RICHFEEL

What RICHFEEL does

Richfeel is an India-based skincare and haircare brand founded in 1986 by Dr. Apoorva Shah and Dr. Sonal Shah, recognized as India's first certified Trichologists and pioneering Beauty Physicians. The company operates as a direct-to-consumer e-commerce business through its proprietary storefront richfeelnaturals.com, with products manufactured by Richfeel Health & Beauty Pvt Ltd and marketed by Sapient Health & Beauty Pvt Ltd. Its portfolio spans five categories: skincare (Calendula-based anti-acne soap, face washes, serums, moisturizers, sunscreens, facial kits, under-eye gels), haircare (Anagrow hair growth line, Brahmi-infused hair oils, shampoos, hair masks, hair serums, hair color, hair nourishers), body care (bathing bars, body oils, lotions), health and wellness (Ana Tea), and bundled treatment kits. The brand is positioned around physician-formulated, vegan, cruelty-free, and Made-in-India credentials, with 35+ years of brand heritage as its primary marketing anchor and claim of clinical results (e.g., 40.26% acne reduction in 3 weeks).

The underlying business model is unit-priced direct product sales in Indian Rupees, with individual SKUs ranging from Rs. 59 (Calendula Anti Acne Soap) to Rs. 793 (Facial Kit Fiesta Combo) and multi-pack discounts available. Customer acquisition is driven by Instagram organic social (@richfeelpersonalcare), email newsletters, blog content, and promotional mechanics including a 5% first-order code (FIRSTORDER5) and free shipping above Rs. 499. Personalized Skin Quiz and Hair Quiz tools are deployed for product recommendation, and payments are processed via UPI, Visa, Mastercard, Google Pay, and Paytm. The company has in-house manufacturing capability and a headcount of 501–1,000 employees based in Mumbai.

The technology stack is standard e-commerce (Shopify-hosted storefront) with no evidence of proprietary algorithms, AI/ML systems, or third-party integrations. Distribution is restricted to a single domestic D2C channel with no third-party marketplace, retail, or international presence, and operations are confined to the Indian market. Brand heritage, founder credentials, and physician-formulated positioning are the primary competitive differentiators rather than technology or scale economics.

Name

RICHFEEL

Legal name

Richfeel Health & Beauty Pvt Ltd.

Website

https://richfeel.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Richfeel is an India-based, physician-formulated skincare and haircare brand operating since 1986, selling Calendula and Brahmi-based products directly to Indian consumers via its own e-commerce platform, supported by in-house manufacturing and 501–1,000 employees.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

Keywords

• Skincare products
• Haircare products
• Natural personal care
• Ayurvedic beauty products
• Trichologist-formulated treatments

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer e-commerce sales of skincare, haircare, body care, and health & wellness products. One-time purchase model with transaction-based pricing. Products sold at various price points with promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Richfeel manufactures and sells physician-formulated skincare, haircare, body care, and wellness products directly to Indian consumers through its own e-commerce storefront (richfeelnaturals.com). Its portfolio spans Calendula-based anti-acne skincare, Brahmi-based haircare (including the Anagrow line), body bathing and moisturizing products, herbal wellness tea, and bundled treatment kits. Products are made in India under in-house manufacturing, marketed as vegan and cruelty-free, with personalized skin and hair assessment quizzes used to drive product discovery.

Product overview

Richfeel Naturals is a Physician-formulated, Made in India, Vegan, and Cruelty-Free skincare and haircare brand founded in 1986 by Dr. Apoorva Shah and Dr. Sonal Shah, India's first certified Trichologists. The company operates as a direct-to-consumer e-commerce platform offering a diverse portfolio across five main categories: Skin Care (Calendula Anti Acne Soap, Face Washes, Serums, Moisturisers, Sunscreen, Facial Kits), Hair Care (Anagrow, Hair Oils, Shampoos, Hair Nourishers, Hair Serums, Hair Masks/Packs), Body Care (Bathing Bars, Body Oils, Body Lotions), Health & Wellness (Ana Tea), and Treatment Kits (Hair & Scalpcare Complete Kit). The brand is organized into two ingredient-focused sub-brands: the Calendula Collection for skin soothing and renewal, and the Brahmi Collection for hair strengthening. Richfeel also offers personalized assessment tools (Skin Quiz and Hair Quiz) to recommend tailored product regimens. Products are manufactured by Richfeel Health & Beauty Pvt Ltd and marketed by Sapient Health & Beauty Pvt Ltd.

Differentiator

Problem solved

Functional benefit

Brands

• Calendula Range: A collection crafted to soothe irritation, diminish inflammation, and encourage natural skin renewal. Enriched with potent antioxidants and nourishing botanicals.
• Brahmi Range
• Anagrow

Products and services

• Calendula Anti Acne Soap Physician-formulated anti-acne soap enriched with calendula extract, designed to treat acne-prone skin. Sold as 75g individual bars and multi-packs of 4, 5, and 6 units. Backed by reported outcomes including 40.26% acne reduction over three weeks.
• Calendula Anti Acne Face Wash Calendula-infused face wash formulated to cleanse acne-prone skin and reduce breakouts.
• Anagrow Hair growth treatment product line aimed at promoting hair regrowth and supporting scalp health, sold as part of the Richfeel haircare category.
• Brahmi Jaborandi Nourishing Hair Oil Brahmi- and Jaborandi-based nourishing hair oil (80ml) designed to strengthen hair, reduce hair fall, and nourish the scalp as part of the Brahmi Collection.
• Hair Repair Serum Hair Repair Serum (15ml) formulated to treat damaged hair and enhance shine.
• Hair Root Nourisher/Tonic Hair Root Nourisher/Tonic (80ml) formulated to strengthen hair from root to tip.
• Scalp Cleanser Scalp Cleanser (500ml) formulated to cleanse the scalp as part of Richfeel's haircare portfolio.
• Green Apple Shampoo Green Apple Shampoo (500ml) offered as a haircare shampoo under Richfeel's shampoo/cleanser range.
• Brahmi Intensive Repair Hair Pack Brahmi Intensive Repair Hair Pack (100g) formulated for deep conditioning and repair as part of the Brahmi Collection.
• Facial Kit Fiesta Combo Facial Kit Fiesta Combo offering a multi-step facial treatment regimen as a bundled skincare kit.
• Detan Facial Kit Detan Facial Kit (30g) designed for de-tan facial treatment as part of Richfeel's facial kits range.
• Hair & Scalpcare Complete Kit Bundled treatment kit combining multiple haircare products for comprehensive scalp and hair treatment.
• Ana Tea Health and wellness herbal tea positioned for internal wellness support within Richfeel's Health & Wellness category.
• Calendula Collection Skincare sub-brand line enriched with calendula extract, crafted to soothe skin irritation, diminish inflammation, and encourage natural skin renewal with antioxidants and nourishing botanicals.
• Brahmi Collection Haircare sub-brand line based on the ancient Brahmi herb, designed to strengthen hair from root to tip, deeply nourish the scalp, reduce hair fall, promote natural growth, and enhance shine and vitality.

Quantifiable outcome

• 8.31% reduction in acne after just 1 week with Calendula Anti Acne Soap
• +3 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• mCaffeine: Indian D2C caffeinated personal care brand covering skincare, haircare, and body care. Comparable in its direct-to-consumer e-commerce model, Indian consumer targeting, and ingredient-anchored sub-brand architecture.
• Mamaearth (Honasa Consumer): India's largest D2C beauty and personal care brand, selling natural/clean skincare, haircare, and body care through its own site plus marketplaces and offline retail. Directly comparable in product categories, ingredient-led positioning, and target Indian consumer base.
• WOW Skin Science: Indian D2C brand offering natural skincare, haircare, and body care with apple cider vinegar and other botanical ingredients. Comparable product mix (face care, hair oil, shampoos, body care) and D2C-first GTM targeting Indian consumers.
• Plum (Plumgoodness): India-based vegan, cruelty-free beauty brand selling skincare, haircare, and body care primarily through D2C channels. Overlaps with Richfeel on natural/vegan positioning, multi-category portfolio, and physician/dermatologist-tested claims.
• Sugar Cosmetics: Indian D2C-first color cosmetics and skincare brand with strong omnichannel presence. Comparable as a digitally native Indian beauty brand, although heavier in color cosmetics; overlaps in skincare and personal care.
• Juicy Chemistry: Indian certified organic skincare and haircare brand sold primarily D2C. Directly comparable natural/organic, ingredient-led positioning targeting Indian consumers seeking clean beauty.
• Forest Essentials: Premium Indian Ayurvedic beauty brand offering skincare, haircare, and body care. Comparable in physician/Ayurveda-inspired formulation philosophy and India-focused multi-category portfolio, though positioned at a higher price tier.
• Biotique: Indian Ayurvedic personal care brand spanning skincare, haircare, and body care. Comparable botanical/herbal ingredient-led approach and Indian consumer focus, with broader offline and online distribution than Richfeel.

Broad incumbents

• Himalaya Wellness Company: Large, established Indian personal care and wellness company with herbal skincare, haircare, and body care portfolios sold across retail and online. Overlaps with Richfeel on natural ingredient positioning and product categories, but with significantly broader distribution and category scope.
• The Body Shop (India): Global ethical beauty retailer with established India operations, offering natural-ingredient skincare, haircare, and body care. Comparable product mix and vegan/cruelty-free positioning, but operates at a larger scale with significant offline retail footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/richfeelpersonalcare
• Facebookfacebook.com/Richfeel

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RICHFEEL