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.