We live in a country where running to the kitchen cabinet for a quick beauty fix is habitual. Right from when your grandmother used to slather on coconut oil on your hair (even it means stepping out of the house looking like a grease ball), to using ubtan powder for glow, multani mitti to treat acne, to banking on a of concoction of curd and lemon juice for soft, functional hair—traditional remedies, have given rise to many homegrown beauty labels that beautifully encompasses our rich Indian rituals passed on through generations. Labels that capitalise on locally nurtured ingredients by carefully studying the secrets that Indian women have been using for decades. So, this month we’re choosing to buy local from five homegrown beauty brands that offer sumptuous textures housed in pretty bottles and tubs—loved by thousands across India with a strong customer following.
1. Mamaearth
Initially launched by co-founders Ghazal and Varun Alagh, Mamaearth was built with a very clear vision. A vision to create gentle yet hardworking beauty products for expecting mums and babies that are natural, safe, and toxin-free. The personal care label leans to the purest of nature’s ingredients and oils, which are further blended into lotions and butters that offers a holistic approach to consumers. Some of their standout products include their ubtan lotion infused turmeric and kokum, rice water shampoo, and the onion hair oil for hair fall and regrowth.
2. Minimalist
Launched in 2020, the Jaipur-based, clean beauty brand carved its own niche in the serum category with the intention of offering consumers education and transparency in its ingredients. Driven by scientific innovations and customer needs, the brand takes an efficacy-first approach that has gained massive consumer acceptance across the nation. Designed for both men and women, some of their star hero products include their niacinamide face serum, bestseller kit, and CTM combo.
3. Forest Essentials
Founded by Mira Kulkarni over two decades ago, Forest Essentials was born with the aim of introducing a brand that focused on merging ancient beauty rituals, and mainstream science. Being the first ever Indian luxury skincare label to go global (currently also available in the UK), the brand continues to advocate the power of Ayurveda, rooted in traditional rituals through natural concoctions with Ayurvedic preparations. A few editor favourites include their kumkumadi night cream, Kashmiri saffron cleanser, and the iced pomegranate and Kerala Lime body wash.
4. Nykaa Cosmetics
This list would be incomplete without a quick shoutout to our in-house line, Nykaa Cosmetics that initially started off with nail paints (that were quick to gain cult status), and soon after branched into to everything from foundations and blushes to lipsticks, eye makeup, and more. Some of our customer favourite include the matte liquid lipsticks in the shade Janhvi, Rock The Line Kajal, anti-pollution foundations, and the liquid highlighter to name a few.
5. mCaffeine
India’s first ever caffeinated personal care brand, mCaffeine embodies the millennial and Gen-Z ethos by offering clean, natural, vegan and cruelty-free products along with positioning one of the strongest lifestyle trends at its heart—good ol’ coffee. With all their formulas also being strictly PETA approved, the brand is popularly known for their body polishing kit, scalp scrub, bathing bars, and their lip polishing oil that are great for dry, and pigmented lips.
Make sure to also check out Nykaa's Indian Beauty Bazaar and our Homegrown Collection Store to discover all our top brands, hidden gems, famous home remedies, and more.
