Mumbai: In the ever-evolving world of skincare, a new era has dawned, marked by a growing preference for natural beauty. Consumers today seek more than just flawless skin; they demand transparency and sustainability from the brands they trust. As the beauty industry pivots towards conscientious practices, skincare brands are redefining the narrative by championing authenticity, eco-friendly initiatives, and a commitment to the well-being of both users and the planet.
Founded in 2018, The Green Loom is a direct-to-consumer (D2C) skincare brand committed to promoting and enhancing natural beauty through its range of natural products. The brand is dedicated to formulating eco-friendly skincare solutions, devoid of harmful artificial substances like parabens, petrochemicals, sodium lauryl, synthetic colors, and dyes.
Founded by Seeza Bhardwaj, a mompreneur, The Green Loom was born out of her passion for skincare and environmental responsibility. She envisioned a brand that not only caters to diverse skincare needs but also upholds values of transparency and sustainability. She strongly believes in the nourishing capabilities of nature and seeks to enhance one's natural beauty through the brand’s skincare range.
Indiantelevision.com in an email chat with The Green Loom founder Seeza Bharadwaj delved into her journey as a mompreneur, the skin care brand’s establishment and distinct aspect and much more…
Edited Excerpts:
On the transition from being a mom to founding The Green Loom and the journey since its inception in 2018
A: My journey toward founding The Green Loom stems from a deep-rooted passion for farming. My experience spans five years with the NGO Kheti Virasat Mission in Punjab, where I honed my skills in organic farming under the guidance of Dr. Vandana Shiva at her farm in Dehradun back in 2013. This journey led me to organise permaculture courses in Punjab, collaborating with experts like Dr. Narsana Koppula and Mr. Amol Ghag from Ficus Panda, Mumbai. Prior to delving into entrepreneurship, I dedicated almost a decade to working in various farms.
Initially, I began working under the name 'Green Love', where I supported individuals with their kitchen gardens and assisted farmers in selling their produce on a small scale. However, despite the impact, it did not yield financial returns and felt more akin to social work. I attempted to emulate my mother's successful clothing store business model but didn’t encounter success there eventually leading to closure of the venture.
Later, when I became pregnant, my ability to travel and dedicate extensive effort diminished. Throughout, my underlying ethos remained steadfast: my professional pursuits had to be environmentally friendly and sustainable. During my pregnancy, I devoted substantial time to introspection. It was here when a discussion with a friend revealed mutual interest, prompting us to initiate The Green Loom as partners. Thankfully, our family friends, who ran a small factory producing natural cosmetics, understood my vision and requirements and we collaborated on formulations. I took care of branding such as logo design, naming, and packaging. In July 2018, we officially launched the brand – The Green Loom
Two months post-launch, my partner opted to leave due to her impending motherhood. It was during this period, with my daughter Zahanvi at three months old, that I assumed sole ownership. Her arrival was serendipitous and a constant source of gratitude for me.
The inception of the Green Loom was fuelled by passion. However, navigating today's business landscape demands more than passion—it necessitates a profound understanding of business dynamics. I encountered and learned from my fair share of mistakes. I realised that marketing is the cornerstone; irrespective of producing high-quality products, without effective marketing, success remains elusive. Learning this lesson took time, but it was an essential raw material in the fabric of our success.
On The Green Loom differentiating itself from its competitors and the brand adhering to the latest ASCI regulations
In an already crowded skincare market, our brand distinguishes itself by adhering to our core principles of being natural, sustainable, and straightforward. Our commitment to sustainability extends to our packaging practices, favouring 'made in Bharat' ingredients in our formulations while minimising the use of imported elements. We prioritise reducing our carbon footprint across production and distribution processes. Emphasising multi-utility products, we steer clear of advocating an abundance of skincare items. Educating our consumers about this philosophy remains a key focus for us.
Regarding the ASCI guidelines, we welcome these regulations wholeheartedly. There's a genuine concern about unchecked information within the online influencer market, especially considering their significant influence on a young demographic. We've observed instances where young individuals, influenced by online personalities, have harmed their skin by using inappropriate products.
While we appreciate these guidelines, there are lingering concerns. Celebrities and influencers carry significant responsibility in endorsing brand claims, yet the guidelines primarily address larger influencers with over 50k followers. This leaves a substantial portion of influencers outside the purview of these regulations.
However, there's a growing awareness among consumers regarding influencer dynamics. Brands now predominantly rely on social media influencers to reach a wider audience. Yet, there's a concern for the younger generation who often take everything they see on social media at face value. False claims propagated by brands and celebrities/influencers could significantly impact them adversely.
On The Green Loom standing out in prioritising transparency and authenticity in skincare, in an era dominated by influencers
In the age where influencers dominate the skincare landscape, The Green Loom stands out by placing a premium on transparency and authenticity. Recognising that marketing is an essential component, I've invested considerable time in comprehending its dynamics. It's evident that having the finest product isn't enough; effective marketing is pivotal for success.
In today's rapidly evolving market, the allure of new trends can overshadow brands. However, our commitment lies in staying true to our core principles and values. To infuse vitality into our brand and products, we conducted a six-month study, meticulously analysing various influencers and journalists who genuinely believe in and use our products. Our approach involves allowing them to authentically experience and share their unbiased opinions with their audiences, devoid of scripted endorsements.
During the last six months, we've organically garnered online reviews, emphasising genuine experiences with our brand. While we've just begun collaborating with influencers, our foremost objective remains creating educational content centered around skincare. Our aim is to underscore the significance of transparency and natural ingredients, ensuring that our messaging aligns with our core values.
On challenges that have you encountered as a mompreneur in the skincare industry and these experiences shaping the brand growth
Both my daughter and The Green Loom are my cherished endeavours. I have dedicated countless hours and effort to nurture them. For two years, I operated as a lone force propelled by passion. It's been an emotionally charged journey—moments of solitude, frustration, and overwhelming situations that meditation helped me navigate. Throughout, I've consciously shielded my baby from the stresses of my business, aiming to relish both motherhood and work without regrets. I view every up and down as a beautiful memory shaping this journey.
My initial clarity was to prioritise my daughter for the first five years. During this time, I delved into a professional course on natural skincare, extensively researched ingredients, and sought to understand consumer behaviour. I immersed myself in learning the trending ingredients and products and differentiating the role of cosmetologist and dermatologists.
Individuals are usually reluctant to experiment with new skincare brands. To tackle this, I conducted exhibitions that helped me converse with people, gaining insight into their needs. Understanding the psychology behind customers' willingness to invest in chemically loaded products for status intrigued me. Following this, I decided to personally engage with customers for two years, educating them about our products while learning from them. Hosting workshops on natural skincare, traditional food, and health became a means to connect and inform.
2020 was supposed to be a defining year. Plans to expand into eco-friendly wedding invites and gifting were in motion, investments made, and our launch scheduled at a family wedding. However, the sudden lockdown in March halted our momentum, resulting in zero sales initially. Gradually, once courier services resumed, we regained our footing, adapting our business model along the way.
On The Green Loom actively contributing to your vision of educating the younger generation about natural beauty, and the impact that you hope to make on their skincare choices
Over the past three years, I've been actively engaged with a girls' college in Chandigarh, initiating my first session through a webinar in 2020. I would like to share an incident that deeply resonated with me, affirming my ability to make a positive difference in someone's life. Attending one of my sessions at the college, there was a 19-year-old girl, about to enter an arranged marriage due to familial pressure despite her desire to pursue education. She felt burdened by her dark complexion, a point of concern for her family. She reached out to me and after our conversation, she recognised her lack of self-love and respect. This realisation empowered her to confront her parents about her aspirations. Fortunately, her parents supported her decision and she continued with her higher education.
I've extended these talks to three colleges, conducted over ten workshops, and organised webinars for the wives of Army regiments. In today's overwhelming sea of information, particularly for teenagers, the unrealistic definition of beauty inundates them. It's crucial to guide them towards self-acceptance and prioritise their lifestyle and dietary choices before external skincare products.
My aim is to instil in them the importance of self-care and using skincare products out of love rather than self-hate. Sadly, societal pressures often lead these young individuals to despise their skin and bodies, driving them to use products merely to conform to a manufactured beauty standard. I aspire to change this narrative, encouraging them to embrace and nourish their natural beauty.
On the development process of your skincare products ensuring they cater to diverse beauty needs
Our approach to product development involves meticulous research on ingredients, prioritising formulation based on efficacy rather than following fleeting trends. Primarily utilising oils, butters, hydrosols, and herb and flower powders, we draw heavily from Ayurveda and ancient skincare wisdom. Our philosophy revolves around simplifying skincare and body care, making it both accessible and pleasurable while integrating deep-rooted knowledge.
On future expansion plans and your vision and mission for the next three years
The Green Loom transcends the mere sale of products; it embodies a mission to deeply engage with the upcoming generation, fostering a profound connection with both themselves and the natural world. We envision skincare as more than an external application; it's about holistic well-being. By the end of next year we will have three separate services
1. E-commerce: Our platform will continue to curate and sell high-quality products. Content creation will play a pivotal role, focusing on disseminating ancient knowledge and holistic self-care practices for body and mind.
2. Workshops and talks: Engaging with colleges and various institutes is a significant avenue for us. These platforms not only allow us to connect with new consumers but also serve as an indirect channel for product introduction and sales.
3. Eco-friendly and sustainable gifting: In a world increasingly conscious of environmental issues, this remains an underexplored market. We're passionate about delving into this realm, offering eco-conscious gifting options while raising awareness about sustainability.
