Bengaluru: Science-backed skincare brand Deconstruct has rolled out a new digital campaign to showcase its upgraded serum portfolio powered by Liposomal Technology, marking its next step in advancing ingredient delivery science. The campaign aims to simplify the science behind high-performance skincare by highlighting how active ingredients are protected, stabilised and delivered into the skin, rather than focusing solely on the ingredients themselves.
The campaign, which is being amplified across social media, YouTube and Meta platforms, features Deconstruct Founder and CEO Malini Adapureddy alongside leading dermatologists, reinforcing the brand’s commitment to dermatologist-backed, science-first skincare innovation.
The film opens by asking what it takes to create more than just another serum in an increasingly crowded skincare market. It then introduces Liposomal Technology, which uses microscopic lipid-based carriers to encapsulate active ingredients and support their effective delivery into the skin’s surface layers. Through simplified visuals and expert explanations, the campaign seeks to make complex formulation science more accessible to consumers.
Featuring dermatologists Dr. Rashi Soni, Dr. Anupriya Goel, Dr. Shivangi Rana, Dr. Sanyogita Singh and Dr. Nirupama, the film also highlights Deconstruct’s collaborative formulation process. It concludes with the message, “Co-created with Dermatologists,” underlining the brand’s emphasis on science-backed product development.
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said, “With this campaign, we wanted to make the science behind our upgraded serum range easier to understand. Consumers today are familiar with active ingredients, but the next stage of skincare performance lies in how effectively those actives are protected and delivered to the skin. Liposomal Technology allowed us to reimagine our serum formulations with a stronger delivery system, while staying true to our promise of being highly effective, yet gentle. For us, this campaign is about decoding that shift in a simple, accessible way and helping consumers understand why delivery science matters in modern skincare.”
At the heart of the upgraded portfolio is an advanced delivery system designed to improve the stability and absorption of active ingredients without altering the intended benefits of the serums. The enhancement focuses on improving formulation performance while maintaining Deconstruct’s philosophy of creating products that are both highly effective and gentle on the skin.
The upgraded portfolio includes the 10% Brightening Vitamin C Serum, 15% Bright + Glow Vitamin C Serum, Oil Control Niacinamide Serum, Dark Spot Clearing Serum, and Exfoliating AHA BHA PHA Serum. The range combines enhanced versions of existing consumer favourites with new formulations designed to address multiple everyday skincare concerns.
With the latest launch, Deconstruct continues to expand its science-led skincare portfolio by making advanced formulation technologies more understandable and accessible, while reinforcing its dermatologist co-created approach to product innovation
