“Patience and resilience are key. Building a brand takes time, and challenges are part of the process.”
Founder and CEO of RAS Luxury Skincare, Shubhika Jain, built RAS with a vision to make a luxury skincare brand feel honest, effective and deeply intentional. With a focus on combining high-quality botanicals with modern scientific formulation, the vision has always been to maintain complete transparency and standards.
In an exclusive chat with Entrepreneurs Today, Shubhika shares,
“At RAS, every product starts with in depth research. Our in house R&D team leads formulation work and works directly with local growers to trace ingredient potency back to source. We document traditional knowledge, validate it with controlled testing, and refine formulas in small batch production to protect quality.”
True Calling
The inspiration for RAS came from identifying a gap between the claims made by beauty brands and what is actually sold. Even though there is a growing trend of ‘clean’ and ‘natural’ products, there is often little to no transparency about the formulations and ingredients. She shares,
“I wanted to create a brand built on trust, where ingredient integrity, formulation clarity, and performance came first. I began by focusing on strong R&D, honest sourcing, and disciplined product development. RAS was founded to offer skincare that consumers could rely on, without compromise or misleading narratives.”
Today, what sets them apart is the vertically integrated, science-backed approach and philosophy of intentional luxury.
The differentiator is the hands-on control of the entire value chain, from ingredient selection and formulation to product experience and brand storytelling. The brand prioritises quality, longevity, and relevance over market trends, and it pairs modern scientific validation with carefully chosen botanicals to deliver purposeful, effective skincare.
The Journey
The journey has not been easy, and the biggest challenge was building credibility in the beauty and luxury space. While setting up the brand, the other initial challenges included managing resources, maintaining quality, and staying patient during times when the growth was slow. The only way forward was to stay true to the vision while being hands-on in every process and focusing on the long-term goal.
Even though the journey has been tough, it has also been rewarding. Shubika says,
“We measure the success of our business in ways that go beyond just numbers. While growth and sales are important, true success for us lies in customer loyalty, repeat purchases, and the emotional connection people build with the brand.”
Shubhika is especially proud of the trust she has received in the space and the community she has built around RAS Luxury. She further adds,
“One of our biggest achievements has been building RAS Luxury into a name synonymous with quality, authenticity, and sophistication.”
Some of her milestones include winning the PETA India Compassionate Young Entrepreneur Award in 2024 and being featured in the Forbes 30 Under 30 Asia the same year. Her brand was also included in the Meaningful Business Award top 100 in 2023. Additionally, she received the CMPL Disruptors Award in the Beauty and Cosmetic category. The other accolades include recognition from Business World as a Wellbeing 30 Under 30 Super Change Maker in 2023, the Hindustan Times City 30 Under 30 Innovator in 2022, placement on LUXEBOOK’s Top 50 Indian Luxury’s Most Powerful Women in 2021, the Times She UnLTD Entrepreneur Award in the Beauty category in 2019, and a Young Entrepreneur Award in 2018–2019.
With a head full of dreams for the future, her plan for now is to expand the product range, strengthen the retail presence in key markets, and continue to enhance the brand experience. The focus will be on staying consistent with their values, investing in R&D, and paying attention to the customer needs while maintaining exclusivity.
Lastly, as she signs off, she highlights,
“Stay true to your vision, don’t compromise on quality, and be willing to learn constantly. Success doesn’t come overnight, but consistency and belief in what you’re building make all the difference.”
