In a world of inflation, shrinkflation, tariffs and rising ingredient and manufacturing costs, it’s pretty surprising when a beauty brand (or any consumer brand, really) lowers its prices. And when said brand is an indie (i.e. not owned by a well-funded mega conglomerate who can absorb any profit losses), that’s downright newsworthy. On Monday, skin-care darling Dieux permanently lowered the price of its bestselling Deliverance 3-in-1 Repair Serum from $69 for a 30mL bottle to $62.
Simultaneously, it debuted a new jumbo 60mL size ($89), which, per the brand, was a “direct response to consumer demand.” (It’s $35 cheaper than buying two 30mL bottles, for those who don’t want to sit around doing the math.) And finally, the brand also upgraded its previously plastic packaging to a bottle made from 100% recycled aluminum. (The pump top is still made from plastic, but it’s a notable move toward more sustainable packaging.)
“So often we see beauty brands increase their prices as they get bigger, and it’s always been confusing to me: You’ve increased your economies of scale… why are you raising the cost?” Dieux Co-Founder & Chief Brand Officer Charlotte Palermino tells Fashionista. “While inflation and some ingredients and materials can skyrocket in price — which sometimes explains a price hike — it’s also because, sometimes, as a product gets more popular, a ‘business opportunity’ is seen.”
Dieux has always touted price transparency, often making production cost breakdowns accessible to consumers. So this move is very much in keeping with its ethos. “It’s fascinating and fun to go through the process of making a product from scratch and then scaling it. Being educated allows for more informed decision making, and we want to empower our community,” explains Palermino. “Not every price is for everyone, and we wanted an explanation for why our serums aren’t $20 or $300. We use high-quality actives, do a lot of work to stabilize our formulas and Joyce [de Lemos, co-founder and formulator] does incredible work in making sure those ingredients actually do what they are supposed to with your skin.”
Photo: Courtesy of Dieux
But why drop the price of its most popular product — and moreover, how, exactly, can Dieux afford to do so? “We are still going to be profitable by selling Deliverance,” assures Palermino. “It felt like the right thing to do to readjust the price. Our community and the popularity of the product is what got us here, and if we win, our community should win, too.”
It’s also a strategy for continued growth: “Lowering the price hopefully makes more people open to trying [it],” she says. “We know the power of Deliverance and we want to get it into more people’s routines.”
Photo: Courtesy of Dieux
The lightweight antioxidant- and peptide-rich serum also includes other gold standard ingredients (niacinamide, glycerin, shea butter) as well as less conventional ones (cannabidiol and purple passionflower, for example). In addition to soothing skin and calming redness — Palermino credits it for enabling her skin to tolerate retinoids — it also helps with dark spots, fine lines, wrinkles, firmness and tone. It can be used by any skin type, is vegan, cruelty-free and a true crowd pleaser.
When asked about the possibility of future price drops, Palermino is enthusiastic. “Yes! We are going to keep evaluating our pricing,” she says. “We don’t have anything on the horizon but will continue to do yearly audits.”
Related: How Dieux Skin’s Charlotte Palermino Co-Launched a Viral Skin-Care Brand
So, should other beauty brands be dropping their prices as well? The founder acknowledges that each business is unique: “Some brands have been battered by tariffs; others are currently collecting refund checks after raising prices. The more of an indie brand you are, and the smaller you are, the more you’ve been hurt. For us it’s our voice and on-brand to try to teach about how economics, manufacturing and business works, it’s not for everyone,” she says.
Ultimately, Palermino is hopeful that Dieux’s customer base will feel more connected to the brand as a result of the price drop: “Hopefully our current devotees will see how much we appreciate them and we’ll sell Deliverance to an even wider audience. It’s been a rough year for most Americans, we’re hoping people see there are businesses that are trying to do right by them.”
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