The skincare industry is booming, offering new approaches to common problems and attracting a new generation focused on skin health and improvement. Anti-aging is, of course, one of the most popular skincare categories, with countless product lines claiming to help—but not all brands are created equal. At first glance, you might not notice anything special about the new Deinde brand and its first three products (all under $100)—but it turns out the brand is using innovative research and formulations to advance our approach to skincare and revolutionize the aging process. With a name that means “next” in Latin, Deinde comes at a pivotal time in the evolution of skincare. Below, you’ll get a comprehensive look at how Deinde’s research and technology set the company apart, and get more information about each product.
About the Brand
While there are countless anti-aging-focused skincare brands on the market today, Deinde offers a new approach, focusing on preventative biotech products. “For decades, the industry has educated consumers to define symptoms of skin aging as problems to be solved and marketed them with empty promises to eliminate them,” said Dominique Gagnon, vice president of consumer brands at Debut. “This has led to a widespread belief that aging is the enemy, and a significant social damage to the self-esteem of girls and women as they age. Along with the recent rise in wellness and preventative healthcare, these positive trends are influencing consumers’ views on skin care and causing them to rethink their approach. We were surprised to find that 77% of skincare enthusiasts now take a preventative approach in their skincare routine, and 70% are more focused on basic skin health than they were a year ago.”
Deinde continues to focus on science, which has helped the company stand out. “Deinde represents a new generation of clean clinical brands: led by a scientific team,” Gagnon told us. “Through our biotech parent company, Debut, we have our own AI-based new ingredient R&D program with multiple PhD students and a team of cosmetic chemists led by three women with extensive experience in researching new ingredients and clinically validated formulas. With this scientific foundation, we see Deinde as an innovation leader to provide consumers with new clinically validated ingredients that fight inflammation and improve skin health.”
“Inflammation” and Naringenin, Explained
Deinde often refers to “inflammation” when describing the skin its products target, a term that refers to chronic, low-grade inflammation caused by environmental stressors. Deinde is ingredient-focused, using a proprietary bioengineered polyphenol called naringenin. “Naringenin is 15 times more effective than niacinamide in fighting inflammation and can reduce inflammation in skin cells by 96%, effectively restoring skin to its pre-exposure state,” Gagnon said. “It has broad antioxidant, anti-inflammatory and anti-aging properties and improved elasticity and hydration in 100% of clinical participants. Naringenin is commonly found in citrus peels and is difficult to extract and stabilize in its natural form. Our bioengineered naringenin creates a highly effective version and delivers a precise dose with each application.”
A New Approach to Skin Care
Deinde is built for “Zillennials” (25-35 years old) and is targeted at consumers who care about protecting and promoting skin health. “These are knowledgeable skin care buyers who visit their dermatologists, do careful research, and rely on science-backed solutions to achieve results,” Gagnon said. “We find that they understand how an anti-inflammatory diet and lifestyle can lead to better health and try to incorporate that into their advanced clinical skin care routines.”
Deinde places a heavy emphasis on clinical performance, but also emphasizes how consumers view their skin every day. “When reimagining active skincare routines, it was important for the team to “focus not only on the clinical performance of our products, but also consider how consumers feel about their skin,” Gagnon tells us. “We believe everyone deserves to feel healthy and beautiful, and it’s our job to support and cheer them on.”
As part of its emphasis on positive self-image, Deinde vowed to never change its image in campaign shoots and ads, which the brand describes as its “For All” philosophy. “We clinically test all Fitzpatrick skin types, [and] we actively seek out models and influencers with diverse skin types, ages, and gender identities,” Gagnon says. “We decided not to cover her skin with makeup. We fundamentally chose to never retouch skin, face, body, nails, or hair in our brand photography. One day, if my dream comes true, our consumers, regardless of style, will drive all of our marketing campaigns.” ” As the skincare industry continues to grow and evolve, Deinde’s consumer-centric, science-based approach seems poised to leave a lasting mark.
Best Deinde Products
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Skin Strengthening Serum
Considered Deinde’s hero product, our Skin Strengthening Serum “not only helps protect skin from all five signs of ‘inflammatory aging’ (fine lines, dullness, uneven skin tone, dryness and uneven texture), but it also contains naringenin, tripeptide, hyaluronic acid and vitamin C to boost general skin health, too,” Gagnon tells us. “A creamy serum with a lovely cushion that leaves skin soft, smooth and supple. “It’s truly a multi-functional wonder and an easy upgrade from single-action treatment serums.”
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Purifying Whipped Cleanser
This pH-optimized cleanser helps remove stubborn dirt, oil and makeup residue without disrupting the skin barrier, so it’s safe to use morning and night. Squeeze a pea-sized amount into the palm of your hand, add water to create a lather, massage into skin, and rinse with warm water.
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Moisturizing Facial Patches
Designed to be as easy to use as possible, this moisturizing facial cream is a lightweight paste that nourishes the skin while protecting it from daily environmental stressors. To use, simply twist the stick upwards and gently glide across the face, massaging the product until absorbed.
