IDAM House Of Brands, the parent company of Bella Vita Organic, has announced the launch of a new direct to consumer (D2C) skincare and grooming brand BRAVE Essentials, with products formulated with natural ingredients and free of harsh chemicals.
IDAM House of brands is backed by Ananta Capital and has already acquired several brands like Petveda and MeeSoGood over the past few months. The brand is now aiming to initially invest $1 million in R&D and marketing for BRAVE Essentials.
BRAVE is launched because there is an urgent need for specialized men’s skincare and grooming in the market by a brand that can provide top quality products at accessible prices.
As the name suggests, BRAVE Essentials is created for the fearless, the righteous, and the extraordinary with products that address multiple everyday skin, hair, and body concerns. The brand believes in building a strong foundation and delivering impactful results through its products, which are cruelty-free, paraben-free, SLS-free, and dermatologically tested, ensuring superior and safe formulations for customers.
Aakash Anand, Founder and CEO of IDAM House Of Brands, said, “The company was founded with the vision of providing local quality products that suit the Indian skin type and add value to the grooming behavior of our customers. After seeing the love and success Bella Vita Organic, a gender-neutral skincare and wellness brand, has received from our customers, we decided to create a product that also caters specifically to men. , giving way to the design of BRAVE Essentials “
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Saahil Nayar, Co-Founder and COO, IDAM House Of Brands, said: “One of the things that has been our mainstay when developing our BRAVE Essentials brand was market research – we were constantly seeking customer feedback to help us create hyper-customized products that address all customer concerns and bridge the gap in the category to create a balanced formulation of natural ingredients and powerful actives that deliver a product that actually works. There are a plethora of men’s grooming brands on the market, but our commitment to creating a brand that meets a man’s daily needs with effective and safe choices is what sets us apart.”