Have you ever experienced having to mix 3 different foundations just to find your shade? Well your problems have been sold because DCYPHER Beauty is the World’s first beauty tech brand creating formulations from scratch, one at a time, personalised in minutes.

In this week's episode, Rochelle sits down with Ruth De Leo, skincare founder of DCYPHER and mentee of Charlotte Tilbury, to share how AI-powered shade-matching is solving the personalisation problem no beauty giant could crack.

We discuss the real expectations vs reality of launching a brand, learning from the best brands in the industry, and the non-negotiables that keep DCYPHER running. Ruth gets honest about founder life, unexpected customer feedback, and the advice she wishes she never listened to.

In this episode, we cover:

• Ruth’s beauty-industry background and discovering the gap in the market that sparked the brand.
• Charlotte Tilbury mentorship that impacted her career.
• How AI and personalisation formulas solved the universal shade-match struggle.
• The expectations vs reality of starting up, and how she switches off.
• Business non-negotiables, the advice she ignores, and Ruth’s top tip.

If you’ve ever wanted to learn how technology can benefit skincare, this one’s for you.

We Are Ladies Who Launch!

Chapters

00:00 Industry Meets Problem

01:59 Pain Points & Waste In Makeup And Waste

06:33 Scaling Brands And Building Confidence

07:44 Charlotte Tilbury Lessons On Trust

17:49 DCYPHER Tech Explained

26:08 Launching In John Lewis

34:55 Data Driven Foundation Formulas

36:49 Fast Track Personalised Lip Products

41:02 Switching Off As A Founder

43:31 Learning To Let Go

48:35 John Lewis Launch Moment

51:45 Advice Regrets And Lessons

57:30 Why Its Important To Obsess Over The Problem

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

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DCYPHER: https://www.instagram.com/dcypherbeauty/

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