How to Build a Natural Cosmetic Brand in India: Podcast with Sheetal
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Introduction
In this episode of The Diffr Show, we sat down with Sheetal, founder of Urban Chic Cosmetics, a natural and Ayurveda-inspired beauty brand for modern Indian women. With a strong background in pharma, microbiology, and cosmetics formulation, Sheetal shared her journey from working with Ranbaxy, Sephora, and Bare Essentials to launching her own manufacturing unit in India.
Why Natural Cosmetics Matter
Sheetal realized during her stint in the US cosmetic industry that consumers lacked awareness about ingredients in their skincare. Driven by her Ayurvedic heritage and scientific background, she decided to blend modern active ingredients with traditional Ayurvedic remedies to deliver toxin-free, safe, and effective products.
Understanding Product Formulation
Sheetal explained how face washes should balance skin pH and offer nourishment. Ingredients like hyaluronic acid retain moisture, while charcoal detoxifies. She emphasized avoiding harsh surfactants like SLES and highlighted ingredients like Shea butter and beetroot extract in lip tints to maintain natural lip color.
Market Gaps and Brand Positioning
Urban Chic positions itself as an affordable semi-luxury brand (₹299-₹799) for urban women. Unlike fully chemical or luxury Ayurveda brands like Forest Essentials, Sheetal’s products merge modern science with Ayurveda for quick, long-term results.
Starting Small and Testing Products
Before launching in the market, Sheetal tested products with over 500 people in her personal circle. Early feedback-driven improvements helped perfect the formulations, leading to product validation before mass production.
Challenges in Cosmetic Manufacturing
From hiring skilled cosmetic chemists to tackling inventory management and market demand fluctuations, Sheetal’s early years were tough. She handled inventory risks and expiry challenges while ensuring consistent product quality.
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Marketing and D2C Brand Growth
Without heavy marketing budgets like Mamaearth or Huda Beauty, Sheetal built awareness through beauty expos, B2B parlour networks, and later expanded to Instagram ads and Google Ads. She stressed on educating customers about actives like SPF, UVA, UVB, hyaluronic acid instead of just influencer marketing.
Ideal Product Line and Investment Advice
For new entrepreneurs, she recommended starting with 10-12 SKUs — face washes, BB creams, moisturizers, shampoos. A minimum investment of ₹50 lakhs is required for manufacturing, marketing, and daily operations in today’s competitive market.
Supply Chain & Inventory Lessons
Sheetal shared how onion shampoos went viral unexpectedly, exposing inventory gaps. She emphasized the need to maintain buffer stock and track product trends closely.
Brand Retention and Storytelling
Storytelling, educating consumers about ingredient benefits, and continuous product innovation are Sheetal’s strategies for retaining loyal customers. Trends like moringa-based skincare are now part of their future product pipeline.
Product Failure Case Study
Her Kumkumadi oil product failed due to being too oily for acne-prone and teenage skin — a lesson in understanding customer psychology over personal passion. She now customizes formulations for different skin types.
Skincare Regimen Essentials
For men and women, Sheetal recommends a daily skincare routine:
- Cleanser (SLES-free)
- Toner
- Serum (hyaluronic acid, niacinamide)
- Moisturizer
- SPF (UVA/UVB, physical + chemical combo)
She decoded SPF ratings and highlighted the importance of combination sunscreens with zinc oxide and titanium dioxide for safe, effective protection.
Conclusion:
Building a Beauty Brand in India
Sheetal’s story proves that a successful beauty brand isn’t built on packaging and influencer hype alone. It needs strong formulation knowledge, early feedback, efficient operations, smart marketing, storytelling, and constant innovation.
For anyone entering the cosmetic business, she advises to:
- Start small with 10-12 products
- Invest wisely in inventory and marketing
- Build a community and network before launching
Focus on product knowledge and customer education