Скачать или смотреть Viral Hair Care Brand | Moxie Beauty Co-Founder Nikita Khanna | In the Den with Sarthak Ahuja

What does it take to launch a personal care brand in India’s crowded beauty market?

In this episode of In the Den, Sarthak Ahuja sits down with Nikita Khanna, Co-Founder of Moxie Beauty, a D2C haircare brand to discuss everything from formulating products for Indian hair types to cracking digital marketing and influencer collaborations.

Nikita shares the real story behind building Moxie from scratch. We explore the fundamentals of brand positioning in personal care, performance marketing vs. brand marketing, the D2C vs. retail strategy debate, and how to scale in a price-sensitive but aspirational market. We also talk about what today’s beauty consumer truly wants, how to stand out in a saturated space, and how to make products that go viral and build loyalty.

Whether you're a beauty founder, D2C entrepreneur, or just curious about what goes into building a modern consumer brand, this episode offers honest insights from someone in the thick of it.

Timestamps:

00:00 - Introduction
01:49 -Identifying the White Spaces in Indian Beauty
07:49 - Finding Manufacturers, MOQ Challenges & Cost Breakdown
20:45- Formulating a Beauty Product from Scratch: Building Proprietary Formulations, and Managing IP Risks
28:35 - Behind the Label: Regulatory Costs and Compliance in D2C Beauty Brand Manufacturing
33:17 - Building a Beauty Brand: Brand Strategy, Design Execution, and Cost Breakdown
44:42 - How to Sell your Beauty Brand? Setting Up Sales Channels, Timelines and Strategy
1:00:28 - Breaking Into Quick Commerce: Beauty Brand Learnings from Blinkit, Zepto & Instamart
1:04:58 - Marketplace Margins & Ad Spend: Navigating Unit Economics in Beauty D2C
1:10:31 - Owning the Customer: Data, Discovery & the Fight to Drive D2C Sales
1:18:47 - The New Rules of D2C Acquisition: Balancing Automation with Strategic Targeting
1:21:08 - What Actually Drives Beauty Growth in 2025

About the Host:
Sarthak Ahuja is an Investment Banker, Business Educator, and a Bestselling Author with over 2.5 Million followers across social media. He helps businesses in areas of capital structuring and M&A, and is on the advisory board of a number of startups within India and the Middle East.


About the Guest:
Nikita Khanna is the Co-Founder of Moxie Beauty a high-performance haircare brand designed for Indian women. Before launching Moxie, Nikita worked at McKinsey & Company, where she advised global consumer brands on strategy and growth. With deep expertise in beauty, brand-building, and consumer behaviour, she’s now on a mission to make salon-quality haircare accessible at home, without harmful ingredients.

Director & Producer:
Aditi Randev is a Marketing Consultant with over a decade of experience working in areas of branding and media. She has spent years working with Sony Music as well as Meta, after her formal education in Fashion Communication from NIFT Delhi, and MBA in Marketing from MICA.

She is a Director and co-founder of Niamh Ventures Pvt Ltd, where she heads Media and Content.

LEGAL DISCLAIMER:

The content provided in this video is for informational and educational purposes only. Views expressed by Sarthak Ahuja, and any other guests are their personal opinions and do not constitute professional advice.

© 2025 Niamh Ventures Pvt. Ltd. All Rights Reserved.

This video and its content, including but not limited to text, graphics, images, logos, and information, are protected by copyright and other intellectual property laws. No part of this content may be reproduced, distributed, or transmitted in any form or by any means without prior written permission from Niamh Ventures Pvt. Ltd.

BUSINESS ADVICE DISCLAIMER: The information provided does not constitute professional business, financial, legal, or tax advice. Any business decisions and actions taken based on this information are solely your responsibility. Success in business is not guaranteed and depends on various factors including market conditions, execution, and individual circumstances. Past performance and experiences shared by guests do not guarantee future results. Viewers should conduct their own research and consult with qualified professionals before making any business decisions.

GUEST STATEMENTS: Opinions expressed by guests are their own and do not necessarily reflect the views of Niamh Ventures Pvt Ltd or Mr. Sarthak Ahuja. Information shared is based on personal experiences and may not be applicable to all situations. Guest appearances do not constitute endorsement of any specific products, services, or business methods

NO LIABILITY: Niamh Ventures Pvt Ltd, Sarthak Ahuja, and all associated parties disclaim any liability for any direct, indirect, incidental, consequential, or special damages arising out of or in any way connected with the use of the information presented in this video.

By watching this video, you acknowledge that you have read, understood, and agree to be bound by this disclaimer.