When Deepti Kulkarni left her corporate career at L’Oréal to pursue entrepreneurship, she wasn’t simply building a brand—she was setting out to fix a broken narrative in the beauty industry. Too many products promised flawless skin but were overloaded with fillers, fragrances, and fleeting trends that offered little long-term value. In 2022, this realization became the seed of KASS, a bio-intelligent skincare brand that focuses on science, skin biology, and meaningful results.
KASS, short for “Knowledgeable and Smart Skincare,” was born from Deepti’s belief that products should work with the skin, not just on it. Her professional insight and personal frustration as a consumer helped her identify a gap in the market—skincare that was both purposeful and transparent. She wanted to build a brand that went beyond glossy packaging and big claims, a brand that empowered people to make informed choices and achieve healthier skin through simplified, functional routines.
Today, KASS has established itself as a trusted name in the Indian skincare market. With a turnover of ₹1 crore in 2024, the brand is still in its growth phase but already boasts a loyal customer base and impressive repeat purchase rates. Its formulations stand apart for their minimalist yet effective design, eliminating unnecessary fillers and focusing instead on clinically proven, naturally derived actives. By targeting real concerns like pigmentation, barrier damage, early aging, and dehydration, KASS has positioned itself as the go-to choice for label-conscious users who value results over hype.
But building a brand from scratch has been far from easy. For Deepti, the transition from a structured corporate environment to the uncertain world of startups meant stepping into uncharted territory. Every stage—from navigating manufacturing bottlenecks to gaining visibility in a crowded market—tested her resilience. One of the key lessons she carries with her is that clarity always beats speed. “Knowing why you’re doing something is more important than doing it fast,” she says, emphasizing the importance of building with intention rather than chasing trends.
Her personal journey also played a vital role in shaping KASS. After taking a career break for motherhood, Deepti found herself reflecting on what she truly wanted to create in her professional life. That period of pause gave her clarity—she wanted to build something meaningful, rooted in values and not just profitability. That clarity now forms the foundation of KASS’s philosophy.
Looking ahead, Deepti’s vision for KASS is ambitious yet grounded. The immediate focus is on expanding direct-to-consumer channels, building stronger retail presence, and introducing new bio-intelligent formulations. By 2027, she envisions taking KASS global, sharing its science-first approach with markets beyond India. With increasing demand for clean, transparent, and effective skincare, she believes the brand is uniquely positioned to grow without compromising its core values.
Deepti credits much of her leadership approach to her admiration for Indra Nooyi, whose balance of vision, empathy, and strategic clarity has long inspired her. Like her idol, Deepti blends intuition with logic, a quality she considers her biggest strength as an entrepreneur. Her curiosity and detail-oriented mindset drive product innovation, while her ability to simplify complex concepts ensures KASS remains approachable to consumers.
In just a few years, Deepti and her brand have already earned notable recognition. KASS was named among Grazia’s Most Loved Brands of 2024 and awarded Most Innovative Skincare Brand 2025 by Business Outline. Personally, Deepti was honored with Femina’s Glow Getter Award in 2024, cementing her place as a rising force in the beauty and wellness industry.
For aspiring entrepreneurs, her advice is simple yet powerful: build slow, but build strong. She urges young founders not to rush into mimicking others but to stay deeply connected to their own “why.” Mistakes, she insists, are inevitable, but staying consistent, curious, and honest will always create lasting value.
From corporate boardrooms to late nights spent perfecting formulas, from personal reflection to professional reinvention, Deepti Kulkarni’s journey is one of resilience, clarity, and conviction. With KASS, she is not just redefining skincare—she is building a movement that values science, simplicity, and trust over fleeting trends. And as she prepares to take KASS global, her story stands as an inspiration to anyone daring to build with both heart and intelligence.
Website : https://kasscare.com/
