[100 Emerging Women Leaders] 28-year-old beauty brand D2C brings personal care rituals from around the world


For Aishwarya Nir Swarna, entrepreneurship was not something new. His parents are the founders of the Aishwarya Group, a pharmaceutical organization.

But what really inspired Aishwarya to take the plunge were her grandmother’s self-care beauty rituals. Aishwarya, 28, realized that women around the world had unique beauty secrets to take care of themselves, which led her to launch the D2C Global Beauty Secrets brand in 2018.

“It was this idea that inspired me to travel more and experience for myself these unique beauty rituals across the world,” says Aishwarya, JHC graduate, University of Mumbai, who then worked for The Times of India and CNBC-TV18. .

Aishwarya says that with Global Beauty Secrets, the team is trying to address cultural inclusiveness in beauty.

“In an industry teeming with local Ayurvedic-themed products, we are a voice that seeks to represent heritage beauty rituals from around the world with natural, high-performance ingredients in eco-friendly packaging. Adds Aishwarya.

What helped her start her business was her time at Aishwarya Group, where she learned a lot about product creation and high performance activities essential to skin care.

“Armed with my entrepreneurial zeal and my interest in the beauty and personal care field, I was motivated to launch a beauty brand inspired by women and global personal care rituals around the world. All of these experiences and knowledge about global cultures helped me shape Global Beauty Secrets, a wellness brand, with a vision to revive those lost rituals and unique beauty secrets, poured into a bottle with rich extracts. natural, ”Aishwarya explains.

Understanding multicultural perspectives

During the pandemic, Aishwarya contacted Kyoto-based artist and curator of Kimono culture, Junko Sophie Kakizaki, who comes from a line of samurai warriors.

“Her work and passion as an artist and ambassador of Japanese culture resonated with me. I got a glimpse of her wonderful world of ancient and authentic beauty traditions, ”says Aishwarya.

Although she adheres to travel restrictions and other quarantine standards, dictated by the pandemic, Aishwarya aspired to continue her journey of understanding the multicultural perspective of beauty to unite people in diversity, celebrate inclusiveness and preserve intelligent cultural knowledge.

“For me, this is the true vision of beauty – a collective evolution of our being, a space that challenges hatred and division, a space that nurtures who we are and doesn’t ask us to adhere to standards of beauty. normative. One space that I firmly believe we should continue to cultivate as a civilization is to encourage and share wisdom about spiritual, mental and physical revitalization, ”adds Aishwarya.

Build the products

Believing in his vision that beauty has a universal soul, Junko agreed to collaborate with Global Beauty Secrets to create Tashi-nami Beauty Box.

On this subject, Aishwarya says: “We were inspired by Junko’s grandmother and her age-old beauty rituals, artefacts and ingredients. We recreated them by sourcing the best of Japan and India. Our silk puffs are made from ancient kimonos imported from Japan, and our intensely hydrating hair and skin moisturizer, Camellia Oil Blend, is an incredible blend of high performance ingredients. And finally, we finish with Beni nourishing lip balm with soothing safflower oil. Both the oil and the balm are enriched with Ecocert compliant ingredients from the most credible suppliers around the world.

The team works with community experts to understand different beauty rituals that are unique, and invests time and energy to understand product stories and works with experts to create and design unique product packaging. Culture.

“This is done at the design level, which is visually and functionally tested for prototypes with multiple vendors in different textures and shapes. For example, in our recent Kyoto range, we created unique origami-based packaging with a traditional Heian artwork on the inside and Zen-inspired packaging on the outside. We completed it with hand-drawn calligraphy by Japanese cultural expert Junko Sophie Kakizaki, ”Aishwarya explains.

Manufacturing and more

The team also worked simultaneously on product development with the help of their lab and manufacturing associates to meet and meet the demands of their target audience.

For example, making sure the ingredients were super clean and organic, and the packaging was environmentally friendly. One of the products was a puff of silk, which the team recycled with vintage sanitized kimonos from Kyoto.

After product development, the product goes through prototype approvals with experts. The silk puff went through three different vendors, around 22-24 different prototypes, and two commercial production batches in the middle and after the second lockdown, Aishwarya says.

“After the approval, we organize the gift box and also compile a large body of literature called Tashinami, which we developed over a period of three months, and then turned it into a book for the enjoyment of all of our members. community. We organized the products and reserved in a gift box and shared them with our industry thought leaders and customers to savor, ”says Aishwarya.

She adds that the team does not compromise on sourcing and that all the materials they use are tested for purity and have documentation supported by COA for every purchase made for raw materials.

All of these products come from international suppliers, trusted by major industry players, and are approved or certified by regulatory bodies. In many products, most of the ingredients are approved by Ecocert or COSMOS.

“The information on our ingredients is mentioned in a very transparent way in all our packaging in compliance with regulatory requirements. We have links with WHO: a GMP certified manufacturing facility to produce all products conceptualized, designed and formulated by us, ”says Aishwarya.

Price and market

The price of the product varies between Rs 400 and Rs 4,000, depending on the function, quantity and use of the product. The products are available in categories such as skin, hair and body.

“I have faced many challenges along the way, just like any other entrepreneur. However, I am deeply grateful for all the lessons that came to me during the process and they were more rewarding than any other educational course I could have taken.

“The only thing I learned on this trip is to have a good grasp of the fundamentals of your business if you want to play a game for the long haul. If you make mistakes, be brave and committed enough to learn, to adapt. , redo and excel, ”adds Aishwarya.

A report from Avendus says India’s D2C business will be worth $ 100 billion over the next five years. India has up to 600 D2C brands – a number that will grow dramatically over the next five years, and over 16 brands with annual sales of over $ 60 million.

Some of the D2C startups in the beauty segment include Sugar, Juicy Chemistry, Mamaearth, Pilgrim, Disguise Cosmetics, Prune, etc.

Future plans

Speaking of future plans, Aishwarya says she aims to make sure their products are honest and worth the value the customer is paying. Therefore, quality and credibility are a priority. Ensuring that the brand reaches new directions, new markets and new scales are other priorities.

She says the idea is to develop a digital native brand with consumer convenience and infotainment at heart, with technologically advanced delivery of products, information and customer awareness.

Advising aspiring entrepreneurs, she says, “Be brave, persevere and enjoy the process. “


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