Latest news with #Kimirica
Time of India
3 days ago
- Business
- Time of India
How a vegan beauty brand is redefining modern luxury
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: Brand Connect Initiative
India Today
13-05-2025
- Lifestyle
- India Today
How to tailor skincare to your needs
With the rise of digital platforms, global influences such as K-Beauty and J-Beauty, and an increasing emphasis on conscious consumption, beauty enthusiasts are exploring skincare beyond conventional choices. The trend originates from a shift in consumer behaviour and buying patterns: people are now more informed and looking for clean, vegan and ethical skincare media- and influencer-driven marketing have also influenced purchasing decisions, creating a cycle where trends change fast. The multitude of options, brands and products, though, can lead to decision fatigue and consumers finding themselves torn between trendy international formulations and time-tested traditional remedies. How to cut the noise and buy right?advertisementBefore you buy 'The Indian skin is beautifully diverse, but it comes with its own set of challenges, such as pigmentation, sun damage and the constant battle with humidity or dryness. The most effective skincare regimen, therefore, should focus on balance, protection and nourishment rather than excessive layering,' suggests Rica Jain, co-founder and head of quality assurance, process and optimisation, Kimirica, a luxury beauty brand. Skincare should be personalised but not entirely driven by trends. Making the right choice requires understanding your skin type, concerns and the science behind ingredients. Transparency matters, and so does knowing what goes into a product and how it's sourced. It's always a good idea to read labels carefully, look beyond marketing claims and check for effective, well-researched ingredients. 'Choose skin-compatible formulations—for example, lighter, non-comedogenic products for humid climates,' says it's a no-brainer that harsh ingredients, such as denatured alcohol or synthetic fragrances, can disrupt skin balance, it's equally important to know that a product's efficacy lies in its formulation and not the price tag. Also, an overload of active ingredients—layering too many acids or retinols—can cause skin over complexityThe best skincare routines aren't about having more steps but understanding what your skin needs. A simple yet effective regimen would be gentle cleansing with sulphate-free formulations that cleanse without disturbing the skin's inherent moisture. Lightweight, quick-absorbing, water-based moisturisers with clean, plant-based ingredients work well across skin types. Sunscreen is that one product that single-handedly helps prevent hyper-pigmentation, premature ageing, dark spots and uneven skin tone.'A few things that don't work are over-exfoliating in the race for instant results, heavy, occlusive formulations in humid climates, and DIY (do it yourself) skincare without research,' says best skincare isn't about choosing one philosophy over another but about adopting elements and practices tailored to Indian skin's unique requirements. While old-school beauty solutions focus on nourishment and repair through natural, Ayurveda-inspired, plant-based remedies, such as saffron, sandalwood, turmeric, and gram flour, K-beauty offers lightweight, hydration-boosting formulations that help maintain a healthy skin or old-school beauty? 'K-beauty has gained popularity in India for its hydration-first, barrier-repairing approach, which focuses on gentle, skin-loving ingredients. Key elements, such as snail mucin, centella asiatica, and fermented extracts, help soothe, brighten and strengthen the skin. Sheet masks and sleeping masks provide intense moisture, making them great for occasional boosts,' explains this traditional multi-step routine may feel overwhelming or heavy in India's diverse and humid conditions. A simplified approach of hydrating serums, barrier strengthening and sun protection works best, ensuring healthy, balanced skin without unnecessary occasional sheet masks or sleeping masks can offer targeted hydration boosts. 'For an old-school beauty regimen, stick to natural, skin-soothing ingredients such as aloe vera, turmeric, naturally-derived squalane, coconut oil and rose water. Use traditional masks, such as ubtan (multani mitti and turmeric can be used) in moderation for gentle exfoliation,' says remember that a balanced, transformative and plant-powered approach to skincare, which blends traditional wisdom with modern science, benefits Indian skin. The key lies in personalising the routine to fit individual skin types and environmental factors, ensuring that the skin remains healthy, without feeling weighed to India Today Magazineadvertisement
