OUR BEAUTY
PHILOSOPHY
why do more
when less
works better?
We don’t
believe in excess
We simplify. One product. Multiple benefits.
We don’t
sell patience
We build for instant impact.
We don’t
design for labs
We design for changing Indian conditions.
We don’t
create display pieces
We design for real everyday use.
built for speed, proven by results
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
the smarter essentials
antinorm is a counterpoint to every other beauty brand you know
for women who have shit to do
YOUR ONE STEP STYLING ESSENTIAL
YOUR 5-IN-1 LIP ESSENTIAL
YOUR SKIN FIX IN MINUTES
YOUR EVERYDAY ROOT REFRESH
YOUR ONE STEP STYLING ESSENTIAL
Blowout Hair, Minus the Heat Damage.
YOUR 5-IN-1 LIP ESSENTIAL
Pillow-Soft Lips, Minus the Needles or the Hassle.
YOUR SKIN FIX IN MINUTES
size: 50g
YOUR EVERYDAY ROOT REFRESH
Fresh Hair, Minus the Wash Day. Comes with a Refill.
beyond the norm
Beauty in India is no longer a game of excess. It’s a movement towards intelligence, intent, and innovation.
The future belongs to beauty that works harder — products that do more with less, that simplify rather than complicate.
It felt almost strange to hear more than 20 women a day tell me 'there are no products in the market for me', when on the other end, I hear constantly how I am making my way into a "cluttered market".
making headlines, breaking norms
here’s what they said
