Using Turmeric, Saffron, Ginseng, and Rice Water, the brand addresses oily skin, pigmentation, and frizz-prone hair in tropical climates.
In a world captivated by K-Beauty trends, India is quietly crafting its own skincare revolution. Enter Hashtag XOXO, the Indore-and-Delhi-born brand that is setting new standards with I-Beauty: Indian Beauty for the modern consumer. Founded by lifelong friends Richa Malviya, Vineet Sharma, and Prakashan Pillai, the brand combines centuries-old Ayurvedic wisdom, modern dermatology, and urban practicality to create products that empower natural beauty.
With tropical sun, humidity, and urban pollution, Tamil Nadu residents face skin and hair issues. Surveys highlighted oily skin, pigmentation, and frizz.
“We focus on natural, effective skincare for every resident,” says Richa.
“We wanted to build a brand that is authentic, effective, and rooted in our heritage,” says Richa Malviya. “Our mission is simple: No Filters – Make Skin Healthy. We do not sell fairness; we want people to embrace their natural skin tone and glow.”
Understanding the Consumer
Before launching, the founders conducted detailed surveys across multiple Indian cities, talking to hundreds of consumers to understand their unique skincare and haircare concerns. In every city, whether facing the dry winters of Delhi, humid summers of Chennai, or pollution-heavy skies of Bengaluru, people consistently expressed the need for natural, effective, and safe products.
“These surveys guided our formulation process. We learned that Indian skin and hair face unique challenges from pollution, sun exposure, and seasonal extremes,” explains Vineet Sharma. “This inspired us to craft products that are both practical and rooted in Ayurveda.”
Founders’ Journey and Brand Philosophy
Richa and Vineet brought their expertise in product development, marketing, finance, and budgeting, while Prakashan Pillai spearheads sales, logistics, and distribution networks, ensuring Hashtag XOXO’s Ayurveda-inspired products reach customers efficiently nationwide.
The founders invested over 18 months researching traditional Ayurvedic ingredients, experimenting with blends to create formulations suitable for all skin types and climates. Key ingredients include Turmeric, Saffron, Ginseng, Rice Water, Hibiscus, Amla, And Vitamin C & many chosen for their natural efficacy in promoting glow, hydration, and hair strength.
“Ayurveda has solutions for almost every skin and hair concern. Our goal was to combine that wisdom with modern science to deliver tangible results,” says Richa.
Product Range
Hashtag XOXO’s product line offers a complete I-Beauty ritual:
- Serums: Anti-pollution, brightening, and hydrating blends with Turmeric, Aloe Vera, and Licorice Extract.
- Face Packs: Detoxifying clay and botanical mixes enriched with Saffron and Turmeric to rejuvenate skin.
- Scrubs: Gentle exfoliation with Walnut beads and Ginseng to remove dead skin and promote glow.
- Moisturizers: Lightweight creams infused with Aloe vera and Ginseng to nourish skin.
- Sunscreens: SPF protection enhanced with natural botanicals to guard against harsh sun.
- Haircare: Oils and shampoos with Hibiscus, Amla, and Bhringraj to strengthen and shine hair.
“Every product is cruelty-free, and harsh chemical-free. We want people to trust what they apply to their skin,” says Vineet.
I-Beauty: A Movement, Not a Trend
Hashtag XOXO’s I-Beauty philosophy emphasizes healthy, radiant skin without promoting fairness obsession. The brand encourages confidence in natural beauty and transparency in skincare, celebrating Indian botanicals and Ayurvedic wisdom as a global standard.
Urban climates, such as Delhi’s dry winters, Chennai’s humid summers, or Kolkata’s monsoon-laden air, inspired the team to create products that adapt to seasonal and environmental challenges, ensuring efficacy year-round.
“We’re proving that Indian ingredients can deliver world-class results while staying true to cultural heritage,” Prakashan Pillai notes.
Fun Facts & Cultural Touch
- Seasonal and festival-inspired formulations keep tradition alive in everyday skincare routines.
- The brand name XOXO represents love, care, and connection, reflecting the brand’s philosophy of nurturing natural beauty.
- Hashtag XOXO products are designed to work across all skin types and climates, from urban heat and pollution to dry winters and coastal humidity.
Growth, Vision, and Accessibility
With a focus on national expansion and plans for international presence, Hashtag XOXO collaborates with distributors, retail partners, and individual customers. Their mission is to make I-Beauty accessible to every household, blending authenticity with modern skincare science.
“Skincare is self-care. Our vision is to empower everyone to embrace natural beauty confidently,” concludes Richa.
Shop the collection: www.hashtagxoxo.com
Follow on Instagram: @hash_tagxoxo
