The skincare industry is booming, offering fresh approaches to common concerns as well as drawing in new generations focused on the health and improvement of their skin. Of course, anti-aging is 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 what makes new brand Deinde and its three initial products (all under $100) so special—but it turns out the brand is employing innovative research and formulations to revolutionize our approach to skincare and aging. With a name translating to the Latin word for «Next,» Deinde comes at a pivotal moment in the evolution of skincare. Ahead, learn all about how the research and technology of Deinde set it apart, plus get more info on each product.
About the Brand
While countless skincare brands focused on anti-aging are on the market today, Deinde offers a fresh approach by focusing on preventative, biotech-driven products. "The industry is built on decades of training consumers to define the symptoms of skin aging as problems to combat and selling them on the empty promise of erasing those problems," says Debut VP of consumer brands Dominique Gagnon. "This has created both a rampant belief that aging is the enemy, as well as profound societal damage to self-esteem as girls and women age. With the recent rise of wellness and preventative health care, these positive trends are extending into how consumers view their skincare, causing them to reevaluate their approach. We were surprised that 77% of skincare enthusiasts are now taking a preventative approach to their skincare routine, with 70% paying more attention to their core skin health than just a year ago."
Deinde keeps the focus on science, which helps it to stand out from the pack. "Deinde is representative of a new generation of clean clinical brands: scientific team-led," Gagnon tells us. "With our biotech parent company, Debut, we have in-house an AI-based new ingredient R&D program, with a host of PhDs and a women-led team of three cosmetic chemists with expertise working with novel ingredients and clinical-instrumentation-proven formulation. With that scientific foundation, we envision Deinde as an innovation leader in offering consumers new clinically proven ingredients that tackle 'inflammaging' and transform skin health."
"Inflammaging" and Naringenin, Explained
Deinde often mentions «inflammaging» when describing the skin concerns that its products target, and the term refers to chronic, low-level inflammation occurring from environmental stressors. With a focus on ingredients, Deinde uses a proprietary, biotech-derived polyphenol called naringenin. «Naringenin outperforms niacinamide by 15 times in quenching inflammaging, effectively resetting the skin back to its pre-stressed state by reducing inflammaging in skin cells by 96%,» Gagnon says. «It has a wide range of antioxidant, anti-inflammatory, and anti-aging properties and improved elasticity and moisture in 100% of clinical participants. Typically found in a citrus peel, naringenin is challenging to extract and stabilize in its natural form. Our biotech-derived and manufactured naringenin produces a version that’s high-potency and delivers precision dosage with every application.»
A New Approach to Skincare
Designed with "zillennials" (ages 25-35) in mind, Deinde is for consumers who care about protecting their skin and promoting its health. "These are knowledgeable skincare buyers who go to dermatologists, do their research diligently, and rely on science-backed solutions to deliver results", Gagnon says. "We are finding that they understand how an anti-inflammatory diet and lifestyle lead to better health and are looking to integrate that into an advanced clinical skincare routine."
Deinde is adamant about clinical performance yet also emphasizes how consumers feel about their skin on a daily basis. "Finally, in reimagining a proactive skincare regimen, the team felt it important not only to focus on the clinical performance of our products, but also to champion how our consumers feel about their skin," Gagnon tells us. "We believe everyone deserves to feel healthy and beautiful, and our job is to support and cheer them on."
As part of this emphasis on positive self-image, Deinde vows to never alter images in campaign shoots and advertising, in what the brand calls its «For All» philosophy. «We conduct our clinical testing with all Fitzpatrick skin types, [and] we actively look for models and influencers who have different skin types, ages, and gender identities,» Gagnon says. «We have chosen not to hide their skin with makeup. And we have, as a rule, chosen never to retouch skin, faces, bodies, nails, or hair in our brand photography. One day, if my dreams came true, our consumers, in all their diverse styles, would make up all of our marketing.» As the skincare industry continues to grow and evolve, Deinde’s consumer-focused, science-backed approach seems primed to make a lasting mark.
The Best Deinde Products
Skin-Strengthening Serum
Deinde Skin Strengthening Serum $88.00
Considered the Deinde hero product, «our Skin-Strengthening Serum not only helps protect skin against all five signs of ‘inflammaging’ (fine lines, dullness, uneven tone, dryness, and uneven texture), but promotes overall skin health with naringenin, tri-peptides, hyaluronic acid, and vitamin C,» Gagnon tells us. «A milky serum with a beautiful cushion, it leaves skin soft, smooth, and supple. It truly is a multi-functional marvel and is an easy upgrade from more singular-benefit-focused treatment serums.» We’re sold.
Purifying Whipped Cleanser
Deinde Purifying Whipped Cleanser $32.00
This pH-optimized cleanser helps remove stubborn dirt, oil, and makeup residue without stripping your skin’s barrier, making it safe to use both morning and evening. Squeeze a pea-sized amount in the palm of your hand and add water to create a lather as you massage it into the skin before rinsing with warm water.
Moisture-Locking Face Stick
Deinde Moisture-Locking Face Stick $36.00
Designed with the easiest application in mind, the Moisture-Locking Face Stick is a lightweight balm that aids in nourishing the skin while protecting from daily environmental stressors. To use, simply twist the stick up, gently glide it all over the face, and massage the product in afterwards until absorbed.
