Did you know that The Niacinamide 10% + Zinc 1% Serum by The Ordinary is purchased every two seconds across the globe? The brand, to date, has retailed almost 300 million units of the cult serum, and yet people want more. As a skincare brand, The Ordinary has been solely responsible for educating consumers to pick the ingredients for their skin first instead of looking for solutions to their problems. And today, every “skintelligent” consumer wants a piece of this affordable, science-backed skincare brand. As The Ordinary finally debuts in India with Nykaa and The Estée Lauder Companies, we speak with chief scientific officer, DECIEM, Prudvi Kaka, who tells us how the brand plans to leave its mark on the Indian market.
GRAZIA: Tell us about the philosophy behind using chemical-based products?
PRUDVI KAKA: Much of this chemical-free discussion results from marketing tactics that often use misinformation to further the ‘clean beauty’ narrative. Labelling a product chemical-free is scientifically incorrect as everything is a chemical. Last year at DECIEM, we launched the ‘Everything is Chemicals’ campaign to offer unbiased evidence on the use of chemicals in cosmetics and aid confused consumers with meaningful, backed resources. We do our research to ensure that all our products are tested and formulated safely.
G: What has been the inspiration behind the brand and the packaging?
Diese Geschichte stammt aus der June 2022-Ausgabe von Grazia India.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der June 2022-Ausgabe von Grazia India.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
Through The Looking Glass
Created to magnify the beauty and poignancy of an era of great change and burgeoning luxury, Louis Vuitton reveals a high jewellery collection quite unlike any other
So Close Yet So Far
The heartbreaking Indian fourth place finishes at Paris 2024
THE FABULOUS LIFE OF DVF
The life and times of Diane von Furstenberg -fashion icon, designer and '70s pin-up - are the subject of a new documentary. Now 77, she recalls a life well-livedplus, the making of her famous wrap dress
On the Bookshelf
Books Review
A Night To Forget
A young woman's chance encounter with a pop star shatters her perception of consent in a culture that worships celebrities
GLOSSPELL: SCENT & SENSIBILITY
The new frontier of fragrance is here to elevate your olfactory experience, one strand at a time
TRIPTII DIMRI TAKES CENTRE STAGE
From indie gems to mainstream hits, Triptii Dimri is redefining what it means to be a leading lady in the new age of Bollywood
WHERE LIVING MEETS GLAMOUR
Looking for the perfect middle ground between vacationing overseas and homeland comfort? Venture into this Dubai-inspired mosaic of glitz and opulence
SHOP TILL YOU DROP
Discover the ultimate shopping experience - a collection of nine European villages that offer a chic and cultural adventure under blue skies
A LOVE ODYSSEY
A newly-out lesbian is on a path to finding herself, finding her people, and finding her partner in that order -