Deconstruct Skincare appoints Uorfi Javed as chief lip scientist for limited-edition balm wallets

Deconstruct, the science-focused skincare brand, has announced a collaboration with actor and fashion personality Uorfi Javed to introduce a new accessory-led category in India: lip balm wallets. Designed to integrate lip care into daily carry habits, the collection features two limited-edition drops co-created with Javed — a black lip balm wallet paired with Deconstruct’s Brightening Lip Balm (SPF 50) and a pink lip balm wallet paired with the Brightening Tinted Lip Balm (SPF 50). The initiative positions lip care as an essential that is both functional and fashion-forward.

Malini Adapureddy, founder and ceo of Deconstruct, said, “We are always looking for meaningful ways to make science-backed products more accessible in everyday routines. This collaboration takes a simple but often-forgotten habit like carrying lip balm and turns it into a smart design solution that stays with consumers wherever they go. By seamlessly integrating our high-protection, brightening lip balms into a daily essential like a wallet, we hope to make consistent lip care both convenient and stylish.”

 

 

 

 

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Javed said, “What excited me about this collaboration was how intelligently it brings design and skincare together. Lip balm is an essential that is always with me, so I thoroughly enjoyed the opportunity to create a wallet that acknowledges that importance in a bold, statement-making aesthetic. It’s fashion with purpose, and that’s exactly the kind of creativity I enjoy being part of.”

The campaign film places Javed in a high-energy paparazzi setting as she appears in a lab-coat-meets-couture outfit, introducing herself as Deconstruct’s chief lip scientist. The storyline blends humour and education as she claims to have cracked the science behind the perfect kiss. Amid camera flashes, she explains that lips dry faster because they lack oil glands, offering the paparazzi a brief lesson in what she calls ‘lip science’.

When a photographer quips that “sirf Emraan Hashmi hi hero hai”, Javed delivers a quick correction, bringing the attention back to the facts she is presenting. She then reveals the black and pink lip balm wallets clipped inside her coat, positioned conveniently next to cards and cash. Demonstrating their utility, she calls the Brightening Lip Balm her lucky charm for date nights, applies it on camera and highlights its moisturising, brightening and SPF attributes.

The film ends with Javed encouraging the paparazzi to consult experts and learn more about lip care on Deconstruct’s website. She hands them the wallets before walking ahead with characteristic confidence, merging fashion, attitude and product education in a single narrative.

For the advertising, media and marketing industry, the collaboration reflects a growing trend where beauty and wellness brands employ design-led innovations to create new usage occasions. By pairing a simple skincare product with an everyday accessory, Deconstruct aims to increase habitual use while tapping into Javed’s strong cultural influence and distinctive visual identity. The campaign leverages personality-driven storytelling to highlight functional benefits, offering a blend of entertainment, science and design.