The beauty industry in India is going through a big change – from me-too, cookie-cutter labels that were aping the west to authentic, innovative, and aspirational brands emerging that heartland. One such label is Kal Hans, which has its eye on natural ingredients and its heart set on rebelling against unrealistic standards of beauty; equally important to them is eco-friendliness.
Founded by Lisa D’Mello, who has worked in fashion and beauty media at prestigious places like Nylon Magazine, Milk Studios, VICE, and Razorfish, the label was an off-shoot of her own personal experience. In 2010, D’Mello met with an accident in NYC and after dealing with scars both emotional and physical, she decided to start her journey of self-discovery. The result? A transformation-oriented beauty label that shifts perceptions of self-acceptance and self love. “Beauty in India has to change – it’s about embracing imperfections, owning your scars – this was the inspiration behind Kal Hans Naturals,” explains D’Mello.
What stands out about the label is its PR strategy and social media campaigns that’s all about inclusivity. Perfection, as we see in glossies and Instagram filters, is definitely out. “ We weren’t going to be a beauty brand that used models with perfectly-cut jaws and caucasian features. We wanted to promote a healthy standard of beauty that encourages confidence in who you are as a person,” says D’Mello.
Kal Hans products are multifunctional and employ effective combinations of active ingredients to make it healthier in the long run. “Most of our ingredients are locally sourced and vegan, cruelty-free, and eco-friendly,” says D’Mello. Are they 100 percent sustainable too? “Until we are, you won’t hear us touting the term. Does that mean we aren’t eco friendly? Absolutely not. We use glass bottles, paper boxes, vegan ingredients, and use local producers as much as possible,” she adds.
The brand has launched with three products that speak volumes about the brand’s idealogy. First up is the Rejuvenation & Repair Night Serum (Rs 3,475) that is a powerful, multi-correctional face oil that comes with healing rosehip, sea buckthorn, jojoba, and pomegranate, to renew, repair, protect and tone the skin. Rosehip oil is rich in vitamin A and C, both help boost collagen while pomegranate offers an antioxidant-rich shield.
The second product, the Rose Petal Face Mist (Rs 575), is a moisture-boosting mist with ingredients like rose, hibiscus, and witch hazel that help softening the skin texture by tightening and toning. The label has also released the very popular Kansa wand (Rs 2,350), a beauty tool that helps with circulation.
“People are generally more conscious of their choices. They want to make choices that benefit them and society in a positive way – or don’t have negative repercussions at the least,” adds D’Mello and that’s one good reason to buy into the label and this is just the beginning.