Bangalore: Deconstruct, the science-backed skincare brand known for its beginner-friendly and effective yet gentle products, has successfully concluded its 60-day Skincare Internship. The initiative received over 1.8 lakh registrations and garnered 16.7 crore impressions, highlighting a nationwide interest in skincare as a form of self-care.
The internship promoted skincare as a routine, as regular and essential as brushing one’s teeth. It aimed to break down barriers that make skincare feel intimidating, encouraging people to treat it as a daily act of self-care rather than a luxury. A significant aspect of the initiative was the reservation of 50% of internship spots for male participants. This deliberate choice sent a strong message: skincare is not just for women, it’s for everyone with a skin.
The initiative welcomed individuals across all genders, age groups, and backgrounds, paving the way for a more inclusive and representative conversation. By opening up participation, it redefined how people engage with their skin, making routines feel approachable, beginner friendly, and personalized for all. This approach led to nearly equal participation from men (45.12%) and women (54.5%), signalling a real shift in who sees themselves as part of this space.
Participants engaged in personalized consultations with dermatologist Dr. Jinal Modi, gaining science-backed insights into skincare. These sessions were instrumental in educating interns about skin concerns, the role of ingredients, and the importance of consistent routines for long-term and effective skincare. Each selected intern received a customized skincare plan and products tailored to their individual skin types and concerns. The remote nature of the program allowed interns to participate from anywhere, integrating seamlessly into their daily routines.
Six standout individuals: Abhinandan Pande, Anisha, Ashima Bhat, Ayush Thakur, Lima Jamir, and Vijay Laxmi were selected for the internship, each receiving a ₹1 lakh stipend to set out on a deeply personal skincare journey. Under the mentorship of Deconstruct’s product team, the interns were given customized skincare routines and shared their AM and PM updates daily, giving followers a transparent look into their evolving habits and skin transformations. These moments were documented through Instagram content such as ‘Day in My Life,’ ‘Morning Routine,’ ‘Mini Vlogs,’ and ‘On the Go Product Usage,’ creating authentic, relatable snapshots of real skincare routines.
The program culminated in an in-person gathering at Deconstruct HQ, where the interns engaged in multiple interactive games, participated in discussions surrounding the importance of skincare and the whole intent of the internship program with Malini Adapureddy, Founder & CEO, Deconstruct. The closing ceremony ended with a cheque presentation to the six interns, marking both an end and a beginning of a more inclusive and informed approach to personal care.
To celebrate their journeys further, Deconstruct set up large-format billboards in each intern’s home city – Kolkata, Vizag, Chandigarh, Gurgaon, Delhi, and Mumbai, featuring them holding their winning cheques. These outdoor installations amplified our main ideology behind the campaign, that is, Anybody Can Skincare
Malini Adapureddy, Founder & CEO, Deconstruct, speaking on the initiative, said, “With the Skincare Internship, our goal was to spark a more inclusive and beginner-friendly conversation around skincare, because skincare is for anyone with skin. This initiative allowed us to reaffirm our belief that Anybody Can Skincare, regardless of gender, age, or background. It reflects our core philosophy of offering skincare that’s both highly effective and gentle. Through the program, we’ve been able to drive meaningful conversations around the importance of educating beginners, empowering them to better understand their skin and choose the right products for their unique needs. Skincare is increasingly being seen not as an extra step, but as a vital form of self-care and self-respect – and that shift is not just exciting, it’s essential.”
