These vegan homegrown brands are making all the rounds

From makeup that survives Mumbai humidity to khadi pieces made with traditional looms, India’s indie beauty and fashion scene is having a very good moment. These are the labels bringing thoughtful design, local context and a distinctly modern point of view to our everyday routines.

Thou Beauty

If your idea of base makeup is skin that still looks like skin, Thou Beauty deserves a place on your radar. Founded by Alekhya Vavilala, the brand focuses on lightweight, skin-centric makeup created with Indian skin tones and undertones in mind. Its range includes the Hue Drops tint, Bright Blend concealer, and The Limitless blush. These products are designed to offer breathable, buildable coverage rather than a heavily layered finish.

ButterBawd

ButterBawd is not a beauty label, it is a Made-in-India clothing brand creating sculpted tops and bodysuits for everyday wear. Its designs combine compression, comfort, and versatility, using second-skin fabrics intended to work with India’s warmer climate.

The label is particularly appealing if you like clothes that can be styled several ways: worn with denims, layered under a blazer, or paired with relaxed trousers. Spotted on celebrities such as Alaya F, and multiple influencers, this brand has definitely caught a few eyes. (including ours!)

TNND-OUT

For holiday dressing and easy everyday separates, TNND-OUT has a playful, wardrobe-friendly point of view. The brand describes itself as a one-stop apparel label for vacation clothes and everyday staples, with collections spanning tops, dresses, and co-ordinated sets.

Asa Beauty

Luxury makeup can be conscious without looking worthy or overly austere, and Asa Beauty understands the assignment. Founded by mother-and-daughter-in-law duo Asha and Sukriti Jindal Khaitan, the brand creates makeup with a strong emphasis on refillable packaging, multifunctionality, and natural-origin ingredients.

Terra Luna

Terra Luna makes the case for looking at khadi differently. Founded by Stuti Dhanuka, the label turns hand-spun and hand-woven khadi, organic cotton, and pure linen into modern clothing, including shirts, dresses, trousers, and relaxed separates.

Cava Athleisure

Cava Athleisure was born during the pandemic, when sisters Ria and Shreya Mittal noticed a gap between performance wear and clothes that could be worn through the rest of the day. This Bengaluru-based brand creates leggings, joggers, shorts, tops, co-ords, hoodies, and other adaptable pieces. The appeal is simple: these are clothes for workouts, work-from-home days, errands, and coffee runs without requiring a complete outfit change. 

Cahvé Beauty

Cahvé Beauty is for anyone whose makeup has melted before they have reached the venue. Founded by Alina and Zahra, the label creates lightweight, sweat-resistant beauty designed for Indian skin tones, undertones, and weather conditions. Its range includes liquid blushes, a setting spray, and now they’ve entered the perfume market. Their scents are positioned to deliver an experience with options ranging from Marrakesh to Aphrodite and more.

Vélaire

Vélaire brings an accessible luxury angle to the homegrown fragrance space. The Mumbai-based label, founded by Mohsin Khan, focuses on perfumes presented as part of an everyday ritual, with an emphasis on scent, bottle design, and atomisers. Fragrances are designed to suit everyone with some men tilting towards soft floral fragrances while women choosing more bold fragrances. 

The Bombay Perfumery

The Bombay Perfumery has become known for fragrances that feel rooted in India without relying on predictable interpretations of it. Its scents are designed around distinctive notes and stories, making the brand a compelling choice for anyone who wants their perfume to feel a little less familiar.

Urth Label

Urth Label approaches fashion through minimalism, functionality, and a strong environmental conscience. The Delhi-based womenswear label creates versatile clothing designed to move from work to social plans, with styles including jumpsuits, co-ordinated sets, oversized shirts, and easy separates.

The beauty of opting for more and more homegrown and vegan brands as consumers and as brands is connecting to the roots, and producing pieces and products that not only deliver an experience to the buyer but to also create a positive impact on the environment. Beauty has always been about positivity, and these brands are certainly doing it right on their behalf.

Lead image: The brands 

Also read: The cool homegrown fashion and beauty brands to have on your radar

Also read: From sleepwear to swim wear, India’s experiencing a rise in homegrown brands