Lately, the beauty shelves in India are heaving under the weight of products from brands offering everything from organic goodness to Ayurvedic discoveries to farm-to-bottle potions. The latest to join the bandwagon is Vaunt skincare, a label that has surprised us with their ingredient-based regime and no-nonsense packaging.
Vaunt’s philosophy is based on two things – an easy-to-follow AM to PM routine and science-backed products that fuse high-performance ingredients like super seed oils, botanical derivatives, and natural extracts. Their formulations include fresh ingredients like daisy and watermelon extracts, and interesting additions like Tamanu oil and Rice bran oil, all of which are locally sourced.
The ingredients are natural, eco-certified, vegan, and toxin- and cruelty-free, and the label, which launched last year, takes prides in its ‘daily skin solutions’ for men and women, which translates into decluttering the beauty closet. Their current portfolio includes two serums, two face oils, a face mist, and a face wash, on order on their own site. We tried their Vitamin C water that came with an achingly beautiful black glass dropper bottle, and were blown away by the texture of our skin afterwards. The water has the ability to boost your skin’s natural collagen supply while fighting pigmentation, dullness, dark spots and fine lines.
Founder Natasha Parekh Shah says she was looking to create a brand for vegans, minimalists, clean beauty enthusiasts, and busy individuals who were looking for gentle and effective skincare. We spoke to Shah about her label and its inner workings.
How did Vaunt come about?
After quitting my job as a business journalist, I joined my family business of Aroma Chemicals. My profile involved working with international flavour and fragrance houses and their chemists to understand ingredients, their efficacy, and final outcome on various products for the Indian market. Around the same time, dedicating my time to undo the years of damage an unhealthy lifestyle did to my skin, I rekindled my love for skincare. Given my understanding of ingredients and formulations with my own business, I realised that there was a dearth of clean skincare that was affordable yet effective.
What makes Vaunt different from other beauty labels?
Our focus ison intense research and development, rather than what’s trending. I want to harness the power of natural ingredients and combine them with potent active ingredients to create products that provide thorough and wholesome skin solutions, but at the same time make people rethink their approach to skincare. Products on our website are classified according to skincare routines and its function rather than skin types. We provide comprehensive guides, personalised routines, and hand-hold users through the way, be it via our packaging, social media platforms or WhatsApp conversations.
Who is the Vaunt customer and what is he/she looking for in beauty?
We are not selling beauty. We offer solutions. We believe in skin that’s groomed with minimal effort in a daily regime curated to nurture your skin. It’s for those who are too busy for skincare, as well as those who want to declutter. They’re looking for mindfully curated products that cater to everyday as well as chronic skin problems like dryness, hyper-pigmentation, eczema, acne, dullness etc.
What are your bestsellers?
Some of the crowd favourites are the Vitamin C Water, the Daisy Extract Face Wash, and the Tamanu Face Oil. But, if there’s one product that’s gained popularity across the board, it’s the Multivitamin Super Hydrator. It’s skin type-agnostic and is a great all-purpose serum for everyone. We are very proudly developed and manufactured in India.
Where do you stand on in terms of sustainability?
For us, a product is not really safe or gentle if it’s at the cost of the environment. We follow the SEE: Safe, Effective and Environment Conscious principle. Our products are vegan, cruelty-free and many of our ingredients are COSMOS/ECO Certified. Our packaging is 95 percent recyclable, and we’re actively working to make it 100 percent. We’ll soon be starting a program to ask our users to send in their empties for recycling.
What does it take to be successful as a beauty label in India?
The audiences today is far more evolved and knowledgeable about the products they use. You have to talk to them, take their feedback and insights, and move with them. Having said that, it’s also essential for a brand to remain authentic to its core values – that is what makes it stand out.
Why do you think India needs more homegrown labels?
Homegrown brands are born with a certain vision and confidence to pull things off. It’s not mass-produced and there’s greater focus on quality. Indians don’t want to be dependent on a handful of brands ruling the marketplace, and homegrown disruptor brands mean business.
Current trends in beauty that you are loving?
What’s can we expect from Vaunt in the coming months?
Product innovation is always at the top of the list. I personally look into the innovation cycle and ensure that we’re connected to our audience at all times. We launched Phase one with six products, which received a great response. In the coming months, we look forward to introducing more products that offer specific solutions, after careful research and evaluation.
All images: Courtesy brand