The DCYPHER journey begins with our incredible founders – Adam, Claire and Ruth – three experts united by a shared vision: to revolutionise beauty through true personalisation.

After years working with some of the world’s leading beauty brands, Ruth saw firsthand how the industry often failed to deliver on its promises of inclusivity and personalisation. Almost always, custom meant clever recommendations of 'off the shelf' products as opposed to true personalisation and products made just for you. She clearly aligned with the opportunity to turn the industry on its head to avoid customers having to always compromise, no more mixing, layering and hoping for a match. She also witnessed the vast amount of wasted product, the result of one-size-fits-all solutions that didn’t work for everyone.

At DCYPHER, she set out to change that. Drawing on her expertise, she helped create a brand where every product is truly personalised, inclusivity is backed by innovation, and no one has to settle for ‘close enough’ ever again.