Launch Date: January 2024
Geography: San Diego, CA, US
Founder: Joshua Britton, CEO of DEINDE + Debut
Executive Team:
Notable Investors:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Skincare
Funding: Venture Capital
Primary Distribution Channel: TikTok Shop
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: Less than 10
DEINDE exists to disrupt the topical skincare market with preventative formulas that get to the root cause of skin concerns, promoting overall skin health and longevity. Our mission is to bring pioneering biotech beauty to the masses. With an in-house lab composed of PhD scientists, DEINDE’s science-backed approach fills the gap between expensive pharmaceutical grade skincare and so-called “clean” products, to bring safer, truly sustainable, and higher-performing biotech formulas to consumers.
Insights: Joshua Britton, Founder + CEO of DEINDE and Debut
Why now and why you?
I believe in pushing boundaries and redefining the status quo in beauty. It’s not about tweaking products but fundamentally questioning and reinventing what is possible and taking bold risks to discover better, more effective solutions to what is currently available. True innovation occurs at the intersection of various fields. For beauty, this means blending insights from science, engineering, new product development, and manufacturing. We don't believe in relying on consumer feedback; we believe in creating something so novel that consumers may not yet even realize they need it. Innovation thrives on this cross-disciplinary approach, leading to breakthroughs that redefine industry standards.
What fuels your competitive advantage?
DEINDE’s proprietary ingredient pipeline provides access to novel best-in-class ingredients via parent company Debut.
Maintaining a competitive edge hinges on our commitment to science and rigorous validation. At DEINDE and parent company Debut, we ensure that our innovations stand out by relying on a solid foundation of scientific evidence. Our approach is to only release an ingredient or product when we can confidently assert that it represents the best in the marketplace. We begin our product development process with a focus on quantitative science and data. We ask ourselves whether we have robust scientific testing and mathematical support to substantiate our claims. This ensures that our innovations are not just novel but genuinely superior.
What are you most proud of accomplishing to date?
I am most proud of bringing our cutting-edge science to consumers through accessible high-performing products and discovering breakthrough novel ingredients with dramatically improved clinical performance. At DEINDE, we have successfully developed and marketed biotech products that are actively enhancing people’s lives (unlike many scientific endeavors that remain confined to research facilities), and we aim to continue to deliver groundbreaking products from the lab into people’s homes.
What is the one thing you wish someone had told you?
It's the same advice I give to the next generation of innovators: embrace struggle and resilience. True innovation rarely happens within the comfort of a 40-hour work week or within a safety net. Struggle is part of what drives us forward. If you’re aiming to make a real impact and drive meaningful change, be prepared to work hard and push through adversity. Innovation is a high-risk endeavor with a low success rate. Embracing that reality is a steppingstone towards finding that 1% win.
What would you tell your past self before starting this journey?
Welcome the word “no” and keep pushing forward. Resilience and determination are essential for making a significant difference and achieving groundbreaking results.
What does success look like in the next 3-5 years?
A few years ago, biology and biotech were considered niche elements in beauty and dermatology. Fast forward to today, and we’re witnessing a dramatic transformation where biotech is becoming a key driver of product differentiation. In 3-5 years, I expect to see the integration of advanced biotechnology into everyday products, delivering effective, reliable, and groundbreaking solutions for consumers.
What's one industry trend that is overhyped, and what's being overlooked?
We’re seeing growing skepticism around clean beauty as consumers discover they value science-backed performance and safety over other unsubstantiated “clean promises.” Since we launched in January 2024, so many consumers are catching on to why biotech beauty is superior, and we are excited for it to reach its full potential. We imagine a world where biotech beauty is the norm.
How do you think the industry needs to evolve?
The industry needs to rely less on petroleum-derived and naturally derived ingredients that either harm the environment or strip it of critical resources. Sustainability shouldn’t just apply to packaging but rather the entire formulation and manufacturing process.
The future of the industry is clearly heading towards a model where science-backed, dermatologically tested products are not just an advantage but a baseline expectation. Brands that start their journey with a strong foundation in science and biotech are setting themselves apart and leading the charge. This shift towards evidence-based innovation and the integration of advanced biotechnology into everyday products will shape a new era of industry standards and opportunities.
If you could wave a magic wand, what one wish would you make for your business?
I view innovation as a constant, evolving journey—one that requires ongoing adaptation and learning. Our culture encourages and rewards curiosity, experimentation, and the pursuit of groundbreaking ideas, ensuring that our commitment to innovation remains strong and vibrant. Holding on to that mindset is crucial for maintaining our edge and driving forward as we scale.
