d'you is a science-backed D2C skincare brand formulated in South Korea, built around high-efficacy, simplified routines. The brand has earned serious industry recognition - from Business of Fashion to Vogue, Elle, and India Today - and cultivated a fiercely loyal community across India and beyond.

What makes d'you's customers different: they ask questions. Before buying, they want to know which actives are safe to combine, whether a formula suits their skin type, whether it's safe during pregnancy, and exactly what's in the bottle. Education isn't a nice-to-have - it's how d'you earns the sale.

Operating primarily on Shopify, d'you drives high engagement across Instagram, WhatsApp, and email. For this brand, every DM is a potential checkout. Every comment on a reel is a conversation waiting to happen.

But as the brand scaled past hundreds of thousands of customers, the cracks showed:

• Volume outpaced the team. Repetitive questions about ingredients, routines, and order status consumed agent hours that should have gone to complex cases.

• Response speed suffered. Customers asking "which serum is right for me?" at 11 PM weren't getting answers until the next business day - by which time the buying intent had cooled.

• Brand voice was hard to maintain at scale. d'you's communication is precise, science-forward, and warm. Keeping that consistent across multiple agents and channels was a constant challenge.

• Pre-purchase education was a bottleneck. Every unanswered question about product suitability, ingredient safety, or usage was a potential lost sale.

• Marketing and support lived in silos. Campaigns would drive traffic, but there was no intelligent bridge between a WhatsApp broadcast and a personalized purchase experience.

"For d'you, conversations drive checkout. SagePilot helped us respond in real time, preserve our brand voice, and scale without increasing headcount. It's been a fundamental shift in how we grow."

• Shamika Haldipurkar, Founder & CEO, d'you

The Journey

Phase 1: AI Support Agent - Conversations That Convert

The first deployment was SagePilot's AI Support Agent - an AI-powered customer experience specialist named Ananya, trained on d'you's complete product catalog, ingredient science, policies, and brand voice.

Ananya went live across WhatsApp, website chat, and Instagram DM - the three channels where d'you's customers are most active.

What Ananya handles from day one:

Personalized Product Consultation

When a customer reaches out with a skin concern, Ananya doesn't just point them to a product page. She assesses their skin type, current routine, and specific concerns before recommending the most relevant 1-2 products - with scientific rationale explained in accessible language.

On WhatsApp, products are displayed as visual cards with purchase buttons. On the website widget, customers get direct links. The experience adapts to the channel.

Ingredient & Safety Education

d'you's customers ask detailed questions - "Is hustle safe for sensitive skin?", "Can I use unkissed during pregnancy?", "What's the ceramide concentration in IMD?" Ananya pulls from a verified, brand-approved knowledge base to answer with precision. No guessing, no generic responses.

Purchase Assistance

When a customer is ready to buy, Ananya builds a ready-to-checkout cart link with applicable discounts - removing every friction point between interest and purchase. No "visit our website and search for it." Just one tap to checkout.

Order Support

Customers check order status, get real-time tracking updates, and ask about delivery timelines - all answered instantly by pulling live data from Shopify and shipping systems. One message, complete answer.

Smart Escalation

Returns, refunds, exchanges, damaged products, adverse reactions, and marketplace complaints are immediately routed to the human team with full context - order ID, photos, issue summary. Agents pick up pre-qualified tickets, not raw conversations.

A Real Interaction: What This Looks Like

WhatsApp, 10:47 PM on a Tuesday

Customer: hi, i have oily acne-prone skin and i've never used a serum before. what would you suggest?

Ananya: hey! great that you're looking to start - for oily, acne-prone skin, hustle is exactly what you need. it's our multi-active serum with 5% niacinamide, triple vitamin C, and dual peptides. it targets acne, pigmentation, and oil control all in one step. super lightweight too - oily skin loves it.

[Visual product card displayed: hustle serum with pricing and Purchase Now button]

want me to set up a cart for you? we also have a free hustle mini on orders above ₹2,000 right now 😊

Customer: yes please! also should i use a moisturizer with it?

Ananya: definitely - in my defence is our barrier-building moisturizer with 1% ceramides (20x the industry standard). it'll protect your barrier while hustle does the treating. they work beautifully together.

here's your cart with both - hustle + in my defence: [Cart link with both products, discount applied]

Customer: amazing, ordering now. thank you!

Time from first message to cart link: under 2 minutes. At 10:47 PM. No human agent involved.

Phase 2: Omnichannel Chat & Social Engagement

With the AI agent proving its value on support, the next layer was unifying every conversation into one view and extending intelligent engagement to social channels.

Omnichannel Inbox

WhatsApp, Instagram DM, website chat, and email - all flowing into a single inbox. Human agents see full conversation history regardless of channel. When Ananya escalates a ticket, the agent has complete context without asking the customer to repeat themselves.

Instagram Engagement

d'you's Instagram is a major engagement driver. SagePilot's social engagement layer handles:

• Customers sharing product love in DMs - Ananya thanks them warmly without cross-selling unless asked

• Story shares and media without text - handled gracefully without unnecessary responses

• Product inquiries in DMs - full consultation experience, same as WhatsApp

• Collaboration and sponsorship requests - filtered and managed automatically

This turned Instagram from a one-way broadcast channel into a two-way conversion channel.

Phase 3: WhatsApp Marketing Automation & Campaign Management

With conversations handled, the next unlock was driving those conversations proactively through WhatsApp marketing.

Broadcast Campaigns

d'you uses SagePilot's campaign management to send targeted WhatsApp broadcasts - new product launches, limited-time offers, restocking alerts, and seasonal promotions. These aren't generic blasts. They're segmented, timed, and designed to start conversations.

From Broadcast to Checkout

Here's what makes this powerful: when a customer replies to a campaign message, they're not hitting a dead end or a "visit our website" response. They land directly in a conversation with Ananya - who knows the current offers, can answer product questions, and can build a cart link on the spot.

The campaign doesn't just create awareness. It creates a purchase path.

Promotional Flows

Limited-period offers like seasonal sales, free gift thresholds, and coupon codes are all baked into Ananya's knowledge in real time. When a customer asks "do you have any offers?", the answer is always current and accurate.

Phase 4: Customer Journeys & CRM

The final layer ties it all together - automated journeys that nurture customers based on behavior, and a CRM that gives d'you a complete picture of every customer relationship.

Automated Journeys

• Post-purchase sequences: usage tips, routine integration guidance, and reorder nudges timed to product usage timelines (e.g., hustle lasts ~2 months with regular use - the reorder prompt lands right on time)

• Win-back flows for lapsed customers

• Welcome sequences for first-time buyers that educate and build trust

CRM & Customer Intelligence

Every conversation, purchase, and interaction feeds into a unified customer profile. When a returning customer reaches out, Ananya already knows their purchase history, skin concerns, and preferences - making every interaction feel personal, not transactional.

What Changed

Why It Works

The reason this works for d'you isn't just automation - it's contextual intelligence at the point of purchase intent.

d'you doesn't sell commodities. They sell considered purchases. A customer choosing between hustle and a competitor's serum isn't comparing prices - they're comparing trust. They want to know the ceramide concentration is 20x industry standard. They want to know unkissed is hypoallergenic. They want to know good grease won't sting their eyes.

That level of education, delivered instantly, in the brand's own voice, at 11 PM on a Tuesday - that's what converts. And that's what no amount of FAQ pages or chatbot decision trees can replicate.

SagePilot doesn't replace d'you's team. It amplifies them. The human agents now handle what humans do best - empathy-heavy situations, policy exceptions, complex complaints. Everything else is handled at a quality level that's indistinguishable from the best agent on the team.

The marketing layer compounds this further. When a WhatsApp broadcast about a new launch lands in a customer's inbox and they reply with a question, the answer isn't "check our website." It's a personalized recommendation with a cart link. The distance between awareness and purchase collapses to a single conversation.

"For d'you, conversations drive checkout. SagePilot helped us respond in real time, preserve our brand voice, and scale without increasing headcount. It's been a fundamental shift in how we grow."

• Shamika Haldipurkar, Founder & CEO, d'you

Key Capabilities Deployed

Looking Ahead

d'you is expanding its product line, entering new markets, and growing its community. As the brand scales, SagePilot scales with it - new products are absorbed into the AI's knowledge base, new channels are activated, and new customer journeys are built without adding headcount. The goal isn't just to keep up with growth. It's to make every new customer feel like the first.