We now have a Multani mitti soap in the market, all thanks to the newest beauty label The Secret Ingredient from Surat. Honestly, beauty labels that reinvent tradition to fit modern ideas of beauty are a new genre altogether and we caught this new soap brand on Instagram. Vloggers and influencers are unpacking each gorgeous bar made with innovative ingredients like poppy seeds, Kaolin clay, cocoa, coffee, and more. The label also stocks 100% all-natural and organic body care products. The product line includes handcrafted, natural soaps, serums, scrubs, baby soaps, lip balms – each packaged beautifully in millennial-friendly designs. The brand was launched by Freny Jariwala, a passionate sustainable label lover less than a year ago. With six years of working with handcrafted and natural skincare products under her belt, she started The Secret Ingredient to share skincare secrets passed down to her from her family. We spoke to Jariwala to know more about the label and its inner workings. 

The Secret Ingredient

What makes Secret Ingredient different from other beauty labels?

All ingredients used to prepare TSI’s products are 100% natural with no chemicals, no toxins, no parabens, and no additional fragrances or preservatives. They are cruelty-free, SLS/SLES-free and dermatologically tested products formulated for Indian weather conditions. 

Tell us a bit about the bestsellers and your opinion on using local ingredients in skincare?

Our bestsellers are the Rose Petals Cold Process Soap and the Charcoal and Sugarcane Lip Balm. Ingredients found locally are usually fresh and have potent qualities without any harmful additions or preservatives.

The Secret Ingredient

Where does The Secret Ingredient stand on in terms of sustainability?

The Secret Ingredient is a strong supporter of sustainable business practices and conservation of the environment and thus does not use any kind of plastic in the packaging. We also extensively use glass containers, biodegradable plastic and tin containers.  The brand strongly believes in women empowerment and works with an all-women team. 

The Secret Ingredient

What is the The Secret Ingredient customer looking for in beauty?

The Secret Ingredient’s customer is anyone who is looking for the healthiest version of their skin. They are looking for natural and effective remedies to help them – that means focusing on ingredients that work, creating value in terms of product and packaging. But mostly, we offer a product that delivers results effectively. Our offerings are unique and use ingredients that are not only clean but nourishing and nurturing. 

The soaps start at Rs 220 and you buy The Secret Ingredient products here.

Latha Sunadh
Deputy Editor
When she's not trying on a new serum, researching on yet another classic fragrance and sharing lip balms with her 5-year old daughter, Latha Sunadh keeps it reined in with a nice song and a good book. Special skills include obsessing over handmade, home-made and handcrafted luxuries.