Skinvest and the Rise of a Science-First Woman Founder: Divya Malpani Maheshwari’s Vision

In recent years, India’s beauty and wellness landscape has witnessed a significant shift, led in part by a new generation of women entrepreneurs who are building brands grounded in research, transparency, and long-term consumer trust. Among them is Divya Malpani Maheshwari, a young woman founder whose journey into entrepreneurship began with a deeply personal experience and evolved into the creation of a science-driven, woman-led brand focused on informed skincare for Indian consumers.

Her entry into the skincare space was not accidental. It stemmed from years of dealing with persistent acne, post-acne pigmentation, and recurring skin concerns that were difficult to manage using conventional products. Rather than approaching skincare as a purely cosmetic category, she began studying ingredients, formulations, and dermatological research to understand the difference between evidence-backed solutions and trend-driven marketing.

“Skincare stopped being cosmetic for me; it became research,” she explains. “I wanted to understand what actually works versus what simply trends.” While studying in Boston, she was exposed to global skincare brands that prioritised clinical communication and consumer education. These brands, she observed, built credibility through scientific clarity and transparent messaging. This exposure played a key role in shaping her perspective as a future woman entrepreneur.

However, when she evaluated the Indian market, she identified a gap in how skincare was being positioned and formulated for local consumers. Many products were either heavily trend-led or adapted from Western formulations without adequate contextualisation for Indian skin tones, climate, and lifestyles.“I realised Indian consumers, especially young women, were investing in international products not because our skin is different, but because they trusted the science behind those brands more,” she notes.

This realisation marked a turning point, transforming a personal skin journey into a structured entrepreneurial vision focused on building a credible, research-led skincare brand designed for Indian conditions, Skinvest. 

Core Values: Inclusivity, Research, and Transparency

From its inception, this woman-led brand was built on three central pillars: inclusivity, research, and transparency. According to Divya, these were not marketing strategies but foundational principles intended to address misinformation in the beauty industry. “Skincare is deeply personal, and misinformation in this space is incredibly easy to sell,” she says. “From day one, I wanted to respect the consumer’s intelligence.”

In this context, inclusivity extended beyond representation. It involved recognising the wide spectrum of Indian skin tones, sensitivities, hormonal changes, and environmental exposures. Research was prioritised to ensure that product development remained rooted in dermatological science rather than short-term trends. “Research matters because trends fade, but science compounds,” she adds. “Transparency matters because trust is the only real long-term currency in beauty.”

A Research-Intensive Launch Approach

Unlike many fast-moving consumer brands, Divya adopted a deliberately slow launch strategy. Nearly two years were dedicated to research, formulation trials, and product testing before entering the market. This period, she states, was essential in establishing credibility and product integrity. “Credibility cannot be rushed,” she says. “There were moments when launching faster would have been easier, but cutting corners early creates long-term damage.”

A significant observation that influenced product development was the historical underrepresentation of brown skin in mainstream skincare formulations. Divya highlights that factors such as pigmentation, inflammation response, and sun exposure affect brown skin differently, yet these nuances have often been overlooked.

“Brown skin has different responses to inflammation, pigmentation, sun exposure, and barrier damage, yet it was rarely treated with that nuance,” she states. To address this gap, the brand focused on formulations tailored to Indian weather conditions, daily routines, and commonly reported skin concerns. Emphasis was placed on barrier repair, acne-safe formulations, and real-world testing rather than purely aesthetic positioning.

Navigating Challenges as a Young Woman Founder

Launching a brand at a young age presented its own operational and perceptual challenges. In manufacturing discussions, formulation meetings, and negotiations, Divya often encountered scepticism regarding her experience and credibility. “Being young meant being questioned constantly about seriousness and experience,” she recalls. “I navigated this by over-preparing and letting knowledge, clarity, and consistency speak louder than age.”

As a woman founder in a competitive, technically demanding sector, she also acknowledges being underestimated. However, these experiences shaped her leadership approach rather than deterring her. “Being underestimated pushed me to lead with clarity, not volume,” she says. “I don’t believe in aggressive leadership; I believe in informed leadership.”

One of the distinguishing aspects of the brand’s communication strategy is its effort to make clinical skincare more accessible without diluting scientific accuracy. Divya believes that consumer education is essential for consistent and correct product usage. “Science shouldn’t feel intimidating or elitist,” she explains. “If consumers don’t understand what they’re using, they can’t use it consistently or correctly.”

Rather than simplifying science excessively, the focus has been on translating complex dermatological concepts into clear, understandable language. This approach aligns with the growing awareness among Indian consumers, particularly young women, who increasingly seek transparency and evidence in beauty products.

Recognition, Growth, and Long-Term Vision

Early industry recognition and awards contributed to brand visibility, but Divya views such milestones as a source of responsibility rather than validation alone. “The awards were validating, but more than confidence, they brought responsibility,” she states. “They reinforced that our slow, science-first, consumer-led approach was worth continuing.” Looking ahead, her vision remains focused on sustained credibility rather than short-term market virality.

“The future lies in building long-term belief, not short-term virality,” she says. “We want to continue creating skincare that people grow into and trust over time.” As a woman entrepreneur operating within India’s expanding beauty ecosystem, she hopes to contribute to a broader narrative in which woman-led brands are recognised for scientific rigour, operational discipline, and ethical transparency.

“I hope to build a brand that proves Indian beauty brands can be globally credible, deeply scientific, and emotionally honest,” she concludes. “If it inspires more women to build thoughtfully and lead with integrity, that would be a meaningful legacy.”