d'you focuses on the overall integrity of a formulation, test different delivery mechanisms to increase efficacy, and maintain pH compatibility as per skin physiology and ingredient stability. Their product formulations are thoughtfully developed over long periods of R&D with an aim is to simplify the relationship between science and skincare. The brand wants to give science the center stage, and turn the tide on the beauty misconceptions. They have a science first approach that is not only the foundation of the brand, but is amplified in their formulations. All their products are Cruelty Free.