Have we entered the 3.0 era of beauty and personal care in India?
OUR BEAUTY
PHILOSOPHY
why do more
when less
works better?
01
We don’t
believe in excess
We simplify. One product. Multiple benefits.
02
We don’t
sell patience
We build for instant impact.
03
We don’t
design for labs
We design for changing Indian conditions.
04
We don’t
create display pieces
We design for real everyday use.
built for speed, proven by results
WE ASKED 200 INDIAN WOMEN ONE QUESTION
what is the real problem?
Why does getting ready take so long?
I don’t have time for a 7-step routine every single day.
I’m tired of carrying half my bathroom in my bag.
I need something that works between meetings, workouts, and plans
I want fewer products that actually work harder.
Need products that fit in my bag or my pocket!
Why does getting ready take so long?
I don’t have time for a 7-step routine every single day.
I’m tired of carrying half my bathroom in my bag.
I need something that works between meetings, workouts, and plans
I want fewer products that actually work harder.
Need products that fit in my bag or my pocket!
I need products to simplify my skincare routine
There are so many products in the market, for every step, I’m so confused!
I forget half my routine anyway.
I don’t have the energy to follow a high-maintenance routine
I don’t want five options for one problem.
I need travel friendly options for my routine
I need products to simplify my skincare routine
There are so many products in the market, for every step, I’m so confused!
I forget half my routine anyway.
I don’t have the energy to follow a high-maintenance routine
I don’t want five options for one problem.
I need travel friendly options for my routine
We Turned Their Answers Into Products
the smarter essentials
antinorm is a counterpoint to every other beauty brand you know
for women who have shit to do
YOUR 5-IN-1 LIP ESSENTIAL
Fuller Without Filler
YOUR EVERYDAY ROOT REFRESH
High & Dry
YOUR 5-IN-1 LIP ESSENTIAL
Fuller Without Filler
Pillow-Soft Lips, Minus the Needles or the Hassle.
YOUR EVERYDAY ROOT REFRESH
High & Dry
Fresh Hair, Minus the Wash Day. Comes with a Refill.
beyond the norm
making headlines, breaking norms
here’s what they said
SOUNDARYA
DESIGNER
26
I love Bye Bye Blow Dry, it made my hair extra shiny and soft!!
KASHISH
ANALYST
25
My absolute favourite is facial in a flash, my skin has been glowing.