For centuries, skincare has evolved from traditional remedies to a sophisticated global industry focused on advancing formulas and outcomes. FreshLuxe, with its purpose ‘to make people feel confident, refreshed, and cared for’, has emerged as a prominent player in the market. Committed to delivering effective solutions that suit Indian skin and hair at an affordable price, FreshLuxe is built on a simple belief — everyday self-care should feel indulgent, effective, and honest. The brand aims to be chosen not just for products, but for how it makes consumers feel—without straining their budgets.
As a modern personal care brand, FreshLuxe blends carefully selected natural ingredients with science-backed formulations, elevating routines without complicating them. Its portfolio spans body, bath, and hair care, meeting the needs of Indian lifestyles and climates. From nourishing lotions and sensorial shower gels to targeted tan and hair growth solutions, each product delivers visible results and a spa-like experience at home.
FreshLuxe’s mission is to create quality personal care balancing nature, science, and sensorial experience. Founded in 2025, the brand has achieved notable milestones in a short span, making its products available across all e-commerce platforms within a year. The brand is now poised to further expand its reach, with plans to launch all quick commerce platforms in the coming months.
A Shift Towards Conscious Consumption
FreshLuxe has witnessed a meaningful transformation in the personal care industry over the last few years. Consumers today are more informed, intentional, and discerning than ever before. They seek transparency, ingredient credibility, performance, and brands that align with their values, moving away from mere claims and advertising.
The industry has shifted from mass, one-size-fits-all products to purpose-led, experience-driven personal care. Consumers now demand solutions that not only deliver results but also resonate with their lifestyle and ethos. This evolution has shaped FreshLuxe’s approach, from product formulation to community engagement, focusing on earning trust, creating experiences, and growing alongside its consumers.
The FreshLuxe Story
FreshLuxe’s entrepreneurial journey began with identifying a simple yet powerful gap in the personal care space. The visionary leaders, Mukund Kanodia (Co-Founder & CEO) and Ritesh Kanodia (Co-Founder & CMO), saw that consumers were seeking products that felt premium and indulgent, yet practical and affordable for everyday use. This insight sparked the opportunity for building a brand that balances performance, aesthetics, and accessibility—without overpromising or overcomplicating self-care.
The early days were marked by rapid learning and listening. FreshLuxe invested deeply in understanding consumer behaviour, testing formulations, and refining product experiences. Every milestone—whether launching a new product or receiving direct customer feedback—shaped the brand’s direction.
Today, FreshLuxe remains a brand in motion, driven by ambition, grounded by purpose, and focused on building something enduring in the personal care ecosystem.
Innovation at the Core: Research & Development
FreshLuxe believes R&D is fundamental to its long-term growth and credibility. In the dynamic personal care category, innovation must be intentional, continuous, and rooted in real consumer needs.
For FreshLuxe, R&D encompasses refining textures, improving sensorial experiences, enhancing efficacy, and ensuring consistent performance across different skin and hair types. This focus on innovation enables the brand to stay relevant, maintain consumer trust, and solidify its position in the market.
Building Connections and Visibility
FreshLuxe’s marketing strategy is rooted in authenticity, community, and long-term brand building. The brand focuses on creating meaningful connections with its audience, rather than chasing short-term gain. Storytelling plays a critical role in communicating the purpose behind FreshLuxe’s products and their role in everyday self-care.
As a digital-first brand, FreshLuxe invests in content-led marketing, social media engagement, and creator collaborations that feel natural and credible. The brand actively works with voices that align with its values, ensuring products are experienced and shared honestly. Data-driven insights guide performance-focused decisions, striking a balance between brand-building and measurable growth.
Consistency is key across every touchpoint – packaging, digital presence, or communication. FreshLuxe aims to feel familiar, trusted, and aspirational, fostering a deep connection with its audience.
Work Culture and Leadership
FreshLuxe’s work culture is built on ownership, openness, and a shared sense of purpose. Teams are encouraged to think like founders—taking responsibility, questioning assumptions, and approaching every challenge with a solution-oriented mindset. Collaboration trumps hierarchy, with ideas welcome from all levels. Healthy discussions are encouraged, fostering diverse perspectives and driving innovative outcomes. A strong bias toward action ensures creativity translates into execution, creating a dynamic and result-driven atmosphere.
Mukund and Ritesh perceive leadership as the ability to create clarity, build trust, and empower people to do their best work. It’s about setting a clear vision and ensuring everyone understands their role in moving the brand forward.
FreshLuxe’s Growth Trajectory: Future Plans
FreshLuxe’s growth strategy focuses on building depth and chasing scale. The company is strengthening its core categories and introducing thoughtfully developed products that address evolving consumer needs. FreshLuxe is expanding its D2C presence and entering major marketplaces to ensure accessibility without diluting the brand experience, allowing it to reach new consumers while maintaining control over storytelling, quality, and engagement.
Looking ahead, FreshLuxe plans to deepen innovation, expand its product portfolio and strengthen consumer relationships. The company aims to introduce targeted, experiential solutions aligned with evolving lifestyles, staying true to its core values.
FreshLuxe further aspires to expand digitally and through strategic offline touchpoints—ensuring accessibility and building a lasting brand that grows with its consumer and adapts to the market, delivering meaningful self-care experiences.
Words of Wisdom
Mukund Kanodia’s advice to budding entrepreneurs is to stay deeply connected to the problem they are trying to solve. Trends will change, markets will evolve, and challenges are inevitable, but clarity of purpose will always help you navigate uncertainty.
The leading man emphasises building patiently, focusing on fundamentals like product quality, customer trust, and consistent execution. Growth may not always be linear, but resilience and a willingness to learn will matter more than speed. Surrounding oneself with people who challenge your thinking and complement your strengths is crucial.
Listening to consumers, teams, and setbacks is key to building a lasting brand. Entrepreneurship is about self-awareness and ambition, and brands that endure are built by founders who evolve while staying true to their values.
A Message to Readers: Empowering Choices
Ritesh Kanodia’s message to readers is simple: build with intent and consume with awareness. The choices made by entrepreneurs and consumers shape not only businesses but also the future of industries, making mindful decision-making crucial for a sustainable future.
