MediaNews4u.com caught up with Radhika Ghai, Founder, CEO kindlife and a voice in the beauty and wellness space. With her expertise and insights into K-Beauty and J-Beauty, she is driving conversations around clean, conscious living and modern self-care.
kindlife curates Korean and Japanese beauty brands for Indian consumers and is building an ecosystem of 2.5 million+ engaged users. With over 2 million monthly visitors, the platform is helping global brands connect with India’s 700 million Gen Z and Millennial beauty enthusiasts.
kindlife caters to conscious and conscien>ous consumers and is addressing the massive $250 billion total addressable market (TAM) of digital-first brands in India. Consumers can shop from 800+ toxin-free homegrown and global brands that are kind to you and the planet, learn from experts, and engage in the 500,000+ strong community. The promise is simple: no toxins, no trolls, and no trash.
India’s first female unicorn founder, she previously founded ShopClues in 2011, the marketplace that brought the bazaars of India online, enabling online commerce for 400 million consumers from tier two and tier three cities. She began her entrepreneurial journey when she set up her own advertising agency in 1997 before moving base to the US to do her MBA from Washington University, St Louis. She spent the next few years working at Goldman Sachs and Nordstrom in Seattle and subsequently launched FashionClues, a social content portal for NRI women in 2009.
Her contribution to the business world has been further recognised through the multiple awards she has received over the years such as the CEO of the Year Award at CEO India Awards; Outlook Business Woman of Worth at Outlook Business Awards and Exemplary Woman Entrepreneur of the Year at CMO Asia Awards, to name a few. Radhika has also earned the prestigious ‘First Lady’ award by the Ministry of Women and Child Welfare and given by the President of India for being the first woman to create a Unicorn ($1bn valuation) in India.
Ghai is a start-up investor and is involved with various mentoring and coaching programmes where she works with young entrepreneurs and women in business. She has a keen interest in clean living and believes that every step, small or large, is worth acknowledging. Ghai lives in Gurugram with her two sons and tries to get 12,000 steps in a day.
Q. You had success with ShopClues. What were the learnings from that venture that have helped with kindlife?
My journey with ShopClues played a pivotal role in shaping my entrepreneurial perspective. Building one of India’s first unicorns taught me the importance of resilience, adaptability, and a customer-first mindset. At ShopClues, we focused on democratising e-commerce, particularly in Tier II and III cities, which revealed the immense potential in markets that had previously been underserved.
With kindlife, I’ve applied these lessons to create a platform that speaks to the next generation consumer. We’re revolutionising the beauty and wellness landscape by bringing the best of trending global brands to young India. For brands, we’re bringing them exclusively to the country enabling them to tap into the potential of 700 million Gen Zillennials.
Q. In your experience, for a startup to succeed, does a product have to be 10X better? What is the USP of kindlife in a competitive beauty environment?
The ‘why’ for the consumer has to be there – irrespective of what you’re building. For startups, real success often comes from identifying evolving consumer needs and delivering solutions with clarity and purpose.
At Kindlife, we combine high quality, well researched products with a tech enabled and personalised experience designed for young India. Our platform offers curated access to trending global beauty brands, especially from Korean and Japanese skincare, known for their high efficacy ingredients.
Built for Gen Z and Gen Alpha, Kindlife simplifies discovery through AI powered tools such as skincare diagnostics and ingredient level filters, helping users create routines tailored to their unique needs. Our Champions Community of over 5,000 creators shares real and honest recommendations, making Kindlife more than just a marketplace. It is a trusted space where content, community and commerce come together to empower the modern Indian beauty consumer.
Q. For 2025, what goals have been set in terms of sales growth, deep market penetration, profit, etc.?
We’re off to a great start in 2025, marked by exclusive launches like Neaf and Frudia and a growing offline presence through our partnership with NewU. These milestones are helping power global beauty—boosting visibility, access, and momentum across channels.
Looking ahead, we’re set to introduce over 30 exclusive Korean and Japanese beauty brands, with more unique product launches on the way. Our curated offerings continue to differentiate us in a competitive market.
Strategic partnerships remain a key growth driver, with deeper collaboration with leading retailers like NewU expanding our reach both online and offline.
To strengthen our market position, we are actively pursuing new partnerships, including exclusive collaborations with prominent retailers such as NewU. These partnerships will enable us to expand both our online and offline presence, enhancing our visibility and accessibility to a wider audience.
Q. The aim is to drive conversations around clean, conscious living and modern self-care. What does this entail?
At kindlife, we aim to drive conversations around self-care and skincare, two concepts that are increasingly intertwined for this generation. For today’s consumers, skincare is not just about beauty but about self expression that aligns with personal choices.
This generation is incredibly conscious of the ingredients they are putting on their skin, being mindful of what works for them and prioritising products that are suitable for their unique needs.
They are looking for products that feature high-quality ingredients and deliver proven, high-efficacy results. The focus is on products that are not only effective but also offer transparency in ingredient sourcing and manufacturing processes.
This shift reflects a growing demand for skincare solutions that truly work and align with personal values. By offering a carefully curated selection of beauty and wellness products, and fostering a community that shares insights and experiences, the goal is to empower consumers to make informed choices that support their holistic well-being.
Q. What role is beauty playing in the growth of Korean culture in the country?
Korean beauty, or K-beauty, has significantly influenced Indian consumers, especially the younger demographic. The focus on high-quality ingredients like snail mucin, Centella Asiatica, and hyaluronic acid has resonated strongly with those seeking personalised skincare solutions that deliver visible results.
India’s premium skincare market is growing at a 15-18% CAGR, with Korean skincare exports surpassing $8 billion in 2023, and India emerging as a key market in this growth trajectory. This surge in popularity highlights the increasing demand for effective, high-quality skincare products.
The emphasis on hydration and advanced skincare routines, such as multi-step regimens, has captured the attention of Indian consumers who are more cautious about the ingredients they use on their skin. They are prioritizing brands that offer safe, effective, and suitable solutions for their skin types, making K-beauty an appealing choice.
The rising popularity of K-beauty is a key driver of the Hallyu wave, which has significantly influenced various aspects of Korean culture in India, including fashion, K-pop, and K-drama. As consumers embrace K-beauty products, they are also discovering Korean fashion and entertainment, further fueling the cultural exchange between India and Korea.
At kindlife, we are tapping into this trend by offering a curated selection of over 50 authentic Korean beauty brands, such as COSRX, Beauty of Joseon, and Nolahour, known for their high-quality ingredients and innovative formulations. With the launch of Cokodive, we’re not only enriching India’s beauty landscape but also contributing to the growing influence of Korean culture, which has become an integral part of today’s consumer lifestyle.
Q. Could you talk about marketing innovations that will be done in the coming months?
Innovation is at the heart of our marketing strategy, and we’re focusing on using our AI native tools for discovery and personalisation, making it easier for consumers to find products that meet their unique needs. The Kind Champions, our creator program, includes over 5,000 KOLs, micro, and nano creators who share their recommendations, helping to build trust and authenticity.
Additionally, Live commerce has played a crucial role in our growth strategy, significantly enhancing the overall app experience and serving as a key element in building our community.
Moving forward, we will continue to focus on creating new, innovative experiences—both online and offline—that will further strengthen our relationship with consumers and deepen our connection with the Kindlife community.
Q. Since 85% of the TG is under the age of 35, will the media mix heavily skew towards digital? Or will traditional media also have an important role to play?
Since our audience is young, our media mix is entirely digital, focusing on creating engaging online and offline experiences. This generation consumes content on their terms, with a focus on authenticity, real-time interactions, and seamless online experiences.
Social media, influencer partnerships, and content marketing are essential for connecting with them, and we are leveraging these digital channels to build meaningful conversations. It’s all about striking the right balance to ensure we’re meeting our audience where they are.
Q. A study a few years back showed that YouTube has emerged as a beauty advisor. What is kindlife’s content creation strategy, and what does it look for before partnering with content creators?
At kindlife, content is a powerful tool for both education and engagement. Our strategy revolves around creating authentic, informative, and relatable content that speaks directly to the needs and concerns of the audience.
Through the Kind Champions Programme, we work with over 5,000 creators and Key Opinion Leaders (KOLs) across various platforms to share insights, product reviews, and beauty & wellness tips that resonate with their audiences.
When partnering with content creators, we focus on their circle of influence and the engagement levels of their audience.
Whether they’re active on YouTube, Instagram, Telegram, or other platforms, it’s crucial that creators are able to connect genuinely with their followers and drive meaningful conversations. This approach helps us ensure that we are partnering with individuals who align with kindlife’s values, creating trust and reinforcing our position as a reliable source in the wellness space.
Additionally, we have an in-house team of young, trend-savvy professionals who stay attuned to the content people are consuming. By identifying emerging trends, we craft content that resonates with our audience and keeps us at the forefront of the beauty and wellness space.
Q. How will kindlife use advances in AR, VR, chatbots to forge meaningful connections?
This GPT generation wants more than just a product—they want personalised, efficient, and immersive experiences. As a digital first brand , we have embedded technology and AI into every touchpoint of the kindlife journey from start to end.
The experience begins with our virtual skin analyser, where users can upload a picture to receive a detailed diagnosis of their skin concerns. Based on this analysis, our AI assistant Kiki AI recommends a personalised skincare routine tailored to their needs.
We also have an ingredient scanner that helps users understand the purpose and impact of each ingredient, making product discovery more transparent and informed. These tools are designed to make every step of the consumer journey smarter and more relevant, turning self care into a more intuitive and empowering experience.
Q. Some beauty brands have been founded by celebrities like Katrina Kaif. Is kindlife looking to go the celebrity route?
We focus on authenticity and collaborating with individuals and brands that align with our core values. While celebrity-backed beauty brands have gained attention in the market, we look for partnerships that bring credibility, influence, and a shared commitment to quality.
For example, we recently collaborated with South Korean entrepreneur and influencer Jeong Ji-woo to introduce her skincare brand, Neaf Neaf, to the Indian market. This partnership is built on a shared belief in thoughtful formulation, transparency, and innovation.
We remain open to future collaborations with new brands and influential voices that reflect our mission to offer meaningful and trusted beauty and wellness experiences.
Q. When Gen Z go to physical stores, they browse online for product and price comparison. How important is having a presence in retail media for kindlife?
While Gen Z is undoubtedly an online-first generation, offline retail continues to play a critical role—especially when it comes to product discovery and creating memorable brand experiences.
The offline environments allow for deeper engagement and a more tactile interaction with products. For many consumers, especially in beauty and wellness, the opportunity to touch, feel and explore in person still holds strong relevance.
At kindlife, we view retail expansion not just as an additional channel, but as an imperative strategic initiative. Our retail strategy includes collaborations with established platforms to make our curated range of products accessible to a wider audience. This includes our partnership with Dabur’s NewU stores across India, where customers can now explore kindlife offerings in a physical environment, supported by the convenience and insights of online discovery. This omnichannel approach ensures we connect with consumers wherever they are—online or offline.
