From pollution and harsh weather to busy routines, the brand blends Ayurvedic wisdom and modern science to nurture and protect skin and hair in every urban environment.
While the world has been captivated by K-Beauty trends, India is quietly creating its own skincare narrative. Enter Hashtag XOXO, the Indore-and-Delhi-born brand that is redefining beauty on its own terms. Founded by long-time friends Richa Malviya, Vineet Sharma, and Prakashan Pillai, Hashtag XOXO blends Ayurvedic wisdom, modern science, and a dash of fun to champion what they proudly call I-Beauty: Indian Beauty for today’s conscious consumer.
“We wanted a brand that felt authentic and truly effective,” says Richa. “One that celebrates our heritage while giving people skincare they can trust.”
Tradition Meets Modern Skincare
Why chase imported trends when India’s own ingredients have been delivering radiant skin and healthy hair for centuries? Vineet adds, “Ayurveda has solutions for nearly every skin and hair concern. Turmeric, Neem, Saffron, Hibiscus—we wanted to bring these into modern, results-driven formulations that fit into busy lives.”
The founders dedicated over 18 months to research and development, experimenting with botanicals, herbs, and traditional remedies, ensuring every product works for all skin types and climates, from hot summers to dry winters. Prakashan Pillai, heading sales, logistics, and distribution, ensures Hashtag XOXO’s Ayurveda-inspired creations reach homes across India efficiently and reliably.
No Filters, Only Healthy Skin
At the heart of Hashtag XOXO is a simple philosophy: “No Filters – Make Skin Healthy.” Every product is designed to nourish, protect, and rejuvenate, empowering users to embrace their natural glow.
“We do not sell fairness creams,” emphasizes Richa. “Our focus is on healthy, radiant skin, not promoting unrealistic beauty standards.”
This approach resonates: over 70% of Indian consumers are turning to natural, Ayurvedic-inspired skincare to protect against pollution, seasonal extremes, and harsh sun exposure.
The I-Beauty Product Line
Hashtag XOXO’s range is designed for a complete skincare ritual, especially suited for urban climates and daily challenges:
- 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
Fresh Insights About Hashtag XOXO
- Products are designed to adapt to changing city climates and seasonal shifts, keeping skin healthy year-round.
- Seasonal botanicals and festival-inspired formulations combine tradition with modernity.
- Transparency is non-negotiable: every ingredient is listed, every product is safe, and nothing is hidden behind marketing claims.
- XOXO embodies love, care, and connection, reflecting the founders’ commitment to nurturing natural beauty.
Growth, Vision, and Accessibility
With an eye on national and international expansion, Hashtag XOXO is connecting with distributors, retail partners, and individual customers. “We want I-Beauty to become a global movement,” says Vineet.
For the founders, skincare is self-care, not just appearance. Prakashan adds, “We’re helping people embrace their natural beauty with products that work and respect their skin.”
Why Hashtag XOXO Matters
Hashtag XOXO is more than a brand—it’s a cultural statement. By merging Ayurveda, locally-inspired botanicals, and urban-friendly formulations, the founders are proving that India’s natural ingredients can compete globally, while promoting healthy skin over fairness obsession.
Shop the collection: www.hashtagxoxo.com
Follow on Instagram: @hash_tagxoxo
