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September 9: In a world where beauty brands are constantly pointing to what’s wrong with you, brands like Wildflower Naturals celebrate the novel concept of Be-you-ty.
Wildflower Naturals – A natural skincare line
Founded by the young woman entrepreneur Radhika Dang, Wildflower Naturals is committed to making you feel loved, special and empowered. Spreading positive body image is one of the key pillars of the brand.
“Every individual is unique, as should be their beauty care regime. At Wildflower Naturals, we aim to create products that celebrate each individual’s uniqueness. We’ve been believers and early propagators of concepts like Self Love and Body Positivity. We want to be known as a brand that goes beyond the myopic, age-old definition of beauty and celebrates the uninhibited, unique self,” says Radhika.
Wildflower Naturals is the first-of-its-kind be-you-ty brand that celebrates all bodies and caters to individuals’ unique self-care needs. The brand won the first ever Conscious Beauty Awards by Harper’s Bazaar and was featured amongst the Top 10 Natural Indie Brands to watch out for by NDTV Twirl in 2019.
Radhika’s journey towards establishing Wildflower Naturals
It’s not easy being a first-generation women entrepreneur in India. Radhika faced a million setbacks in the beginning and pondered giving it up and going back to her job on various occasions.
On asking more about her journey, Radhika quips, “I spent a decade writing, directing and creatively producing lifestyle, food and wellness content for channels like Discovery TLC, Fox Traveller and National Geographic. On one occasion, I went to Kerala for a few months while working on a project exploring beauty secrets from ancient India. Here I studied, researched and curated near about 100 recipes that could heal and transform the body. It kick-started a chain reaction. I have always believed in the transformational power of nature, working ardently in my herb garden at home, and this show not only fuelled my drive but gave my life a new direction. I started blogging and making lotions and potions at home in early 2014. I do believe I am destiny’s child, and there is our plan and a divine plan. And eventually, I left my job and created the first personalized natural beauty brand in India in 2018.”
Somehow Radhika’s resilient spirit and unshakable faith in god’s plan kept her going. She decided to sharpen her axe, formally study natural skincare formulation and invest in her grooming. And yet there wasn’t a breakthrough.
In the Year 2020, when the pandemic hit and so many businesses had to shut down, she decided to innovate. The brand launched natural, sulphate-free hand washes and a premium range of hand rubs. It was an inflexion point for the business where it ended up growing and diversifying. At this point, it also started manufacturing for other brands who needed a good, ethical manufacturing partner with the right expertise.”
Today, Wildflower Naturals has over 70,000 repeat customers in India. The products are available on their website as well as on all major online aggregators. They are loved by celebrities like Maniesh Paul and his wife, Sanyukta and many influencers that have rated them very highly. Skincare junkie and lifestyle connoisseur Akanksha Raina adds, “At Wildflower, clean beauty means no compromising health for results. They are committed to making safe, clean products that deliver real results, free from ingredients linked to harmful health effects like breakouts, skin barrier, or skin irritation.”
Wildflower Natural’s speciality and aspirations
According to the founder, the brand celebrates uniqueness, individuality, free-spiritedness and self-love. Its offering is natural, non-toxic and cruelty-free and contributes to the green beauty revolution in a big way in India. The brand has over 100+ FDA-approved formulations.
Upon asking them what truly sets them apart, Radhika quickly adds, “We are vertically integrated and have our manufacturing facility in Gurugram, Haryana, to ensure we have the end-to-end ownership of our products. We have our in-house R&D team, formulation expertise, testing lab, and belief in the philosophy of “Farm to Face”.
The brand sources ingredients directly from farms to ensure it maintains the highest purity of ingredients. Furthermore, all its products go through stringent quality checks to ensure output is of the highest grade.
Radhika is a regular face on Hindustan Times digital channel Health Shots, where she shares many beauty hacks and quirky skincare tips. There are many roles a woman dons, and each one of them is a new adventure according to her.
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