Dadi or Nani’s house on vacation wasn’t just a holiday destination; it was an emotion. Your grandma’s soft hands kneading homemade malai into your cheeks. The fragrant oils Nani massaged into your hair. The warm turmeric paste Maa patted on your bruises. These weren’t just routines—they were stories. Stories -told through touch, care, and tradition.
What if these age-old rituals could be bottled and brought into the modern world? One visionary woman turned this idea into reality, blending India’s heritage with global beauty secrets. The result? A skincare brand so impactful that Unilever Ventures invested $2 million early on.
Read on to discover the story behind this incredible journey.
Read on to discover the story behind this incredible journey.
Of Bigger Milestones
A 25-year-old from Kolkata had it all planned with a prestigious degree from the London School of Economics.
The world was her oyster, and her career was perfectly mapped, but her heart desired something more tangible to leave a lasting impact.
The Curated Experiment
Her first idea—a line of organic baby products—didn’t materialize, but it sparked a journey of creative rediscovery.
In 2014, Niharika Jhunjhunwala launched Sugarbox, a curated subscription box that delivered surprises to customers. The idea worked!
Every month, customers would choose a theme, such as a music genre, and receive the best pampering hampers.
Full of Lessons
Sugarbox brought her joy and taught her two important lessons- the art of delighting people and the power of innovation.
Yet, even as Sugarbox gained popularity, Niharika felt a deeper calling. Something was still amiss, the search for which led her back to the roots.
The Idea Clicked
One common concern in India among all age groups is the problem of pigmentation.
And how was it tackled? People either relied on harsh chemical products or turned to time-tested but often ineffective home remedies without knowing what they did to their skin.
What if someone guided them?
Or what if they get something to take care of this issue directly from trusted sources and an expert team?
Thus, the idea of a premium Indian skincare brand took its first breath.
What’s in a Name? Everything!
Niharika envisioned a skincare brand that blended the best of tradition and modern science. But what would it be called? She sought a name that would resonate with people from diverse cultures and backgrounds.
A name that would evoke a sense of purity and connection – something as pure as the clean skincare products the company planned to formulate.
And there it was, ‘Clay’- the earth that binds everything into one, a symbol of grounding, nourishment, and transformation. And so, ClayCo Cosmetics was born.
Challenges To Overcome
The brand name was ready, but the challenge was to enter a huge, already-dominated market.
ClayCo was about to enter the $9.93 billion Indian skincare market, with players like The Derma Co., Minimalist, and Pilgrim dipping their toes in the 2.4% growth surge of ayurvedic and natural products.
Carving out a niche in a crowded market like this was difficult.
Via Influencers Made ClayCo Popular
The solution was in the essence of the company itself—bringing the treasures of old beauty rituals from around the world under one umbrella of products. Niharika started by meticulously handpicking valuable rituals from diverse cultures.
Then came the first line of products, ClayCo’s flagship range—Rituals of Japan.
This line of 20 plant-based skincare products was then heavily promoted through influencers, and the word of ‘influence’ began spreading.
Experiences More Than Just Products
The high-performance, luxurious skincare range became popular due to its surprising affordability, simplicity, and authenticity. Every product became a story.
ClayCo wasn’t just selling skincare—it was curating experiences, one ritual at a time. Now was the perfect time to expand and grow big, for which Niharika began her search for funding. And guess who agreed to invest?
A $2 Million Vote of Confidence
ClayCo, with its customer stories and results, caught Unilever Ventures’s attention. The young brand had something special—not just in its products but also in its purpose.
In October 2024, ClayCo raised $2 million (around Rs.16 crore) in Series A funding, a huge milestone for a brand still in its infancy.
This was not just funding but a validation that ClayCo was headed in the right direction.
Written in Tradition and Transformation
ClayCo now aims to launch a Moroccan-inspired body care range, drawing from the rich traditions of Moroccan argan and roses. It also plans to expand its marketing, reaching households across India and beyond and bringing its rituals to more people.
Niharika envisions ClayCo as a bridge connecting generations, traditions, and people across the globe.
It is a tribute to the nurturers, caregivers, and timeless rituals that make beauty a story worth telling: one jar, one ritual, one memory at a time.
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
