Exclusive Conversation With Nandita Manchandaa, Founder Enn Beauty

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Nandita Manchandaa, Founder of Enn Beauty, has shared her Journey with Enn Beauty and many more.

When did you start your journey as an entrepreneur and Enn Beauty?


Nandita Manchandaa enn beauty after 9
PC: ENN Beauty

ENN, as well as my journey as an entrepreneur, began in 2017 when I realized people actually don’t know what they put on their skin, and how it affects the skin in the long term. We harp about organic food but are still careless about the things we put on our skin. They, too, somehow enter our bloodstream and affect our well-being. I felt an urgent need to curate a niche skincare brand that was natural, with the littlest of preservatives, and made out of edible food ingredients. That’s how ENN came into being: a very safe, fun, texture-based brand with a pinch of playfulness.

In today’s fast-paced world, where synthetic and chemical-based products often dominate the market, how do you envision the role of ‘In harmony with nature & YOU’ in the long-term evolution of the beauty and skincare industry, and what challenges do you foresee in maintaining this commitment to natural and safe ingredients while ensuring product efficacy?

“In harmony with nature & YOU” embodies a sustainable approach to the beauty industry that prioritizes natural, safe ingredients. Its role in shaping the industry’s future is substantial, driven by:

Consumer Demand: Increasing awareness of ingredients being used on the skin drives demand for natural/effective alternatives, aligning with this philosophy.

Wellness Focus: Modern consumers seek holistic well-being, favoring products promoting physical, mental, and emotional health via natural ingredients.

Transparency: The commitment to natural ingredients fosters trust through clear communication.

Nandita Manchandaa enn beauty cream

Challenges include:

Ingredient Sourcing: Ensuring sustainable, ethical sourcing of natural ingredients amid growing demand can be complex.


Efficacy: Balancing natural ingredients with efficacy can be challenging when synthetic alternatives offer quick, dramatic results.

Regulation and Certification: Navigating complex regulations and certifications for natural claims can be time-consuming.

Competitive Pricing: Natural ingredients may increase costs, making competitive pricing a challenge.

Consumer Education: Dispelling myths and educating consumers about natural ingredient benefits requires ongoing effort.

Preservation: Natural products may have shorter shelf lives, posing challenges to product safety and longevity.

Your commitment to ethical and sustainable practices, such as being against animal testing and using naturally sourced ingredients, is commendable. Could you share some specific initiatives or practices that set Enn’s Beauty apart from other brands in terms of sustainability and ethical production?

1. Toxin-free Skincare:

Harmful chemicals and artificial substances are barred from entering the ENN Beauty space. We keep all toxic substances, including parabens, sulfates, phthalates, silicones, and mineral oils, from reaching you or the environment. Our formulations are completely safe, biodegradable, non-toxic, and manufactured ethically, without exploiting the sources of Mother Nature. We also boast of no toxic chemicals being dumped into water bodies or landfills, doing our best to control land and water pollution.

2. Cruelty-free Skincare

Unlike many beauty brands that test their products on animals in a laboratory before putting them out on the market, ENN Beauty products are cruelty-free, where no products are tested on animals, and no animals are harmed during the product-making and testing process.

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3. Sustainable Practices:

Minimizing plastic in our packaging and making it reusable for our customers for multiple other purposes is ENN Beauty’s prime objective. Since sustainability is at the core of nature preservation as well as ENN Beauty, we urge customers to send back their empty face mask tubs for the 3R strategy: reduce, reuse, and recycle. In return for five empty product tubs, we provide customers with extra shopping incentives and a free face mask.

4. Recyclable Packaging:

ENN Beauty packs its products in a way that is easily recyclable. 90% of our packaging, including boxes, bottles, jars, and mono-cartons is recycled, recyclable, or reusable. We also source recyclable plastic and paper packaging to reduce the brand’s carbon footprint. Even the outer cartons our products are packed and shipped in are made from 100% recycled and recyclable cardboard.

5. Water-neutral Manufacturing:

Around 80% of ENN Beauty products are manufactured using water-neutral techniques, meaning the water used in the manufacturing process is treated in the water treatment plant and made fit for reuse. This initiative makes a multifold positive impact on the environment: Saving clean groundwater, preventing water pollution, removing thousands of toxins, etc.

6. Vegan Product Ranges:

More than 50% of ENN Beauty products are made from plant-derived ingredients: the bestselling LITT UP range comprising face wash, scrub, serum, and day & night cream contains only age-old Indian Ubtan ingredients like Turmeric, Saffron, and sandalwood for bright skin; the JuiCy range including face wash, mask, cream and under eye gel is formulated with Amla-derived Vitamin C for radiant skin; the Rice There range infused with ground white rice, purple rice and fermented rice water for flawless complexion; Drop the Bags under eye care range which includes a serum and cream made with Caffeine & Vitamin E.

Embracing natural beauty and aging gracefully is a beautiful message. How does Enn Beauty approach the concept of beauty in a way that goes beyond traditional beauty standards and promotes self-acceptance and self-care?

Enn Beauty’s approach extends beyond traditional beauty standards, fostering a culture of self-acceptance and self-care that empowers individuals to embrace their natural beauty and age with grace.

Inclusivity: Celebrating diversity in age, skin types, and backgrounds, demonstrating that beauty is unique to each individual.

Realistic Imagery: Using minimally retouched images to showcase real beauty and promote self-acceptance.

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Positive Messaging: Encouraging positive self-esteem and self-love, emphasizing that beauty starts from within.

Nandita Manchandaa enn beauty moisturizer
PC: ENN Beauty

Product Transparency: Providing transparent information about ingredients, sourcing, and ethical practices to build trust.

Empowerment: Encouraging the use of skincare and makeup as tools for self-expression, not conformity.

Community Building: Creating a supportive community where like-minded individuals share self-care journeys.

Age-Positive Philosophy: Acknowledging and celebrating the beauty that comes with age, challenging stereotypes.

As a brand, Enn Beauty seems to be a pioneer in merging ethical and commercial success. How do you envision the future of the beauty industry, especially in terms of the shift towards more sustainable and ethical practices, and how does Enn’s Closet plan to lead in this evolving landscape?

The future of the beauty industry is poised for a significant transformation towards sustainability and ethical practices, driven by evolving consumer values and global concerns related to the environment and ethical sourcing.

In this evolving landscape, Enn Beauty ensures to preach by:

Sustainable Sourcing: Committing to responsible sourcing of natural ingredients, prioritizing fair trade and ethical practices throughout the supply chain.


Transparency: Providing transparent information about ingredient sourcing, production processes, and ethical commitments to build trust with consumers.

Clean Formulations: Offering products with clean, non-toxic ingredients that promote skin health and well-being.

Community Building: Cultivating a community of environmentally aware consumers who share the brand’s dedication to sustainability and ethics.

Organic coconut oil has gained popularity not only as a makeup remover but also for its various skincare benefits. Could you elaborate on the specific properties of coconut oil that make it effective in breaking down water-resistant makeup and how it fits into Enn’s Closet’s commitment to using natural and safe ingredients in its products?

Organic coconut oil is effective in breaking down water-resistant makeup due to its lipophilic nature, making it dissolve oils and waxes in makeup. It’s gentle, moisturizing, and has antioxidant and anti-inflammatory properties. Enn Beauty uses coconut oil in line with its commitment to natural, safe, and skin-friendly ingredients, avoiding harsh chemicals and offering multifunctional skincare solutions.

The term ‘glowing’ holds particular cultural significance in the context of beauty in India. Could you elaborate on how this concept of ‘glow’ is perceived in Indian beauty standards and how Enn’s Closet aligns its products and messaging with these cultural values to resonate with Indian consumers?


Nandita Manchandaa enn beauty pucker
PC: ENN Beauty

In the context of Indian beauty standards, the concept of a “glow” holds deep cultural significance. Here’s how the idea of a “glow” is perceived in Indian beauty standards:

Radiance and Luminosity: In Indian culture, glowing skin is often associated with radiance and luminosity. It signifies skin that is healthy, well-nourished, and free from blemishes or dullness. A glowing complexion is considered a sign of good health and inner vitality.

Traditional Remedies: Indian beauty traditions have long relied on natural ingredients like ghee, turmeric, saffron, and sandalwood to enhance the skin’s natural glow. These ingredients are believed to have properties that promote skin health and radiance.

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Cultural Significance: A glowing complexion is highly valued in Indian society, especially for brides on their wedding day. It symbolizes auspiciousness, purity, and the beginning of a new phase in life.

ENN Beauty has its own Glow Ghee Skincare Range inspired by age-old Indian skincare infused with Ghee and other homegrown ingredients for a natural, Indian glow.

Enn Beauty products seem to have gained significant popularity and acceptance in Indian households. Could you share insights into the strategic decisions or unique approaches that have contributed to this widespread adoption, and how Enn Beauty plans to maintain and build upon this trust among consumers?

Why ENN Beauty is a home-favorite skincare brand with products that are loved by customers of all ages can be due to:

Transparency: Being transparent about ingredient sourcing, manufacturing processes, and ethical practices builds trust. Consumers appreciate knowing what goes into the products they use.

Effective Marketing: Effective and relatable marketing strategies that resonate with consumers’ needs and values can create brand awareness and appeal.

Quality Products: Consistently delivering high-quality, effective products helps build trust and customer loyalty. Positive reviews and word-of-mouth recommendations play a significant role.

Customer Engagement: Engaging with customers through social media, customer service, and feedback channels fosters a sense of community and loyalty.

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Community Building: Nurturing the brand’s community of loyal customers and advocates who share similar values.

Utilizing all-natural and high-quality ingredients from India is a unique selling point for Enn’s Closet. Can you elaborate on the sourcing process and criteria for selecting these ingredients and how this commitment to local sourcing aligns with your brand’s values and mission in the beauty industry?

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Enn Beauty’s commitment to utilizing all-natural and high-quality ingredients from India aligns with its values and mission in the beauty industry.

Here’s how the brand’s sourcing process and criteria for ingredient selection reflect this commitment:

Ethical and Sustainable Sourcing: Ingredients are sourced in a way that supports local communities, respects fair trade practices, and ensures the long-term health of the environment.

Local and Traditional Knowledge: Ingredients are often selected based on their historical use in Indian skincare and beauty practices, tapping into centuries of traditional knowledge.

Purity and Quality: Ingredients are carefully vetted for authenticity, ensuring they meet the brand’s high standards.

Cruelty-Free: The brand does not test its products on animals, aligning with ethical beauty standards.

Transparent Sourcing: Customers can trust that the ingredients are responsibly and ethically obtained.

Supporting Local Communities: By sourcing locally, the brand supports Indian communities and encourages economic growth within the region.

Environmental Responsibility: Enn Beauty takes steps to minimize its environmental impact. This includes eco-friendly packaging and sustainable practices in ingredient sourcing.

Your Inspirational Quote?

 “Skincare should be simple. We at ENN use natural ingredients to make it fun, playful & effective.”

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