MAM
Naturtint, Boldify, and Estate: IOSPL’s eco-conscious International Beauty Brands make their debut in India
Mumbai: IOSPL (Infinite Online Shopping Private Limited) the omnichannel partner for global brands in India, has introduced three of its subsidiary brands in the beauty and personal care segment. Naturtint, Boldify, and Estate, in India for the first time and will be their exclusive partner in India. The launch of the three brands in India, which will be taking place at Cosmoprof Mumbai. Here is a brief about the three newcomers to the vast Indian beauty and personal care market.
Naturtint: Healthy, youthful, shiny tresses are something we all want and what if you could get just that without putting your health and the environment at risk? Naturtint, a trailblazer in the hair colour segment, enables you to achieve this with its products that are ammonia, resorcinol, parabens, cocamide DEA, silicones, paraffin, mineral oils, SLS and artificial fragrances free. The brand stands out with its pioneering commitment to excellence, becoming the first USDA-certified Bio-based hair colour line in 2021. The highest rated coloration by American consumers in 2017, 2018, 2019 and 2020 on Amazon, Naturtint sells in more than 30 countries worldwide. Symbolising a legacy of more than 30 years, Naturtint reflects quality and scientific innovation.
Bolidfy: Thick, luscious hair is always envied and longed for, right? Offering hair care that is rooted in celebrating you just as you are, Boldify caters to individuals looking for hassle-free, safe solutions to thinning hair. Prioritising superior quality, Boldify uses plant-based fibres in its products to give users a seamless, real-hair-like finish. Its hairline powder and hair thickening fibres boast a unique blend of ingredients that create a water-resistant, conditioning formula that is mess-free and effective.
Estate Cosmetics: A Canadian sensation redefining ethical beauty, Estate Cosmetics offers an array of high-quality, pigmented, budget-friendly, vegan, and cruelty-free cosmetics. With an unwavering commitment to building a kinder, cleaner world, estate cosmetics crafts luxurious products sans the premium price tag, making beauty affordable and accessible to everyone, reflecting its motto – beauty without boundaries. The brand’s products are formulated with a unique blend of ethically sourced botanicals with an emphasis on Indie ingredients, bringing a harmonious fusion of tradition and modern trends.
Commenting on the launch of the brands in India, IOSPL Founder Bimal Thakkar said, “As IOSPL expands its footprint in the ever-evolving Indian beauty and personal care market, we are thrilled to introduce Naturtint, Boldify, and Estate Cosmetics to discerning consumers seeking sustainable, cruelty-free options. Our commitment to offering innovative, eco-conscious brands aligns with evolving consumer preferences for ethical and safe beauty solutions. We look forward to leveraging the opportunities these brands bring, empowering individuals to embrace beauty with responsibility and without compromise.”
“We at Naturtint, are excited to bring our pioneering, ammonia-free permanent hair colour formulations to the discerning consumers of India. Our commitment to crafting sustainable, cruelty-free solutions resonates with those seeking vibrant, healthy hair without compromising on quality or the environment. As we step into the Indian market, we’re dedicated to offering a spectrum of shades that embody both innovation and nature’s beauty, empowering individuals to express themselves authentically and responsibly,” added Naturtint spokesperson global marketing head Karishma Jeswani.
Further Boldify Marketing Head India Himadri commented, “Boldify is proud to introduce its revolutionary animal test free & vegan hair solutions to India providing a seamless, natural finish for those seeking thicker, fuller hair. Our commitment to quality, convenience, and safety resonates with individuals embracing their unique beauty. We’re excited to offer effective, mess-free hair care that celebrates individuality without compromise. The brand is developed with eminent hairstylists with only 3 ingredients.”
Estate Cosmetics President Gurmeet Tagore said, “We are thrilled to embark on this incredible journey as Estate Cosmetics makes its debut in India, marking a significant milestone for our brand. Partnering with IOSPL for our launch at Cosmoprof Mumbai signifies a meaningful collaboration that aligns with our ethos of redefining ethical beauty. At Estate Cosmetics, our mission extends far beyond makeup; it’s about advocating for positive change and embracing diversity. We take immense pride in offering high-quality, pigmented products that celebrate individuality while remaining cruelty-free and vegan. As we make our mark in India, we are excited to witness the collective impact we can make together.”
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
