This Punjab-based Organic Beauty Brand Prioritizes High-quality, Natural Ingredients Over Flashy Marketing

“Clean beauty means clean beauty. No disclaimers. No spin. No ingredients that don’t belong.”

This is the philosophy that Dr. Vaibhav Mittal, founder of Karmic Beauty, believes in and holds his brand to.

According to him, clean beauty that delivers exactly what it claims to deliver is a responsibility, a karma, a genuine promise. One that should be fulfilled at any cost. 

Founded in 2024 and based in the city of Jalandhar in Punjab, Karmic Beauty is a clean beauty brand that offers high-quality, effective, and sustainable skincare and haircare products that are made with responsibly-sourced ingredients and contain absolutely no parabens, SLS, sulphates, or mineral oils. 

“We want to give people an experience of what natural and organic really mean. Unfortunately, a lot of the current options in the Indian market really don't live up to the essence and definition of organic,” Dr. Vaibhav Mittal says in an exclusive interview with Startup Pedia. 

FOUNDER'S STORY

Currently 40 years of age, Dr. Vaibhav Mittal hails from Jalandhar in Punjab. 

After completing his engineering degree in computer science, he worked in his family business for some time. 

Ultimately, he moved to Boston to earn his MBA from Babson College. 

“While in the USA, I became a category manager at a music instrument brand and worked in Los Angeles for close to one year. During my time there, I saw how invested people in Los Angeles were towards the natural way of living,” Dr. Vaibhav Mittal says. 

“One day, I tried a 100% natural body wash and realised it was nothing like what I had used back in India. This was something else—it felt heavenly, delivered instant results, and actually left my skin with that ‘organic’ touch,” he adds.

That moment sparked Dr. Vaibhav Mittal’s deeper curiosity about what goes into beauty products and why it matters.

“After attending beauty and skincare trade shows around the world, I developed a hands-on understanding of formulations, ingredients, and what actually delivers results,” startup founder Dr. Vaibhav Mittal says. 

“Over time, I became a regular user of Korean & European skincare regimes—they worked well for me and aligned with what I’d learned,” he adds.

But when the COVID-19 pandemic disrupted India’s access to such products, it exposed a gap in what was available locally. 

So, Dr. Vaibhav shifted to trying out Indian brands. He would go to Amazon India and check formulations of Indian brands that market themselves as “100% natural or organic.”

According to him, despite hard claims, most brands didn’t live up to their claims. If one had a texture problem, the other wasn’t targeted towards functionality. It was all surface-level.

“That’s when I saw the opportunity not just to bridge what was missing but to raise the bar. To create skincare that matched the quality I trusted, built on certified organic ingredients, ethically sourced from where they grow best. No shortcuts, no inflated claims. Just products that do what they say,” Dr Vaibhav tells Startup Pedia.

This was the start of the bootstrapped Karmic Beauty in 2022. 

“Karmic Beauty came from my personal search for high-quality natural products,” he affirms. 

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CHALLENGES AND JOURNEY 

The first step for Dr. Vaibhav Mittal was to find formulators who were willing to take the completely honest road when it came to the quality and quantity of ingredients.

“I spent months talking to many people who worked as formulators for Indian brands. This was a long process because I wanted my formulator to align with the value system I had envisioned for Karmic Beauty,” entrepreneur Dr. Vaibhav Mittal says. 

After onboarding a GMP-certified and FDA-approved formulator and manufacturer After finally onboarding a formulator and manufacturer who was ready to adhere to the international standard of organic and natural products, Dr Vaibhav Mittal started focusing on building the bootstrapped Karmic Beauty as a sustainable, natural, and highly-functional brand. 

Initially, Dr. Vaibhav began releasing small batches of products and gathered extensive consumer feedback. 

“This was crucial because I knew that the only way to retain customers is when the product actually works for them. That's it. So I encouraged early customers to send me detailed feedback about how the products were working for them and whether they addressed their needs. Based on the feedback, I reformulated some products,” Dr Vaibhav tells Startup Pedia. 

Karmic Beauty was officially launched in the market in 2024. 

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KARMIC BEAUTY: “NOT JUST ANOTHER BEAUTY BRAND”

As a clean beauty brand, Karmic Beauty has a laser focus on sourcing high-quality natural ingredients for all its products.

This is not just a differentiator but also a USP for the brand that aims to deliver a rich, natural experience to customers.

“We invest more in making the right kind of products with the right kind of ingredients. Marketing is secondary,” startup founder Dr Vaibhav Mittal says. 

“For instance, our Keratin Shampoo has 92% pure keratin and 100% Certified Organic Argan Oil. It's the purest form of keratin and argan oil available in the world. So that's what we do…focus on ingredients and then maintain clear messaging for customers to read and make an informed choice,” he adds.

The philosophy Karmic Beauty is built on can be contained in the following pointers:

1. The brand believes in the eternity of natural care and embraces the natural, conscious way of living. 

“I believe self-care is not something that you indulge in. It's an act of grounding yourself and reconnecting with a higher version of your being,” Dr. Vaibhav says.

2. It is an individual’s karma to take good care of their human body and nourish it the right way. 

“Using just anything you lay your hands on is almost an act of disrespecting what you've been bestowed with,” the entrepreneur shares. 

3. Karmic Beauty is a firm believer in real studies, real people, and real results. All the offerings are backed by clinical trials and studies that clearly mention the number of participants and results. 

“This isn't just for show. We've kept the records of the people who participated in the studies and exactly what product worked in what way for them. This authenticity and truthfulness are important to us. It is the heart and soul of Karmic Beauty,” the entrepreneur adds. 

4. The brand sources high-quality ingredients and makes it a point to focus on targeted functionality. Up to 91.8% of ingredients are naturally sourced. Most of them have an ECOCERT approval, meaning they're certified to be pure and natural. 

“No fluff. Just real products you can trust. Transparency is key for us,” Dr Vaibhav affirms. 

5. Additionally, Karmic Beauty operates with the vision of Reuse, Repurpose, Reimagine. The product packaging is sustainable and eco-friendly.

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BRAND OFFERINGS 

Karmic Beauty offers a host of products in the categories of shampoo, conditioner, serum, mask, oil, combos, and gift hampers. 

The brand’s Keratin Shampoo with Organic Moroccan Argan Oil has earned the badge of Amazon's Choice. It is a repairing shampoo that intensely repairs and hydrates the hair and gives them a frizz-free look, often in just one wash. 

Apart from shampoos, serums, and oils, the brand offers natural self-care accessories like the Wooden Comb and 100% Natural Soy Wax Candle. 

“We've also recently entered the space of corporate gifting with our self-care kits and hampers. This has been playing out nicely for us,” Dr. Vaibhav Mittal shares.

LOOKING AHEAD 

Karmic Beauty has moved away from industry trends and is consciously carving a path of clear messaging, high-quality ingredients focused on results, and authenticity for itself. 

Dr. Vaibhav Mittal, as the brand's founder, aims to continue prioritizing research and purity over anything else.

“At Karmic Beauty, it will always be about substance over show. While industry insights and trends matter to us, individual customer feedback is more important. We want to become a brand where results do the talking, not a flashy advertising team tasked with promoting and hard-selling things that don’t really deliver,” Dr. Vaibhav Mittal signs off.