With every skincare brand that forays into the Indian market, I wonder if there’s enough takeaway for each one of them. Apart from a series of newly-launched homegrown brands, there are many celebrity-owned beauty and grooming brands too. Do each of these pass through consumers’ litmus test? Celebrity brands have an edge over others, they enjoy an already-established fan following and celeb’s individual popularity to give it an initial push. However, what are the elements that make each of them sustain in this competitive industry? The answer lies in their USPs. 

AKind is a new brand on the block; co-founded by Mira Kapoor under Tira, it’s a brand that focuses on inclusivity, efficacy, and simplifying skincare routine. But the bigger question here is if the inclusivity factor also caters to genders? When Kapoor launched her brand, our question to her was if Akind will also target men as consumers. Here’s how Kapoor plans to market her brand to each section of consumers.

In an already busy market, how do you think the brand will stand out from the clutter?     

I have been at the consumer side of things and still remain to date. Moreover, I feel that one’s skin is a testament to their overall health. Skincare shouldn't be complicated, it should be like your favourite playlist – tailored just for you. This is why we are all about listening to your skin and giving it exactly what it needs, no more, no less.

The Akind range offers targeted solutions through three categories: Build, Balance, and Defence. Each formulation serves a specific purpose, addressing specific skincare needs. We aim to prioritise the integrity of the skin barrier, recognising its crucial role in overall skin health. We wanted to provide something simple and efficient to help sort through all the noise and confusion surrounding skincare. 

There is something here for everyone, regardless of whether you want to strengthen your skin's defences, achieve balance, or just show it some love and care!      

Would you say that Akind is gender neutral?

We've put in the work to create formulations that cater to a diverse range of skin types and identities. At the end of the day, I want everyone to feel supported in their skincare journey and this was extremely crucial for me right from the first day of building Akind. This ethos of inclusivity, where everyone deserves the benefits of self-care and wellness, is something that I hold close to my heart and hence it was important for me to inculcate this within the brand as well. 

The Indian skincare market has obviously evolved through the years however, what do you think the brands need to do to also focus on men's grooming and skincare needs?

As someone who is following the evolving landscape of skincare, and has observed it closely through the years, I see a massive opportunity for brands to broaden their focus to include men's grooming and skincare needs. In the past, the skincare industry has mainly targeted women, but there's a growing awareness and demand amongst male consumers for high-quality skincare products as well. Skincare is not perceived as a feminine thing anymore, and more and more people now believe that wellness of any kind is not gender specific. Skincare isn't just about achieving flawless skin, it's about promoting confidence for all genders, reminding us that healthy, radiant skin knows no gender boundaries.  

Do you think that a celeb-owned brand also enjoys popularity because of the celebrity fan following?

Absolutely, there's no denying that a celeb-owned brand benefits from the star power and influence of its owner. As I've mentioned before, celebrities often have a dedicated fan following who admire not just their work but also their lifestyle and choices. I agree that an association with a well-known personality can certainly give any brand a head start in terms of visibility and credibility in the market. That being said, I have created Akind as a consumer first and it is my wholehearted endeavour to ensure that every product that reaches our consumer is of utmost quality with a personal touch.  

How do you see the men's grooming industry in the upcoming years? Do you think the current repertoire of brands is doing enough for the space?

Looking ahead, I see a bright future for the men's grooming industry, full of exciting possibilities. As we evolve as consumers, so do our perceptions of grooming, self-care and wellness, and men are embracing it like never before. I'm optimistic that as the conversation around men's grooming continues to evolve, and I am hopeful that Akind finds its place in every man’s shelf. 

Tell us about the products from the brand that you specifically recommend for male consumers?

When it comes to skincare, I do believe it's a universal journey. Akind is truly gender and skin agnostic at its core, we're all about inclusivity, ensuring that everyone—men included—have access to effective and high-quality skincare. 

For all gentlemen looking to step up their skincare game, I'd recommend exploring our BUILD range. Start off with the Clean Slate Hydrating Cleanser for a refreshing cleanse, followed by the On Cloud Nine Lightweight Moisturizer to keep your skin hydrated. Moreover, the No Shade sunscreen is mattifying without a white cast with SPF 50+++ and just like the sun shines on everyone we all need a sunscreen. In addition, the sun stick will be your best friend when you are going between work, gym, a night out as it is non greasy and the perfect companion of reapplication.

Tell us about your association with Tira.

Having a strong partner like Reliance Retail’s Tira who believed in me and the reach that I have is very gratifying and equally humbling. Our goal is to simplify skincare and provide tailored solutions, and Tira's commitment to knowing their customers' requirements and providing outstanding products to cater to them aligns deeply with this goal.

Together, our aim is to democratise skincare, making it more accessible and understandable for everyone. With the backing of Tira, we have the opportunity to reach a broader audience and empower them to embrace their unique beauty journey.

What's one aspect of product development that you enjoyed the most?

One aspect of product development that I found most fulfilling was being able to envision myself as a consumer first. I had one simple mantra throughout, if I wouldn't use it, why would anyone else, right? It is very important for me that every product we create resonates with real people and addresses their skincare needs perfectly. This is why I made it a priority to be actively involved in each testing phase, from the initial formulation to the final product. Being hands-on throughout the process allowed me to make sure that every detail, from the ingredients to the texture and scent, met the highest standards I envisioned for Akind.