Fashion
Women-led D2C brand brings Ayurveda back into everyday beauty regimen… but with a small twist
Children like to dress up, play and perform. But, how many times have we let them experiment with harmful chemical based cosmetics lying around in our dresser for the sake of it. When it was originally intended for our own use.
In a world where the cosmetics industry often prioritizes glamor over safety, Mishmash Naturals (MMN) is turning the beauty landscape on its head by offering a groundbreaking solution for children’s cosmetics. Founded in Raipur, this innovative beauty brand is capturing attention with its commitment to providing safe, natural, and playful makeup options for youngsters aged 3 to 18.
The genesis of Mishmash Naturals is both poignant and purposeful. The company’s founder, Kanika Singh, was motivated to create a child-friendly cosmetics line after her 2-year-old daughter Mishka experienced a severe allergic reaction from using adult makeup products on the auspicious occasion of Janamasthami while she was dressed up as goddess Radha for her kindergarten function. This incident exposed the risks associated with chemical-laden cosmetics on delicate skin, prompting Singh to search for safer alternatives. To her dismay, she found a lack of child-centric makeup options available in the domestic market.
Determined to fill this gap, Kanika Singh, along with co-founders Aditi Chaturvedi and Labdhi Chopda, embarked on a rigorous 1.5-year research and development journey. Their efforts culminated in a full line of cosmetics that are not only organic but also approved by India’s AYUSH Ministry. Mishmash Naturals has made a significant impact by eliminating artificial preservatives, dyes, and fragrances, opting instead for natural and Ayurvedic ingredients to ensure the safety of young users.
The shift towards non-toxic beauty products is particularly timely given the growing awareness of the potential dangers associated with conventional cosmetics. Many adult makeup products contain heavy metals and endocrine disruptors, which can cause allergic reactions such as contact dermatitis. Mishmash Naturals has addressed these concerns by formulating products that utilize natural pigments like dragon-fruit and beetroot extractsThe binding agents also remain organic by the use of sunflower wax, rice-bran wax. The inclusion of nourishing ingredients like vegetable glycerine, shea butter, and natural oils ensures that the products are gentle on children’s sensitive skin.
MMN’s initial success is owed to local initiatives and grassroot efforts . The brand’s very first pop up shop in Raipur, held on Mahavir Jayanti, was met with overwhelming support from both parents and children. The success of this event paved the way for interactive workshops in cities like Hyderabad, Indore, and Mumbai, where the brand educated audiences on the importance of safe and risk-free beauty products for children.
Despite this positive reception, a recent survey by Mishmash Naturals revealed that approximately 20% of respondents still have reservations about allowing their children to use makeup. Kanika Singh addresses these concerns by emphasizing that children are naturally curious and expressive. She argues that it is essential to provide them with safe, non-toxic options to explore their individuality through makeup, just as they would with other forms of art and self-expression.
Mishmash Naturals operates on a Direct-to-Consumer (D2C) business model to penetrate into its consumer base and reach out to all moms in need. Post-pandemic boom in e-commerce and digital retail has empowered several businesses like Mishmash Naturals. This model has not only allowed the brand to cater directly to its customer base but also positions it for potential expansion into international markets, including Dubai and the U.S.A.
The founders of the company take ethical consumerism very seriously. They have made each of their products not only chemical-free but also cruelty-free and completely vegan. This ethical stance resonates with the growing consumer demand for transparency and responsibility in the beauty industry.
It really is true that it takes a village to raise a child. In essence, the journey of this start-up has always been interspersed with the mother-daughter relationship of Kanika and Mishka. The brand name itself indicates this as “Mish” in Mishmash Naturals is derived from Mishka’s name. Kanika’s story is a powerful reminder that motherhood and entrepreneurship are not mutually exclusive but can complement each other to create meaningful change.
Reflecting on her journey, Singh acknowledges the challenges and rewards of entrepreneurship. Kanika credits her support system of family and friends for their encouragement. She also highlights the importance of faith in bringing ideas to fruition, “First step in starting any project is always difficult, bringing ideas to reality takes a certain leap of faith.” However, she acknowledges that for a business to survive, the young generation requires concrete resources at their disposal which includes solid financial backing. This can mean taking the help of community members or government aid. Kanika used her savings to start her business.
Kanika Singh’s approach to business emphasizes personal investment and ownership. Singh fosters a sense of ownership and responsibility in employees, which she believes is crucial for the success of any venture. When employees enjoy profit returns in addition to their monthly salary they stop thinking like a staff member and instead think like part owners. This strategy motivates employees and ensures that they contribute their best efforts to the company’s growth.
The kids cosmetics industry in India is still in its infancy, offering huge potential for growth in the coming years. But to Kanika, Mishmash Naturals is more than a business, it’s about servicing an entire generation with natural and safe products that are mama approved. Heart and soul of mishmash is a concerned mother, who is highly concerned about their children’s welfare and would strive to give them the best in all walks of life. Even the brand’s logo depicting a kangaroo mom with her joey, symbolizes this commitment to safety. It solidifies the brand’s message of redefining fun and exploration in the tender care of a mother.
Fashion
Merakii Art House Presents “Spectrum” – A Group Art Exhibition Curated by Chandni Gulati Aggarwal
New Delhi, 14th Oct’24 – BELLAVITA (https://bellavitaorganic.com/), India’s leading beauty and personal care brand is thrilled to announce the launch of its limited-edition teenage perfume range, Rebel. Made in collaboration with Anousha Singi, a 12th grade student at Dhirubhai Ambani International School, Rebel was conceptualised when Anousha identified a gap in the market. She realised that there are not many brands catering to the beauty and grooming needs of teenagers. That’s when she approached the Management at BELLAVITA to pitch the idea of teenage perfumes.
This collection is designed to capture the spirit, energy, and individuality of today’s teenagers, offering a scent experience that is as vibrant and unique as they are. With BRAT for girls and SAVAGE for boys, BELLAVITA hopes to fuel the dreams of teenagers who have big aspirations with a lot to accomplish, helping them elevate their busy day-to-day lives with premium yet affordable fragrances that smell like the teenage spirit. This exciting collaboration is a new chapter for the brand that has already captured the hearts of many by bringing luxury fragrances at value-driven prices to young men and women.
“As a dancer, I’ve always led a very active life. But my parents didn’t allow me to use super expensive perfumes to keep sweat and body odour at bay. Pocket money is also a major constraint for teenagers and I felt that it would be best to launch a perfume that was heavy on the fragrance but light on the pocket,” says Anousha.
Rebel celebrates the carefree joy and adventure of adolescence. The collection features two distinct fragrances for both girls and boys:
- BRAT – Unleash your wild side with BRAT Girl, a fragrance crafted for those who live unapologetically. It kicks off with the juicy, bold bite of red apple, giving you an instant burst of playful energy. As it blooms, the heart of peony, rose, jasmine, and carnation creates a floral explosion, balancing soft sweetness with a rebellious edge. Finally, the soft suede base wraps it all up in a smooth, luxurious finish. Spritz on BRAT Girl and embrace your inner rule-breaker, because being good is overrated.
- SAVAGE: Own your wild side with SAVAGE Boy, a fragrance made for the unstoppable. It kicks off with a sharp hint of lavender and fiery pink pepper, setting the stage for a bold entrance. As it evolves, rich plum and fresh geranium come through, adding depth with a touch of sweetness. Finally, the earthy base of vetiver, cedar, truffle, and oak grounds the scent, leaving a rugged, irresistible trail. With SAVAGE Boy, every spritz is a reminder to break boundaries and live untamed.
BELLAVITA has worked closely with leading fragrance experts to ensure that each scent resonates with the modern teenager. Anousha spearheaded the fragrance selection and contributed to the creative process, resulting in a quirky perfume range for the teens by a teen. But it wasn’t just all fun and games. Anousha came up with the idea to launch these perfumes as her parents didn’t allow her to use expensive and harsh perfumes while growing up.
“We wanted to create a collection that not only smells incredible but also speaks to the individuality and creativity of our teenage customers,” said Lovkesh Kapoor, CEO & Board Member of Guardian Group. Rebel is all about self-expression, and we’re excited to see how teenagers make these fragrances their own,” added Kapoor.
Rebel is a limited-edition range that will be available exclusively on BELLAVITA’s official website. Each fragrance comes in a beautifully designed, collectible bottle, making it a perfect addition to any teen’s collection or as a thoughtful gift. The design language is vibrant and quirky, making it different from the perfumes BELLAVITA has launched in the past.
As part of the launch, BELLAVITA plans to offer exclusive behind-the-scenes content on social media, where customers can explore the inspiration behind the collection, meet the team of perfumers, and engage with influencers who are already raving about these new scents.
For media inquiries, please contact:
Amrita Singh, amrita.singh@idamwellness.com, +91 98187 66037
About Bellavita:
BELLAVITA is a leading Beauty & Personal Care company headquartered in Gurgaon. Founded in 2018 by Aakash Anand, Bellavita is the market leader for perfumes in India. It has fast emerged as the preferred fragrance-forward brand on the back of its strong product development, local manufacturing & quality-consciousness. BELLAVITA, housed under the Guardian group, was acquired by Ananta Capital in 2021 through a mix of primary cash infusion & secondary stake sale.
About Ananta Capital:
Ananta Capital is a private equity firm headquartered in Mumbai. With a diverse portfolio and a track record of successful investments, Ananta Capital is committed to partnering with visionary entrepreneurs to unlock value and drive sustainable growth. Ananta Capital’s portfolio includes Bellavita, Bevzilla, BetterAlt, Springwel Mattresses, Sleepycat, Open Secret, Pickrr (exited) and Stovekraft.
About Anousha Singi:
Anousha Singi is a 12th grade student at Dhirubhai Ambani International School. She has been a kathak dancer since the age of 8. While growing up, she realised there was no perfume available for girls that was safe and lasted long. She discovered a gap in the market and so approached the Management of Bellavita to pitch the idea of teenage perfumes.
The Mumbai sky was ablaze with the hues of twilight, as a gathering of the city’s most stylish converged at the enchanting Fame Garden Restaurant, in Powai. The occasion? The fourth edition of Sarees & Sangrias, a brainchild of the dynamic duo, Ramya Rao and Kavea Chavali, co-founders of Kalaneca House of Handlooms.
Kalaneca, a label synonymous with exquisite handwoven sarees, has managed to seamlessly blend tradition with contemporary allure. The twin sisters have actively been working with more than 70 weavers across 145 looms to weave handmade masterpieces that can be worn for generations. Their vision for Sarees & Sangrias was to create a platform where heritage, artisanal masterworks and modern aesthetics can coexist, fostering a community of like-minded individuals.
The twins decided to take the saree conversation forward by curating a soiree celebrating both the brands and the guests. Sarees & Sangrias, previously held editions across Bangalore and Hyderabad as well, and after seeing the positive response from the guests, decided on the maximum city, Mumbai for their 4th edition, which also marked the 1st anniversary for the concept.
For this edition, Kalaneca partnered with Lavenderoom, a content platform on holistic beauty by Aparrna Gupta, who has previously worked with Vogue and Elle. The execution was handled by KalaNomad, who help produce events in the Indian art and culture space.
The evening unfolded as a symphony of senses. The air was thick with interesting conversations, and handcrafted sangrias, while the curated selection of artisanal brands added a touch of bohemian chic to the proceedings. Oceana Clutches, Esha Lal Swimwear, Zukti Jewellery, and other coveted labels like Kavita Bhandari Arts, Roshni Candles, Taufaa by Bhavana, Cinnamon Lifestyle and more, showcased their collections, offering guests a plethora of options to elevate their personal style.
But the evening was more than just shopping and sipping. It was a celebration of women, their stories, and their aspirations. As the sun dipped below the horizon, the conversation flowed freely, punctuated by laughter and the clinking of glasses accompanied by live music performances. Tarot readings by Urvi Shrimankar added an element of intrigue, casting a spell of enchantment over the gathering. Equally engaging was the process of personalizing handpainted journals by Lavenderoom, with customized personal messages. Ramya also held a workshop on ‘Cowl Draping’, adding zazz to how to fashionably drape sarees in a unique and contemporary ways, showcasing power dressing with sarees!.
“Our vision was to create a space where women could connect, celebrate, and indulge in the beauty of Indian heritage,” shared Kavea. Ramya added, “Sarees & Sangrias is more than just an event; it’s a movement. We want to take the humble saree, a truly timeless garment, and re-introduce it to global audiences in fresh and exciting ways.”
Actress and Model Neha Iyer shared – “Firstly I loved the concept of marrying Sangrias with Sarees. It was a splendid evening bringing like minded people together. Style Coach Aiana added – “It was such a beautifully curated event. Loved the vibe, the atmosphere and the music and the saree draping workshop. I actually thought I would spend only 30 mins but I ended up staying back for more than 2 hours as it was so much fun”.
The evening was a testament to the power of community and the enduring allure of Indian craftsmanship. As the last vestiges of daylight faded, guests departed with a renewed sense of appreciation for the artistry and elegance that defines the Sarees & Sangrias experience. And eagerly awaiting the next edition, of course.
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