d’you Launches Embrace, a Dual Retinoid Serum That Celebrates Pro-Aging
Indian skincare brand d’you has expanded its product portfolio with the launch of Embrace, a dual retinoid serum that challenges conventional anti-ageing narratives. Built around a pro-aging philosophy, the new treatment encourages consumers to view ageing as a natural journey rather than a concern to be corrected, while delivering effective skincare without the irritation commonly associated with retinoids.
Rather than positioning retinoids as a defence against ageing, d’you presents Embrace as a product designed to support healthy skin through every stage of life. The brand’s latest campaign reflects this message by featuring actor and cancer survivor Lisa Ray alongside individuals from different age groups, celebrating authentic beauty and life experiences instead of promoting unrealistic standards.
Commenting on the launch, Shamika, Founder and CEO of d’you, said:
“We didn’t want to make another campaign that tells women their lines are problems waiting to be fixed. Every year I’ve lived has made me more myself, not less. That’s not a marketing line – that’s just true, and I think most women my age would say the same if anyone asked them honestly. embrace isn’t about reversing time. It’s about supporting your skin through every year you’re lucky enough to get.”
Developed over three years of research and development, Embrace features a dual-retinoid system combining retinaldehyde for faster visible skin renewal with encapsulated retinyl propionate for sustained long-term benefits. The formulation is further supported by a seven-plant phytoactive complex and mondo grass extract, which help strengthen the skin barrier while reducing redness, dryness and irritation often experienced with traditional retinoid treatments.
The serum underwent a 56-day dermatologist-supervised clinical study involving 36 participants across Indian skin tones. According to the brand, all participants reported no irritation, while 100% observed improvements in skin firmness, brightness, fine lines and dark spots within 28 days.
Embrace marks d’you’s seventh product launch since the company’s inception in 2020 and continues the brand’s formulation-first approach, prioritising scientific research over rapid product releases.
Speaking further, Shamika added:
“We’ve never wanted to be a brand that sells people anxiety about their own faces. embrace is the product I’d want for myself in my late 30s, and the campaign is the conversation I wish beauty brands had started for me earlier.”
Priced at ₹3,400, Embrace is available through dyou.co, Nykaa, Tira and Amazon.
