Beauty is not just about make-up anymore. The rise of the “feel-good” economy mirrors the rise of two skin and hair care brands from India. WOW Skin Science and Mamaearth have had different growth trajectories, but together they’re crafting a whole new skincare routine for the world– a confluence of hip ingredients and age-old DIY remedies. Their essence builds the concept of I-Beauty, but will they make it big in the global market?

Story originally reported by Bhumika Khatri: https://the-ken.com/story/mamaearth-wow-skin-and-the-indian-skincare-glow-up/

Hosts: Anushka Chhikara, Olina Banerji.

Music and editing by Sameer Rahat from Baqsa Studios.

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Audio excerpts taken from YouTube channels Hyram, thecozyvibe, Michu, Mamaearth India.