How a vegan beauty brand is redefining modern luxury

Time of India

2 days ago

In a saturated beauty landscape where 'luxury' often feels like a borrowed label,
Kimirica
is quietly and powerfully reshaping the definition. Founded in 2012, the homegrown Indian brand emerged from a gap that most marketers didn't even see: there were few, if any,
luxury personal care
brands that were both effective and ethically made.
More than a decade later, Kimirica isn't just selling body lotions and shower gels, it's selling a lifestyle rooted in conscious indulgence. Its story is a masterclass in building a purpose-driven brand that's as digitally savvy as it is emotionally resonant.
Kimirica's early years were focused behind the scenes, supplying vegan luxury toiletries to global hospitality giants such as Marriott, Hilton, and Hyatt. But what began as a B2B success story soon laid the groundwork for a retail expansion that would see the brand enter 5,000 hotels in 40-plus countries, before stepping confidently into the D2C space.
This transition wasn't just about distribution—it was about identity. The pivot from supplier to storyteller required a bold reimagining of what a
personal care brand
could be in the age of values-driven consumers.
A story in every bottle
'We don't just make products. We create sensory experiences,' said co-founder and CEO Mohit Jain. And true to that promise, Kimirica's collections are narratives in themselves, whether it's the romantic 'love story' collection or the culturally rich 'vivah' collection inspired by Indian weddings. Each product is inspired by memory, a mood, a moment.
For marketers, this is where the magic lies: Kimirica sells thoughtful self-care, bringing moments of happiness to one's everyday life. In a world where brand loyalty is tied to emotional resonance, this storytelling-first strategy has helped Kimirica carve out a unique space in the competitive personal care aisle.
Kimirica's rise has been powered by a digital-first marketing strategy that's both human and high-tech.
Influencer marketing
plays a central role, but unlike trend-chasing brands, Kimirica's collaborations are value-aligned and purpose-led. The result? Authentic partnerships that connect, not just convert.
Social media is more than a broadcast channel, it's a storytelling canvas. Glimpses of behind-the-scenes, user testimonials, and immersive product journeys bring the brand to life on social media. The tone is consistent, the visuals are elevated, and the engagement is organic.
But it doesn't stop there. The brand uses AI-powered insights to personalise campaigns, predict preferences, and optimise performance across channels. Whether it's launching a men's grooming line or fine fragrances, every innovation is backed by data and driven by purpose.
In a standout marketing moment, Kimirica welcomed actor
Kiara Advani
as its official brand ambassador. The partnership wasn't built on contracts, but on chemistry. Kiara discovered the brand organically and became a loyal customer before ever stepping in front of a campaign lens.
The collaboration speaks to a broader shift in celebrity marketing: authenticity over endorsement. Her connection to the brand lends credibility and relatability, positioning Kimirica as a choice for those who want their self-care rituals to reflect their values.
Kimirica's positioning goes beyond product performance. Its commitment to 'putting good into the world' is not just a tagline; it's a throughline across its packaging, processes, and partnerships. Clean, vegan, and cruelty-free, the brand walks the talk on ethical and
sustainable beauty
.
Experience the full story and behind-the-scenes journey here:
https://bit.ly/KimiricaFounderStory
Brand Connect Initiative