Finding your space

When we started our Icawnic clean beauty brand, we were told there was no dearth of players in the market, that it’s an overcrowded space and how the odds were against us. That should have pulled us down, slowed the plans. Instead, it spurred us on. We believed in our products. We believed in ourselves. We knew we wouldn’t let the customers down.

The seed germinated during the lockdown. With valuable feedback from friends and family, we launched our skin care products into the market.

We knew that more and more people needed to get hold of products that were without chemicals, preservatives or emulsifiers. We didn’t want to have a niche product spread, catering to a few people because they can afford it. We wanted to offer affordable, reliable, quality products that we would ourselves happily and readily lay our hands on.

The market is dominated by conventional beauty brands but there has been a push towards cleaner alternatives. Consumers are being fed via social media about what is the best ingredient for the skin and every brand has its own take on it.

But, we still exist. What is your USP, what is your story — we are told to talk about that all the time, and not just focus on the fact that our products are handmade and we are absolutely sincere with everything we put in.

Our USP only comes to us from our customers who return for more. The thrill of being told that this shampoo worked for me or I can’t go a day without a deodorant or the dental cream works wonders. That is what makes our day and keeps us going on the Icawnic journey.