The Rule Book of Being a Boss

Women in the business of beauty and wellness talk about navigating the market, impactful campaigns, and what mindfulness really means.

- Snigdha Ahuja & Diya J Verma

In India, the past decade has pushed the boundaries for what is and what could be when it comes to building a beauty business from scratch.

Move over legacy labels, D2C (Direct to Consumer) brands and new, emerging concepts are establishing themselves in an arguably busy market. And, at its forefront, are women who have infused a new energy into product, personalisation, visual vocabulary of campaigns, and the grammar of retail.

A major marker that runs across these brands is their aim to sell an outer cleanse with an inner redux. “I have come to realise that beauty and wellness were never meant to be separate. At their best, they go hand in hand—a reflection of how we care for ourselves, inside and out,” says actor Samantha Ruth Prabhu, who recently co-founded a skin and perfume brand, Secret Alchemist, alongwith architect and aromatherapy practitioner, Ankita Thadani.

Here, we profile a few such women who are navigating the segment to make a case for their product and vision.

Why did you pick the wellness and beauty category?

Samantha: These days, I find myself drawn to more intentional, restorative rituals. For me, it's not just about what looks good—it's about what feels and does good too. That's why discovering the brand felt like coming home. Clean ingredients, honest formulations, and products that genuinely support your well-being—it's everything I had been searching for.

If you had to gift one Secret Alchemist product to your BFFs, which one would it be?

Samantha: Undoubtedly, one from our clean perfumes segment. Probably Madurai Jasmine—it's soft, empowering, and incredibly nostalgic for me. It captures so many emotions in a single spritz, and I think that's a beautiful gift to share. Plus, it's clean and skin-safe, so it's something I'd feel proud to gift to the people I love most.