In the world of direct-to-consumer (D2C) brands, beauty products have emerged as viral sensations, reshaping the skincare industry with innovative formulations and consumer-centric marketing. Indian D2C beauty brands have leveraged a potent combination of Ayurveda, sustainability, and modern science to craft products that resonate with consumers on multiple levels—performance, inclusivity, and convenience. In this feature, we delve into the success stories of three thriving Indian D2C beauty brands—Skinvest, moha: by Charak Pharma, and Earthraga—each carving a unique path to viral fame.

According to a report by RedSeer, India's D2C beauty and personal care market is projected to grow at a compound annual growth rate (CAGR) of over 40 percent, reaching $4-5 billion by 2025. This growth is driven by increasing consumer demand for niche, personalized products and the rise of online shopping. Millennials and Gen Z are key drivers, favoring brands that offer transparency, sustainability, and innovative product experiences.

A New Approach to Skincare

Divya Malpani, the Founder and CEO of Skinvest, recalls how the brand was born out of a personal frustration with the lack of skincare products tailored to the unique needs of Indian skin. “During a beach trip in college, I noticed how my friends and I, despite using the same sunscreen, experienced different results based on our diverse skin tones,” she says. This revelation sparked a deep dive into the skincare market, revealing a significant gap in products designed for Indian consumers.

“Most skincare brands were formulated for Caucasian skin, leaving Indian consumers with limited options,” says Malpani. Thus, Skinvest was born, with a mission to address common concerns like acne, hyperpigmentation, and dehydration that young Indians face. Skinvest’s focus on gender-neutral, inclusive formulations and transparency in ingredients has struck a chord with Indian consumers seeking effective, enjoyable skincare solutions.

The brand’s Bomb Bum Cream became a viral hit, driven by its unique packaging—a bold orange tube with a 5-metallic-ball massager—and its powerful ingredients like caffeine, peptides, and bakuchiol. “The Bomb Bum Cream was designed to turn a mundane skincare routine into an enjoyable, spa-like experience,” explains Malpani. The product’s viral success, driven largely by organic growth and consumer advocacy, catapulted Skinvest into the limelight, setting a new standard for how beauty brands can connect with their audience.

Ayurveda Meets Modern Innovation

Backed by over 25 years of Ayurvedic expertise, moha: founded by Dr. Ram Shroff, stands out by combining ancient wisdom with modern innovation. One of its standout products is the moha: Sunscreen Spray, which has become a viral sensation in India, thanks to its ease of use and water-resistant formula. “We saw a gap in the market for a convenient yet effective sunscreen that could be applied easily throughout the day,” says Dr. Shroff.

The brand’s partnership with Indian cricket captain Surya Kumar Yadav further amplified its visibility, aligning moha’s Ayurvedic values with Yadav’s image of wellness and confidence. “His influence helped us reach new audiences, especially young consumers who resonate with his approach to wellness,” says Shroff. The combination of Ayurvedic ingredients like rice bran oil and a focus on eco-friendly practices helped moha: Sunscreen Spray stands out in the crowded beauty market.

The viral success of moha: Sunscreen Spray has not only elevated the brand’s profile but also paved the way for new product innovations. “Our newly launched moha: Tinted Sunscreen in a matte finish addresses the need for oil control and offers a natural look that complements all Indian skin tones,” Shroff explains. By maintaining a balance between tradition and innovation, moha: has become a leader in the Ayurvedic beauty space, attracting a loyal consumer base.

Eco-Friendly Skincare Revolution

Earthraga, co-founded by Ganesh Kamath, has built its brand around sustainability, blending luxury skincare with eco-conscious practices. “We wanted to create products that not only made people feel great but also contributed positively to the planet,” says Kamath. Earthraga’s commitment to sustainability is evident in its plastic-neutral packaging and eco-friendly formulations, which have resonated deeply with eco-conscious consumers.

“We’ve been plastic-neutral from day one,” Kamath proudly states, “and we’ve partnered with NGOs to recycle as much plastic as we use in our packaging.” Earthraga’s clean beauty approach has garnered attention, especially among young consumers who are increasingly seeking environmentally friendly beauty options. The brand’s emphasis on integrity and transparency sets it apart in an industry often criticized for greenwashing.

Earthraga’s products, which are infused with natural ingredients like aloe vera, turmeric, and sandalwood, have gained viral attention through a combination of organic word-of-mouth and strategic influencer partnerships. “We worked with influencers who genuinely believe in our mission,” says Kamath. These partnerships helped Earthraga create authentic content that resonates with a wide audience, propelling the brand into the spotlight.

The Power of Social Media in the D2C Beauty Space

For all three brands, social media has played a pivotal role in their viral success. Skinvest, moha:, and Earthraga have leveraged platforms like Instagram and YouTube to engage directly with their consumers, share educational content, and build strong communities.

“We’ve created a strong community around Bomb Bum Cream through user-generated content and reviews,” says Malpani of Skinvest. “The striking visuals of our product, combined with real consumer experiences, have helped drive organic growth and brand loyalty.”

For moha:, social media has been key in amplifying the brand’s Ayurvedic roots. “We focus on educating our audience about the benefits of Ayurvedic ingredients while keeping our content engaging and relevant,” says Shroff. This approach has helped the brand build trust and credibility in a market where consumers are becoming increasingly discerning.

Kamath of Earthraga echoes similar sentiments, noting that social media has allowed the brand to connect with its eco-conscious consumers. “We’ve used our platforms to tell our sustainability story, and it’s resonated with people who care about the environment as much as we do,” he says. Moving forward, all three brands plan to continue investing in social media advertising and influencer partnerships to sustain their growth and visibility.

Navigating Quality Control and Scalability

As the demand for these viral beauty products continues to rise, ensuring quality control and scalability is a top priority for each brand. Skinvest has implemented rigorous quality checks and consumer feedback loops to maintain high standards. “We conduct daily feedback calls with our customers to ensure we’re constantly improving,” says Malpani.

moha:, on the other hand, prides itself on its in-house manufacturing capabilities, which allow for strict control over quality and production. “We maintain complete control over the production process to ensure consistency and excellence,” says Shroff. This commitment to quality has allowed the brand to scale rapidly while maintaining consumer trust.

For Earthraga, scalability is achieved through a robust supply chain and manufacturing partnerships that adhere to strict sustainability standards. “We’ve invested in supply chain technology to ensure we can meet growing demand without compromising on our values,” says Kamath.

What’s Next for India’s Viral Beauty Brands?

The viral success of these D2C beauty brands has not only transformed the Indian skincare market but also opened up new opportunities for growth. Skinvest is planning to launch six new products in the coming months, each designed to address specific skincare concerns faced by young Indians. “We’re excited to expand our product line and bring more innovative solutions to our consumers,” says Malpani.

moha:, meanwhile, is preparing for international expansion, with plans to enter the UAE and US markets in 2025. “We’re also looking forward to our first offline event, which will bring our products to a wider audience,” says Shroff.

For Earthraga, the future is focused on sustainability and collaboration. “We’re working on new product launches and exploring partnerships with like-minded brands that share our commitment to eco-friendly practices,” says Kamath.

Future-Proofing the Beauty Industry

The success of Skinvest, moha:, and Earthraga demonstrates the power of innovation, sustainability, and community in today’s beauty landscape. These brands have not only captured the attention of Indian consumers but have also set a new benchmark for how beauty products can go viral by aligning with the values of modern consumers. As they continue to evolve and expand, these brands are poised to shape the future of beauty, both in India and beyond.