Deinde’s New Campaign Touts ‘Science, Not Fiction’

Deinde champions innovation and scientific creativity in beauty, and it’s using its new tagline, “Science, Not Fiction” as the catchphrase of its new campaign.

“We believe in product innovation over marketing innovation. Cutting-edge science is what gets us revved up: developing breakthrough novel ingredients and formulations with dramatically improved clinical performance,” said Joshua Britton, CEO of Deinde and parent company Debut. “More than ever, consumers are seeking science-backed, clinically proven skincare that delivers true performance. Moreover, we are seeing the growing convergence of pharma and beauty. Deinde’s hero ingredient, Naringenin, developed in controlled, pharma-like lab conditions and with more than 99% purity than its naturally derived version, is a prime example of this increasing medicalization of beauty.”

Science the ‘North Star’ of Deinde’s Formulations

Deinde says science is the “North Star” of its formulations, and biotech unlocks a new era of clean, science-backed products with potency, purity and performance. Deinde’s products are backed by clinical testing and have received numerous prestigious awards. The brand is constantly exploring and activating specific areas of skin biology while discovering new and improved cellular pathways for enhanced benefits and clinical claims. Thanks to its AI ingredient discovery capabilities, via its parent company Debut, Deinde discovers the ingredients that can affect these pathways, bringing true innovation and differentiation to the brand.

Deinde’s precision technology enables the creation of novel ingredients, like Naringenin, that are optimally effective at lower concentrations in formulations, delivering targeted performance to specific pathways in skin, reduced skin sensitization (due to these lower concentrations and improved safety) and enhanced potency – all while eliminating the beauty industry’s dependence on petroleum and cultivated ingredients.