Meet Sunayana Walia, the visionary founder of Raw Beauty Wellness, a brand revolutionizing the skincare industry with its commitment to sustainability and clean beauty. Inspired by her experiences with organic farming, Sunayana embarked on a mission to fill the gap in the market for clean Indian skincare products. From selling homemade remedies to navigating the complexities of India’s cosmetics laws, she has built Raw Beauty Wellness into a global force, advocating for holistic lifestyles and eco-conscious practices. Join us as we delve into Sunayana’s inspiring story and the ethos behind Raw Beauty Wellness.

Q: Tell us about your background and what inspired you to start Raw Beauty Wellness.

A: About six or seven years back, I worked with an NGO and volunteered in Punjab, where I came across organic farming. This led me to start a farmer’s market with the Kheti Virasat Mission, connecting farmers with consumers. People then started asking about personal care products, which sparked my interest in the industry. I noticed a gap in the market for clean Indian brands, which inspired me to create my own.

Q: How did you transition from selling homemade products to starting Raw Beauty Wellness?

A: Initially, I shared homemade recipes with people, but they wanted ready-made products. So, I enrolled in an organic skincare formulation course to learn how to create clean products. However, starting a brand in India, where cosmetics fall under drug laws, posed a challenge. I eventually set up a factory and got FDA approval to scale up production.

Q: What sets Raw Beauty Wellness apart from other natural skincare brands?

A: We use only EcoCert-approved ingredients, including emulsifiers, gums, and preservatives. We focus on holistic lifestyles, guiding people towards a more sustainable approach. Our products are compostable, ensuring minimal environmental impact.

Q: What challenges did you face when starting your brand?

A: India’s cosmetics laws are strict, requiring products to be made in a factory, which was a challenge for my initial goal of making products from home. I had to invest in setting up a factory and getting FDA approval.

Q: What are Raw Beauty Wellness’s most significant challenges in the next few years?

A: Marketing is a significant challenge, especially with the skincare industry’s declining return on ad spend. I’m focusing on B2B partnerships to supplement our D2C sales and achieve better economies of scale.

Q: How do you cultivate and maintain a loyal customer base for Raw Beauty Wellness?

A: We have a 60% repeat client base, which is high in the skincare industry. Our products speak for themselves, and we offer excellent customer service. I work with customers, providing consultations and ensuring they respond quickly.

Q: How has Raw Beauty Wellness grown since its inception?

A: Initially, Raw Beauty was an Instagram brand, growing to about 17,000-18,000 followers organically. After moving into the factory two years ago, we’ve expanded our reach and are now looking at international markets like Vietnam.

Q: What has the turnover of Raw Beauty Wellness been in the last two years?

A: We are doing a turnover of about one and a half, one to one and a half CR a year.

Q: How much has the total investment in Raw Beauty Wellness been, including the factory and other expenses?

A: The investment in making the factory and putting it all together is about three and a half CR.

Q: What advice do you have for aspiring entrepreneurs in the beauty industry?

A: Focus on creating high-quality products and building a loyal customer base. Stay true to your values, and don’t be afraid to seek help and expertise when needed.

Q: What are your plans for Raw Beauty Wellness?

A: I’m looking for investors who can provide funding and expertise to help us grow globally. My focus is on expanding our B2B partnerships and ensuring sustainable growth.

Q: Can you elaborate on Raw Beauty Wellness’s sustainability practices, such as packaging and waste management?

A: We use glass jars and cardboard boxes for packaging, avoiding plastic and bubble wrap. We recycle incoming packaging materials and ensure our products are environmentally friendly from production to disposal.