In a skincare market increasingly shaped by trends, labels, and marketing narratives, Ms. Deepika Nagasamy is taking a refreshingly different approach. Founder of Dipsy, a premium, gender-neutral skincare brand launched in 2025, Deepika combines her extensive background in marketing with a deep passion for creating meaningful, ingredient-led products that resonate with Indian consumers.
What began as a personal journey of self-discovery and motherhood evolved into a three-year exploration of skincare science, formulation, and brand building. The result is Dipsya brand rooted in authenticity, inclusivity, and the belief that effective skincare should be simple, luxurious, and accessible to everyone.
In this exclusive interview, Ms. Deepika shares the inspiration behind launching Dipsy, the philosophy of ingredient-first skincare, the story behind its debut product Malli Malli, common skincare misconceptions, lessons from entrepreneurship, and her vision of building a globally recognized Indian skincare brand.
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What inspired you to launch Dipsy in 2025, especially after an established career in marketing?
My journey toward launching Dipsy began during a period of personal transition. After spending many years in marketing and an earlier stint in fashion and design, I decided to step away from my corporate role and explore something more meaningful and personal. Around the same time, my daughter entered her teenage years and started asking questions about skincare, routines, and self-care. I was also entering my late thirties, when conversations around skincare became more relevant in my own life.
As I started researching the skincare industry, I realized there were several aspects that didn’t resonate with me as a consumer. I found gaps in how products were positioned, marketed, and connected with people. That curiosity eventually turned into a deeper learning journey involving formulation, branding, and product development. With the support of my family, particularly my husband, I decided to build a brand that reflected my values and perspective. After nearly three years of learning and development, Dipsy was born.
The name “Dipsy” itself is deeply personal. It was a childhood nickname given to me at a time when I was discovering my own identity. I felt, it perfectly reflected the brand’s philosophy of encouraging people to embrace and discover their unique selves.
Why was it important for you to build Dipsy as a premium, gender-neutral skincare brand?
At its core, skin does not have a gender. While individual skin concerns may vary based on lifestyle, environment, or biology, the basic needs of healthy skin remain universal. I felt that many distinctions between men’s and women’s skincare products were largely driven by marketing rather than necessity. Dipsy was created to move beyond those labels and offer skincare that is inclusive, accessible, and relevant to everyone.
The premium positioning came naturally because luxury is deeply embedded in Indian culture. Whether it is food, textiles, hospitality, or daily rituals, Indians appreciate comfort, quality, and elevated experiences. I wanted Dipsy to deliver effective skincare while also providing a luxurious sensorial experience. For me, premium skincare should feel indulgent yet approachable, and that philosophy is reflected in every aspect of the brand.
What gap did you notice in India’s skincare market that Dipsy is trying to solve?
I noticed two major gaps in the skincare market. On one end, there are mass-market products that are widely available but often lack a compelling story, emotional connection, or sense of value. On the other end, there are premium products that can sometimes feel disconnected from the realities and needs of Indian consumers.
What was missing, in my opinion, was a brand that could combine high-quality skincare with authenticity, inclusivity, and emotional relevance. Skincare is a deeply personal category, and consumers should feel understood when they pick up a product. I wanted Dipsy to create that connection by offering thoughtfully formulated products that genuinely resonate with the lifestyles, environments, and aspirations of Indian consumers.
What does “ingredient-first skincare” mean to you in practice?
Ingredient-first skincare means starting with the ingredients themselves and understanding what they can genuinely do for the skin before building a product around them. Many skincare brands begin with a marketing claim and then search for ingredients that support that claim. At Dipsy, we take the opposite approach.
For example, when developing our first product, Malli Malli, we started with coriander as a hero ingredient because of its beneficial properties and relevance to Indian consumers. From there, we selected complementary ingredients that enhanced its effectiveness and supported overall skin health.
This philosophy also reflects our commitment to exploring Indian ingredients and botanical actives. India has a rich heritage of skincare wisdom and natural resources, and we believe these ingredients deserve greater recognition in modern formulations. By focusing on ingredients first, we ensure that every product delivers meaningful benefits rather than simply following trends.
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What misconceptions do Indian consumers still have about skincare?
There are several misconceptions that continue to influence skincare choices in India. One of the most common is the belief that people with darker or melanin-rich skin do not need sunscreen. Regardless of skin tone, everyone requires protection from UV damage, and sunscreen should be a non-negotiable part of any skincare routine.
Another misconception is the tendency to blindly follow global skincare trends without considering local factors. Whether it’s the multi-step Korean skincare routine or beauty trends from the West, consumers often assume that what works elsewhere will automatically work for Indian skin and climate conditions. India’s weather, humidity levels, and skin characteristics are unique, which means skincare should be adapted accordingly.
I also believe many people overcomplicate skincare. Healthy skin does not require ten different products. A few effective, well-formulated products can often deliver better results than an elaborate routine.
How has your marketing background helped shape Dipsy’s brand identity?
My marketing background has given me a deep understanding of how brands influence consumer behavior and perception. It has helped me recognize both the power and the responsibility that come with building a brand.
One of the key lessons I learned is that great brands are built around authentic conversations rather than manufactured narratives. Consumers today are highly informed, and they can quickly identify when a brand is trying too hard to sell. With Dipsy, I wanted the product to speak for itself and create genuine experiences that people naturally want to share.
Marketing also taught me the importance of culture, storytelling, and emotional connection. Rather than pushing products onto consumers, Dipsy aims to understand people’s needs, aspirations, and lifestyles, creating a brand that feels relatable and trustworthy.
Your first product, Malli Malli, focuses on hydration and simplicity. Why did you choose this as Dipsy’s first product?
I chose a moisturizer as Dipsy’s first product because it is one of the fundamental pillars of skincare. Along with cleansing and sun protection, hydration is something every skin type needs. I believed that if we could create an exceptional moisturizer, it would establish a strong foundation for the entire product line.
Malli Malli was designed to be simple, effective, and versatile. It works as both a day and night moisturizer, making skincare easier and more accessible. The formula is lightweight, comfortable, and suitable for different climates and skin types, which is especially important in a country as diverse as India.
Interestingly, many users also discovered that it works well as a makeup primer, adding another layer of functionality. For me, products that serve multiple purposes while remaining easy to use are incredibly valuable.
The name Malli Malli is inspired by both language and culture. In Tamil, coriander is commonly referred to as “Malli,” which is also the hero ingredient in the formulation. In Telugu, “Malli” means “again” or “again and again.” Together, the name reflects the idea of a moisturizer that people will want to reach for every day.
Are there specific skincare categories you’re excited to enter next?
Absolutely. We have an exciting product pipeline in development. The next major launch will be our cleanser, which continues our philosophy of ingredient-first skincare and draws inspiration from Indian botanical ingredients, particularly ginger lily.
Beyond that, we are actively working on additional skincare essentials, including sunscreen and other complementary products that will help create a complete skincare routine. Our focus remains on developing products that are effective, uncomplicated, and rooted in ingredients that resonate with Indian consumers.
What is one thing you wish you knew before launching your own brand?
One thing I underestimated was the amount of time required for product development, approvals, and regulatory processes. In many industries, you can move from concept to launch relatively quickly, but skincare involves extensive research, testing, compliance requirements, and government approvals before products can reach consumers.
I also gained a much deeper appreciation for the importance of financial planning. Entrepreneurship requires patience, resilience, and the ability to navigate periods of uncertainty. Building a brand takes significantly more time and capital than many first-time founders anticipate.
Most importantly, I learned that as a founder, you become accountable not only to yourself but also to customers, partners, suppliers, and employees. That responsibility is both challenging and rewarding.
As a founder balancing entrepreneurship, fitness, and family, what daily habits keep you focused and grounded?
My mornings are extremely important to me. I usually wake up around 5:00 or 5:30 a.m. and dedicate time to fitness before the rest of the family begins their day. I spend three days a week in the gym and three days a week pursuing my passion for horse riding.
Equestrian sports, in particular, help me stay present and focused. When you’re on a horse, your attention has to remain completely in the moment. It becomes a form of mindfulness that allows me to disconnect from everyday pressures and reset mentally.
Equally important is family time. No matter how busy the day gets, family dinners are non-negotiable. They provide an opportunity to reconnect, share experiences, and simply enjoy each other’s company. Maintaining these routines helps me stay balanced, energized, and grounded both personally and professionally.
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Where do you see Dipsy in the next 3–5 years?
My vision for Dipsy is to become one of the most trusted skincare brands for Indians, both in India and across the world. I want Dipsy to be the brand that consumers instinctively reach for because they trust its quality, philosophy, and consistency.
Over the next three to five years, our focus will be on expanding the product portfolio, strengthening our community, and building deeper relationships with consumers. Ultimately, I want Dipsy to represent modern Indian skincare on a global stage and become a brand that the Indian diaspora proudly identifies with wherever they are in the world.
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