In a world dominated by global skincare trends like K-Beauty, India is quietly crafting its own revolution. Enter Hashtag XOXO, the Indore-and-Delhi-born brand redefining skincare with I-Beauty—Indian Beauty rooted in Ayurveda, natural botanicals, and modern science. Founded by lifelong friends Richa Malviya, Vineet Sharma, and Prakashan Pillai, the brand combines innovation, tradition, and pride in Indian heritage to offer solutions that empower natural beauty.
“Our mission is simple,” says Richa. “No Filters – Make Skin Healthy. We do not sell fairness. We want people to embrace their natural tone and radiance, with confidence in their own skin.”
The Birth of I-Beauty
The idea for Hashtag XOXO was born from a desire to create effective, natural skincare solutions, inspired by both personal experiences and professional insights. The founders noticed a gap in the market: while consumers embraced international beauty trends, there was limited emphasis on India’s rich botanical heritage.
“We wanted to celebrate our heritage while delivering products that truly work,” explains Vineet. “Turmeric, Saffron, Ginseng, Rice water, Hibiscus, Amla, Vitamin C—these ingredients have been part of Indian wellness for centuries, and it was time to bring them into modern, effective formulations.”
Before launching, the team conducted extensive surveys across multiple Indian cities, engaging with hundreds of consumers to understand their skin and haircare concerns. From urban pollution and harsh summers to dry winters and humid monsoons, these insights shaped products that adapt to every climate and lifestyle.
Prakashan Pillai, heading sales, logistics, and distribution networks, ensured that Hashtag XOXO products reached customers efficiently nationwide, paving the way for future global reach.
Milestones and Achievements
Building Hashtag XOXO has been a journey of innovation, learning, and celebration:
- Curating Premium Ingredients: Successfully sourcing Ayurvedic and natural ingredients like Turmeric, Saffron, Ginseng, Rice Water, Hibiscus, Amla, and Vitamin C to ensure safe and effective results.
- Formulation & Testing: Completing 18 months of research and trials to create products suitable for all skin types.
- Market Acceptance: Positioning Hashtag XOXO as a credible Indian-inspired brand in a market dominated by international labels.
- Distribution Excellence: Establishing a robust logistics and sales network, enabling nationwide accessibility.
“Every milestone reinforced our belief that Indian botanicals can compete globally,” says Richa.
The Product Lineup: Ayurveda Meets Modern Science
Hashtag XOXO’s product range is designed for 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.
“We wanted products that adapt to city climates, seasonal changes, and daily routines while staying true to Ayurveda,” says Richa.
I-Beauty: Pride, Culture, and Global Ambition
I-Beauty is more than a skincare trend—it’s a movement of cultural pride. While the world focuses on K-Beauty, Hashtag XOXO emphasizes the power of Indian botanicals, sustainability, and heritage.
“We’re proving that Indian skincare can deliver world-class results without promoting fairness obsession,” adds Richa.
India’s skincare industry is projected to reach $28 billion by 2030, and consumers are increasingly drawn to brands that blend authenticity, efficacy, and cultural identity. Hashtag XOXO sits perfectly at this intersection, positioning I-Beauty as a global standard.
Fun facts about the brand: formulations are festival and season-inspired, products are cruelty-free, chemical-free, and the name XOXO represents love, care, and connection.
Growth, Vision, and Global Reach
With a focus on national expansion and international presence, Hashtag XOXO is collaborating with distributors, retail partners, and direct customers.
