What if skincare stopped working—not just for a week, but for months or years? What if no matter what you tried, your skin only got worse—more sensitive, more uneven, more unpredictable? For many, especially during times of stress, hormonal changes, or recovery, this is an everyday reality. When real solutions are missing, it doesn’t just affect how we look—it impacts how we feel, how we show up, and how we move through the world.
That’s why we need leaders who go beyond trends and truly understand the skin’s needs. Iconic innovators who create with care, science, and purpose. They don’t just sell products—they solve problems. And in doing so, they restore something even more valuable than clear skin: trust, confidence, and a sense of ease in our skin.
One such leader is Deepti Kulkarni, Founder and CEO of Kass, who turned her own postpartum skin struggles into a powerful mission rooted in science and empathy. When traditional products failed her, she dove deep into skin biology—becoming a certified esthetician and studying organic formulation to better understand the complexities of real, transitional skin. At Kass, she leads innovation, research, and strategy, building the brand around Bio-Intelligent Skincare—a method that focuses on treating skin states by identifying and addressing root causes.
She also introduced the KASS Trinity Principle, a philosophy centered on effective, minimal routines powered by clinically backed bioactives. Under Deepti’s leadership, Kass has seen remarkable growth, with a 10x revenue increase, a 400% rise in customer base, and a 60% retention rate within just one year.
The brand now delivers to over 400+ pin codes across India, with international interest rapidly growing. With media features in Femina and Grazia, recognition from top entrepreneurship programs, and lab partnerships in Switzerland and France, Deepti continues to position Kass as a brand defined not just by results—but by respect, responsibility, and real impact.
A Journey Sparked by Personal Struggles and Curiosity
Kass began with Deepti Kulkarni’s personal struggle and a deep sense of curiosity. After giving birth to her children, she faced persistent postpartum skin issues—sensitivity, dullness, and stubborn breakouts—that didn’t respond to conventional skincare. Despite having no background in the beauty industry at the time, she felt overlooked as a consumer and noticed a clear gap in the market for products that addressed real, transitional skin needs, especially for women dealing with hormonal changes, stress, or lifestyle shifts. Motivated to find better solutions, Deepti turned to science.
She formally trained in skin science, became a certified esthetician, and studied organic formulation through Formula Botanica. Kass began as a simple but powerful question: what if skincare could be smarter—designed by understanding the root cause of skin concerns instead of just treating symptoms? What if it could be elegant, effective, and gentle at the same time? The early days were filled with research, hands-on testing, and long hours in the lab.
From the start, Kass wasn’t built to follow trends—it was built to honor the skin’s natural intelligence. Every product the brand creates today stems from that same thoughtful, patient beginning.
The Ultimate Skin Reset
Kass’s Charcoal Scrub + Mask is a unique formulation that represents a significant achievement. It is considered India’s first product to combine a scrub and a mask, a result of extensive effort and numerous trials—roughly 40 variations—to perfect its balance.
One of the primary challenges Kass encountered was incorporating Kaolin clay. Early formulations used a percentage that was too high, causing skin to become excessively dry, particularly for those with dry skin types. Another hurdle was the inclusion of peppermint extract. The goal was to add just a hint for its fragrance, fresh feel, and pore-unclogging benefits. However, even a minimal amount was causing adverse reactions, such as redness, in people with sensitive and oily skin.
After considerable refinement and adjustments, Kass successfully finalized the formulation. The result is a product that is suitable for every skin type. It is designed to provide a noticeable glow and acts as a quick reset for the skin in just six minutes.
Trust Takes Time, Trends Don’t Last
Patience is what builds long-term success. In the beauty industry, there’s constant pressure to move quickly, follow trends, and make noise. But true skin health takes time—and so does building a brand that people truly trust. Deepti Kulkarni has learned to avoid chasing quick wins. Instead, she focuses on doing what’s genuinely right for the skin, not just what’s popular. This steady, thoughtful approach has helped Kass earn lasting trust from its customers.
A Smarter Way to Treat the Skin
Kass takes a different approach to skincare by focusing not on skin types, but on skin states. The team looks deeper—at what the skin is going through on a cellular level. For example, pigmentation isn’t treated as a surface issue; it might be a sign of barrier damage, inflammation, or hormonal changes.
This thoughtful method, known as Bio-Intelligent Skincare, uses a process called reverse mapping—understanding what the skin is showing, identifying the underlying issue, and creating targeted solutions. Each product is carefully formulated with powerful active ingredients, balanced with gentle carriers and buffers to avoid overstimulating the skin. The result is skincare that’s both highly effective and respectful of the skin’s natural processes.
This commitment to science-led, skin-respecting formulas came to life in Kass’s first viral sensation—the Pore Minimizer Serum. More than just a bestseller, it became a breakthrough that defined the brand’s reputation. At the heart of its success was Epigenomyl, a potent ingredient that visibly tightened pores and smoothed skin, quickly winning the trust of thousands.
When its import to India unexpectedly stopped, Kass faced a pivotal challenge: develop something even better without compromising on results. Months of intensive research led to the creation of P-Refinyl, a more advanced active that refined skin texture and elevated performance. The transition was seamless—customers stayed loyal, sales never dipped, and the Pore Minimizer Serum continued its reign as a cult favorite, proving that when a product truly delivers, it inspires lasting devotion.
Science-Led Formulation at Its Core
Kass follows a core development philosophy known as the KassTrinity Principle, which shapes how each product is formulated with intention and care:
- Pathophysiology First: The team always starts by identifying the root cause of the skin concern, rather than just treating the visible symptom.
- Extracts Over Additives: They focus on using proven bioactives and plant-based ingredients, avoiding fillers or trend-driven additives.
- Minimal Steps, Maximal Science: Each formula is designed to be intelligent and multifunctional, so users can simplify their routine without compromising on results.
In addition to this, Kass works exclusively with top-tier labs and incorporates clinical data into every stage of development. This ensures that every product has a clear biological purpose—and that’s what earns customer trust.
Not Just Quick Fixes—Real Repair, Backed by Biology
One of the most noticeable shifts in the skincare industry today is a return to the basics. Consumers are becoming more informed—they’re paying attention to ingredient lists, questioning bold marketing claims, and looking for products that deliver real results without irritating.
In response, the focus is moving away from quick fixes and toward products that support skin barrier health, promote long-term repair, and use proven, evidence-based ingredients. Kass is also keeping a close eye on developments in bioactives, adaptogens, and advanced delivery systems, which help target deeper layers of the skin while maintaining balance on the surface. However, the team remains cautious about following trends that don’t align with biological science—they choose thoughtful innovation over hype.
Built on Values, Not Just Products
Kass believes that building a truly effective and trusted skincare brand goes beyond just creating good products—it starts with strong values at the core of everything they do.
Their culture is shaped by three guiding principles that influence every decision and interaction:
- Rigor means they don’t launch anything without complete conviction.
- Responsibility means they acknowledge the emotional weight skin issues can carry—and never market fear or insecurity.
- Respect means they treat both customers and collaborators with empathy and transparency.
These values are not just internal guidelines—they shape how Kass formulates, communicates, and earns the trust of its growing community.
10x Revenue, 400% Customer Growth
Under Deepti Kulkarni’s leadership, Kass has experienced significant growth, driven by a deep commitment to science, customer trust, and thoughtful innovation. The brand’s steady rise reflects strong product performance and a loyal and growing community.
Key highlights from the past year include:
- 10x growth in revenue over the last 12 months
- 400% increase in customer base, with 60% of sales coming from repeat customers
- Shipping to over 400 pin codes across India, with growing international interest
- Instagram community grew from 5,000 to 18,000+ followers organically in under a year
These milestones highlight Kass’s strong market presence and the trust it has earned through a science-first, customer-centric approach.
Recognition and Industry Validation
Kass is a certified clean and cruelty-free brand. Its founder, Deepti Kulkarni, has been recognized by several startup forums as an emerging voice in science-led skincare. The brand was also recently chosen as a finalist in a leading women-in-entrepreneurship program focused on wellness and innovation.
Additionally, Kass has been featured in prominent publications for its thoughtful and effective approach to skincare:
- Femina – “Glow Getter” for Deepti Kulkarni
- Grazia – Most Loved Brand 2024
These recognitions reflect the trust Kass has earned—not only from customers but also from the wider beauty and wellness community.
Transparent Practices, Trusted Products
Kass operates with complete regulatory compliance and a strong focus on transparency. All of its products are made in GMP-certified labs and go through clinical testing to ensure safety and effectiveness. The brand avoids making false claims or exaggerating the benefits of ingredients. When it comes to customer privacy, Kass collects only the necessary data and never sells or misuses any personal information.
Their commitment to ethical care also reflects in how they communicate—avoiding fear-based messaging or terms like “anti-aging” used in a negative way. At Kass, the belief is simple: skin should be supported and cared for, not “fixed” or corrected.
Expanding Impact Through Industry Dialogue and Mentorship
Kass has recently started taking part in more formulation panels and scientific skincare forums, sharing insights and contributing to industry discussions. Deepti Kulkarni also mentors early-stage marketers and beauty founders, especially women who are changing careers or returning to work after motherhood. The brand believes that beauty becomes truly empowering when it’s supported by clarity and knowledge.
Creating for the Long Run, Not the Spotlight
Deepti Kulkarni believes in building with care, not speed. In her view, success doesn’t come from chasing algorithms or making headlines about funding. Instead, it comes from creating something meaningful—something that still stands strong five years down the line, not something that fades in a few months. Especially in the beauty industry, where you’re dealing with something as personal as someone’s self-image, there’s no room for shortcuts. For her, the true measure of success is trust—and that can only be earned slowly and honestly.
Deepti Kulkarni’s 5 Impactful Business Mantras
- Solve Real Problems, Not Just Market Gaps: Don’t chase trends—build products that address root causes and real human needs.
- Build Slow to Build Strong: Trust, growth, and loyalty take time. Prioritize quality over speed and hype.
- Let Values Guide Strategy: Operate with rigor, responsibility, and respect. Let empathy shape decisions and communication.
- Science First, Always: Ground every innovation in research and purpose—not marketing gimmicks.
- Evolve with Curiosity, Lead with Conviction: Stay curious, keep learning, and lead with personal conviction—especially when the path is unconventional.
