The brand’s philosophy is to provide a clean and caring skincare experience that offers long lasting results. Hence, their formulas are free of toxins and deliver consistent results without causing harm to the skin.
India’s skincare market is thriving with numerous homegrown brands offering beauty on a budget. One that stands apart in this scenario is ClayCo—a premium skincare brand whose USP is to bring traditional beauty rituals from across the world to discerning Indian consumers.
“Clay means earth, the soil which binds different countries and cultures together. Clay is also comfort. It’s pure, raw and life bearing. At ClayCo, we strive to form a unified platform for global rituals across the world which stands by the essence of clay,” says founder and CEO of the brand, Niharika Jhunjhunwala. “Hence, ClayCo seamlessly blends diverse cultures into one brand, leading to an experience that is both skin-deep and soul-deep.”
In keeping with this philosophy, ClayCo infuses its products with clinically tested ingredients that are high-performance, and aimed at holistic, even if experiential, treatment. The company was launched in March 2023. Its first range of products was the ‘Rituals of Japan’ skincare range, which included a series of products in its beauty portfolio, catering to both women and men.
The brand’s philosophy is to provide a clean and caring skincare experience that offers long lasting results. Hence, their formulas are free of toxins and deliver consistent results without causing harm to the skin. “We strive to change the concept of skincare from skin-deep to soul-deep. To bring powerful yet caring formulations that cater to your overall wellbeing,” adds Jhunjhunwala.
Giving back to the community and sustainability are other core principles that the brand swears by. She says, “We make conscious and sustainable choices for our packaging and our business every step of the way. Our packaging uses an eco-cushion which is 100 percent biodegradable. The containers are made with recyclable plastic or glass. We are also soon going to introduce refill packs and are on the lookout for an eco-friendly alternative to plastic bubble wrap and plastic sleeves. Our products are ethically sourced and 70 percent of our team consists of women.”
Speaking about the most exciting recent launches, Jhunjhunwala points to ClayCo’s moisturiser which is formulated with exosome technology. She explains, “Exosome technology is transforming global skincare and is considered the future of skin renewal. Unlike traditional treatments that only address surface-level issues, this innovative technology promotes the skin’s natural healing and repair processes.”
The Rice and Ceramide Moisturiser is enriched with cica exosomes, hyaluronic acid, and vitamins C and B12. Its formula claims to provide deep hydration, strengthen the skin barrier, and repair and soothe the skin, resulting in a brighter complexion. It has an ultra-lightweight, non-greasy texture, and is therefore suitable for all skin types and can be used at day and night.
Another new offering to its ‘Rituals of Japan’ skincare range is the Mushroom Complex Hyperpigmentation Serum which contains 10 percent tranexamic acid, 10 percent niacinamide, and mushroom complex. It is designed to effectively target hyperpigmentation and dark spots caused by sun damage and melasma, to help even the skin tone and reveal a smoother and more balanced complexion.
Jhunjhunwala states, “Pigmentation is a major skincare concern for Indian consumers. Due to the frequent changes in weather conditions specific to different regions, we felt the need for an advanced serum. While we already offer pigmentation solutions in a few of our products, this serum specifically aims to address hyperpigmentation concerns for women and men across all age groups and regions.”
This serum is an important addition to ClayCo’s ‘Rituals of Japan’ skincare range, which also includes a diverse range of products like cleansers, moisturizers, creams, glow essences, face washes, serums, masks, polishers, and sponges. Each of these products are designed to cater to specific skin concerns and needs.
Some of the most popular items on ClayCo’s roster are its sets. The Double Cleansing Ritual Set includes the Zero Residue Tsubaki Cleansing Oil, Azuki Beans, and Koji Rice Enzyme Powder, which can be used together as a cleansing ritual to gently clean and exfoliate dead
The brand’s Anti-Ageing Duo is another popular offering. “We offer two high-performance products featuring a blend of natural and active ingredients that target various skin concerns. These products provide anti-ageing benefits, reduce pigmentation and dark spots, and support collagen production. They also help even skin tone, hydrate, and improve firmness and elasticity. We strongly believe in embracing the beauty of graceful ageing,” explains the founder.
One should also try the Complete Ritual Set inspired by Japanese traditions. It features a Cleansing Oil, Face Wash, Glow Essence, Sleep Mask, and Moisturiser with Konjac sponge. ClayCo’s products are available on its website and across major e-commerce platforms such as Amazon, Nykaa, Myntra, Tira, Zepto, Blinkit, and several others across the country.
Noor Anand Chawla pens lifestyle articles for various publications and her blog www.nooranandchawla.com.