As urban India grapples with pollution, hectic lifestyles, and extreme weather, consumers are increasingly seeking skincare solutions that are effective, safe, and rooted in tradition. Enter Hashtag XOXO, the Indore-and-Delhi-born brand that is redefining beauty on its own terms. Founded by long-time friends Richa Malviya, Vineet Sharma, and Prakashan Pillai, Hashtag XOXO promotes I-Beauty: Indian Beauty inspired by Ayurveda, modern science, and contemporary urban needs.
“Our mission is simple: No Filters – Make Skin Healthy,” says Richa. “We wanted products that deliver results without compromising safety or authenticity.”
The Entrepreneurial Spark
The idea for Hashtag XOXO was born from a desire to create effective, natural skincare solutions, inspired by both personal experiences and professional insights. Richa and Vineet, with backgrounds in product development, marketing, finance, and budgeting, noticed a lack of trustworthy Indian skincare options that were both natural and effective. Meanwhile, Prakashan Pillai, experienced in sales and distribution, recognized the potential of connecting small-scale production to urban and semi-urban markets.
“We saw that people were increasingly moving away from chemical-laden products,” Richa explains. “But at the same time, most Indian brands were promoting fairness instead of healthy skin. We wanted to change that narrative.”
Milestones on the Road to I-Beauty
Building Hashtag XOXO has been a journey of learning, innovation, and achievement:
- Curating Premium Ingredients: Successfully sourcing high-quality Ayurvedic and natural ingredients like turmeric, saffron, ginseng, rice water, and vitamin C to ensure every product delivers effective results.
- Product Innovation & Testing: Completing 18 months of research and trials to develop dermatologically tested, safe, and impactful formulations for all skin types.
- Building Market Trust: Establishing Hashtag XOXO as a credible Indian-inspired brand, gaining consumer confidence alongside international skincare labels.
- Distribution Excellence: Creating a robust logistics and sales network under Prakashan Pillai’s guidance to make products accessible nationwide.
“The challenge was balancing authenticity with scalability,” says Prakashan. “We wanted to honor Ayurveda but also meet modern expectations for convenience and safety.”
Product Range: Ayurveda Meets Modern Science
Hashtag XOXO’s I-Beauty line is designed to meet the unique needs of urban consumers exposed to pollution, sun, and seasonal extremes:
- 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.
Consumer-Centric Philosophy
Hashtag XOXO does not sell fairness creams. Instead, the brand emphasizes healthy, radiant, and confident skin, with transparency and safety at its core. Consumers now prefer Ayurvedic-inspired and natural skincare, with over 70% choosing chemical-free formulations.
Fun fact: Many formulations are seasonal and festival-inspired, adapting traditional Ayurvedic wisdom to modern skincare routines.
“We want people to embrace their natural beauty,” says Richa. “Our products help you feel confident without filters.”
Growth and Vision
With national and international expansion plans underway, Hashtag XOXO aims to make I-Beauty a global benchmark. Prakashan Pillai adds, “We’re helping people embrace natural beauty while ensuring accessibility and convenience.”
Shop now: www.hashtagxoxo.com
Follow on Instagram: @hash_tagxoxo
