How Conscious Chemist Plans To Build An INR 100 Cr Brand With Active-First Skincare

When was the last time a shelf full of skincare products delivered what it promised?

One brand leans on ancient Ayurvedic wisdom, another flaunts Himalayan purity, while a third champions mountain herbs and exotic botanicals. From forest elixirs to ocean-inspired formulas, the ‘natural skincare’ narrative has evolved into a glossy, high-stakes marketing machine.

Yet, persistent issues like acne and pigmentation continue to trouble consumers, despite the overflowing claims.

The underlying issue: real skin concerns require scientifically backed ingredients, not folklore in a bottle. But in a market where branding often supersedes efficacy, science is frequently sidelined. The result is a deluge of well-packaged promises and underwhelming outcomes — and a consumer base caught in the middle of an industry that prioritises perception over performance.

For Robin Gupta and Prakher Mathur, two Galgotias University alumni, it wasn’t just reading the fine print of market trends – it was rather a personal score. One of them struggled with keratosis pilaris (a skin condition characterised by tiny, rough bumps on upper arms and thighs caused by keratin buildup in hair follicles) for a long time, and frustration became unbearable after countless serums and lotions did nothing. The problem wasn’t just product inefficiency; it was the complete absence of targeted over-the-counter solutions in the market.

Looking deeper, business graduate Gupta and computer engineer Mathur discovered a troubling reality about India’s $10.4 Bn skincare industry. It was dominated either by expensive clinical brands in snazzy gate-ups or dubious ayurvedic products making unrealistic claims. The middle ground, where science-backed, ingredient-led formulations meet accessibility and affordability, simply didn’t exist.

Conscious Chemist came up to fill this gap especially owing to the personal skincare struggle of one of the founders. Gupta and Mathur set up the skincare startup in 2020 with the mission to unleash the healing power of chemicals, instead of demonising science in the name of nature, and create effective, science-based skincare solutions that actually deliver on their promises. 

Its array of products includes sunscreen, moisturiser, toner, spot corrector, body lotion, night cream and serums for issues like pigmentation, acne, ageing and blackheads. The D2C brand targets urban millennials and GenZ, who are curious about the ingredients and look for reliable, effective skincare that works without greenwashing or gimmicks.

Science paid off for the Galgotias graduates. Conscious Chemist closed FY25 with a revenue of INR 32 Cr, fuelling its ambition to hit INR 100 Cr in annual recurring revenue within a year. The brand has raised a total of INR 17 Cr so far from investors including Atomic Capital, the Lotus Herbals Family Office, and Inflection Point Ventures. 

The digital-first, D2C skincare brand sells its products through its own website, ecommerce marketplaces, and quick commerce platforms. 

Striking The Right Chemistry 

“Chemicals aren’t the enemy, they’re the foundation of every effective skincare product,” Gupta said. “We believe in using well-researched, clinically validated ingredients to deliver real results,” he added. 

This philosophy forms the foundation of Conscious Chemist with two principles at its core. 

• Science over scare tactics: The brand champions functional actives like peptides, ceramides, and antioxidants, clinically effective doses to solve real skin concerns.
• Conscious formulations: Every product is a thoughtful blend of potent science and skin sensitivity, balancing clinical efficacy with a gentle touch.

While the approach seems logical, the founders faced an uphill task in an industry ruled by brands demonising chemicals to glorify ‘natural’ ingredients, regardless of their efficacy. “Educating consumers that not all chemicals are harmful and that clinically formulated actives can transform skin requires persistent effort and trust-building,” Gupta shared with Inc42.

The challenges extended beyond consumer education. “Sourcing quality ingredients, finding aligned R&D partners and breaking through a crowded market – all on a startup budget was a major challenge,” Gupta admitted. 

Gupta and Mathur refused to compromise on their vision. Instead, they doubled down on research and development that ultimately led to products that delivered on their promises of efficacy without sacrificing gentleness. 

Their science-first approach has yielded innovative solutions. Berry Bright Sunscreen (SPF 50 PA++++), for example, combines serious UV protection with niacinamide to brighten skin and reduce inflammation. Unlike typical sticky formulations, this has no white cast or greasy residue. 

Antioxidant Booster Serum is another major product. The multifunctional solution contains five antioxidants, including rare astaxanthin, to combat aging and pigmentation.

For acne and dark spots, Conscious Chemist makes Microneedle Patches. This overnight solution dissolves directly into the skin, delivering active ingredients precisely where needed without any pain or any kind of mess.

Numbers speak for themselves. The digital-first, D2C brand has served over 1 Mn customers. Their Shark Tank India Season 3 appearance in 2024 amplified this success, generating a 15-fold spike in website traffic immediately after the episode.

The diversified distribution strategy reflects a deep understanding of customer behaviour of the promoter duo. Around 40% of their revenue comes from D2C sales through their website, 40% from e-commerce marketplaces like Nykaa, Amazon, Flipkart, and Myntra, and the remaining 20% from quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart, which cater to impulse and emergency skincare needs.

Gupta and Mathur also aligned their marketing strategy with their foundational philosophy. Rather than simply pushing products, they focus on education by explaining the reason behind ingredients through Instagram, YouTube, blogs, and influencer collaborations. This helped build a community of informed consumers who scrutinise labels and make conscious choices.

Making Founders Out Of Students

At Galgotias University, Gupta and Mathur got more than a degree — they got a launchpad. 

Startup events and mentorship programmes on campus gave them first-hand exposure to real customer behaviour and evolving business models — insights that no textbook could offer. The campus doubled up as their sandbox. Early failures turned into learning loops, helping them identify market gaps and fine-tune their ideas before stepping into the real world.

“Unlike rigid academic setups, Galgotias University’s ecosystem encouraged side hustles as much as the syllabus. Student communities allowed us to experiment, gain confidence, and a flexible academic ecosystem gave us the much-needed exposure to solve real-world problems. That balance of structure and creative liberty, plus access to industry networks, gave us the runway to take off after our graduation,” Gupta said. 

Resetting India’s Skincare Paradigm

The $33 Bn beauty and personal care (BPC) segment has emerged as the fastest-growing ecommerce market in India, projected to accelerate at 3.48% till 2030. Personal care accounts for the largest portion of the market, with a projected revenue of $14.80 Bn by the end of 2025.

Conscious Chemist hopes to capture a significant slice of the personal care pie as it works towards an INR 100 Cr ARR by the end of this year. The skincare brand plans to leverage its D2C foundation, marketplace presence, and repeat buyer base. 

To fuel this growth, the company is strategically expanding its product portfolio with targeted solutions, including an acne spot corrector, exfoliating body wash, and glycolic acid toner, each reinforcing its science-first approach to skincare challenges.

But Gupta and Mathur aren’t the only ones working out their playbooks based on chemistry. Conscious Chemist faces stiff competition from brands like Dot & Key, Foxtale, DermaCo, and Minimalist, which offer products priced at INR 400-500 featuring science-backed ingredients. 

While Dot & Key uses ceramides and peptides, Minimalist sells curated products to target specific concerns like hyperpigmentation and spot correction and has a wide range of products for skincare and haircare. 

What sets Conscious Chemist apart is its science-backed formulations featuring potent ingredients like astaxanthin — an antioxidant 6,000 times more powerful than Vitamin C and allantoin, known for its intense moisturising and skin-soothing properties. These high-efficacy ingredients are rarely found in conventional skincare products. The brand also stands out for its innovation-led pipeline, with offerings like microneedle patches and a retinol-infused body repair treatment targeting stretch marks and skin tightening.

Geographic expansion is a key pillar of growth for the D2C brand, with the founders aiming to take the brand global. Having secured a strong presence in metros and Tier I cities, Conscious Chemist is now eyeing Tier II and III markets, where skincare awareness is growing rapidly. In parallel, the company is investing in educational content and building intellectual property (IP) to simplify skincare science for consumers. It also plans to diversify its portfolio by expanding into adjacent categories such as bodycare and scalp care.

“We want to see Conscious Chemist as a leading Indian skincare brand and want to reach INR 500 Cr in revenue in the next five years while maintaining profitability, known for high-performance and conscious formulations,” Gupta shared their vision.

As brands keep alive the tussle between natural and chemical in the bustling beauty and personal care industry in India, that is well on course to reach $48.3 Bn by 2033, it is the consumer preference that will balance the equation. Brands like Conscious Chemist have launched a two-way assault – generating awareness and delivering results – to make its mark in the market.