the import markup that usually comes with that kind of formulation pedigree. In My Defence, the barrier-repair moisturiser, has become something of a cult product among people who've stopped counting their skincare steps.

Caveat: d'you sits at the premium end of Indian skincare, so this isn't the brand for someone shopping on a drugstore budget.

Best for: people who want a shorter routine that still does real work, not one built around trend ingredients.

— D2C Bazaar

About this brand— in their own words

Discover the best skincare products backed by years of research. Suitable for all skin types – oily skin, dry skin, sensitive skin, combination skin. Products are vegan, cruelty-free, fragrance-free and pregnancy-safe.

d'you

peptight

embrace

treat & repair duo

unkissed

cleanse & nourish duo

hustle

d'you

peptight

embrace

treat & repair duo

unkissed

cleanse & nourish duo

hustle

peptight

embrace

treat & repair duo

unkissed

cleanse & nourish duo

hustle

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