Aegte Lifesciences, an Indian natural & organic beauty products brand is the brainchild of Rupali Sharma and her husband Dhiren Sharma. She has worked as Business Development Manager at Associates International, as Sr. US IT Recruiter at Pinnacle Technical Resources, as Recruiter at Keane.
In a conversation with the Women Entrepreneurs Review, Rupali talks about the idea behind Aegte, the current D2C landscape in India and much more. She also sheds light on the brand’s growth journey so far and her blueprint for the future.
The seed of the idea to found Aegte was derived from a personal challenge faced by you. Can you take us through the incident and your thought process that propelled you to found Aegte?
The inception of Aegte was indeed born from a deeply personal challenge. After the birth of my second child, I faced severe hair fall, a common yet distressing issue for many new mothers. Despite trying several products, nothing seemed to work. It was a moment of desperation that led me back to my roots. I turned to my mother’s trusted home remedy of onion extract, and to my surprise, it immediately halted my hair fall. This experience was an epiphany for me. Realizing the potent effectiveness of natural ingredients, I felt compelled to share this solution with others facing similar struggles. This motivation led to the creation of our very first product, Aegte Premium Onion Hair Oil. When we launched it Aug 2018 and during first 6-7 days of Amazon’s Great Indian Sale, it sold out completely, reaffirming my belief in the power of natural remedies. The overwhelming response and subsequent queries encouraged us to expand further.
Starting with just one product in 2018, we have grown exponentially, now offering over 50+ makeup and skincare products, all formulated with 100% vegan and natural ingredients. My husband & Co-founder of Aegte, Dhiren Sharma, played a crucial role in our journey, providing the initial investment of ₹5 Lakhs, leading to the evolution of 'Aegte' from a simple Danish word, meaning ‘Authentic’, to an iconic cosmetic brand that signifies the importance of 'Makeup with Skincare Benefits' for all genders. Today, Aegte not only serves customers across India but also in international markets such as the US, the UK, and the UAE. Competing with notable brands like Renee Cosmetics, Foxtale and Earth Rhythm targets to achieve ₹300 CR in next 3 years. This journey from a personal challenge to a thriving business has been incredibly fulfilling, and it reinforces my commitment to providing effective beauty products to our customers.
The Indian beauty and skincare market is booming like never before. Be it the consumer’s willingness to purchase the products or the foray of new-age brands in the market, both are on a rise. What do you think has caused this market phenomenon?
The Indian beauty and skincare market's unprecedented growth can be attributed to several key factors. I think Covid played a major part in this; the behavioural change of consumer to buy products online saw a huge surge in demand and led to influx of new age D2C brands. Today's consumers are more informed and discerning, thanks to the vast availability of information online. They are increasingly aware of the importance of products and their ingredients and are willing to invest in high-quality products that cater to their specific needs. Secondly, the rise of digital marketing and social media platforms like Instagram, YouTube, and TikTok have become powerful tools for brands to showcase their products, share tutorials, and engage with consumers directly. Influencers and beauty bloggers have also played a significant role in shaping consumer preferences and driving trends. Moreover, there is a growing preference for products that are natural, vegan, and cruelty-free.
Consumers are becoming more conscious and aware of the ingredients in their makeup and skincare products and are seeking out brands that align with their needs. This has opened up opportunities for new-age brands like Aegte, which focus on offering effective, natural solutions. With the growing modern busy lifestyles, there is a higher demand for multi-functional beauty and skincare products that cater to their busy lifestyles and diverse skin concerns.
The average Indian consumer is increasingly gravitating towards chemical free and natural beauty & skincare products. How big is this trend in India? Can you elaborate with the help of statistics?
This trend is driven by an increasing awareness of the potential health risks associated with synthetic chemicals in traditional beauty products and a growing interest in holistic wellness and sustainability. The Indian natural cosmetics market is projected to generate a revenue of $0.94 billion by 2024. This market segment is anticipated to experience an annual growth rate of 3.29% (CAGR 2024-2028). This robust growth is fuelled by the rising consumer demand for clean beauty products that promise safety and efficacy without harmful side effects. As consumers have started preferring quality over quantity, they are getting inclined more towards premium, high-quality beauty products that align with their needs. Additionally, the influence of social media and digital platforms has amplified this trend, with beauty influencers and celebrities advocating for natural and organic products, thereby shaping consumer preferences.
What is your opinion on India’s direct-to-consumer D2C revolution? How do you leverage this trend to grow your business?
India's direct-to-consumer (D2C) revolution has marked a significant shift in the retail landscape, empowering brands to connect directly with consumers and bypass traditional distribution channels. This transformation is driven by the rise of digital platforms, increased internet penetration, and a growing preference for online shopping. For brands like Aegte, this revolution has opened up immense opportunities to engage with customers more personally and effectively. At Aegte, we have embraced the D2C model to offer our 100% vegan and natural premium makeup & skincare products directly to our consumers. This approach allows us to contribute to the entire customer journey, from product development to post-purchase service, ensuring a seamless and satisfying experience. Leveraging social media has been crucial in this journey. Platforms like Instagram, Facebook, and YouTube have enabled us to reach a wider audience, share our brand story, and educate consumers about the benefits of our androgynous effective products.
We have increased our sales at an exceptional rate by collaborating with major online marketplaces like Amazon, Flipkart, etc. This has helped us build a strong retinue of loyal consumers who prefer our results-oriented products available at affordable prices over costly synthetic and chemically-formulated solutions. The feedback and interactions we receive on social media provide valuable insights into consumer preferences and trends, helping us innovate and tailor our offerings. Engaging content, influencer partnerships, and targeted advertising campaigns have further amplified our brand presence, driving sales and building a loyal customer base. India's D2C revolution has been instrumental in Aegte's growth, allowing us to harness the power of digital channels to connect directly with our audience. As we continue to leverage social media and other online platforms, we are well-positioned to expand our reach and continue our commitment to providing effective, multi-functional luxurious makeup & skincare solutions at an affordable range.
As you embarked on your journey to expand Aegte’s product portfolio and market-share, what are some of the key challenges you encounter? How do you intend to tackle these hurdles?
The journey to expand Aegte’s product portfolio and market share has presented a range of challenges. One significant hurdle is maintaining the integrity and efficacy of our products while scaling production. Ensuring that every product meets the high standards of synthetic-free formulation, made with results-oriented effective organic ingredients, requires meticulous sourcing and rigorous quality control. To tackle this, we have established robust supply chain partnerships and implemented stringent testing protocols to guarantee that our customers receive only the best.
Another challenge is navigating the highly competitive beauty and skincare market. With numerous brands vying for consumer attention, differentiating Aegte’s offerings is crucial. We address this by focusing on our Unique Selling Proposition for each product, combining traditional remedies with modern science to create effective beauty staples. Our flagship product, 3-in-1 Lab-certified & India’s first Lead-free Beetroot Lip & Cheek Tint, exemplifies this blend and has set a precedent for our innovative approach. Additionally, we leverage digital marketing and social media platforms to engage directly with consumers, providing informative content and fostering a community of informed users. Influencer collaborations and customer testimonials also play a vital role in building trust and credibility. Through these strategies, Aegte is well-equipped to navigate the complexities of market expansion while staying true to our commitment to inculcate skin-beneficial formulas in our products to treat skin woes from the roots contrary to synthetic formulas that tend to provide temporary solutions over long-lasting permanent treatments.
How has Aegte’s growth been since its inception? What is your vision for the brand’s growth in the near future?
Since its inception, Aegte has experienced remarkable growth, defying initial scepticism and societal challenges. When we first launched Onion Hair Oil, many advised us against it as no one believed that in a space where traditional players are already offering hair oil how can we make any difference. But, we believed in our vision of offering 100% vegan and natural makeup with skincare benefits products. As a Woman Entrepreneur, I faced significant hurdles due to ingrained patriarchy, often my infant son tagging alongside me to meetings where my capabilities were questioned. These experiences only fuelled my determination to prove doubters wrong and build a successful brand.
My husband & the Co-founder of Aegte, Dhiren, played a crucial role in this journey. Witnessing the brand’s early success with his initial investment of ₹5 Lakhs in 2018 while working in an IT company, he decided to join Aegte full-time to support our expanding operations. His expertise became invaluable, especially in protecting our brand as it gained traction. Understanding the importance of intellectual property, patents, and trademarks; use of technology to streamline customer experience has been vital in providing us our competitive edge.
Looking ahead, our vision for Aegte is to continue this trajectory of growth by expanding our product portfolio and market reach in South & East India. We are targeting 500% growth by 2025 and eyeing sales of ₹300 CR in the next 3 fiscal years. With an aim to make luxury beauty staples accessible to all and introduce more innovative, multi-purpose beauty products that cater to diverse concerns, we will continue to be transparent, cruelty-free, sustainable, eco-friendly and most importantly, toxin-free. By staying true to our values and continually adapting to market trends, we envision Aegte becoming a leading name in the global cosmetics industry, trusted by consumers for effective and ethical beauty solutions.
What motivates you to continue on your journey as an entrepreneur? What drives your ‘entrepreneurial fire’?
The driving force behind my journey as a Mompreneur is a deep-seated passion for creating products that genuinely improve people's lives. Seeing the transformative impact of Aegte’s products on our customers keeps my entrepreneurial fire burning. Knowing that we are helping individuals achieve flawless makeup looks with our natural and vegan formulations that offer multiple uses while taking care of their skin health is incredibly fulfilling. As a woman in a traditionally male-dominated industry, I faced many doubts about my ability to succeed. However, these challenges only strengthened my resolve. Every milestone we achieve at Aegte, from selling out our first product to achieving 6X growth and making the company worth a valuation of ₹150 CR, serves as a testament to our perseverance and commitment.
Another driving force is how my journey will inspire many women to break traditional stereotypes and become financially independent. There is a gasping gender disparity in Indian Startup Ecosystem, only 14% of entrepreneurs in India are women. This disparity also filters down to the female employment status in the startup ecosystem with only 35% of employees in startups being women. We have started a program called EWEO (Empowered Women Empowered Others) where I encourage women across India to help grow their businesses and initiate ideas by providing them strategic advice and financial support.
Lastly, the feedback and loyalty of our customers inspire me daily. Hearing their reviews and seeing their satisfaction with our products drive me to keep pushing the boundaries and exploring new opportunities for brand growth. My vision for Aegte is not just to be a leading brand in the cosmetics industry but to be a beacon of results-oriented and effective beauty solutions trusted by consumers worldwide, with the belief – 'Beauty is for All'.
