d’you turns five and drops the curtain – unveiling an unfiltered reality show about what it really takes to build an authentic brand
New Delhi, 27th October 2025: After five years of building one of India’s most unique premium beauty brands, d’you is lifting the curtain – and this time, it’s not to launch another product.
It’s to launch a reality show.
Titled in d’you time, the unscripted, uncensored reality-series is d’you’s boldest project yet – a raw, unfiltered look into the inner workings of a modern Indian beauty company. There are no scripts. No staged retakes. No PR edits. Just cameras rolling for the last 11 months, as the team builds, argues, fails, learns, and tries again – exactly as it happens, in real time.
Because in a world where every brand claims to be transparent, d’you wanted to ask a harder question:
What does authenticity actually mean when everyone says they’re building in public?
“For me, authenticity isn’t about perfect storytelling. It’s about removing the script; it’s about not just saying you’re authentic but actually showing it” says Shamika Haldipurkar, founder and CEO of d’you. “When the cameras keep rolling even in the middle of intense meetings – that’s when the true authenticity comes out. And that’s when you see people’s true beliefs about the brand they are building.”
A show without polish – and without pretense
The idea for in d’you time was born out of the brand’s fifth year – a milestone that, instead of celebration, sparked reflection. Over the years, d’you had become known for its radical transparency, science-driven products, and deliberate pace. But behind the carefully measured launches and cult-favourite products (hustle, in my defence, unkissed, good grease, inbalance), there were the unseen parts – the chaos, the overnighters, the burden of being bootstrapped, the creative meltdowns, the ethical debates, the financial anxieties, the relentless pursuit of excellence.
And that’s what the show captures.
A camera crew followed team d’you for the last 11 months capturing everything the brand went through. There were no scripts handed to team members. No talking points. No “lines to deliver.” Because the intent wasn’t to produce another polished brand film – it was to document what actually happens when a group of passionate people try to build something great with genuine intentions.
And when there’s no script, what do people really prioritise?
Profits or customers? Speed or quality? Vision or vanity?
What happens when the founder isn’t performing for the camera – but confronting hard truths about leadership, burnout, or decision fatigue?
Those moments – unedited, unrehearsed – form the backbone of in d’you time.
A first-of-its-kind beauty reality series
Across the first season, the show answers some of the brand’s most-asked questions – not through voice-overs or press statements, but through the team’s day-to-day realities.
- What makes d’you a premium brand – beyond its price tag?
- Are all marketplaces truly what they’re made out to be?
- What happens when another brand copies your entire identity – and you have to decide how to respond?
Each episode unfolds as it did in real time, with no do-overs and no creative direction imposed after the fact. It’s as much a masterclass in brand building as it is a commentary on the modern culture of entrepreneurship – one that glorifies hustle, but rarely shows the human cost of it.
The beginning of a new kind of transparency
Over the last five years, d’you has built a reputation for meticulous R&D, slow launches, and industry-shifting products. But in d’you time isn’t about formulations or marketing strategy; it’s about the humanity behind those decisions.
“We’ve always built for our community – this time, we’re building in front of them,” says Haldipurkar. “If we’re going to talk about authenticity, we can’t keep hiding behind brand polish. We have to show the good, the bad, the ugly – and trust that people are smart enough to connect with the truth.”
in d’you time is d’you’s love letter to its fifth year – a marker of evolution, not just as a beauty brand, but as a company redefining what it means to be real in an industry built on illusion.