101 Guide: Founder of Ditri Spills the Beans on How To Start Your Skincare Brand

The Indian skincare industry has evolved dramatically over the past decade. What was once dominated by a handful of legacy brands and Western imports has transformed into a dynamic, ingredient-aware, and innovation-driven space. Today’s consumers are reading labels, questioning formulations, understanding actives, and demanding both results and transparency.

By 2026, the Indian skincare market is no longer just about “natural” or “ayurvedic” as buzzwords. It is about science-backed Indian ingredients, lab-led research, conscious formulation, and purpose-driven brands that solve real skin concerns. This shift has opened doors for founders who don’t just want to sell products but want to build credible, problem-solving skincare brands rooted in experience, research, and intention.

This 101 guide on how to start your own skincare brand breaks down everything a new founder needs to know — from vision and setup to pricing, marketing, and scaling — through insights from Ditri, a homegrown skincare brand built from a deeply personal need.

What’s About the Brand?

Indian skincare has grown rapidly over the last few years, and Ditri is a reflection of this new wave. Founded during the COVID period, the brand emerged from a personal problem that many households face but few products truly address.

Ditri began when the founder’s grandmother suffered from severe cracked heels, and none of the available products delivered lasting relief. A balm created at home using natural oils and butters changed everything. “That product worked remarkably well, and as more people tried it, we realised there was a clear gap in the market for genuinely healing, results-driven products,” the founder shares.

What started as a home remedy soon evolved into a professionally formulated skincare brand. To build Ditri the right way, the founder’s mother pursued professional skincare formulation training, ensuring the brand was rooted in both traditional wisdom and scientific credibility.

“Indian skincare today is about rediscovering native herbs and botanicals, but backing them with serious R&D and lab testing,” says the founder. Ditri’s journey mirrors the industry’s evolution — from ritual-led, slow living concepts to effective, results-oriented formulations that suit modern lifestyles, without compromising on ingredient integrity or intent.

What You Need to Know Before You Start

“What really drives people to start skincare brands is their own skin struggle,” the founder explains. “Most founders reach a point where they can’t find the right solution in the market, and that unmet need becomes the starting point.”

Skills & knowledge needed:

• Understanding of skincare formulation and ingredients

• Branding and storytelling clarity

• Compliance and regulatory awareness

• Marketing and consumer communication

“Formulation, branding, compliance, and marketing are equally important,” the founder notes. “A great formulation earns your first customers, but branding and marketing help you scale.”

Brand Identity

Ditri’s original vision was rooted in ritual-based slow living, healing, and mindful self-care. “We wanted skincare to feel intentional, not rushed,” the founder explains. However, as the brand grew through exhibitions, online platforms, and offline retail, consumer behaviour revealed a new truth.

Core brand strengths:

• Handmade in small batches

• Women-led brand

• 100% natural, nature-derived ingredients

• Ingredient transparency and conscious formulation

“Our USPs genuinely resonate with our audience,” the founder says. “A strong formulation combined with the right values builds long-term trust.”

The Setup 101

“You need dependable suppliers, quality ingredients, and packaging you can trust,” the founder explains. “Testing is non-negotiable.”

Basic setup requirements:

• Ingredient sourcing network

• Packaging vendors

• Stability and safety testing

• Professional formulation support

• Small-batch production setup

“Indian weather and usage conditions make testing especially important,” the founder adds. “Getting these basics right early saves you from major problems later.”

Investment range:

Investment varies based on scale and background. “If you’re trained in formulation, you save heavily on R&D,” the founder explains. Realistically, to run a small but professional skincare brand in its first year, Rs. 15–40 lakhs is often required. This includes formulation, testing, compliance, marketing, branding, logistics, and day-to-day operations.

Pricing & Positioning

Pricing benchmarks:

• Mass / accessible brands: 1.5× cost

• Premium / niche brands: up to 3× cost

“One of the biggest mistakes is overusing discounts,” the founder warns. “It reduces perceived value and makes customers question the product.”

Where to Sell

Ideal sales mix:

• Instagram and digital platforms for storytelling

• Pop-ups and exhibitions for direct consumer interaction

• Marketplaces for reach and credibility

“In-person interactions often lead to your first sale within weeks,” the founder says. “Online takes longer, but storytelling and honesty make all the difference.”

Marketing Playbook

When budgets are limited, authenticity outperforms polish. “Storytelling works best,” the founder shares. “Simple phone-shot reels, behind-the-scenes content, and explaining why the product exists connect deeply.”

Effective content formats:

• Founder-led storytelling

• Behind-the-scenes formulation content

• Trending reel formats

• Honest customer testimonials

“You don’t need fancy shoots. People want real stories and real people.”

Mistakes to Avoid

One of Ditri’s biggest early learnings was misplaced focus. “We spent nearly eight months building our website,” the founder recalls. “In hindsight, that time could’ve been used more effectively elsewhere.”

Other pitfalls include:

• Over-investing in PR agencies early

• Delaying decisions

• Ignoring secondary research

• Spending heavily on non-essential branding

“Smaller teams and independent creators often give better results early on,” the founder advises.

Growth & Scale

Scaling becomes necessary when demand starts pushing limits. “When orders become consistent and the workload becomes unsustainable, that’s your cue,” the founder explains. Scaling is not about speed, but structure — building a team, upgrading systems, and expanding thoughtfully. “In skincare, growth should always follow demand,” the founder concludes. “Listening to your consumer is what tells you when it’s time to scale.”