The Homegrown Beauty Edit

The Indi-beauty revolution is taking over the world. Backed by the ancient science of Ayurveda, aromatherapy, as well as clean, new-age ingredients, these young brands are creating a niche for themselves in an industry flooded with buzzwords and tall claims. We’ve zeroed in on the names that should be on your radar if you want to switch to a cleaner, greener beauty routine.

- Meghna Sharma

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.”