Dr Divneet Kaur, the Co-Founder of Indian skincare brand Dermabay, talks to the WER team about the brand’s genesis, underlying idea, and vision ahead. Read on to know how Dermabay is addressing the specific needs of the Indian skin through its science-first approach.
Skincare is big business in India, and everyone wants a piece of the pie.
The Indian skincare market is projected to generate a revenue of $10.48 billion in 2025. With no signs of this growth slowing down, the market is expected to expand at a 3.64% CAGR over the next five years.
This should come as no surprise, since India is home to over 3500 beauty and skincare brands. Be it established conglomerates, new-age founders, or celebrities, everyone is joining the skincare market race.
Consumers today are spoilt for choice, while also being cognizant about what goes into their skincare products. The real winners in this market are those who identify true consumer needs and create products that are authentic & add value to the buyer’s life. Shiny labels and catchy marketing campaigns no longer cut it. Consumers are looking for products that truly address their needs.
Indian Skin Needs Warrant India Specific Skincare Products
Dr. Divneet Kaur, an entrepreneur in the Indian skincare space, believes that the Indian skin is unique, which warrants the use of products that are specifically designed for the Indian skin. She further explains, “Indian skin faces extremes: heat, humidity, pollution, and diverse lifestyle patterns. These factors mean generic, imported skincare products often fail here”.
Indeed. While several brands foray into the market, very few can sustain their spot. Dr. Divneet believes that several brands fail in the Indian skincare market because they don’t address the needs of the Indian consumer. “Most brands available today rely on cosmetic trends or imported formulations rather than solutions tailored for Indian skin and climate,” she says, talking about the missing links in the skincare market.
Driven by this realisation, Dr Divneet has launched Dermabay, a science-first brand, grounded in pharmaceutical research. Founded in 2022, Dermabay creates original formulations specifically for Indian needs. “There was a disconnect between high-performance, clinically validated skincare and mass-market consumer options”, she says about the thought that sparked the idea to establish Dermabay.
Catering to Indian Skincare Needs
Dr Divneet explains how Dermabay joins the dots between the needs of the Indian skin and scientific rigour. “Our R&D starts by identifying unique Indian skin challenges, then engineering formulations for climate resistance, pollution protection, and stable bioactivity across temperatures and humidity.” Factors such as crowded cities, rural regions, and changing weather are considered before creating a product.
Formulas undergo stability testing in varied conditions and real-user trials for irritation and efficacy. Ingredient selection is guided by both indigenous requirements and global scientific advancements.
Scientific Process Rooted in Pharma Expertise
Dermabay’s science-first approach is derived from Dr Divneet’s 15 years OF experience in pharmaceutical sciences and clinical research.
Therefore, the brand focuses on the R&D team that collaborates with dermatologists to engineer formulations from the molecule up. Each product is developed with precise actives, stability testing across Indian weather conditions, and clinical validation for efficacy and safety. “We design each product from scratch, starting in our own lab and using prototype-to-final manufacturing with thorough clinical validation,” explains Dr Divneet.
The testing process is rigorous and includes over 40 in-house trials, patch testing, and feedback-driven iteration before any launch. “This focus on research ensures ingredients are bioavailable and compatible with Indian skin. Common issues such as pigmentation, sensitivity, and pollution damage are addressed well”, she adds.
Dermabay also controls its supply chain and intellectual property, rejecting shortcuts like white-labelling.
Navigating New Regulatory, Manufacturing & Consumer Education Challenges
White labelling has emerged as a new trend in the Indian skincare space, where the actual product is manufactured by one company, while another company simply rebrands it to sell under its own name, logo, and design. Such shortcuts have resulted in several inauthentic brands being launched in the market.
Dr Divneet cautions against such malpractices prevalent in the industry while also counting it as one of the key challenges she encountered. “The biggest hurdle was rejecting industry shortcuts—like white-labelling—and committing to original, science-driven formulation, which extended production timelines and increased costs.”
In a cluttered market, building consumer trust is not easy. Dermabay struggled with it in the initial days; they needed to educate buyers about ingredient integrity, stability, and efficacy. But the solution was straightforward; Dermabay relied on authentic work and communication. “We bootstrapped a lab-based R&D approach, partnered with quality manufacturers, and focused on transparent communication.”
The approach has worked well for Dermabay so far. It has not only attained growing credibility but also has a highly retained customer base (85–90%). Their repeat customer rate is also higher than the category averages.
Persistence In Clinical Validation & Patience in Market Education
Running a startup in India is no small feat, especially in a highly competitive industry like the skincare space. Persistence is the name of the game, and Dr Divneet agrees. “My entrepreneurial journey has taught me that depth and integrity matter more than speed.” The same goes for science-first product development.
Dr Divneet also highlights the power of transparency, “Sharing our research, processes, and outcomes openly with consumers and collaborators has been great. Listening to customers and experts shapes our development cycle.”
Industry Future Rooted in Transparency
As the Indian skincare sector moves ahead, there will be a rise in a well-informed consumer base that demands transparency, efficacy & tailored solutions. Consumers have already started looking beyond trend-based gimmicks. A few established celebrity-backed brands weren’t able to cut through as well. In 2022, when Deepika Padukone launched her skincare brand, 82E, it faced criticism over its pricing and ‘basic formulations’.
Dr Divneet believes that Indian consumers now value ingredient transparency, clinical validation, and authenticity. “Skincare is being seen not just as beauty, but as self-care and health, with rising demand for anti-pollution, barrier-repair, and age-defying solutions,” she says. “I believe the future will prioritize holistic skin health and localized innovation, positioning India as both a creator and consumer of world-class skincare solutions,” she adds.
Dr Divneet’s next plan of action is to scale Dermabay’s R&D, refine formulations, and move toward omnichannel retail.
As brands such as Dermabay make the case stronger for science-backed formulations, it’s a win-win scenario for the Indian consumer.
