It took me less than 60 seconds to realize I needed to interview Devanshi. That’s less time than it takes to apply Motif’s Abundance mask.
When I first met Devanshi (shoutout: Vanessa Gordon x The Maidstone Inn), I was immediately taken in by how warm, approachable, and funny she is. Peaking in the gift bag at my table setting, my eyes were drawn to the elegantly monogrammed Motif (as a writer, I appreciate the allusion). As I held the bottle, Devanshi smiled and told me that she was the founder of Motif Skincare.
Her passion for skincare is only matched by her knowledge of the science behind it.
I’ve been using the Abundance cream twice daily, and it’s great! I hope Devanshi isn’t upset when I say it kind of feels and looks like clay, but its ultra smooth. I leave it on for 30 seconds as directed, and it gives me a moment to pause and center myself as I start and end the day.
As Devanshi mentioned, Motif has “an unexpected cult male following,” which includes the celebrity makeup artist Matin, who uses it to shave. Hey, guys have skin too, and Motif is an easy essential in everyday skincare.
How does it work? Well, I’m a strong believer in the power of belief and, after speaking with Devanshi, it is easy to believe her because she knows the science behind skincare. (I will also say, it helps that Devanshi herself is radiant with beautiful and glowing skin.)
Hamptons.com met with Devanshi for an interview about the science supporting Motif skincare, the inspiration behind the brand, and the future of luxury skincare.
What is science that backs Motif?
Motif is a future-forward, luxury skincare company backed by science.
Every year, more than three million medical articles are published—that’s five every second. Hidden within these papers are powerful discoveries, including ingredients that could revolutionize how we care for our skin. Even the most dedicated dermatologist finds it impossible to stay on top of every breakthrough.
That’s where Motif comes in. We built a proprietary, physician-trained AI tool that parses millions of these clinical studies in seconds to find the safest, most potent, breakthrough ingredients that help the skin at a cellular level objectively, without a shadow of a doubt.
Our ingredients are backed by the work of hundreds of dermatologists and scientists, with research that is independent, unbiased and peer-reviewed. We use these discoveries to formulate multi-tasking skincare that is clean, uncomplicated, and indulgent, offering unparalleled results our users can instantly see and feel.
Are some other skincare lines not backed by science?
Most skincare lines are not backed by science, nor do they claim to be. However, an increasing number of brands are falsely claiming to be science-backed, using the term far too loosely. This is where marketing can mislead consumers.
Only brands that uphold the scientific method can be considered to be backed by science. Science is a systematic process of observation, gathering evidence and testing theories. Scientific results are statistically significant and repeatable, and scientific research must be independent, unbiased and peer-reviewed (i.e. validated by other scientists).
At face value, all data and studies can look like science, which can be misleading. In beauty marketing, brands can rely on ingredient-supplier provided information to make claims or pay for-profit labs to test products and generate claims on their behalf—essentially “grading their own homework”.
Therefore, we are all learning that it is important to be educated as a consumer and to spot the science vs. the marketing, as we navigate important decisions about our skin, health, food and wellness choices at large.
There is a lot of misinformation out there. What advice do you give to avoid being duped?
Here are a few quick tips that help me navigate growing misinformation –
- Don’t get blinded by numbers – Quantitative data (numbers, percentages, etc.) does not equal science. Studies need to follow the scientific method to be considered science.
- Trace the source – Is the source shared? Is an expert involved? Who funded the research? Who validated it? Who is paying for the research? Are the results repeatable?
- Follow judiciously – separate entertainment from education. Consider who you follow, their expertise, the quality of information they share and how they make you feel.
- PubMed is free to use. When faced with misinformation, fear-mongering, and anxiety, refer to the science. Is bakuchiol as effective as retinoids? Is fasting a real longevity hack? Is the consumption of eggs linked to heart disease? Check PubMed.
- Piggy-back trust – It is time-consuming to do product-level research but once you do, chances are, it is safe to trust other products from the relevant brand you shortlist.
What was your skincare routine like growing up? How has the wellness, beauty, and makeup world changed?
Growing up, I definitely associated bigger brands with better products. We consumed with an assumption of efficacy and safety – that the products would do what they say they will and that they only contained ingredients that were safe to use long-term. So much has changed since.
The beauty and wellness categories have exploded with more consumption than ever before. As consumers, we are all hyperconscious that not all products work and not all brands have our best interests in mind – which creates distrust and anxiety around the decisions we need to make on a daily basis. Lastly, In spite of their huge R&D budgets, big brands are no longer the ones driving innovation.
I believe smaller brands innovate more because they care more about their products, their consumers and the planet. Consumers are starting to realize this and so consumerism is becoming a form of activism. I try to use my dollar as a vote. And by supporting small brands to achieve their mission, we have the collective power to end misinformation, improve our access to high-quality products, and to truly disrupt the status quo.
Where did the inspiration for the Motif brand come from?
I was inspired to create medical-grade skincare that looked, felt, and smelt like a beautiful luxury brand. Skincare must live up to its promise and be enjoyable to use.
I didn’t want to compromise. I wanted the efficacious results but I didn’t want to smell like vinegar, to stare at something boring on my vanity, or to feel like a patient. A positive feedback loop provides the intrinsic motivation for people to come back over and over again which is what we’re seeing with our high loyalty in our first year of being in business.
I’m inspired by colorful maximalism and brands such as Dries Van Noten. Scientific and future-forward brands are always represented to us as cold, sterile, and minimalistic. I’m inspired to reframe that perception to one that is color-forward but still elegant. Even our name Motif is a tribute to the beautiful patterns in our world, our cells and our DNA.
Tell us about your product line!
We’ve been very thoughtful about our product launches. We’ve formulated with breakthrough ingredients such as Monkey Fruit (a potent source of Oxyresveratrol), Ecklonia Cava (a Vitamin C-rich seaweed), and Pea Peptides. Each of our products is a multi-tasker – offering multiple benefits and consolidating the mental and physical clutter of 10+ step skincare routines.
- Our first product was the Abundance Plumping Phytoceramide Cleanser – the ultimate “desert-island” pick – an active-rich, cream cleanser with exfoliant luffa fibers, that doubles as a mini-mask. When used twice a day, for just a minute each time, it equals 14-minutes of masking benefits a week. It is pH-balanced, and leaves the skin instantly clean, soft and brighter, like a “pro-grade facial” in a tube.
- Motif’s Power Brightening Bicelle Serum is a workhorse with a milky texture that melts into the skin leaving an immediate dewy glow whilst evening-out skin tone and texture and boosting collagen production long-term. Formulated with all the benefits, without any ingredients that are contraindicated for use during pregnancy, it is a great Retinol alternative during pregnancy and post-pregnancy, and for those with sensitive skin.
- We recently launched the Renew Resurfacing Peptide Toner – a potent, peach-hued cocktail of Lactic, Malic, and Mandelic – larger molecule Alpha Hydroxy Acids (AHA). Lactic acid has been proven to protect skin cells from mitochondria aging-related dysfunction. It packs a punch, stimulating cellular renewal without being sticky or irritating. A staple weekly treatment and the secret to waking up to glass skin and keeping hormonal breakouts at bay.
You sold me on the benefits of skincare for men – what do you say to those who are not already taking care of their skin?
Why is skin care exclusive to gender or any different to oral care? If you have skin, you take care of it. Skin can feel like vanity but it is our largest organ. It is an external clue of what is going on internally. It is an important boundary – keeping the good in and the bad out.
At Motif, we leverage population-level research and address skin fundamentals, which is why our skincare works for different skin concerns, ethnicities, and genders. While we are currently focused on women, we have a small but loyal customer base of men who have discovered our products and love their impact, ease of use, and androgynous delivery.
Tell us about your “Eat-Pray-Love” Year.
I’m so glad you asked. I built my career in tech. I worked (and partied) really hard through my 20s. I was so proud to be living a quintessential New York life. I was always running – from meetings to events. Even self-care involved running – to and from appointments, the newest yoga studio or restaurant, running marathons. One day, I realized I was around the corner from being burnt out. So I quit my job, let go of my apartment, and put my stuff in storage.
During my Eat Pray Love year, I spent time in New Zealand, Australia, Indonesia (Bali), India, Israel, Hungary, Greece, Spain, Italy, and Japan, ending my travels for a long stint in France (Paris), where I was convinced I would eventually move. I chose destinations where I had friends, which allowed me to rekindle connections (and save money on accommodation!). I rediscovered a childhood passion – reading well over 50 books that year. I also started my mindfulness journey that year, starting with a daily meditation practice of two minutes a day that grew to hours a day. During my time away, I realized that I wanted to build something meaningful based on scientific principles—that’s when I came up with the idea for Motif.
Ironically, it was love that concluded my eat-pray-love year, bringing me back to New York. Six months later, I was married to the love of my life. After living in Manhattan for 14 years, we now live in NJ with our three girls.
