Exclusive Q&A with Deinde and Debut CEO Joshua Britton
Britton tells GCI, "Deinde champions innovation and scientific creativity in beauty, hence the tag line of our new campaign, “Science, not fiction.”
He continues, "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. 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."
Britton says., "Science is the North Star of Deinde's 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.
Britton concludes, "Thanks to our AI ingredient discovery capabilities, via our parent company Debut, Deinde discovers the ingredients that can affect these pathways, bringing true innovation and differentiation to the brand. Later this year, we will debut yet another proprietary ingredient in an exciting, versatile format. 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 chronic dependence on petroleum and cultivated ingredients. We believe biotech will become table stakes in beauty, and it is Deinde's mission to lead the way."
