SUMMARY

The personal care brand offers nature-inspired products fortified with clinically tested and non-toxic ingredients for hair and skin care

The Origin Story

Before launching WishCare in 2020, software engineer Stuti Kothari, her husband Ankit (lead analyst at Google) and Ankit’s brother Ayush (currently MD of Rabiko Lifestyle) led hectic lives with little time for elaborate personal care. The trio often discussed the benefits of ‘multi-tasking’ products which would simplify the self-care routine. After much pondering, they teamed up to launch WishCare, a line of clean (chemical-free) and effective haircare and skincare products. Its products are sold on its website and 15+ ecommerce marketplaces like Nykaa, Purplle and Amazon. It has served more than 50 Lakh customers and posted INR 27 Cr revenue in FY23, claiming 300% YoY growth.

The Differentiator

WishCare conducts in-house R&D and uses clinically proven active ingredients to create high-efficacy formulations. However, commercial production is carried out by third-party manufacturers across India. The brand also lists all product ingredients on its website for total transparency. Its flagship products include hair growth serums, bond repair hair treatments, sunscreens, ceramide lip balm with SPF 50 and roll-on underarm serum to address issues like damaged hair and hair loss, acne, dull skin and pigmentation.

What’s Next

It will develop more products under the hair, skin and suncare categories. Its goal is to emerge as an INR 200 Cr+ brand by 2025.

SUMMARY

The personal care brand offers nature-inspired products fortified with clinically tested and non-toxic ingredients for hair and skin care

The Origin Story

Before launching WishCare in 2020, software engineer Stuti Kothari, her husband Ankit (lead analyst at Google) and Ankit’s brother Ayush (currently MD of Rabiko Lifestyle) led hectic lives with little time for elaborate personal care. The trio often discussed the benefits of ‘multi-tasking’ products which would simplify the self-care routine. After much pondering, they teamed up to launch WishCare, a line of clean (chemical-free) and effective haircare and skincare products. Its products are sold on its website and 15+ ecommerce marketplaces like Nykaa, Purplle and Amazon. It has served more than 50 Lakh customers and posted INR 27 Cr revenue in FY23, claiming 300% YoY growth.

The Differentiator

WishCare conducts in-house R&D and uses clinically proven active ingredients to create high-efficacy formulations. However, commercial production is carried out by third-party manufacturers across India. The brand also lists all product ingredients on its website for total transparency. Its flagship products include hair growth serums, bond repair hair treatments, sunscreens, ceramide lip balm with SPF 50 and roll-on underarm serum to address issues like damaged hair and hair loss, acne, dull skin and pigmentation.

What’s Next

It will develop more products under the hair, skin and suncare categories. Its goal is to emerge as an INR 200 Cr+ brand by 2025.