At a time when several brands were crumbling under the pressure of uncertainty due to the pandemic, Vasundhara Patni, co-founder of Kiro braved launching her ‘clean’ makeup line that has become synonymous with accessibility, sustainability, and high-quality skin formulations. Kiro has been making the right noise ever since it marked its foray into the Indian market in August 2020.
Admitting that she has never been a beauty junkie, Patni says that it was only after the birth of her two children a few years ago that she started focusing on mindful consumption, whether it was in her food habits, clothing and everything else.
“I think this mindful, conscious consumption just became a part of who I am. Beauty was not at the top of my mind then,” adds Patni.
It was only two years ago that she began to look deeper into her beauty products when she realised there weren’t any high-quality alternatives available in the Indian market that fit her needs. After doing some initial research and speaking with her close set of friends, it struck her that there was an obvious gap existing in this space. Although consumers did have access to how to use makeup products, they didn’t have a choice when it came to clean beauty,
“After our formal research and interacting with beauty consumers in Delhi, Mumbai, Chandigarh, we realised that there’s a new demand. People wanted to use beauty products every day but had to avoid them lest they harm their skin. Some shared that they even tried Ayurvedic herbal options but didn’t get the best results and didn’t feel glamorous. With colour cosmetics, you got to have instant gratification. At Kiro, we wanted to launch products that were indulgent, effective, and yet mindfully created,” says Patni.
She believes what sets Kiro apart is the honesty with which they communicate with the consumer.
“We are removing and reducing a lot of toxic ingredients. We are not saying that we are organic or 100 percent natural. We are using the best of nature and science. Our endeavour is to improve our product, formulations, and brand experience for the consumer,” explains Patni.
In the last few years, inclusivity and diversity have become a reality in the beauty space, and Patni believes Kiro leads by example.
“There is a lot of individuality in today’s consumers. Even in our images, we have used real people and beauty enthusiasts belonging to mixed age groups with mixed skin tones. We want to show our consumers that this is what India is, and this is what real makeup on real Indians looks like,” adds Patni.
In her entrepreneurial journey, Patni hasn’t faced as many challenges through a gender lens, but if there’s one thing that she believes women go through is guilt. “There is this constant struggle to have a work-life balance, juggle professional achievements and personal goals. Time management and organisational skills are what I struggle with,” admits Patni.
Check out the video to know more about her journey.
(Interviewed by Geetika Sachdev and produced by Poorvi Gupta)