In a world obsessed with K-Beauty trends, India is quietly crafting its own skincare revolution. Enter Hashtag XOXO, the Indore-and-Delhi-born brand that’s redefining beauty on its own terms. Founded by long-time friends Richa Malviya, Vineet Sharma, and Prakashan Pillai, Hashtag XOXO is blending Ayurvedic wisdom, modern science, and a touch of fun to create what they call I-Beauty: Indian Beauty for the modern consumer.
“We wanted to build a brand that felt both authentic and effective,” says Richa. “Something that celebrates our heritage while giving people skincare they can trust.”
From Tradition to Trend
The idea started simply: why chase imported trends when India’s own natural remedies have been giving glowing skin and healthy hair for centuries? Vineet adds, “Ayurveda has a solution for almost every skin and hair concern. Turmeric, Neem, Saffron, Hibiscus—we wanted to take these ingredients and create modern formulations that actually work.”
The founders spent over 18 months researching and testing Ayurvedic ingredients, ensuring every product was not only effective but also safe and suitable for Indian climates.
Prakashan Pillai, in charge of sales, logistics, and distribution, ensures that these products reach customers nationwide without any compromise. “It’s exciting to see I-Beauty making its way into homes across the country,” he says.
No Filters, Just Healthy Skin
Hashtag XOXO’s philosophy is simple: “No Filters – Make Skin Healthy.” Every product is designed to nurture, protect, and rejuvenate, letting consumers embrace their natural glow.
“We do not sell fairness creams,” Richa emphasizes. “Our goal is to make skin healthy, radiant, and confident in its natural tone, not to promote unrealistic beauty standards.”
And it’s working: studies show over 70% of Indian consumers now prefer natural or Ayurvedic-inspired skincare.
The Lineup: Ayurveda Meets Innovation
The brand’s product range is designed for a complete skincare ritual:
- Serums: Anti-pollution, brightening, and hydrating blends with Turmeric, Aloe Vera, and Licorice Extract.
- Face Packs: Detoxifying clay and botanical mixes enriched with Saffron and Turmeric to rejuvenate skin.
- Scrubs: Gentle exfoliation with Walnut beads and Ginseng to remove dead skin and promote glow.
- Moisturizers: Lightweight creams infused with Aloe vera and Ginseng to nourish skin.
- Sunscreens: SPF protection enhanced with natural botanicals to guard against harsh sun.
- Haircare: Oils and shampoos with Hibiscus, Amla, and Bhringraj to strengthen and shine hair.
“Every product is cruelty-free, and harsh chemical-free. We want people to trust what they apply to their skin,” says Vineet.
Fun Facts and Philosophy
- Products are inspired by Indian festivals and seasons, making them perfect year-round.
- The name “XOXO” symbolizes care, love, and connection, reflecting the brand’s relationship with its users.
- The team fuses Ayurveda with modern lab science—proof that tradition and innovation can coexist beautifully.
Growth and Vision
With a focus on national and international expansion, Hashtag XOXO is connecting with distributors, retail partners, and individual customers. “We want I-Beauty to be a global movement,” says Vineet.
For the trio, skincare is more than aesthetics—it’s self-care. Prakashan sums it up: “We’re helping people embrace their natural beauty with products that work and respect their skin.”
Why You Should Care
Hashtag XOXO isn’t just a brand—it’s a cultural statement. By bringing India’s rich beauty heritage into the modern skincare conversation, the founders are proving that Ayurvedic, locally-inspired formulations can stand shoulder-to-shoulder with global brands, while promoting healthy skin over fairness obsession.
Shop the collection: www.hashtagxoxo.com
Follow on Instagram: @hash_tagxoxo
