Initiative Promotes Gender-Neutral Skincare Habits and Daily Self-Care
Skincare brand Deconstruct has concluded its 60-day Skincare Internship initiative, rolled out across India. The campaign aimed to normalize skincare as a daily routine while promoting inclusivity. It received over 1.8 lakh registrations and generated 16.7 crore impressions.
The initiative stood out by reserving 50% of its internship spots for men, highlighting the brand’s commitment to gender-neutral skincare. Participation was open to all genders, age groups, and backgrounds, resulting in nearly equal involvement from men (45.12%) and women (54.5%).
Participants received expert consultations from Dr. Jinal Modi, a dermatologist who guided them through skin concerns, the role of ingredients, and the importance of consistency in routines. Each intern was given a customized skincare plan and product kit, tailored to their skin type. The fully remote format allowed nationwide participation.
Six interns — Abhinandan Pande, Anisha, Ashima Bhat, Ayush Thakur, Lima Jamir, and Vijay Laxmi — were selected and awarded a ₹1 lakh stipend each. Under the mentorship of Deconstruct’s product team, they followed personalized routines and documented their experiences through daily updates on Instagram, using formats like Morning Routine, Mini Vlogs, Day in My Life, and On-the-Go Product Usage.
To honor their journeys, large-format billboards featuring the interns holding their winning cheques were displayed in their home cities — Kolkata, Vizag, Chandigarh, Gurgaon, Delhi, and Mumbai.
Malini Adapureddy, Founder and CEO of Deconstruct, said:
“With the Skincare Internship, our goal was to spark a more inclusive and beginner-friendly conversation around skincare — because skincare is for anyone with skin. This initiative reaffirmed our belief that Anybody Can Skincare.
We’re empowering people to understand their skin, choose the right products, and see skincare not as a luxury but a form of everyday self-care and self-respect.“
