Beauty is not just about make-up anymore. The rise of the “feel-good” economy mirrors the rise of two skin and hair care brands from India. WOW Skin Science and Mamaearth have had different growth trajectories, but together they’re crafting a whole new skincare routine for the world– a confluence of hip ingredients and age-old DIY remedies. Their essence builds the concept of I-Beauty, but will they make it big in the global market? Music and editing by Sameer Rahat from Baqsa Studios. Audio excerpts taken from YouTube channels: Hyram, thecozyvibe, Michu, Mamaearth India.