The Homegrown Beauty Edit

ELIXIR SHOP

Nikita Anand, CEO

“Elixir Shop was co-founded by my mother [Dr Seema Anand] and I in 2016. We are a certified Ayurvedic brand offering a range of essential oil-based serums that tackle specific skin and hair concerns. Our brand has grown organically, through word of mouth, and we consider that a huge achievement. My mother designs the formulas, and it took her three years to create our first line. We were one of the first brands in India to use essential oils to create potent serums. Another one of our unique products is the Hair Fall Serum, which is supposed to be mixed with your shampoo and then applied—we are thrilled to say that it’s a one-of-a-kind innovation. We are certified by the Ministry of AYUSH, India, and our sustainable, recyclable packaging ties in with our ‘green’ values.”

FOREVER EARTH SKINCARE

Isha Bharti, Founder

“Our brand is all about high-performance, plant-based skincare. I have been making products for myself, and close family and friends since 2014. Inspired by the encouraging feedback I was getting them, I decided to launch Forever Earth Skincare in 2018. Our USP lies in our expertise in formulation—I have an M.Tech in Biotechnology, and I have also taken a few courses on organic skincare formulation. Some of my favourite products are the African Black Soap (inspired by a traditional west African formulation), Neem Wood Combs (they’re simple and effective), and the Acne Spot Treatment (it is a potent formula created with all natural, Ayurvedic ingredients). Our idea is to enable and promote healthy, natural living…and we also plan to introduce wellness products to our catalogue someday. As a brand, we don’t just want to offer modern, natural skincare, we also believe in educating people about ingredients, processes, and techniques… and this reflects on our Instagram feed. We have an A to Z series on natural skincare, where we share vital information to educate people on social media.”

RUBY’S ORGANICS

Rubeina Karachiwalla, Founder

“We are India’s first organic make-up brand offering on-trend products infused with skin-loving, bio-active ingredients. I wanted to create products that were kind to both our skin and the environment. So, I started experimenting at home—mixing pigments, binders, and other ingredients—to create a line of cosmetics that would become a