Anushruti Singh
In a world where skincare is not just a routine but a ritual, Niharika Jhunjhunwala is leading the charge in introducing global beauty practices to Indian consumers. After successfully running Sugarbox, a lifestyle subscription service, she has ventured into the beauty industry with ClayCo, a premium skincare brand rooted in international beauty rituals.
With a fast-growing consumer base and bestsellers like the Rice and Sake Sleep Mask, ClayCo has quickly made its mark in the $47 billion global skincare industry. In this exclusive Women’s Day interview, Niharika opens up about her entrepreneurial evolution, the ‘unglamorous’ side of running a beauty brand, and why trusting one’s intuition is the ultimate business strategy.
Edited Excerpts:
From Sugarbox to ClayCo—what inspired your transition from a lifestyle subscription business to premium skincare?
When I started Sugarbox, I aimed to bring smiles to my consumers through an online subscription gift box service. Since the entire e-commerce landscape was relatively new at that time, the brand felt both interesting and exciting. Fast forward to 10 years later, and I found myself at a standstill with the venture; growth wasn’t happening at the pace that I desired. It was at this point that I realised that it was time to embark on something new, which led to the creation of ClayCo. Beauty has always been a passion of mine, and I felt it was the right direction to take.
What was the ‘aha’ moment which convinced you that the Indian beauty market was ready for a brand like ClayCo?
I was in Kolkata visiting my parents, and I noticed my mom’s skincare kit, which included a cleansing oil, a cleanser, and a mix of natural and organic products. It made me think about how many of us invest time in researching skincare products before making a purchase. My grandmother was all about multani mitti and besan packs, while my mom embraced all-natural products.
During this time, which was post-COVID, I also travelled to various countries, including Japan, Korea, Morocco, China, and Israel, which sparked a deep appreciation for the diverse beauty rituals that each culture offers. This global inspiration made me realise that India is ready for a new skincare era that goes beyond traditional ayurvedic and herbal rituals. This understanding gave birth to ClayCo, a brand that aims to introduce global beauty rituals to Indian consumers.
Simultaneously, K-Beauty was entering the Indian market, and consumers were very receptive to it. This presented me with the opportunity to bring J-Beauty to Indian consumers. ClayCo was launched with the ‘Rituals of Japan’ skincare range, and we look forward to introducing beauty rituals from various countries soon.
Running a business is a lot like skincare—what’s been the biggest ‘purging phase’ you had to go through before achieving results?
Our focus is on research and development, and we are proud to be the first to introduce the Rice and Sake Sleep Mask, the Matcha Clay Mask, and our latest product, the Rice and Ceramide Moisturiser, which is formulated with Exosome Technology, to Indian consumers. We conduct extensive experiments and explore innovative concepts. This process goes beyond just product development; it includes determining the right price points, branding, messaging, storytelling, and more, all of which contribute to creating the ideal market fit.
We are constantly learning and adapting. Along with working on our products, pricing, and other factors, we pay close attention to what consumers want. Our goal is to comprehensively meet all our consumers’ needs.
I believe that when you create something different and continue to build upon it, it will succeed. We have already seen the results, as our entire skincare range has received massive appreciation from consumers. One of our flagship products, the Rice and Sake Sleep Mask, has taken the beauty market by storm, becoming the bestselling night cream on platforms such as Amazon, Nykaa, and Tira. With over 100,000 units sold, this product’s popularity underscores the growing global appeal of Japanese-inspired skincare rituals. Its viral success highlights the demand for high-quality, culturally rooted skincare solutions that provide visible results, which Indian consumers are now seeking.
What’s the most unconventional piece of business advice you’ve ever received—and did it work?
Trust your intuition. In today’s business environment, entrepreneurship is increasingly about being realistic and practical—knowing your odds and understanding your trade. Personally, I believe that it’s equally important to trust your intuition, which is to trust yourself. When you trust yourself, you take risks and do what you need to do, which sets you apart and allows you to stand out.
If you could go back to the day you started ClayCo, what’s the one thing you would do differently?
I would change nothing, actually. Trusting your intuition helps you to succeed where you are meant to and where you don’t; you learn, and you do better.
What’s the most ‘unglamorous’ side of running a beauty brand that people don’t see?
Ninety-five per cent of running a beauty brand is unglamorous and happens behind the scenes. It all starts with the desire to create something different for your consumers. Then, you face competition, which leads you to focus on building your niche and gaining market share. Once you achieve success, you then have to navigate through the challenges of others starting to offer the same products that you do. Also, a beauty brand is always about adding more value over time and never less. This process is ongoing; once you begin, you will continue cycling through these steps indefinitely.
Women often juggle multiple roles—CEO, mentor, family member. What’s one personal ‘life hack’ that helps you to stay balanced?
Make your time a priority by using a scheduled calendar each day. I maintain fixed working hours, ensuring I allocate specific time for my daughters and self-care. Once my workday is complete and my daughters are in bed, I refrain from checking emails or messages. Instead, I enjoy a walk or relax and watch a show with my husband.
What’s your personal skincare routine? Do you use ClayCo products, and which ones are your favourites?
I always wear a moisturiser and sunscreen. When I wear makeup, which is at present Huda Beauty and MAC Cosmetics products, I use ClayCo’s Cleanser and the Cleansing Oil.
If you could design a ‘leadership crash course’ for young women, what would the first lesson be?
Don’t limit yourself. As women, we have often been taught to follow rather than lead, which makes it easier for us to take on supporting roles in our professional lives. Be courageous and recognise that you are also meant to lead. The only limits that exist are the ones you impose on yourself.
What’s the roadmap for ClayCo?
We continue to add more products to our ‘Rituals of Japan’ skincare range and will launch our ‘Rituals of Morocco’ body care range soon. We plan to go offline soon with shop-in-shop stores. As for the international markets, we will also look into targeting an online beta presence there sometime in the future.
