THE WHAT? L’Oreal backed incubator, Debut has unveiled its first beauty brand. Deinde as the new line has been dubbed is a skin care line comprising three products aimed at addressing trending concern, ‘inflammaging’.

THE DETAILS According to a report published by WWD, Purifying Whipped Cleanser, Face Stick and Skin-strengthening Serum are formulated with ceramides, upcycled date seed extract and biometric tripeptide. Industry sources expect the brand to hit sales of US$3 million to US$5 million in its first year.

THE WHY? Dominque Gagnon, Vice President of Consumer Brands at Debut, told WWD, “We’re tapping into the new wave of preventative care, addressing what consumers can do in their 20s and 30s to sustain their skin health, versus repairing issues that have already occurred in terms of skin damage.”