From bustling streets to coastal humidity, the I-Beauty line combines Ayurveda and modern science to protect and nourish Mumbai’s skin and hair.
For urbanites navigating pollution, heat, and seasonal changes, Hashtag XOXO offers skincare that combines Ayurvedic wisdom, modern dermatology, and practicality. Founded by Richa Malviya, Vineet Sharma, and Prakashan Pillai, the brand champions I-Beauty: authentic Indian skincare with modern efficacy.
“We wanted skincare that celebrates natural beauty while being effective for city conditions,” says Richa.
Inspiration and Entrepreneurial Journey
Richa and Vineet, experts in product development, marketing, and finance, noticed the lack of trustworthy Indian skincare brands. Prakashan Pillai, with experience in sales and logistics, identified the challenge of connecting authentic products to urban consumers.
“We didn’t want to sell fairness creams,” Richa emphasizes. “Our mission is healthy, radiant skin for everyone, in all skin tones.”
The founders invested over 18 months researching traditional Ayurvedic ingredients, experimenting with blends to create formulations suitable for all skin types and climates. Key ingredients include Turmeric, Saffron, Ginseng, Rice Water, Hibiscus, Amla, And Vitamin C & many chosen for their natural efficacy in promoting glow, hydration, and hair strength.
Products Designed for Urban Conditions
Hashtag XOXO’s range adapts to Mumbai’s coastal climate and high pollution levels:
- 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.
Educating Consumers
Over 70% of Indian urbanites prefer natural or Ayurvedic-inspired skincare, proving the need for safe, effective, and authentic products. Hashtag XOXO promotes natural confidence and no-filters beauty.
Growth, Distribution, and Vision
Prakashan Pillai ensures smooth sales, logistics, and distribution, making I-Beauty accessible nationwide. The brand’s goal is to expand internationally, spreading awareness about Indian skincare heritage.
“We are creating a global I-Beauty movement,” says Richa. “Skincare should empower, not impose unrealistic standards.”
Shop now: www.hashtagxoxo.com
Follow on Instagram: @hash_tagxoxo
