In a natural-is-better world, biotech-fueled beauty brands are getting creative to stand out — here’s what’s working

Deinde, the 6-month-old skin-care brand from L’Oréal-backed biotech startup Debut, is trying to reach new consumers on the West Coast. 

On Monday, the brand will release its second 360-degree campaign and first in Los Angeles, called “seize the Deinde.” It will include OOH activations, a social sweepstakes, paid content partnerships with 100 micro-influencers and the brand’s first connected TV ad, which will run on YouTube.

Pronounced “den-day,” the brand is based on treating low-grade inflammation which is believed to cause five signs of aging, including fine lines, dullness, dryness, and uneven skin tone and texture. The brand sells three products direct-to-consumer: a whipped cleanser for $32, a skin-strengthening serum for $88 and a moisturizing face stick for $36. All three products center around naringenin, a patented niacinamide alternative created with grapefruit peel molecules made through fermentation in a lab. 

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