The rule book of being a boss in India’s beauty and wellness industry

In India, the past decade has pushed the boundaries for what is and what could be when it comes to building a beauty business from scratch. Move over legacy labels, D2C (Direct to Consumer) brands and new, emerging concepts are establishing themselves in an arguably busy market. And, at its forefront, are women who have infused a new energy into product, personalisation, visual vocabulary of campaigns, and the grammar of retail.

A major marker that runs across these brands is their aim to sell an outer cleanse with an inner redux. “I have come to realise that beauty and wellness were never meant to be separate. At their best, they go hand in hand—a reflection of how we care for ourselves, inside and out,” says actor Samantha Ruth Prabhu, who recently co-founded a skin and perfume brand, Secret Alchemist, along with architect and aromatherapy practitioner, Ankita Thadani. 

Here, we profile a few such women who are navigating the segment to make a case for their product and vision.

Samantha Ruth Prabhu & Ankita Thadani, Co-founders, Secret Alchemist

Why did you pick the wellness and beauty category?

Samantha: These days, I find myself drawn to more intentional, restorative rituals. For me, it’s not just about what looks good—it’s about what feels and does good too. That’s why discovering the brand felt like coming home. Clean ingredients, honest formulations, and products that genuinely support your well-being—it’s everything I had been searching for.

If you had to gift one Secret Alchemist product to your BFFs, which one would it be?

Samantha: Undoubtedly, one from our clean perfumes segment. Probably Madurai Jasmine—it’s soft, empowering, and incredibly nostalgic for me. It captures so many emotions in a single spritz, and I think that’s a beautiful gift to share. Plus, it’s clean and skin-safe, so it’s something I’d feel proud to gift to the people I love most.

It’s a big market out there, with a flurry of brands, products, and competition. How do you address the challenges?

Ankita: The Indian beauty space is buzzing with energy and innovation, which is exciting, but also means you need absolute clarity on your “why”. The biggest challenge has been cutting through the noise with a brand that’s built on depth rather than just aesthetic appeal. Clean beauty is a saturated narrative, so ensuring that people understand the integrity, science, and legacy behind Secret Alchemist takes consistent effort. Our focus has never been quick trends, but long-term trust and that takes time to build in a fast-moving market.

Shamika Haldipurkar, Founder, d’you

What gap in the beauty industry were you trying to fill when you started your brand?

India being the land of Ayurveda, there’s a deep-rooted belief that ‘natural’ means better. Consumers are often wary of chemical-laden formulations...and, here’s where we step in. d’you has set out to educate the audience and shift the narrative; science-backed products rooted in chemistry, biology, and skin physiology are, in fact, safer—and perhaps more effective, too. It’s about helping our audience make informed and empowered skincare choices.

What’s the one beauty rule you love to break?

A skincare routine needn’t be 10 steps to be effective! Fewer, well-thought-out steps tailored for your skin can go a long way. We’ve always encouraged a more conscious, intentional approach to skincare: One that prioritises quality over quantity, and long-term results over trends.

Manasa Garemella, Co-founder, Kindlife

What is the biggest challenge you faced navigating the Indian beauty market that seems to be rife with new competition?

While the market feels cluttered, the opportunity is massive. For Gen Z and Gen Alpha, self-care is central and beauty is a fitting extension—a form of self-expression, if you may. They don’t shy away from trying something new and seek out high-quality, efficacious products. We, at Kindlife, are in the quest to disrupt the beauty space by bringing cutting-edge, trending brands from across the globe to India. If it’s on your FYP (For You Page), it’s probably on Kindlife (or about to launch!).

What’s one ingredient you’d never use?

Any ingredient or product that claims to help with ‘whitening’. Nuh-uh.

Priyanka Ganjoo, Founder, Kulfi Beauty

The names of your products and especially of its shades/variants are very South Asia-inspired...How do you come up with these?

We honestly have so much fun with it. Once we’ve developed a product, we’ll spend time playing with it—feeling the texture, trying the shades—and asking ourselves: ‘What does this remind us of?’ Take Zari Eyes, for example. When we were developing the eyeshadow, we knew we wanted it to bring all the drama and shimmer. As we were playing with the textures, it reminded us of the sparkle of zari thread—the kind you’d see woven into saris or dupattas. That flash of shimmer and richness felt like the perfect name.

What is your favourite part about Kulfi’s packaging?

It’s a little burst of joy in your daily routine. The packaging is instantly recognisable—lavender, orange, and playful tones that lift your mood before you even open the product. It’s serious makeup that doesn’t take itself too seriously—a reminder that beauty can be expressive, joyful, and deeply personal. One detail I’m especially proud of is our logo, inspired by the ligatures in many South Asian scripts—the horizontal line that connects the ‘f’ and the ‘i’ in Kulfi. It symbolises connection, continuity, and storytelling—core themes in everything we do.

Vibhuti Arora, Founder, House of Beauty

If your brand could travel to any era, which decade would it thrive in?

I believe we’re living in the golden era for indie beauty brands—and globally, the conversation around clean, holistic beauty is more prominent than ever. Today, consumers are more conscious; seeking transparency, purpose, and science-backed solutions. Once considered niche, facial yoga and non-invasive face tools are now mainstream. Our brand is proud to be at the forefront of this movement.

You recently revamped your packaging. Why so?

It’s been a truly transformative journey for us. Ever since our Shark Tank appearance (in 2024), we took all the constructive criticism in our stride and made it our personal mission to refine the brand. Our new goal is clear: To build lightweight, travel-friendly products that deliver transparency at every step. We’ve also added routine-building guides and QR codes to all products for a truly interactive experience

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