Dieux Is Slashing Prices on One of Its Most Loved Products
We talked to the brand’s founders about the Deliverance Repair Serum reprice.
Dieux, known for its science-first skincare products, has announced a permanent price cut to its beloved Deliverance Repair Serum. In addition to reducing its price from $69 USD to $62 USD, the brand is also introducing a jumbo size in response to the overwhelming demand. Harping on its mission of transparency and education, the price cut is Dieux’s latest attempt at redefining the beauty industry’s unfair tactics.
“For the loyalists who’ve made Deliverance their holy grail, [the jumbo size is] $35 USD cheaper than buying two 30ml full sizes, with fewer reorders and less packaging waste,” the brand tells Hypebae. Founded on the principle that consumers deserve to make informed decisions about the products they use, Dieux hopes the price reduction will make Deliverance even more accessible to its loyal fanbase.
Ahead, we speak to the Dieux’ founders Charlotte Palermino and Joyce de Lemos about what lowering the price of Deliverance means for the brand.
On How the Price Cut Is Possible
As a company grows, their economies of scale get more efficient. Simply put, the bigger you get, the less you pay for certain things. This is seen a lot in product costs. Think about when you go to Costco — you’re buying in bulk and the cost per item is a lot cheaper than if you went to your local corner store and bought the single item. Same goes for us and our products.
It’s been a tough year for some of our formulas, with costs surging on certain raw materials and components, but Deliverance was different. We saw an opportunity to help make it a little more accessible.
Now, it’s important to note that there are many costs that go up with a company scaling like team, support, etc. But when we calculated our margins on this specific product, we wanted to do something for our evangelists and hopefully get new customers for a serum that can be truly transformational for people’s skin.
On the Brand’s Affinity for Price Transparency
Education is important and part of that is understanding how pricing works. We want our community to make empowered decisions wherever they go — and for us, showing you the care we put into our formulas and how that translates to pricing is important. We proudly manufacture in the United States and are intentional with our packaging choices and while this all factors into price, it ladders up to our greater ethos on getting more transparency across industries.
On the Importance of Sustainability
We are working towards larger sustainability goals, because, if I’m going to be honest, it’s always felt a little insincere for any brand that sells physical products to call themselves sustainable. Dieux promotes consumption, albeit, of some of the best skincare you’ll ever try, but you are buying things that create waste. We try to limit our impact on the environment by focusing on materials that aren’t too destructive (like non-mined aluminum) but also when we have to use plastic, [we ask,] “What can we do to offset it?” You’ll also see our formulas move towards more sustainably sourced ingredients and we’re transparent about where we produce — as that can start to have trickle-down effects on your impact.
For us, it’s less about sustainability and more about being transparent. I have always struggled with imposter syndrome but when it comes to sustainability that’s a good perspective to have. You’re never going to be good enough, so you keep pushing for better.
The Deliverance 3-In-1 Repair Serum retails for $62 USD and is available for purchase on the brand’s website.
