Bengaluru, October 30, 2026: Deconstruct, the science-backed skincare brand built on its philosophy of “Highly Effective, Yet Gentle”, has unveiled ‘Oily Skin Tested’, a documentary-led campaign featuring real consumers comparing serum formulations on oily skin. The initiative challenges a common approach to skincare, where consumers often prioritise active ingredients and concerns such as pigmentation or dullness, while overlooking whether a serum’s formulation suits their skin type.
About the campaign:
The campaign began with a simple question: are serums marketed as suitable for all skin types necessarily suited to oily skin? To explore this, Deconstruct invited consumers across South India to participate in a product-testing experience. From over 6,000 registrations, 10 individuals with oily skin were selected to take part in a day-long experiment in Chennai.
The documentary opens with participants sharing their everyday skincare challenges, including heavy, sticky formulations and excess oil. They are then introduced to two unidentified serums, applied to opposite sides of their faces. The participants experience the formulations through three tests designed around everyday skincare conditions.
- Absorption and Stickiness: A feather-based demonstration compares the stickiness of the two serums after three seconds, participants noticed the Deconstruct side stayed clear of feathers.
- Sunscreen and Makeup Layering: A residue test examining how sunscreen layers over each formulation: participants observed no visible residue on the deconstruct side whereas on the other side they experienced some residue.
- Noon Heat Test: Following exposure to a temperature-controlled environment simulating afternoon heat, participants felt significantly less oil on the Deconstruct side, backed by sebum meter readings.
The documentary concludes that Deconstruct’s Niacinamide Clearing Serum is made for oily skin. One participant describes the experience, saying, “It felt watery. It felt light,” while another expresses surprise at finding a serum suited to their skin type. Their reactions underline the campaign’s central message that choosing the right serum involves considering both skin concerns and skin type.
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said, “Consumers today are increasingly aware of the ingredients needed to address concerns such as pigmentation, dark spots and dullness. However, how a serum feels on the skin is equally important, especially when consistent use is key to seeing results. With ‘Oily Skin Tested’, we wanted to move beyond conventional advertising and let real consumers experience our formulations firsthand. By documenting these experiences, we aim to build greater transparency and trust while reinforcing our belief that oily skin does not need fewer results, it needs the right formulation.”
The campaign features Deconstruct’s Niacinamide Clearing Serum, formulated with 5% Niacinamide and 2% Alpha Arbutin, developed to address concerns such as dark spots, hyperpigmentation, dullness and tanning. Selected for its lightweight, non-sticky texture and compatibility with everyday skincare routines, the product reflects the brand’s broader focus on developing a serum for oily skin that addresses specific skin concerns while considering the needs of this skin type.
Conceptualised in-house, the campaign brings together real-consumer experiences, product demonstrations and documentary-style storytelling. The film will also be amplified across Deconstruct’s own social media channels and digital platforms, extending the conversation around informed skincare choices.
Link to the documentary:
- Instagram: https://www.instagram.com/reel/De7C47OTt5U/
- Youtube: https://youtu.be/_V9ktacJcaw?si=EkI2W-68yU_TM0wu
About Deconstruct Skincare
With the motto ‘Highly Effective Yet Gentle’, Deconstruct aims to deliver well-researched, evidence-based skincare products that are effective while remaining gentle and non-irritating. The brand was founded by Malini Adapureddy, an engineer from IIT Kharagpur, with a vision to build a skincare brand focused on transparency, efficacy, and consumer trust.
