The global skincare market, valued at an estimated $135.83 billion in 2022,  is projected to grow at a CAGR of 4.7% from 2023 to 2030, according to Grand View Research, and is a powerhouse of consumer spending. However, this robust growth has been overshadowed by inflationary pressures, geopolitical instability, and disrupted supply chains. Even the luxury beauty segment, historically buoyed by affluent consumer bases and resilient to economic downturns, is now showing signs of vulnerability. According to Bain & Company, the recently ended 2024 was not a prosperous year for luxury goods, as sales were projected to grow only between 0-4%, a sharp slowdown from the expansion seen in previous years. As the cost-of-living crisis deepens globally, discretionary spending has tightened, forcing brands to rethink their strategies.Amid these challenging economic conditions, one-year-old biotech beauty brand Deinde is making a bold move—reducing prices on its hero products. This decision, which makes its debut on January 22, stands in stark contrast to widespread price hikes across the industry, as many brands grapple with pressures of political instability, rising raw material costs, tariffs, and manufacturing expenses. Deinde’s approach is not just a pricing adjustment, but a strategic shift aimed at democratizing access to cutting-edge skincare without compromising quality. “We’re here to bring the benefits of biotechnology to everyone, not just a niche audience,” says CEO and Founder Joshua Britton to BeautyMatter. “Lowering the price of our best-selling SKUs is both a mission-driven and strategic decision.