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, September 29, 2025: Deconstruct Skincare, the science-first skincare brand known for its effective yet gentle formulations, has unveiled a bold and refreshingly candid campaign titled ‘India’s Biggest Skincare Skeptics’. Blending humor, relatability, and dermatological science, the campaign aims to debunk common skincare myths and challenge skepticism with facts and fun.
At the heart of the campaign is a hero reel featuring comedian Aakash Gupta—playing the role of “India’s Biggest Skincare Skeptic” alongside certified dermatologist Dr. Jushya Sarin, the campaign’s resident myth-buster. Through witty banter and well-timed punchlines, the duo explores the most common skincare misconceptions, including:
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Overuse of strong actives
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Unrealistic expectations of instant results
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Blind trust in viral trends without research
Together, they highlight how such practices can lead to skin damage, frustration, and disillusionment, making many wary of skincare altogether.
Turning Skeptics into Believers—Live
To extend the conversation, Deconstruct is inviting audiences to share their funniest skincare excuses or skepticism stories in the comments section of the campaign reel. The most entertaining and relatable entries will be shortlisted for a live interactive Zoom session with Aakash and Dr. Jushya.
In this first-of-its-kind skincare roast, Aakash will humorously roast participants’ skincare doubts, while Dr. Jushya provides clear, science-backed explanations. Winners will receive complimentary Deconstruct products, and the session will be streamed across social platforms, allowing a wider audience to learn and laugh along.
A Light-Hearted Campaign With a Serious Message
The campaign reflects Deconstruct’s core philosophy: that skincare should be approachable, effective, and science-driven—not intimidating or harsh. By tackling skepticism head-on in a format that’s both fun and factual, the brand aims to build trust, especially among beginners or those disillusioned by misinformation and past poor experiences.
Malini Adapureddy, Founder & CEO of Deconstruct, said: “With ‘India’s Biggest Skincare Skeptics’, our goal is to spark an honest, entertaining, and educational dialogue around skincare. Aakash’s humor and Dr. Jushya’s expertise make the perfect duo to address doubts, break myths, and help people see that skincare can be gentle, effective, and rooted in science. This campaign is a step toward our larger mission of making evidence-based skincare more accessible and less intimidating for everyone.”