Pooja Shirali, Vice President at DSG Consumer Partners, recently announced the firm's investment in Deconstruct, a rising name in India's skincare industry. The announcement was shared on LinkedIn, where Shirali expressed her enthusiasm for partnering with Deconstruct and its founder, Malini Adapureddy, on their journey to redefine skincare.

Deconstruct was initially launched as an Instagram community by Adapureddy three years ago, focusing on addressing skincare concerns and exploring the gap between natural skincare's promises and science-backed results. Recognizing the need for a highly effective yet gentle skincare brand tailored for everyday use, Adapureddy grew the brand exponentially. Over the past year, Deconstruct has achieved remarkable growth, scaling tenfold while becoming profitable—an accomplishment that underscores Adapureddy's leadership and the brand's strong market positioning.

"Malini's approach perfectly aligns with our brick-by-brick philosophy for scaling brands," Shirali noted in her post. She also emphasized the privilege of partnering with Adapureddy and her team to build India’s most beloved science-backed skincare brand.

DSG Consumer Partners joins forces with long-term partners V3 Ventures and BOLD, the venture fund of L’Oréal, alongside BEENEXT and Kalaari Capital, to support Deconstruct’s continued growth.

The investment marks another milestone in DSG Consumer Partners' portfolio expansion as they back brands that prioritize innovation and a customer-centric approach. With this collaboration, Deconstruct is poised to strengthen its foothold in the Indian skincare market and further its mission to deliver skincare solutions that are both effective and gentle.