Rupali Sharma is the founder of Aegte Lifescience, a premium skin, hair and makeup brand has revealed the successful journey of 4 years in making Aegte company with a valuation of 150 crore. Aegte was founded in 2018 with the launch of Onion Hair Oil, and today the brand offers more than 50 products under the skin, hair and makeup category. The products are available on major marketplaces like Nykaa, Amazon, Flipkart and other renowned platforms. To stay relevant in the market, Aegte’s marketing team does almost no traditional marketing: Aegte Lifescience is a digital-based brand that depends on new effective social media strategies, influencer marketing, and community to drive sales.
The brand known for offering makeup products with skin benefits and has now introduced statement pieces of jewellery and handbags
An inspiring name in the world of women leaders, Rupali Sharma, forged on this less travelled path to mould her love for Mother Nature and gave birth to her brand, Aegte. It has been awarded as the Most Trusted Brand of India 2022. “I believe in cutting the clutter to make your Identity and that’s how we have made Aegte, all our products are result-oriented and made of Proven ingredients. Launching my own brand is based on self-experience as I trusted home-based remedy to control my hair fall after my second child.” said Rupali Sharma.
What was your plan before Aegte? Why is ‘Aegte’ the brand name? What made you choose vegan & natural over chemical-based topical treatments?
Rupali: Post completing my MBA from Delhi University, I chose HR as my career. With work, I gave equal priority to my family and my kids. My daily 9 to 5 job life wasn’t my dream as I always wanted to chase my passion— this shaped my love for nature into a makeup, skin and hair care brand through which people would recognize the real power of Mother Nature and it’s natural healing ingredients. A huge thanks to my husband, Dhiren, who continuously supported me to achieve this goal.
My belief in Mother Nature and its natural healing powers made me start my own brand, Aegte, a Danish word meaning ‘Authentic’. I am a person who believes in nature and authenticity, whether it is of a person or a product, so this brand name was perfect to portray the vision of the brand. I chose organic formulations over chemical ones for people to opt for these toxin-free products without the fear of side effects. Aegte offers a myriad range of 100% vegan and natural makeup, skin & hair care products, free from parabens and sulphates to target a broader audience. Aegte started off with Onion Hair Oil in 2018 and today we have more than 50 products in the catalogue that caters to men, women and kids. The brand valuation is 150 CR and we aim to grow 500% this fiscal year.
A decoder question: How do you make decisions?
Rupali: It’s a one-word answer – GUT! I trust my gut!
Would you like to give us a sneak peek at any exciting upcoming launches?
Rupali: At Aegte, you will find everything unique. We don’t follow the trend, we set the trend. With the help of our R&D Team, we source the best formulations for the product. Likewise, our makeup range offers skin benefits. So, every product under Aegte offers the goodness of proven ingredients which are 100% natural and effective to give results.
However, our upcoming launch is my passion for fashion. It’s more than skin & hair care but with the same best in quality and cruelty-free production. As you know, makeup and fashion go hand in hand, so Aegte has lined up a new launch for accessories, including statement jewellery and premium handbag collections, an exclusive range especially designed for all ladies! With innovative products in makeup, skin & hair care, this accessory collection is the first in fashion, with trendy, unique & colourful designs. The new launch in the fashion segment is sure to win your hearts!
The industry is rapidly growing. What changes would you do to stay competitive?
Rupali: The cosmetics industry is evolving by becoming more realistic, natural, and innovative. The changing dynamics and new trends since the pandemic have made consumers introspect about their choices. Skincare is the new trend; people are targeting to correct the problem from the core instead of just covering up with makeup. The increasing awareness of the environment has ignited growth in vegan and natural beauty products. To keep up with the changing trends and demands, we aim to innovate and think out of the box. This will help us strive to spearhead towards the ascend and be the forerunner in the constantly revolutionizing makeup industry.
What makes Aegte different? What is the brand message?
Rupali: Aegte follows Passion. Our every launch has always set trends for others to follow by sticking to its core concept of uniqueness and creativity. Even in the pandemic, we ensured to provide an overall safe and seamless experience for our consumers with globally protected transactions and hygienic packaging. Our products are multi-purposeful, results-oriented, premium quality, affordable, and easy to use. We have stuck to the basics— a consumer-centric approach; that helped us evolve and redefine beauty. In short, Aegte products are unique and have eliminated the monotony of regular cosmetics.
Our newest Launch of 3D Gel Kajal is another revolutionary product in the market, where you get a Brown Eyebrow Tint, Black Gel Kajal cum Eyeliner, a tiny applicator Brush and a small mirror. This 3D Gel Kajal is the perfect pick for creating an everyday look or a smokey eye, this is formulated with Biotin and Almond Oil which also boosts the growth of brows and lashes.
We have continued to meet the demands of our customers and come up with products that make it easier to achieve professional makeup at home while taking care of the skin. We encourage people to embrace their imperfections and provide them with products that heal all their woes. We aim to give our consumers the confidence to glow from both inside and out.