Premiumization, luxury, and a growing demand for results-driven skincare that is both planet and people friendly while seamlessly fitting into the busy lives of consumers, India’s skincare market is undergoing a massive transformation. Shifting from a heavy reliance on international brands, the landscape is witnessing a surge in high-performance, homegrown brands that are presenting lucrative, high ROI opportunities for investors across the board. Poised to reach $17.69 billion by 2033 according Astute Analtyica, brands that are able to blend innovation, sustainability, and digital engagement are best positioned to thrive.

At the forefront of this new Indian premium beauty revolution is RAS Luxury Skincare, marrying sustainability with luxury through its trademarked Farm-To-Face approach. Having grown at a CAGR of 140% within the past year, the brand has caught the eye of investors, owing to its vertically integrated business and unwavering commitment to responsible sourcing of ingredients. With all 30 to 40 of their active botanicals grown on their own farms, the brand promises the highest level of purity, transparency, and sustainability in every product. Their impressive growth trajectory includes three rounds of funding: a pre-seed round of $2 million from Sixth Sense Ventures in 2022, followed by a $1.5 million pre-series A round from Green Frontier Capital in 2023, and now an impressive $5 million series A round led by Unilever Ventures.

Just ahead of its $5 million funding round, BeautyMatter caught up with founder Shubhika Jain to discuss what’s next for the brand. In an exclusive interview, she spills the secrets on how the brand rose from a mother-daughter duo’s idea in a small town in India, to a luxury, plant-based skincare powerhouse.

With 50% of their revenue coming in from their DTC business including their own website and e-commerce and quick-commerce platforms like Nykaa, Amazon, Flipkart, Myntra, Zepto, and BlinkIt, RAS currently operates only two retail stores in Navi Mumbai and its hometown Raipur, but now has its eyes set on retail expansion. With plans to expand with more than 30 exclusive retail stores across the country, the brand is doubling down on R&D, technological advancement, and marketing. While also gearing up to move beyond skincare and into categories like haircare and makeup, its vision of becoming a leader of the clean luxury beauty movement, not only in India, but globally, is now closer than ever.

Take us back to the beginning where it all started. How did you come up with the idea for RAS Luxury Skincare, and what gap in the market were you aiming to fill? 

After graduating in economics from Lady Shri Ram (LSR), Delhi University, in 2015, I joined our family's agriculture business where we had an essential oils manufacturing facility. During this time, I noticed a growing influx of synthetic products being marketed as “natural,” but often lacking transparency and true efficacy. This widespread misrepresentation in the beauty industry ignited a deep desire to change the narrative around Indian luxury skincare. Having grown up on our family farms in Raipur, Chhattisgarh, I had firsthand experience with the power of botanicals and their ability to transform skin naturally. I firmly believe that the most potent skincare comes from the purest ingredients. With this vision, my mother, Sangeeta Jain (co-founder and Chief Research Officer); my sister, Suramya Jain (co-founder and Chief Marketing Officer); and I founded RAS Luxury Skincare. Our goal was to create a brand that redefines luxury—one rooted in nature, committed to sustainable farming, and dedicated to delivering skincare that is both effective and truly authentic.

Was there a defining moment when RAS transitioned from a mother-daughter passion project into a full-fledged beauty brand? Or did it happen organically? 

We started RAS with a simple yet powerful vision—to make pure, authentic, and high-quality face oils accessible at a time when the market was skeptical about their demand. Initially, it was a passion-driven endeavor, but the overwhelming love and trust we received for our products encouraged us to expand our offerings. What began with a focus on face oils soon evolved into a full-fledged beauty brand, featuring a diverse range of award-winning skincare and beauty products. Today, with 85 SKUs, RAS has won the hearts of consumers, with our 24K Gold Face Elixir remaining a bestseller to this day.This transformation was both organic and intentional. While our passion for bringing the best face oils to the market laid the foundation, we strategically invested in R&D, expanded our product line, and built a strong team to take RAS to the next level.

Luxury beauty in India is evolving rapidly. What do you think is driving this shift toward premiumization? 

The Indian consumer today is more sophisticated than ever. They are well-informed, research-driven, and willing to invest in quality. Social media has played a pivotal role in exposing them to global beauty trends and standards, shaping their expectations for premium skincare and beauty experiences. This shift toward premiumization isn’t just about buying a product—it’s about investing in an experience, a story, and a set of values. Consumers now prioritize clean beauty and consciously formulated products, demanding full transparency about ingredients, sourcing, and a brand’s ethical and sustainability practices. Additionally, rising disposable income and increased purchasing power have fueled higher spending on self-care and luxurious beauty experiences. People are no longer just looking for skincare; they seek indulgence, efficacy, and brands that align with their values.

Where do you think RAS Luxury Skincare fits in with India’s evolving luxury beauty landscape?

We see ourselves as being at the forefront of the clean luxury movement. RAS is about more than just skincare; it's about indulgence with intention. Our Farm-To-Face approach where we source ingredients directly from organic farms, our potent botanical formulas, and our unwavering commitment to sustainability—these are a few things that set us apart. Our mission is to blend the purity of nature with modern skincare science, offering something truly unique and authentic.

What do you think has been the secret to RAS’s success? Could you help our readers understand the brand’s unique value proposition that sets it apart from competitors?

I think it comes down to our dedication to purity, authenticity, and efficacy. Every product is meticulously crafted with the highest quality ingredients, sourced directly from organic farms. We focus on creating sensorial experiences that deliver real, visible results. And our direct relationships with our farmers and manufacturing give us incredible control over innovation and quality. So we're able to push the boundaries of clean beauty while staying true to our core values. 

Congratulations on your recent $5 million funding from Unilever Ventures. How do you plan on allocating the funds and which areas or categories will be your main focus?

This is a truly exciting milestone for us. The $5 million funding from Unilever Ventures will help us accelerate our growth and take RAS Luxury Skincare to new heights. Our vision is to become India’s #1 luxury natural skincare brand by 2026 and expand globally. Over the next three years, we plan to establish 30+ exclusive branded stores while strengthening our presence in key shop-in-shop retail formats. This investment will allow us to expand our product portfolio, enhance our R&D capabilities, and deepen our presence in the luxury makeup and haircare space.

Beyond expansion, do you see this funding unlocking any exciting partnerships or innovations for RAS?

Absolutely. This funding opens doors to exciting partnerships and groundbreaking innovations. We’re expanding into newer product categories, skincare-infused makeup, combining nature’s potency with cutting-edge green science. Exciting collaborations are also on the horizon, strengthening RAS as a leader in clean luxury beauty. We can’t wait to share what’s next.

Is international expansion on the horizon for RAS? If so, which markets are you eyeing first and why?

Yes, international expansion is definitely on the horizon with a few pilots that are currently being planned. We're particularly interested in markets like the Middle East, the US, and Southeast Asia. These regions have a strong appreciation for high-performance, natural skincare, and there's a growing demand for natural and efficacious formulations. We believe RAS is uniquely positioned to offer something truly special and authentic on the global stage.

Building a strong community is essential for any beauty brand’s longevity. What strategies have helped RAS build a loyal customer base?

At RAS, building a strong community is rooted in transparency, education, and authenticity. We actively show consumers where our ingredients are sourced and how our products are made, fostering trust. We engage with our community through storytelling, personalized consultations, and exclusive content, all while addressing customer concerns and feedback proactively. By involving key influencers and loyal customers in our product development, we ensure that we create solutions people truly need and love. 

What have been your biggest discoveries about the modern Indian beauty consumer? What factors do you think matter most to them when choosing a beauty product?

The modern Indian beauty consumer is incredibly well-informed and intentional. They're looking for high-performance products that are clean, ethical, and sustainable. Ingredient transparency is crucial— they want to know exactly what's in their products and how it benefits their skin. And they value personalization and sensory appeal. They're not just buying skincare; they're investing in an experience that makes them feel good inside and out.

Sustainability is no longer optional—it’s become non-negotiable. How does RAS ensure responsible ingredient sourcing while maintaining its Farm-to-Face philosophy?

Sustainability has been at the heart of RAS since day one. We work directly with organic farms to source our ingredients, ensuring ethical and sustainable practices. Our packaging is designed to be minimal and recyclable, and we focus on minimizing waste throughout our production process. We believe that beauty should be kind—to your skin and to the planet. 

Finally, what does the future look like for premium homegrown beauty brands in India, and how is RAS paving the way?

The future is bright! Indian beauty brands are making a global impact, and RAS is proud to lead the way. We aim to inspire more brands to embrace clean, conscious beauty while setting new benchmarks for luxury, sustainability, and efficacy.

By 2026, we strive to be India’s #1 luxury natural skincare brand and expand globally, offering a diverse, high-performance product portfolio.