CHOSEN By Dermatology: How the Brand is Building Skincare Around Science, Skin Health, and Long-Term Care

In an Indian skincare market filled with trends, multi-step routines, and fast-moving beauty claims, CHOSEN By Dermatology stands out for a very different reason. The brand was not built in a marketing boardroom or around viral ingredients. It was built inside a clinic, shaped by real patient concerns, clinical observations, and long-term dermatological practice.

Founded by Dr. Renita Rajan, a practising cosmetic dermatologist and author, CHOSEN is positioned as a clinic-to-consumer skincare brand that focuses on barrier repair, ingredient transparency, and skin longevity, especially for Indian skin and skin of colour.

A Brand Born Out of Clinical Reality

For Dr. Rajan, the decision to start CHOSEN did not come from a desire to enter the beauty industry. It came from years of witnessing the consequences of misinformation and unsafe skincare practices in her clinic. “I built CHOSEN because I saw a clear, unaddressed need and I had the clinical depth to solve it properly,” says Dr Renita Rajan, Founder, CHOSEN By Dermatology.

As a dermatologist who has treated numerous cases of topical steroid damage, barrier dysfunction, and long-term pigmentation issues, she recognised a recurring gap in the market — products that genuinely rehabilitate the skin rather than temporarily enhance its appearance.

“I was treating topical steroid-damaged faces almost daily. By the time they reached me, they had thinned skin, rebound pigmentation, and steroid-dependent dermatitis,” she explains. According to her, many of these issues were preventable if consumers had access to gentle, science-led formulations designed for long-term skin health.

Over the years, the Indian consumer has become significantly more aware and ingredient-conscious. However, with rising awareness has also come confusion, overuse of actives, and misinformation driven by social media routines. “The Indian consumer has evolved significantly. People are asking better questions and holding brands accountable for claims,” says Dr Rajan.

At the same time, she notes a new pattern of skin damage emerging in clinics. “I’m seeing a new generation of barrier damage that isn’t from steroid misuse, but from overenthusiastic use of retinoids, AHAs, and vitamin C in combinations their skin was never equipped to handle.” This observation reinforces CHOSEN’s philosophy of simplifying skincare and focusing on consistency rather than excessive product layering.

Skincare as a Long-Term Health Practice

One of the core ideas behind CHOSEN is viewing skincare as a longevity practice rather than a quick cosmetic fix. The brand’s formulation philosophy centres on strengthening the skin barrier over time instead of chasing instant results. “I think about skincare as longevity. Your skin is a living organ, and how you treat it in your twenties and thirties determines how it performs in your fifties and sixties,” Dr Rajan states.

She strongly emphasises that aggressive treatments, unsupervised actives, and steroid-based creams often deliver short-term results at the cost of long-term skin resilience. In contrast, CHOSEN promotes focused routines that are sustainable and clinically sensible. “Indian skin operates in one of the most demanding exposome environments on the planet,” Dr Rajan explains.

Her research, including her academic work on sunscreen science, played a crucial role in shaping the brand’s sunscreen formulations. She emphasises that ingredient selection at CHOSEN is driven by safety data and clinical evidence rather than trends.

“We chose bemotrizinol for our sunscreens not because it was trendy but because the safety data was the strongest of any chemical filter available,” she says, highlighting the brand’s commitment to long-term safety and transparency.

The Relevance of the Exposome Model in India

CHOSEN is also among the early Indian brands to actively integrate the exposome model into its formulation strategy, a framework, that considers how environmental factors like pollution, UV radiation, stress, and climate affect skin health. “The exposome isn’t theoretical for Indians, it’s our daily reality,” says Dr Rajan.

She notes that pigmentation, premature ageing, and barrier damage in Indian consumers are rarely caused by a single factor. Instead, they are the cumulative result of environmental stressors interacting over time. This understanding shapes how CHOSEN designs its cleansers, sunscreens, and barrier-support products.

With the rise of influencer-led routines and viral skincare trends, misinformation has become a major concern. Dr Rajan believes one of the biggest mistakes consumers make is treating skincare like experimentation rather than healthcare. “The skin isn’t a testing ground, and it has limits,” she says.

She also points out that more products do not necessarily mean better skin. “Some of the healthiest skin I see in the clinic belongs to people with three-product routines they’ve stuck with for years. Consistency and simplicity beat complexity almost every time.”

Ingredient Transparency and Long-Term Safety

Ingredient transparency and safety remain non-negotiable pillars for CHOSEN. The brand prioritises clinically backed ingredients at evidence-based concentrations, along with clear communication about formulation choices.

“When you spend months studying ingredient safety data, you develop a very low tolerance for vague claims and undisclosed formulation choices,” Dr Rajan shares. This scientific rigour extends to every category, from sunscreens to barrier repair products, ensuring that long-term skin health is prioritised over short-term visual appeal.

As Indian consumers become more informed and cautious about skincare, dermatologist-led brands are steadily gaining importance. Dr Rajan believes this shift is not just a trend but a necessary evolution for the industry. “Dermatologist-led skincare in India is shifting from niche to necessary,” she says.

Looking ahead, CHOSEN aims to continue bridging the gap between clinical science and daily skincare routines while staying rooted in evidence, safety, and long-term care. “The future of skincare in India isn’t about more products. It’s about better thinking and an understanding that true skin health comes from a complete approach — topical, oral, and lifestyle,” Dr Rajan concludes.