Bengaluru, Apr 9: Deconstruct, the science-backed skincare brand built on its “Highly Effective, Yet Gentle” philosophy, has announced that singer-composer Anirudh Ravichander has come on board as a brand partner, marking a significant milestone in its growth journey.
The partnership is anchored in a defining instance where the brand listened closely to its community and translated real conversations into decisive action. Anirudh was seen using Deconstruct’s gel sunscreen as part of his routine, while a candid, behind-the-scenes glimpse featuring his makeup artist sparked widespread online conversations. Audiences themselves identified the product, elevating a simple occurrence into a larger signal. This natural progression has made the partnership feel authentic.
With a deep connect and a far-reaching fan base across India, Anirudh brings influence that extends well beyond music. His involvement is expected to further strengthen the brand’s resonance and deepen engagement with a new generation that is increasingly informed, discerning, and intentional in its skincare choices. For Anirudh, this marks a natural progression into brand building, expanding his influence beyond music and adding a new dimension to his evolving public persona.
Speaking on the partnership, Malini Adapureddy, Founder and CEO of Deconstruct, said,
“Bringing Anirudh on board as a brand partner reflects something we value deeply at Deconstruct, which is authenticity. At a time when there is a heightened focus on efficacy and transparency, consumers value what feels real and meaningful. It’s important for us to associate with voices who genuinely use and believe in the brand. This partnership is a natural extension of that philosophy.”
Speaking about the association, Anirudh Ravichander said,
“The best part about this has been how it all started. It was just a small part of my routine that people happened to notice, and it’s been amazing to see how they connected with it. My association with Deconstruct came together in a very natural way, which made stepping in as a partner feel credible from the outset. I’m happy to now be associated with a brand I actually use and genuinely believe in, and I look forward to continuing this journey together.”
Anirudh’s involvement reflects a clear, long-term alignment with Deconstruct’s vision and underscores a broader shift, where artists increasingly participating in brand’s journey in a more substantive way.
