Independent beauty brands are stepping up their game to be more conscious, inclusive, and environmentally responsible. The clean beauty movement is gaining momentum worldwide, and one great way to embrace a nature-friendly and non-toxic beauty routine is by exploring homegrown labels. These brands often rely on locally-sourced ingredients, small-batch production, and avoid toxic parabens.
Here are few Kolkata-based beauty innovators who are committed to conscious production and transparency in their brand philosophies:
Auli
Started in 2017 by Aishwarya Biswas, Auli is a cruelty-free skincare brand that blends the timeless benefits of Ayurveda with scientific formulations. Auli creates effective skincare products by combining active and Vedic ingredients. For example, the Auli Luminous Scalp Cleansing Shampoo features honey, olive, milk, neem oil, castor oil, jojoba ester, keratin, and glycerin.
“We educate people first, about the products and about their skin type, and we hope they’ll come back for a consultation,” says Biswas.
Auli’s most popular product is the Vitamin C and Hyaluronic Acid serum called Power of C, a lightweight formula that easily absorbs into the skin, making it plump and hydrated. Aishwarya Biswas, a trained cosmetologist, ensures that all ingredients in Auli’s products are non-toxic. Auli also offers a range of cleansers, face gels, toners, serums, and hair care products.
Jugni
Harsha Jain launched her skincare brand in 2020 with a vision of creating natural, homegrown, effective, and luxurious handcrafted products. Jain emphasizes conscious living and sustainability, making her brand both eco-friendly and socially conscious.
“The idea behind starting this venture was to empower urban women from disadvantaged backgrounds and help them become agents of change in their micro-communities,” shares Jain.
Jugni’s hair oils, made with locally sourced ingredients, are popular among users. The products are cruelty-free, 100% natural, non-GMO, and non-toxic. “Our products are made in very small batches and are made to order. We do not use additives, artificial colors, or fragrances, so you can truly benefit from the best ingredients,” adds Harsha. Jugni also offers lip and foot scrubs, body lotions, and bath scrubs.
Debasree
Created by fashion, beauty, and lifestyle bloggers Debasree Banerjee and Nikita Mariani, #debasree is a vegan and cruelty-free beauty label that uses water-activated pigments. Their line of bright pot creams can be mixed with water to create eyeliner, lipstick, or even body paint for vibrant makeup looks.
Their pot cream range, called D/Fine, is an expression of Debasree’s personality. “We aim to build a community that believes in breaking definitions when it comes to makeup, and is experimental and gender fluid,” says Debasree.
WishCare
WishCare is dedicated to creating the purest and healthiest products while educating everyone on the importance of self-care. Their mission is to blend compassion with safe and potent formulas, making them a trusted companion for vibrant skin and lustrous hair.
Founded by Ankit Kothari, Stuti Kothari, and Ayush Kothari in 2017, WishCare redefines beauty routines by combining traditional remedies with modern scientific innovation. They believe true beauty comes from within, which is why their products are 100% free from harmful chemicals. Instead, WishCare uses nature-inspired, therapeutic ingredients, ensuring that every product is made in small batches to guarantee freshness.
WishCare isn’t just a brand; it’s a beacon of informed choices. They provide transparency in their ingredients and processes, empowering individuals to make self-care decisions that align with their values and aspirations. With their naturally infused products, WishCare invites you to transform your self-care routine and embrace a healthier, more beautiful you.
These brands, with their innovative approaches and unwavering determination, are not only shaking up the consumer market but also paving the way for future entrepreneurs.
