How Innovist is changing the face of personal care with clean, science-backed products

Rohit Chawla, Founder and CEO of Innovist, spent over a decade living in the West. During his time abroad, his friends and family often asked him to bring back beauty products, believing those were superior in quality than the homegrown ones.

Digging deeper, he realized Indian brands were making tall claims without any real evidence, leaving consumers disappointed and without results. The brands were also relying on the same set of contract manufacturers who did not have any incentive to invest in research and development, or create truly effective products—ultimately resulting in a significant erosion of consumer trust.

To cater to a new-age quality-conscious clientele, Chawla teamed up with Vimal Bhola, a former R&D scientist at The Man Company, and Sifat Khurana, who worked as a director there, to set up Innovist in 2018 with a strong emphasis on research and transparency.

The company offers science-backed personal care products under brands like Bare Anatomy (hair care), Chemist at Play (skincare) and SunScoop (sunscreen-only brand).

What sets Innovist apart?

Central to Innovist's success is its state-of-the-art R&D facility in Manesar, Haryana—an uncommon move for a startup in the personal care industry. This in-house unit allows the company to oversee the entire product lifecycle—from formulation to quality control—ensuring that each product meets stringent European Union safety standards. By conducting extensive clinical trials and openly sharing results, Innovist fosters a culture of transparency that resonates with today’s consumers.

“Innovist’s first brand, Bare Anatomy, was launched as a personalized beauty brand with a clear mission: to put the customer at the center. Our goal was to offer complete transparency and create products tailored to each individual’s unique needs—showing them that everything we do revolves around them,” Khurana says.

“All Innovist brands follow a strict no-toxins, no-silicone, no paraben, and no-sulphate policy. From day one, this clean philosophy has guided every aspect of our work, from product formulations to marketing and beyond,” she adds.

Adapting to evolving consumer preference

Consumer preferences have always been clear—it’s not the consumers who are changing, but the industry itself. Traditionally, legacy players in the personal care space operated in a one-sided conversation, with little incentive to truly engage with or listen to their audience.

“Today, that dynamic is shifting. Brands are not only speaking to consumers but actively listening and responding to their needs. This two-way dialogue is driving a new era of innovation, where companies are moving away from outdated practices and investing in research and development to create products that deliver real value,” Khurana says.

Growth and market presence

With a strong emphasis on in-house manufacturing and scientific innovation, Innovist has scaled rapidly and claims to have crossed INR 300 crore in revenue in FY25. The company aims to focus on innovative product launches and strategic retail expansion in FY 26. Its products are available through multiple channels, including its official website, major ecommerce platforms like Amazon, Flipkart, and Nykaa, as well as quick commerce platforms such as Blinkit, Zepto, and Swiggy Instamart. Additionally, Innovist is expanding its offline presence across modern trade stores.

“The name Innovist in itself is an amalgamation of innovation, artist, and scientist. This is the DNA of the company. So, we will continue to innovate, expand, and provide top-quality products,” Khurana says.

Advising women looking to build a similar brand in the personal care sector, Sifat Khurana believes that a strong, problem-first approach lays the foundation for meaningful innovation and lasting impact in the industry. “Clarity is everything—when you're clear about the specific need or gap you're addressing, it resonates with your audience. Your consumers will understand your purpose, trust your solution, and connect more deeply with your brand,” she points out.

Gone are the days of vague promises and one-size-fits-all formulas. Today’s consumers want to know what goes into their products and why it works. As the skincare market continues to evolve, Innovist stands at the forefront of a wellness revolution, making personal care smarter, safer, and more meaningful.