Indian skincare sector is ‘overcrowded, not grounded’: SUYU co-founder Sahyadri Nimesha Bhagia | Interview

India’s beauty market is “overcrowded, but not always grounded,” said Sahyadri Nimesha Bhagia, the co-founder and Chief Product Officer of the up-and-coming organic skincare startup SUYU.

A holistic nutritionist by training, Bhagia asserted that the skincare sector in the country suffers from a fundamental lack of “integrity and sustainability”. And now, she looks to change it with her brand, almost like a quiet but potent rebellion.

Marketed as India’s first superfoods-based skincare brand, SUYU is slowly grabbing the market. “We’re not just borrowing trends from the West; we’re bringing ancient, powerful plants and mushrooms into Indian homes,” the nutritionist-turned-entrepreneur explained.

Bhagia spoke to THE WEEK, where she explored where SUYU saw itself in the overtly crowded Indian skincare market, how the nature of funding helped her maintain independence in operations, and what she did to bring EU-compliant clean beauty standards to their brand, as India looks to tighten regulations.

Q. ‘Superfoods’ as a sector is still considered a niche in India. How do you plan to tackle such industry odds with your approach, especially when bringing it to skincare?

A. Yes, Superfoods are still largely seen through the lens of nutrition or wellness in India.

At SUYU, we’re not following a trend; we intend to lead the movement. Superfoods, especially when chosen for their molecular potency, offer benefits that far surpass conventional botanical ingredients. They’re richer in antioxidants, more bioavailable, and far more effective at targeting cellular-level skin repair.

What gives us an advantage in India is that the foundation is already there; we’ve grown up with Ayurvedic superfoods like turmeric, Amla, and Ashwagandha. So, the transition to more evolved superfoods like Reishi, Chaga, or Astaxanthin is not as foreign as it might seem. It’s simply a climb to a higher, more refined plane, and that’s what SUYU is offering: a skincare ritual rooted in ancient knowledge but elevated with cutting-edge natural actives.

Our strategy is to educate and inspire, not just sell. We’re showing Indian women what’s possible when we treat skincare as nourishment and trust in the quiet but profound power of plant intelligence. Once people see and feel the difference, the niche begins to expand on its own.

SUYU is simply a return to that logic but with science-backed formulations and a modern aesthetic. Our approach is to build trust by showing real results, especially with Indian skin concerns like pigmentation, tanning, and sun damage, and anchoring those results in transparent storytelling about our ingredients. We’re not just borrowing trends from the West; we’re bringing ancient, powerful plants and mushrooms, like Reishi, Dandelion, Astaxanthin, and Purslane, into Indian homes in a format they can relate to.

Q. Skincare in India is set to go through major regulatory changes, as the BIS and other bodies might bring a wave of changes in standards. How is SUYU positioned to adapt to such regulations?

A. This shift is actually very welcome. Skincare in India has for too long operated in grey zones when it comes to labelling, safety, and ingredient disclosure. From day one, SUYU has been committed to ingredient integrity and full transparency; we don’t use fillers, harsh preservatives, or ingredients that haven’t been well-studied on Indian skin. Also, we always declare 100 per cent of our ingredients on our label.

We also formulate EU-compliant clean beauty standards, which already go far beyond what’s currently mandated in India. Also, we are the first few brands in India to certify ‘PLASTIC & CARBON Neutral’, for which we have tied up with a third-party agency.

So, as BIS regulations evolve, we’re not adapting under pressure; we’re prepared and, in many ways, already ahead of the curve.

Q. We’re sure deep industry research has gone into the skincare industry in India ahead of the brand’s launch. Could you share some insights on the industry as a whole?

A. What we found is that while the Indian skincare market is growing rapidly, it’s also very trend-driven. One moment, it’s niacinamide; the next, it’s peptides, and brands often rush to keep up. At SUYU, we don’t follow trends. We’re here for the long game. The brands that truly endure are the ones rooted in a solid foundation, a clear philosophy, ingredient integrity, and a deep ethic around what they put into the world.

That said, one trend we do observe and deeply align with is the growing demand for cleaner, more conscious skincare. Indian consumers are becoming far more aware of what goes into their products. There’s a new wave of women asking better questions, reading ingredient lists, and seeking out brands that align with their values. That gives us confidence because SUYU is built entirely around those principles.

We also believe it’s time for new innovation in Indian skincare, not just in ingredients but in mindset. SUYU is not trying to be the cleaner version of an existing brand; we want to be a category shifter. We want to create a new movement that’s as high-performance as it is clean, as sensorial as it is rooted in wellness. That’s where we see the future of skincare in India, and we’re building for that horizon, not just today’s buzz.

Q. According to you, what does the Indian skincare sector lack?

A. The sector is overcrowded but not always grounded. So, in one phrase: integrity and sustainability. And I say this with full awareness of how bold that sounds. But it’s the truth: there’s a massive gap in honesty and responsibility across the industry. I won’t name brands, but 99 per cent of the products out there, including some of the biggest names, still include ingredients that are endocrine disruptors, carcinogens, or compounds that silently wreak havoc on your skin’s barrier and long-term health. Just because something gives you instant results doesn’t mean it’s safe, and that’s a truth not enough people are talking about.

There’s also a lack of accountability from influencers and celebrities who promote these products without fully understanding what they’re endorsing. It’s a huge disservice to audiences who trust them. When someone with a massive platform recommends a product purely for commercial reasons, it sets off a chain of blind trust, and that’s not fair to the consumer.

At SUYU, we’ve chosen a harder but more honest path.

Q. Where do you see SUYU from a business perspective in the next year and the fiscal year after that?

A. In the next 12 months, we’re focused on building a loyal, engaged community of women who truly understand what we’re doing and become our advocates. We’re expanding our product line thoughtfully with clinically rooted SKUs that speak to real needs like skin nourishment, healthy skin and barrier protection.

By FY2026, we see SUYU having a strong presence both online and in premium offline formats, possibly through concept stores or curated wellness spaces. We are also always innovating to come out with Avant Garde formulations using only potent plant solutions.

Q. We all know the success story of Nykaa. Is SUYU looking to go public in the future as it gains more traction?

A. Our eyes are firmly set on building value first, not just valuation. Going public is a wonderful milestone, but only when the brand has a rock-solid foundation, consistent revenue, and deep customer love. SUYU is still in its formative years; our focus is on formulation excellence, community, and thoughtful expansion. That said, we’re ambitious. We know our space is ready for a premium Indian skincare player with global potential, and when the time is right, the roadmap to IPO or larger-scale growth will unfold naturally.

Q. How did the business story of SUYU start? How hard was it to convince stakeholders and raise funds to bring such a niche brand to life?

A. SUYU was born out of a deeply personal journey with skin and wellness. I’ve never turned to cosmetic procedures or quick fixes. My path has always been one of natural healing and inner balance. As a holistic nutritionist, I’ve spent the last 15 years studying the power of superfoods and their role in both internal and external health. But when it came to skincare, I couldn’t find a single Indian brand that spoke to women like me, women who are ingredient-conscious, aware, and looking for a meaningful ritual rather than a commercial routine.

Interestingly, the spark came from my brother, who’s also the co-founder. He saw the gap just as clearly and pushed me to bring my knowledge of superfoods into a skincare format. Together, we built SUYU from the ground up, blending traditional wisdom with next-level natural actives like Astaxanthin, which is 6000x more potent than Vitamin C when it comes to protecting and repairing skin.

As for funding, we’re fully bootstrapped. Every step so far has been backed by our own beliefs and resources. It hasn’t been easy, but it’s allowed us to build SUYU with complete independence and integrity.

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