Deconstruct teams up with Aakash Gupta and Dr. Jushya Sarin to turn India’s Biggest Skincare Skeptics into believers through a first-of-its-kind live roast
Bangalore: Deconstruct Skincare, the science-backed skincare brand known for its highly effective yet gentle formulations, has launched a unique campaign titled ‘India’s Biggest Skincare Skeptics’. Designed to challenge common skincare myths and misguided and unresearched practices, the campaign blends humor, relatability, and dermatological science to help people reimagine skincare as, effective yet gentle, and approachable.
At the heart of the campaign is a hero reel featuring comedian Aakash Gupta as India’s Biggest Skincare Skeptic, alongside certified dermatologist Dr. Jushya Sarin as the expert myth-buster. Through a mix of humor, witty banter, and skincare science, the reel highlights misguided and unresearched practices – from overusing strong actives to chasing instant results – that often lead to bad experiences and make people skeptical of skincare.
Deconstruct opens up the dialogue with viewers, inviting them to share their own stories of skincare skepticism. Audiences can participate by confessing their funniest skincare excuses in the comments section of the launch reel and the most relatable and humorous entries will be shortlisted for a live Zoom session with Aakash and Dr. Jushya, where comedy and science converge to turn skeptics into believers. During the interactive event, Aakash will roast participants’ skincare doubts while Dr. Jushya busts each one with facts and answers live skincare queries. Winners will receive complimentary Deconstruct skincare products and the session will be streamed across social media platforms, enabling more consumers to learn from the light-hearted yet educational exchange. The campaign reinforces the brand’s highly effective yet gentle philosophy by showing that reliable skincare doesn’t have to be harsh or intimidating, but can be simple, approachable, and backed by science.
Commenting on the campaign, Malini Adapureddy, Founder & CEO, Deconstruct, said, “With ‘India’s Biggest Skincare Skeptics’, our aim is to spark a conversation that is both fun and factual. Many consumers have had poor experiences with harsh products or misleading advice, leading to skepticism. By combining Aakash’s humor with Dr. Jushya’s expertise, we are creating a safe, engaging space for people to confront these doubts, learn the truth, and discover that skincare can indeed be highly effective yet gentle. This initiative reflects our long-term commitment to building awareness, simplifying science for beginners, and driving a cultural shift toward science-backed accessible skincare in India.”
