Deepti Kulkarni has been serving as the Founder and CEO of Kass. It is a modern luxury skincare brand pioneering India’s first science-backed Bio-Intelligence Skincare philosophy. Her approach focuses on restoring, respecting, and strengthening the skin’s natural biological balance. Driven by a vision to position Indian skincare on the global stage through scientific integrity, innovation, and proven efficacy, Deepti is reshaping how skincare is formulated, understood, and experienced in India.
With a professional foundation built at L’Oréal, Deepti gained hands-on exposure to market research, consumer insights and product launches across premium beauty categories.
This grounding in global beauty standards, combined with her sharp understanding of branding and retail, shaped her ability to build purpose-driven, performance-led brands. She later played a key role in developing OPAL, which has grown into one of India’s leading clock brands, further strengthening her entrepreneurial and operational expertise.
Driven by a deep belief that credible knowledge must guide skincare innovation, she has invested extensively in formal education and technical training.
She holds a Diploma in Organic Skincare Formulations from Formula Botanica and has completed an Advanced Course in Cosmetic Skincare Ingredients from Concepts Institute of Advanced Esthetics. She continues to upskill globally, ensuring that KASS remains rooted in the latest advances in skin biology, cosmetic chemistry and formulation science.
Through KASS, she is leading a movement to elevate Indian skincare from a category of tradition to one of global scientific relevance, proving that world-class skincare can be researched, formulated and perfected in India.
Medianews4u.com caught up with Kass founder Deepti Kulkarni.
Q. India’s skincare market is growing at 13–15% CAGR, as consumers shift from trend-led beauty to science-backed, results-driven routines. What role is KASS playing in driving this change?
KASS is contributing to this shift by deliberately moving the conversation from quick fixes to skin biology. Our focus is on formulations that respect the skin barrier, cellular communication, and long term skin health rather than trend driven actives.
Through transparent ingredient education, evidence based formulations, and consistent messaging around barrier function, inflammation control, and oxidative stress, we aim to raise consumer literacy and encourage routine led, results driven skincare choices.
Q. How much R&D has gone into KASS formulations that are designed to support skin biology and communication pathways, not disrupt them?
R&D is central to how KASS formulates. Each product goes through extensive ingredient research, compatibility testing, stability testing, and formulation iterations to ensure it works with skin physiology rather than against it. Our approach prioritises biomimetic ingredients, optimised concentrations, and systems that support repair, signaling, and tolerance.
We invest significant time in understanding ingredient interactions and skin responses, not just individual actives, before bringing any product to market.
Q. Which are the key markets, TGs being targeted in 2026?
In 2026, KASS will continue to focus on urban and semi urban Indian markets with increasing skincare awareness. Our core target groups include consumers aged 25 to 45 who are transitioning from basic skincare to corrective and preventive routines.
We are also seeing strong traction among dermatology aware consumers, professionals, and those dealing with barrier damage, acne, pigmentation, and sensitivity, making them a key focus going forward.
Q. From a marketing perspective the luxury beauty category is seeing a stronger focus on smarter marketing as opposed to simply growing ad spends. Is KASS following a similar direction?
Yes, KASS is aligned with the shift toward smarter marketing. Instead of relying purely on increased ad spends, our focus is on sharper storytelling, education led content, and deeper consumer engagement.
We believe effectiveness comes from clarity and relevance rather than volume. By investing in content that explains the science, addresses real skin concerns, and builds trust, we aim to achieve stronger long term brand equity and more meaningful consumer relationships.
Q. Consumers pay more but only when value is clearly demonstrated. Is the goal of KASS’ marketing activities in 2026 going to be to clearly articulate its value proposition?
Clearly communicating value will be a key marketing priority in 2026. Consumers today are willing to pay more when they understand why a product works. KASS’ marketing will focus on explaining formulation logic, ingredient choices, and expected outcomes in a simple yet science backed manner.
The goal is to help consumers connect price to performance, efficacy, and skin compatibility rather than positioning products as aspirational luxuries alone.
Q . Is another goal of marketing going to be to build a stronger emotional connection in order to positively shape brand perception?
Alongside science, emotional connection will play an important role in shaping brand perception. KASS aims to build trust by acknowledging real skin struggles, slow progress, and the need for patience in skincare. By being honest, educational, and consistent, we want consumers to feel supported rather than sold to.
This approach helps create loyalty rooted in credibility, relatability, and shared values around skin health.
Q. What campaigns and marketing innovations can we expect to see in the coming months?
In the coming months, KASS will focus on education driven campaigns that break down complex skin science into accessible formats. Expect deeper ingredient storytelling, barrier focussed narratives, and problem solution led series across digital platforms.
We are also exploring interactive content formats that allow consumers to better understand their skin concerns and product choices, moving away from one size fits all messaging toward more personalized education.
Q. Will KASS be working with skincare experts, beauty influencers to get the message across? Kindly elaborate.
Yes, collaborations with skincare experts and select beauty influencers will continue to be an important part of our strategy. However, the emphasis will be on credibility and alignment rather than reach alone.
We prefer working with dermatologists, formulators, educators, and creators who understand skin science and can communicate responsibly. These partnerships help reinforce trust and ensure our messaging remains accurate, balanced, and consumer centric.
Q. What is the media mix going to be between traditional and digital marketing avenues? Will this mix vary according to the market being targeted?
Digital will remain the primary channel for KASS due to its ability to educate, engage, and target specific audiences effectively. However, traditional media will play a selective role, especially in building credibility and reach in newer markets.
The media mix will vary based on geography, consumer maturity, and channel effectiveness, allowing us to tailor communication strategies rather than adopting a uniform approach across markets.
Q. In building brand credibility will it be key to stay far away from exaggerated claims which is sometimes an issue in the beauty category?
Staying away from exaggerated or misleading claims is essential for KASS. We believe long term credibility is built through honesty and realistic expectations. Our communication avoids miracle language and instead focusses on mechanisms, timelines, and consistency.
This approach helps consumers make informed decisions and reduces dissatisfaction. In a category where trust is often compromised, responsible communication becomes a strong differentiator.
Q. What role will experiential marketing play through a presence in malls, salons etc? Is physical retail a strong branding channel?
Experiential marketing will play a supportive role in strengthening brand trust and discovery. Presence in malls, salons, and curated retail spaces allows consumers to interact with the brand, understand textures, and receive guided education.
Physical retail is a strong branding channel when used thoughtfully, especially for premium skincare, as it reinforces credibility and allows deeper engagement beyond digital touchpoints.
Q. How will KASS use advances in AR,VR, MR to sharpen storytelling online?
KASS is exploring immersive technologies like AR to enhance online storytelling and education. These tools can help visualize skin layers, ingredient mechanisms, and routine building in an engaging way.
While adoption will be gradual, the focus will remain on utility rather than novelty. Technology will be used only when it adds clarity and improves understanding of skin science and product benefits.
Q. How important will packaging be in growing the repeat consumer base in 2026?
Packaging plays a critical role in driving repeat usage and loyalty. For KASS, packaging is designed to protect formulation integrity, ensure hygienic usage, and offer a premium yet functional experience. Clear labelling, ease of use, and durability directly impact consumer satisfaction.
In 2026, thoughtful packaging will continue to support brand perception, trust, and everyday usability.
Q. How will KASS approach B2B marketing to strengthen its relationships with retail outlets, distributors?
KASS approaches B2B marketing with a strong focus on education and partnership. We work closely with retailers and distributors to ensure they understand our formulations, positioning, and consumer value.
Training, product knowledge sessions, and transparent communication help build long term relationships. The goal is to enable partners to confidently represent the brand rather than treating B2B purely as a sales channel.
Q. How is KASS leveraging AI in areas like product innovation, marketing efficiency?
AI is being leveraged across multiple areas at KASS, from analyzing consumer feedback and skin concern trends to improving marketing efficiency and personalisation. It supports faster insights, better demand forecasting, and more targeted content strategies.
While AI enhances speed and precision, human expertise continues to guide formulation decisions, brand voice, and consumer engagement to maintain authenticity and responsibility.
