The All-Natural Luxury Range From RAS Fills A Void In The Beauty & Skincare Market

The Origin Story

The science behind effective skincare is a complex domain, as people’s skin types, problems and requirements are totally different and cannot be fixed using chemical-laden mass-market products. Hailing from an agribusiness family manufacturing essential oils, Shubhika Jain knew a lot about botanicals and healing herbs and understood that a ‘natural’ personal care line made from pure and potent organic ingredients could be most helpful. To cater to discerning customers looking for quality and efficacy, she teamed up with sister Suramya and mother Sangeeta to launch RAS, a luxury skincare and beauty brand.   

The Differentiator

RAS (pronounced as r-uh-us, which means essence or happiness) has adopted a vertical farm-to-face approach, with complete control over procurement, R&D, production, packaging and shipping. All its ingredients are grown organically on the Jains’ family farms or sourced from local farmer partners. 

The brand uses plant-based actives and botanicals in its clean beauty and skincare products and develops innovative formulations and trademarked technologies at its DSIR-approved labs. It follows GMP and EU guidelines and makes PETA-certified vegan products in small batches to ensure freshness and efficacy. The D2C brand uses sustainable packaging (glass bottles and biodegradable bubble wraps), conserves 26% water in farming and is net carbon positive.

The Growth

The luxury personal care line caters to B2C and B2B (spas, salons and five-star hotels) segments and develops signature fragments and treatments for the latter to ensure unique experiences. It launched a second brand called Moody in the masstige segment and opened an office in Mumbai to expand its reach. RAS sells its products via its websites, an exclusive offline store in Raipur, as well as all major ecommerce platforms. It also claims a 200% revenue growth in FY23.

What’s Next

RAS wants to grow its product range and expand its offline retail footprint beyond Raipur by opening exclusive brand outlets. It plans to strengthen its presence on all sales channels to improve its market share in different categories and tap into new markets. Within the next two years, it aims to cement its position as a premium skincare brand.

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