In a market flooded with global skincare trends, Hashtag XOXO is proving that Indian ingenuity and heritage can create a world-class brand. Founded by long-time friends Richa Malviya, Vineet Sharma, and Prakashan Pillai, Hashtag XOXO is redefining skincare with a focus on I-Beauty (Indian Beauty)—products inspired by Ayurvedic wisdom and modern science for today’s conscious consumer.
“We saw a gap in the market,” says Richa. “While everyone was talking about K-Beauty, very few brands were celebrating India’s own beauty heritage. We wanted to create products that were authentic, effective, and rooted in our culture.”
The Spark: Why Hashtag XOXO Was Born
The idea was born from a desire to create effective, natural skincare solutions, inspired by both personal experiences and professional insights. Richa and Vineet, experienced in product development, marketing, and finance, noticed that Indian consumers were increasingly looking for natural, chemical-free skincare. Meanwhile, Prakashan, with expertise in sales and distribution, saw potential in connecting small-scale production with urban and semi-urban markets.
“We wanted a brand that wasn’t just a product line, but a movement,” explains Vineet. “A brand that encourages people to embrace their natural skin instead of chasing unrealistic fairness trends.”
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 biggest challenge was aligning authenticity with scalability,” says Prakashan. “We wanted to honor Ayurveda but also meet modern consumers’ expectations for convenience and quality.”
“Seeing people embrace I-Beauty and shift focus from fairness to healthy skin has been incredibly rewarding,” reflects Richa.
The Entrepreneurial Philosophy
Hashtag XOXO is more than skincare; it’s a lesson in entrepreneurship:
- Vision and Mission: Identify market gaps and build products that reflect your values.
- Persistence: Overcoming ingredient, testing, and distribution challenges requires resilience.
- Innovation with Tradition: Combining Ayurveda ingredients like Turmeric, Saffron, Ginseng, and Rice water with modern dermatology ensures products are effective and culturally resonant.
- Customer Trust: Transparency in ingredients, formulations, and brand philosophy builds credibility.
“Entrepreneurship is about solving real problems,” says Vineet. “For us, that was creating skincare that respects Indian skin and celebrates natural beauty.”
Looking Ahead
With an eye on national and international expansion, Hashtag XOXO aims to make I-Beauty a global benchmark, proving that Indian brands can compete on innovation, quality, and authenticity.
Prakashan concludes, “Our journey has been challenging, but every step—every small win—reinforces that we are building something meaningful, not just another beauty brand.”
Explore the collection: www.hashtagxoxo.com
Follow on Instagram: @hash_tagxoxo