Deepti Kulkarni, Founder, Kass

In an over-crowded beauty industry promising miracle ingredients, overnight transformations and an endless parade of products promising flawless skin, Deepti Kulkarni, Founder of KASS, is challenging the very narrative of skincare. Her philosophy is refreshingly different: beautiful skin isn’t about fighting nature, masking imperfections or chasing fleeting beauty trends; it’s about understanding the skin, respecting its biology and working in harmony with its natural intelligence.

But Deepti’s story isn’t one of a conventional beauty entrepreneur spotting a lucrative market opportunity. It is deeply personal. A woman who had struggled with severe acne, Deepti knows firsthand the frustration of trying product after product in search of a solution. When even her trusted international skincare formulations became inaccessible during the pandemic, she decided to look beyond the beauty counter and delve into the science behind what actually makes skincare work. That curiosity became an education in skin biology, ingredients and formulation science, eventually giving birth to KASS.

Rooted in science-backed bio-intelligence, KASS is built on the belief that skincare must go beyond treating visible symptoms to understand the underlying processes that influence skin health. For Deepti, formulation takes precedence over marketing hype, ingredient efficacy matters more than trending buzzwords, and skin health is a long-term commitment rather than an overnight promise. In fact, one of the brand’s formulations underwent an astonishing 97 iterations before she was satisfied with the result – a telling insight into her commitment to getting the science right.

In this exclusive interaction with Sumita Chakraborty, Founder & Editor-in-Chief, TheGlitz, Deepti Kulkarni, Founder of KASS, opens up about her personal skincare journey, the reasons behind founding KASS, the science behind bio-intelligence, why the industry needs to move beyond beauty buzzwords, and her vision for a future where skincare works with the skin rather than against it.

Over To Deepti Kulkarni, Founder, KASS

The Founder’s Journey:

What inspired you to establish KASS, and was there a particular gap in the skincare market or a personal realization that made you believe a different approach to skin health was needed? 

Today, I spend much of my time understanding people’s skin, analysing their concerns and helping them navigate their journey towards healthier skin. But my relationship with skincare began from a very different place. I was once someone desperately looking for answers to my own skin problems.

I struggled with severe acne and tried everything from topical treatments to medication. Nothing seemed to offer consistent results. Eventually, I turned to international skincare brands, and for the first time, my skin found some stability. Then COVID disrupted my access to those products, and I was back to looking for answers.

It left me with a question: if these formulations could deliver the consistency my skin needed, what were they doing differently?

I could have continued experimenting with products, but I wanted to understand what actually makes a formulation work. That curiosity took me towards studying skin science and formulation. The more I learnt about skin biology, ingredients and how formulations interact with the skin, the more I realised that the answer wasn’t simply creating another product to address another skin concern. It was about changing the way we approach skincare itself.

That’s where the idea of KASS began to take shape. What started as my search for a solution to my own skin concerns gradually became a much bigger vision: to build a skincare brand rooted in science, where every formulation has a purpose and every ingredient has a reason to be there. I wanted to create the kind of skincare I had spent years searching for.

The Science of Skin Intelligence:

KASS is rooted in science-backed bio-intelligence and the idea of supporting the skin’s natural balance. What does bio-intelligence mean in practical skincare terms, and how does this philosophy distinguish KASS from conventional skincare brands? 

– To me, bio-intelligence begins with a simple understanding: the skin is a living organ with its own biological rhythms and protective mechanisms. So why should skincare work against the very processes that keep our skin functioning?

That is the thinking behind KASS.

The skincare industry is focused on visible symptoms. A breakout appears, and the objective becomes eliminating it. Pigmentation develops, and the focus shifts to making it disappear. But what about the underlying processes contributing to these concerns?

I believe this symptom-first approach is why so many people find themselves caught in a cycle of trying one product after another.

At KASS, we look beyond what is visible. We focus on understanding skin biology and developing formulations that address the root causes of the specific concerns while respecting the skin’s natural functioning.

For us, bio-intelligence isn’t another skincare buzzword. It is a fundamental shift in how we believe skincare should work: not by forcing the skin to adapt to products, but by developing products that adapts and work in harmony with the skin.

Beyond the Beauty Buzzwords:

Skincare today is awash with trending ingredients, miracle claims and ever-evolving routines. How does KASS separate scientific substance from marketing hype, and what principles guide the development of your formulations? 

Trends are probably the last thing we look at when developing a formulation at KASS. The beauty industry moves fast. An ingredient becomes popular today, dominates conversations tomorrow and is often forgotten a few months later. 

But skin doesn’t function on trends.

For us, ingredient selection begins with understanding the concern we want to address. Does the ingredient genuinely help? How does it work? Is it compatible with the skin and, equally importantly, is it compatible with the other ingredients in the formulation?

Two ingredients may work wonderfully in isolation but behave very differently when combined. That is why we look at the formulation as a whole rather than simply putting together an impressive ingredient list.

During KASS’s early development, I personally worked on formulations. One particular product went through 97 iterations before we were satisfied with it.

That experience taught me that good formulation cannot be rushed. We would rather spend time getting a product right than launch something simply because an ingredient is trending. At KASS, formulation leads the marketing, never the other way around.

Skin Health Versus Quick Fixes:

Consumers are increasingly looking beyond instant results towards long-term skin health. How does KASS approach the relationship between the skin’s natural ecosystem, its resilience and the pursuit of visible results?

I think the skincare industry has conditioned consumers to expect results almost immediately. But skin is a living organ, not a surface where you can simply demand an outcome. Thankfully, consumers are becoming more discerning. They are questioning claims, examining ingredients and becoming more conscious of what they put on their skin.

At Kass, we don’t see visible results and long-term skin health as competing objectives. But we strongly believe that the way you achieve those results matters.

When you force the skin towards an outcome without respecting its natural biological processes, you risk compromising the very balance that keeps it healthy. Our approach is to support the skin’s natural functioning while addressing the underlying concern.

Changes take time. When you work with the skin’s biology rather than against it, visible results become a more sustainable outcome.

If there is one thing I want consumers to understand, it is this: going against nature is an invitation to destruction. The same applies to your skin.

Personalization and the Modern Consumer:

Skin concerns vary with age, lifestyle, climate and environmental stressors. How does KASS cater to these changing needs, and what role do you see for more intelligent, targeted skincare in the future.

Skin doesn’t change overnight, but it is constantly responding to its surroundings. Climate, lifestyle, age and environmental exposure all influence skin health over time.

This is why I have never believed in a one-formula-fits-everyone approach to skincare. Different concerns can have different underlying causes, even when they look similar on the surface. Kass formulations are developed around specific skin concerns and their underlying needs rather than a universal solution for everyone.

I also believe skincare shouldn’t be rigid. A consistent routine is important, but skin’s needs evolve with seasons, environmental conditions and lifestyle. Our approach to skincare should evolve with them.

I see the future of personalised skincare moving away from blindly following friends, family or influencers. Just because something works beautifully for someone else doesn’t mean it will work for you.

Personalisation isn’t about owning more products. It’s about understanding your skin well enough to choose the right ones.

The Festive Skincare Edit:

Festive gifting is increasingly about thoughtful, useful indulgences rather than products chosen purely for their packaging. How has KASS approached festive gifting, and which skincare essentials would you recommend for someone looking to gift a considered, science-led beauty ritual. 

When you’re not familiar with skincare, choosing it as a gift can be a little tricky. You want to give something thoughtful, but you also want to be sure that the person receiving it will actually use it. 

There’s also a seasonal aspect to consider. Festive season is here, but winter is making its way in too. Between late-night celebrations, extended routines and changing weather, our skin has different needs during this time. So, I think it’s a lovely opportunity to gift skincare that feels indulgent while also serving a purpose.

If I were putting together a festive skincare edit from KASS, three products would be on my list:- 

Evergoing Face Wash: Every good skincare routine begins with cleansing, but cleansing shouldn’t leave the skin feeling stripped or uncomfortable. Evergoing is designed to remove everyday impurities while gently refining the skin. 

Lucent Reveal Serum: Festive celebrations often mean late nights, irregular routines and long days, which can leave skin looking dull and fatigued. This is where Lucent Reveal makes a lovely addition. It targets dullness, uneven skin tone and the effects of oxidative stress, helping restore skin radiance.

Nourishing Sleep Masque: With winter approaching, nourishment becomes particularly important. I love the idea of gifting an overnight treatment because it makes skincare feel like a little act of self-care at the end of a long day. Nourishing Sleep Masque is designed to replenish and comfort the skin overnight, helping it feel softer, more nourished and refreshed by morning. 

I’ve always believed that more doesn’t necessarily mean better. This holds true for skincare as much as it does for gifting. A thoughtfully chosen product that someone can genuinely benefit from is far more meaningful than a collection of products chosen simply to make the gift look bigger.

The Road Ahead:

As Founder, what is your larger vision for KASS over the next few years? Are there new formulations, innovations or consumer experiences in the pipeline that will shape the brand’s next chapter? 

My next vision for KASS is working on formulations that address the needs of urban skin and modern urban lifestyles. I believe the next chapter of skincare needs to be about much more than what goes into a bottle.

One of the things I really want to build at KASS is a more meaningful relationship with our customers. Skincare can often feel overwhelming, with endless information and conflicting advice. But how many people actually understand what is happening with their skin? I want KASS to bridge that gap. 

We are looking at creating more opportunities for consumer education through webinars, workshops and interactive experiences that help people understand their skin and its concerns. 

I don’t want KASS to be just a brand that tells people what to put on their skin. I want it to be a brand that helps them understand their skin well enough to make those decisions themselves. 

For me, that is where the real opportunity lies: moving consumers from simply using skincare to becoming more informed and empowered about their skin health.

TheGlitz Take: It’s Time to Stop Fighting Your Skin!

In a beauty industry obsessed with flawless complexions, miracle ingredients and overnight transformations, KASS makes a compelling case for pressing the reset button. Deepti Kulkarni’s philosophy is a much-needed departure from the skincare rat race: stop treating your skin like a problem that needs fixing and start understanding it like a living, intelligent ecosystem.

What makes her approach particularly interesting is the emphasis on formulation over fads, science over seductive marketing claims and long-term skin health over instant gratification. And when a founder is willing to put a formulation through 97 iterations rather than rush it to market, you know she means business.

KASS’s bio-intelligent approach raises an important question for today’s beauty consumer: are we choosing skincare because it is trending or because our skin genuinely needs it? TheGlitz believes the future of beauty belongs to brands like KASS that understand that healthy skin is not manufactured through aggressive interventions or a cabinet overflowing with products. It is nurtured through knowledge, balance and intelligent science.