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Back in 2005 when wellness entrepreneur Karen Behnke launched her certified organic beauty brand Juice Beauty in the US, the demand for and the conversations about following green practices in skincare weren’t as intense as they are today.

For Behnke, who had overcome a rare blood disorder as a child, wellness turned out to be a serious lifelong commitment. This commitment got a further boost when she had children in her 40s and the resultant hormonal fluctuations made her search for clean skincare that would tackle the onset of fine lines and not affect her health. And that’s how she launched Juice Beauty almost two decades ago.

Also read: Skin smooth enough for social media could burn you

Today, the natural skincare and beauty category has got a major boost, especially after the pandemic, with the 2020 sales of natural and organic products being estimated at $5 billion just in the US. Early this year, Juice Beauty (which launched in India in September 2021) collaborated with Hollywood actor Kate Hudson to create Revitalizing Acacia + Rose Powder Mask.

The latest Juice Beauty offering, Revitalizing Acacia + Rose Powder Mask.

As Behnke launches the mask in India, she discusses the modern consumer, why clean beauty is important, and how India is a great market for beauty and wellness. Edited excerpts:

What attracted you to the Indian market?

A lot of consumers in India, who are more informed, well-travelled, exposed and connected than ever before, are leading the way in terms of economic confidence. Today, Indian customers aspire to use largely sustainable skincare and other grooming items since they are influenced by global trends, lifestyles and fashion. This development is also related to the growing initiatives taken by domestic and international players in the beauty sector to ensure that their country is compatible with the offerings of the global markets. Right now, it’s wonderful to be in India. The catch is that in order to please the Indian aesthetic palette, tailored organic products must be brought in with a sustainable business strategy in place. 

Are the products designed keeping the Indian skin in mind?

As per the seasonality and the Indian skin texture, the chemists at Juice Beauty put a lot of effort into …….


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