The new generation of Indian beauty brands worth bookmarking now

India's beauty industry is evolving fast, and a new generation of founders is leading the charge. These homegrown brands are bringing fresh ideas, science-backed innovation, and a distinctly Indian perspective to skincare, haircare, bodycare, and beyond.

BEYOND BEYOND

Dedicated to the science of cellular longevity, Beyond Beyond by Sushma Puri, Aparna Kakrania and Shweta Jain is all about challenging the traditional anti-ageing narrative and prioritising skin health. Born out of a growing disconnect between what skincare promises and what the skin actually needs, the brand responds to the realities of living in India—heat, pollution, and constant environmental stress. “Even the most well-curated routines weren’t quite keeping up. Skin was always reacting, always catching up,” shares Puri. Beyond believes efficacy comes from respecting how the skin functions. They focus on ingredients that play a meaningful biological role, “like NAD+, and build formulations that support repair, barrier strength, and cellular energy. We prefer doing fewer things well rather than overloading formulations,” adds Kakrania.

The edge: For Beyond Beyond, storytelling is stripped back to clarity. “Skincare can feel overwhelming, so it is important to communicate in a way that feels intelligent but accessible,” shares Jain. The result is a brand where product and narrative move in sync—grounded, honest, and built for longevity.

Products in focus: NAD+ Oil-Free Matte Sunscreen SPF 50, ₹1,150

OFF DAYS

Founded in 2023 by model and content creator Merrylin Boro and celebrity hair stylist Rod Anker, Off Days is focused on addressing the struggles of Indian haircare. It is a result of understanding everyday hair habits and years of salon expertise, combined into products that focus on long-term results. Off Days translates age-old traditions into high-performance formulations that fit seamlessly into modern life. “The focus is on precision using fewer, smarter products that deliver consistent results without the need for time-intensive rituals,” notes Boro.

Keeping an account of consumer feedback and the need to simplify complicated and misinterpreted haircare routines is how Off Days is changing the course of Indian haircare. “[For instance] Frizz is frequently misunderstood; it’s often environmental or textural rather than something to eliminate,” explains Boro. “Ultimately, hair responds to individual factors like scalp condition, climate, and lifestyle.”

The edge: Built by two industry insiders, Off Days strips haircare back to what it should be—simple, performance-driven, and rooted in reality, without compromising on a sense of luxury.

Products in focus: The shampoo, conditioner and hair serum trio pack, ₹2,850

HIBISCUS MONKEY

Hibiscus Monkey is on a mission to become one of India’s most trusted bodycare brands. Founded by Mona Mehta, Naina, and Roshni Mehta, and incubated at Harvard and MIT, the brand is rooted in research-led solutions that address concerns long overlooked by the industry. Hibiscus Monkey doesn’t begin with aesthetics, but with intent. “Before we made a single product, we conducted primary research with 100 Indian women to understand what they were actually struggling with on their bodies—concerns that the beauty industry had never properly addressed. That research shaped everything,” shares Roshni Mehta. Designed to slip seamlessly into everyday routines, Hibiscus Monkey’s products are equal parts intuitive and effective. “Our viral Velvet Spray In- Shower Body Moisturiser came from one of those findings: people find moisturising tedious...we designed around it. Spray onto wet skin, rinse, step out moisturised,” explains Mona Mehta.

The edge: By addressing concerns often left unspoken, the brand carves out a space that feels both necessary and overdue. “We start with a real problem and work backwards from there. That’s where the intentionality lives—not in packaging or fragrance, but in genuinely solving for something,” adds Naina.

Products in focus: Velvet Spray In-Shower Body Moisturizer, ₹1,120

JUST HUMAN

Born out of the pandemic and its use of sanitiser mandate, Just Human is a clean, fast, and sought-after personal care and skincare brand. Founded by Roshini Sanah Jaiswal, Just Human prioritises crafting formulations that work in harmony with the skin-mind connection.

The brand recognises that beauty is not just physical. Hormonal shifts, emotional changes, and skin behaviour, all begin to intersect in a way the industry hasn’t fully addressed. “As I often say—Neurocosmetics will define the next decade of beauty. Because how you feel is no longer separate from how you look,” says Jaiswal.

The edge: As opposed to predictable standards, Just Human is anchored in a simple but overlooked truth: the woman who has the most agency in her life is often the least represented in beauty—the 38+ consumer. “For decades, aspiration in this industry has been built around youth. But for women over 40, that narrative feels increasingly disconnected from who they are and how they see themselves. We saw a clear gap, not just in formulation, but in representation. So we made a conscious decision to build a brand that doesn’t ask women to look younger, but reflects them as they are: powerful, evolving, and deeply self-aware,” asserts Jaiswal.

Products in focus: Probiotic Dandruff Hair Care Duo, ₹2,449

PROJECT QAAFI

Project Qaafi centres around the simple belief of being enough. The brainchild of Aahan Chatterjee, founded in 2024, Project Qaafi is a response to the flattening of Indian skincare into trend and trope. Qaafi is not here to compete for attention. It is built for discernment, for those who value cultural depth, sensory design, and quiet authority. “We bring together Ayurveda, botanicals, and science-backed actives with precision,” insists Chatterjee.

Even with a limited product range, the brand has managed to book a spot in our carts. From hand creams to soap bars, Qaafi explores beauty territories that the Indian industry often overlooks. “Like hand care, often dismissed as an indulgence,” explains Chatterjee. “Our focus is a highly curated community of tastemakers who value the nuances of self-care.”

The edge: Keeping its unique nomenclature aside, the fact that Qaafi isn’t about mass-market skincare is what gives it an edge in an oversaturated market. “It is a staple for those who will never return to generic or foreign alternatives,” says Chatterjee. “A range built with intent, formulated with clarity, and communicated with honesty. We do not overreach or overpromise. We do not try to be everything. We just make sure what we do is qaafi (enough),” he adds.

Product in focus: The hand cream, ₹1,595

RAISE

With the power of Korean technology in every bottle and over 20 years of listening to the consumer and industry experiences, Sneh Koticha founded a brand that is quite literally here to ‘raise’ your haircare standards. Founded in 2017, Raise is all about enhancing the existing Indian haircare traditions like oiling and herbal treatments, instead of replacing them. “Today’s consumers are super aware, but also a bit overwhelmed, so we are simplifying things by focusing on how, when, and why,” says Shawn Marvin Peppin, trainer-creative director. Built on precision and personalisation, Raise moves away from a one- size-fits-all mindset. From pre-wash scalp oils to targeted treatments, the approach is about using the right product, in the right way, for consistent, effective results.

The edge: There’s this strong belief that you can fix damage instantly. Hair doesn’t heal like skin; and that’s something Raise tends to centre around. “We are trying to help people move away from chasing trends and towards understanding. When you get to know your hair, you stop buying products on a whim and start making choices that actually work for you. That’s where the real magic happens,” explains Peppin.

Product in focus: Fall Fighter Scalp Exfoliator, ₹1,499.

INTO

My search for a suitable cleansing balm ended here! Into, a brand by Devyani Darapareddy, runs along the lines of effortless, effective, and empowering. With a goal of “Indian skin first”, Into’s products are made to meet the unique needs of all skin types. Designed for modern Indian consumers who do not have the time or inclination for 10-step routines, Into is here to make its way onto your AM/PM skincare routines by simply bringing the ‘less is more’ practice into being. “India doesn’t lack beauty brands. It lacks sharply defined ones. Into was created to offer thoughtful, high-performance solutions developed meticulously with leading experts from around the world,” elaborates Darapareddy.

The edge: With an aim to set a new standard for products that really work, without the fluff, Into focuses on quality over quantity. “In an increasingly saturated market, what sets us apart is clarity. Every product, visual, and decision is intentional. We are not trying to be everything to everyone. Just a focused edit of essentials,” shares the flounder.

Products in focus: Doubling Down Nourishing Rinse- Off Cleansing Balm ₹1,875

MOKAE BEAUTY

Think make-up, but make it everyday wear; think high performance, but make it clean and non-toxic—these are the building blocks of Mokae Beauty. Founded by celebrity make-up maverick Sandhya Shekar and photographer Vikas Vasudev in 2024, Mokae Beauty currently offers eye and brow products. “We’re building something that can stand the test of time, and stand on its own anywhere in the world,” says Sandhya Shekar. Mokae Beauty is not your generic make-up brand, but something that’s “a more holistic idea of beauty,” as Shekar says. “The idea is simple, to feel beautiful inside out, and use our products as tools for self-expression,” she adds.

The edge: Mokae Beauty is neither trying to fit in nor stand out. The brand tends to focus on a more holistic idea of beauty, and follows on the simple idea of feeling beautiful inside out,with products that are treated as tools for self- expression. “We’re just trying to build something that is honestly our own. Something that reflects our personal ethos and journeys. We’ve taken a slower, more deliberate approach, building around real people and real needs rather than what’s trending at the moment,” shares Vasudev.

Products in focus: Arc Angel Clear Brow Gel and Witching Hour Brow Gel, ₹3,844 and ₹3,750, respectively.

All images: The brands

This article originally appeared in Harper's Bazaar India's April-May 2026 print issue.

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