Bookmark these homegrown beauty labels for clean, high-performing products

Five innovative beauty brands are grabbing the spotlight, each with its unique approach and products. The Dearist focuses on simplicity and effectiveness, Kimirica celebrates Indian heritage and ancient wisdom, and Kiro redefines high-performance glamour. Juicy Chemistry promotes holistic beauty with organic skincare and make-up, and Sommer Beauty simplifies versatile, vegan-friendly formulas. Together, these brands are shaping the future of the beauty industry in India, emphasising self-expression and diversity while honouring tradition and innovation.

Kiro

As an Indian homegrown brand, Kiro aims to revolutionise the beauty industry by offering clean makeup products with high-performing ingredients. Kiro prioritises easy, minimal make-up tailored for daily wear, without compromising on efficacy. The colour-changing lip oil is loved by many for its unique pigmentation, adapting to individual skin pH to offer a custom tint. Kiro is committed to providing high-quality make-up that meets the modern consumer’s needs, emphasising safety and ease of use. Their innovative approach and dedication to empowering self-expression have redefined beauty standards, resonating with customers’ lifestyles and values. Kiro’s journey is characterised by authenticity, empowering individuals to express themselves confidently while making conscious beauty choices.

“We believe that true beauty is all about feeling confident and comfortable in one’s own skin.”
—Vasundhara Patni, founder

Kimirica

Kimirica’s brand ethos emphasises elevating self-care rituals, infusing joy and fulfilment into every interaction. Premium vegan formulations and unique fragrances are meticulously crafted to enhance self-care journeys, recognising the therapeutic value of such indulgence. Through its products, Kimirica empowers individuals to embrace inner beauty, fostering balance and happiness in everyday life. Their Vivah Collection introduces India’s first ‘Fragrance of Weddings’, encapsulating the essence of traditional Indian nuptials with notes of turmeric and marigold. Rajat Jain, co-founder and lead perfumer, says the collection aims to evoke cherished memories of the wedding season. Vivah’s authenticity lies in its homage to Indian wedding traditions, embodying vibrant hues and intricate patterns.

“At Kimirica, we define beauty as the embodiment of self-love, authenticity, and mindfulness.”
—Kimi Jain, co-founder and head of brand experience

The Dearist

The Dearist emphasises gut health as a cornerstone of overall well-being, eschewing fads for minimal, yet effective, products. Amidst societal pressure to embrace imperfections, the brand advocates transparency, eschewing retouching to showcase real skin. With a commitment to authenticity and efficacy, The Dearist is redefining beauty rituals for a discerning audience seeking genuine results and holistic self-care. The brand’s bestseller, the Aloe Vera Gel, housed in a hexagon glass jar, stands out. It serves as a multi-tasking superhero, addressing myriad skin and hair concerns—from priming to soothing sunburns. Accessible to all ages and genders, it harkens back to a time when aloe vera was revered as the ‘plant of immortality’, said to be cherished by historical beauty icons like Cleopatra. Modern versions often lack efficacy due to adulteration, prompting The Dearist to craft a formulation with 93 per cent aloe vera pulp for tangible results.

“The ‘glow from within’ truly comes from internal nourishment.”
—Meher Jadwani, founder

Juicy Chemistry 

Juicy Chemistry’s foray into make-up introduces India’s first certified organic make-up range. Their lip crayons have swiftly gained cult status, thanks to their intensely pigmented formula delivering rich, vibrant colour in a single stroke. The buildable and blendable formula allows users to customise coverage and intensity, while their versatility extends to these working beautifully as blush and eyeshadow. Available in 16 inclusive shades, spanning nudes, browns, reds, pinks, and corals, they cater to the diverse set of Indian skin tones. Crafted with premium natural ingredients and manufactured under strict safety guidelines in the Czech Republic, Juicy Chemistry ensures their products are safe, and effective. This dedication to quality, along with their multifunctionality and inclusivity, have solidified Juicy Chemistry’s positioning among discerning customers.

“Our approach to beauty is not reactive, it’s assistive.”
—Megha Asher, co-founder & COO

Sommer Beauty

Sommer Beauty has a growing range of smart, versatile, and easy-to-use products that work for everyone regardless of age, gender, skin colour, or skin type. The brand’s goal is to champion the power of less is more through their mindfully made multitaskers. Sommer Beauty’s Huesicle redefines multi-tasking make-up with its innovative formula, offering a creamy pigment that effortlessly transitions from lips to cheeks to eyelids. Unlike typical tints or waxy products, it boasts a super creamy texture, lightweight feel, and seamless blending for a natural look. Free from synthetic or natural fragrances, essential oils, parabens, mineral oils, or talc, it’s a skin-friendly option crafted with vegan and cruelty-free principles. Packaged in a convenient bottle format with a unique wand applicator, it’s perfect for on-the-go touch-ups.

“Beauty is about authenticity and minimalism, and we, as a brand, carry that forward in our ethos.”
—Sonali Kuruvilla, and Preneetha Balachander, co-founders

This piece originally appeared in the April-May 2024 print issue of Harper's Bazaar India.

 

Image Courtesy: The brands

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