Mother-daughter startup Indulgeo Essentials boasts of an all-female team


Prior to founding Indulgeo Essentials, Supriya Arora Malik was a lifecasting artist running her own brand, Memories. In 2017, she and her mother, Seema Malik, launched an organic skin care brand called Indulgeo Essentials.

Seema had suffered from alopecia for several years and had tried all kinds of allopathic and Ayurvedic medicines. She realized that it was the concoction she made with natural ingredients that worked best for her.

Eager to share hair care, the duo launched Indulgeo Essentials, Supriya and Seema started the startup online through a Facebook mom group and today their business has gone far beyond social media.

However, for Supriya, an offline store is still not planned as she wants to continue using digital media to sell her products.

As the product line has expanded to include various types of facial oils, body oils, eye and eyebrow care products, among others, it also seeks to address concerns by skin type and needs. problems one is faced with suggesting suitable products.

Supriya says one of the best parts of her entrepreneurial journey is working with an all-female team.

Excerpts from HerStory’s conversation with Indulgeo Essentials co-founder Supriya Arora Malik:

1. What is the thought process behind Indulgeo Essentials? How did you distinguish it from other organic skin and hair care brands?

Indulgeo Essentials was founded in 2017 by me and my mom, Seema Arora. After suffering from alopecia for a long time, my mother created our extremely popular hair blend – Luxuriant Hair Vitalizer – for her treatment, which gave her results that no other allopathic medicine could achieve.

Our goal was to use the purest, most natural ingredients to provide effective solutions to problems such as alopecia, acne, hair loss and pigmentation. We firmly believe that what you cannot eat should not be applied to your skin. It is essential to understand that 60% of everything you apply to your skin is absorbed.

2. Tell us about your life before launching Indulgeo?

Before Indulgeo, I used to do hand and foot molding for my own brand called Memorabilia. I learned and specialized in complex formulations and manufacturing techniques. I believe every local brand has a story behind it and I entered this arena to give age-old concoctions an edge and make these skin and hair care miracles accessible to as many people as possible. We wanted to use our vast knowledge to formulate unique oil blends and natural skin care products that pamper your skin and hair with the magic of love.

My motivation as an entrepreneur is to aspire to bring nature’s best and best remedies for all skin care issues to customers’ doors. I think there is nothing that a woman cannot do and so, while I decided to launch my own brand, the goal was never to sell products, but rather to sell solutions. that work.

3. What have been the three main lessons of your entrepreneurial journey with Indulgeo Essentials?

As an entrepreneur, I’ve learned to never compromise on two things – love and quality – and make sure that every new launch or product shipped has an abundance of both. I went above and beyond to test every ingredient, packaging and specifics to ensure the quality is consistent and unwavering.

My personal motivation is to never allow toxins or to use cheaper ingredients for higher profits. Whenever I am asked about the price of a product, my answer is always the same: quality. There are alternatives to everything on the market, but my goal is to always provide my customers with products made with unwavering quality ingredients.

4. What are the top three myths about organic skin care that you would like to break?

The three myths would be:

  1. Organic products are ineffective – People think organic products are ineffective, but these products are densely packed with vital nutrients, antioxidants, vitamins and minerals in great concentrations that really nourish the skin.
  2. DIY face masks and lotions work the same as organic products – DIY solutions do not contain active ingredients found in organic products and these are essential for desired results.
  3. Eating Well Is Enough For Great Skin – Healthy eating isn’t always enough for great skin. While everything you eat has an effect on your skin, food cannot remove dirt and grime as effectively as a good facial cleanser.

5. Considering that there are several brands in India making organic and toxin-free skin care products, do you think the space is getting saturated?

Yes, there are a lot of brands in India that make skin care products that are organic, but I think it’s good that brands finally take the initiative and promote natural products and say no to them. chemical products. It is high time to think about our mother nature and the well-being of our customers.

6. What were your best moments in your entrepreneurial journey?

One of the highlights of my entrepreneurial journey has been to create a women-only team. My day begins with interacting with my team of extremely hardworking women who not only believe in the brand, but also share the same ambition of spreading love and happiness through clean organic beauty. No job seems too difficult when you have a support system, which in my opinion is essential for all women entrepreneurs.

7. What advice would you give to skin care entrepreneurs?

I just mean you have to be true to yourself and only then can you think well for your audience and your brand. It’s never too late to start over and you need to surround yourself with people who will come and pick you up when you fall or who will be there to encourage you not to give up.

Edited by Affirunisa Kankudti

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