Youth Incorporated Magazine

Rubeina Karachiwalla, founder of India’s first organic makeup brand ‘Ruby’s Organics’, talks to us about her foray into the unchartered territory of the makeup world.

How did you get into makeup and decide to start your own line of products?

I was initially working in public relations and was always inclined towards beauty, cosmetics, and the beauty industry in general. I even got a certification in makeup. I never wanted to pursue makeup artistry as a career, but I wanted the knowledge. So the whole journey began with a fascination for the beauty industry, besides being an avid make-up user. As I was growing up, I began to notice the implications of makeup on my skin. I felt that my skin wasn’t as healthy, and tried everything, even dieting, until a lot of research led me to realize that it was the makeup I was using. I decided to find a solution for myself, if not, for everybody. I wanted to find a way to make it healthier.

Why an ‘organic’ line specifically?

It wasn’t about being ‘organic’ or ‘natural’, but finding a healthy alternative for makeup that was easy to use and lightweight. It made me sad having to know how toxic the contents of regular makeup brands are, and how indifferent people are towards it. I started from my home first. I was studying how to make them without any degree whatsoever in the field, and experimented with different colours, and raw ingredients. I knew this was something that could be tapped into, considering that it has never been done before in India. That’s where the business perspective came in. I started looking for R&D companies who fine-tuned the product, and made it better than what it was. I approached a few manufacturers until I zeroed in on one.

What are the challenges you’ve faced during your journey?

The first few years were very challenging, and I faced a lot of discouragement and people put me down. When I was working on my business plan, people around me felt I was being too ambitious. This is a self-funded business, and I’ve put every last saving into it. And we are still functioning on that money. I’ve put my heart and soul into this, and we’re sustaining well. I didn’t have any relative from the cosmetic industry, I have found my way through the internet. Of course, I made several mistakes and bad decisions. But I was very confident about doing this and so far, it’s been great.

What do you think could be the reason for the demand for makeup that is cruelty-free/vegan?

I think it’s just the general awareness and the amount of information available. People are also very aware of animal testing, which is completely wrong and shouldn’t be done. Thankfully it has been banned mostly, but there are a number of private companies still carrying out animal testing, even though it is illegal.

What is the difference between applying organic makeup and non-organic makeup?

Organic makeup is 100% better because it is absolutely devoid of any synthetic ingredients. It clogs your skin and makes it un-breathable. Whatever you put on your skin goes inside your bloodstream. The body will reject most of the toxins, but there are still some that will be absorbed and that will cause harm. There is a proof of so many ingredients out there related directly to Cancer, and these are all neurotoxins. My products do not have water in them because in India, the lead content in the water is the highest. The use of water also means you’d need a much higher level of preservatives, which are also synthetic. Everything that we have used is a natural alternative for what is synthetically available.

What are your tips to identify harmful ingredients in cosmetics?

Forget all the signs and claims that come with a product. Take five minutes of your time to read the ingredients of your product and Google 2-3 of them, and try to understand it. A lot of the names are INCI which don’t disclose the full truth. For example, there are a lot of mineral oil-based products in the market that attracts a lot of makeup lovers. In actuality, it is petroleum oil and is very harmful to your body. Even alcohol, it ruins the texture of your skin and robs your skin of necessary moisture. Pay more attention to your ingredients.

What is the future of Ruby’s Organics?

I want to build a legacy. We also want to look at scaling much higher, and we’re looking at many avenues to do so. We would also want to have our own stores, which will take a while. We are now in a digital era, and I’d want to be more ‘digitally’ present rather than physically present. We’re launching kajal at the end of March, which is a definite game-changer. We are also launching a number of new lipstick shades, which are our bestsellers. Creamy bronzers and stick foundations are also in the works.