Moxie Beauty is a young and vibrant Indian brand that is disrupting the hair care industry by catering to the unique needs of Indian consumers. Founded by Nikita Khanna, Moxie Beauty was born out of a personal journey and a deep-seated desire to offer something more to the world of hair care. It truly caters to the challenges of Indian hair types, textures and the subcontinent. Unique climatic conditions.
inspiration
When asked about what inspired him to start Moxie Beauty, founder Nikita Khanna shared her personal struggles with understanding and caring for her natural hair texture. Like many Indian women, she faced the dilemma of having hair that was not perfectly straight, but also not perfectly curly. Growing up in a culture where straight hair is the gold standard, she turned to chemical treatments and hair straightening to style her naturally wavy locks.
“Growing up, I had no idea how to care for my natural hair texture. No one really tells me how to care for it, and the media and salons always push me to straighten it.” explained Kanna. This began her journey to explore sustainable ways to care for hair without damaging it.
Khanna soon realized that her personal struggle was a broader issue in India. “More than 80% of Indians have wavy, curly hair. We are genetically predisposed to this hair type, but there are products on the market specifically designed for this hair type. were not provided,” she pointed out. The lack of representation of Indian hair types led to the creation of Moxie Beauty. Khanna set out to develop products that enable Indian consumers to embrace and care for the beauty of their natural hair.
A consumer-centric approach to hair care
Moxie Beauty was founded to fill a huge gap in the hair care industry. Most hair care products available in India are either imported or inspired by international brands that are not suitable for Indian hair types. “We were copying and pasting formulas from overseas, but a product made for someone in France could not work for someone in India, who has completely different hair textures, climate, water and cultural preferences. How does it work?” Khanna revealed.
Khanna’s research found that Indian hair types are unique and influenced by lifestyle factors such as genetics, climate, and regular oil application. “We moved away from traditional hair care habits, but products didn’t evolve to suit our hair type,” she said. This recognition led to the development of Moxie’s range of products designed specifically for Indian hair, taking into account India’s diverse climate zones, water quality and cultural hair care habits.
Moxie Beauty Product Portfolio
Moxie Beauty’s product portfolio is a testament to Khanna’s deep understanding of India’s hair care needs. The brand’s first range is a carefully curated selection of products that specifically cater to curly, wavy and curly hair types and address common concerns such as frizz, dryness and the need for lightweight styling solutions. We offer a lineup of
“Our product range includes shampoos, conditioners, and a variety of leave-in products for different hair types. We also offer serums with SPF to protect your hair from the sun,” says Khanna. explained. This is the first in India to include a serum with SPF, underscoring Moxie Beauty’s commitment to innovation. Other great products include a conditioning serum, a curl cream for coarse hair types, and a weightless leave-in conditioner for those with wavy hair.
What really sets Moxie Beauty apart is its focus on developing lightweight, breathable products that are perfect for India’s tropical and humid climate. “We find that the climate already makes hair feel heavy. No one wants a greasy, greasy feel. That’s why our products are super lightweight,” Khanna emphasized.
Differentiation in a competitive market
In an industry as competitive as hair care, what makes Moxie Beauty stand out? Khanna says Moxie’s focus on India’s hair care needs and its thorough research-based approach is unparalleled. He pointed out that there was no such thing. “No one has spent two years researching and developing only Indian hair, testing it in all five climate zones and on different hair types such as color-treated hair, coarse hair, fine hair, etc. ” she said.
Moxie’s team is comprised of highly skilled female scientists who understand the consumer perspective. “All of our scientists are women, which was not our intention, but it’s a big advantage because we can empathize with the hair concerns of Indian women,” Khanna explained.
Moxie Beauty also takes a performance-first approach to hair care. While many brands focus on being “clean” or “sulfate- and paraben-free,” Moxie goes a step further and focuses on performance innovation. While there aren’t many innovations in hair care that go beyond clinical treatments like hair removal and hair growth, the brand focuses on combating frizz, damage, dryness, and styling through high-performance, lightweight products.
The role of technology and content
Moxie Beauty’s market rise can be partially attributed to its direct-to-consumer (D2C) model. For young brands, being able to engage directly with consumers is very important. “Without D2C, we wouldn’t be here today. It’s all about content, storytelling and e-commerce,” Khanna said.
She further explains that educational content is a big pillar of Moxie’s strategy, as people don’t have enough guidance on how to care for their hair, both online and offline. Moxie helps consumers make informed decisions about their hair care routines by focusing on creating valuable and educational content. This is especially important given that many consumers are using this type of product for the first time.
Technology has played a vital role in Moxie’s product development and D2C efforts. From high-tech performance testing to seamless e-commerce infrastructure, Khanna emphasized that “without technology, nothing would be possible.” The brand leverages advanced technology to ensure its products deliver the promised results and relies on a technology-enabled supply chain to manage logistics and ensure smooth operations.
Growth trajectory and future plans
Despite being a young brand, Moxie Beauty is backed by Fireside Ventures and has experienced rapid growth since its launch in November 2022. The brand is doubling its revenue every three to four months and aims to continue this trajectory next year. “We want to double our net revenue every six months and continue to launch new products. However, we are very careful not to launch too many things at once. ’s R&D cycles are long and intensive, and we want to focus on quality over quantity,” Khanna explained.
Moxie is also expanding its reach across digital and physical channels. The brand has been launched on major e-commerce platforms such as Amazon and Blinkit and will soon be launched on Nykaa. “We have only scratched the surface when it comes to retail. We have partnered with a few salons and recently launched on Broadway. However, once our e-commerce channels stabilize, we will consider further expansion into offline retail.” I will,” Khanna said.
sustainability and inclusivity
As a forward-thinking brand, Moxie Beauty is committed to sustainability and inclusivity. The brand uses premium ingredients in its formulations, allowing consumers to use less product and reduce waste. “Our products are powerful and long-lasting, so you don’t have to use them in such large quantities. It’s a small way we contribute to sustainability,” Khanna explained.
When it comes to packaging, Moxie Beauty chooses glass wherever possible to reduce plastic waste and is actively working on launching larger pack sizes to minimize single-use plastic. “We are less than a year old, but sustainability is already at the heart of our roadmap. As part of our long-term plan, we have We are working towards reducing the volume,” she added.
Inclusivity is another important aspect of Moxie’s brand ethos. With a team of primarily young women, Moxie Beauty remains relevant to Gen Z and Millennial consumers by fostering open dialogue with its audience. “We’re always listening to our community. It’s not just about creating content; it’s about having a two-way conversation with our customers,” Khanna said.
A mission-driven future
Khanna envisions Moxie Beauty as a brand synonymous with hair care and hair styling in India. Our goal is not just to sell products, but to help people feel beautiful and confident in their natural hair. “You’ll feel like you’re the star of your life’s movie. It’s not about how you look. It’s about how you feel, and that’s beauty – confidence and agency,” enthuses Khanna. told.
Over the next five to 10 years, Moxie Beauty aims to continue to innovate, launch high-performance, clean products, and educate consumers on how to care for their hair. “We want to ensure that another generation of young Indians doesn’t grow up thinking their natural hair is ugly. That’s our mission,” Khanna concluded. Ta.
