Raw Beauty Wellness: From being homegrown to 100 most powerful D2C brands

Raw Beauty Wellness, which started as a homegrown brand in 2017 with just two products, today operates as one of the most powerful D2C brands scripting success in India. Sunayana Walia, founder of the brand, worked as a jewellery designer before but she was always surrounded by the traditional wisdom of skincare, haircare and bodycare. This sparked the initial interest in her and curiosity led her into researching and eventually studying skincare formally from ‘Formula Botanica’ for 2 years. 

The Journey

Sunayana grew up in a household where interacting with farmers, going on field trips and creating their own DIY tooth powders, shampoos and face scrubs was a common activity. After years of encouragement from friends and family, she finally bottled her heirloom recipe of tooth powder (now famously known as Chamkeela) and displayed it at a farmers market that they had been organising in Jalandhar with the help of an NGO called Kheti Virasat Mission. This paved the way for Raw Beauty and in a few weeks time, Sunayana also added homemade rose and neem based face wash powders and even the heirloom concoction of Amla, Reetha, Shikakai, Bhringraj etc which her family used as a shampoo. This further inspired her to formally study skincare and create a brand that was rooted in nature, but backed by science. 

Scripting Success as the most powerful upcoming D2C brand in India

There are not many brands that are formulator owned. This has a huge advantage as Sunayana is directly involved in R&D and product development. Her inspiration definitely comes from a place wherein she wants people to experience the joy of using researched, simplified and effective products. In the last 5 years, she’s very happy to have organically built a community of over 25K+k people that keep sharing their real time experiences with her and keep motivating her to do what she believes she does the best. 

Customer experience, education and awareness is of utmost importance for Sunayana. Since inception till date, she offers 1-on-1 consultation for free for all her customers through the website, Whatsapp and Instagram.

Sunayana started selling her products through Instagram and  always saw Instagram as a medium to share her knowledge and experiences of life. Now when she looks back, it's almost surreal to see how from a community of 10-20 people that she knew personally , she has been able to create a community of thousands of people who put immense trust in her and her products. In the year 2021, she started building the brand’s own website and last year in 2022, expanded Raw Beauty’s presence with marketplaces like Vanity Wagon, Sublime and Amala Earth. 

With the onset of 2023, Raw Beauty is now also available on Amazon and is actively looking at partnering with marketplaces like Flipkart, Myntra, Tata Cliq, Shoppers Stop, etc. With a vision of building a holistic plant based skincare and haircare brand that is rooted in nature and backed by science, Sunayana and her team aims at taking the business 5X in FY 23-24 and impacting the lives of over 5 lakh people.


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