If you're anything like me, your shopping habits have taken a serious turn toward the local and the unique. There's something thrilling about discovering a gem of a brand that not only gets your style but also feels like a best-kept secret. In the spirit of supporting homegrown talent and adding some pizzazz to your wardrobe, we've rounded up the latest and greatest new brands that are making waves right here in our own backyard. These aren’t just brands; they’re stories, dreams, and a whole lot of fabulousness wrapped in creativity and passion. So, grab a cuppa and get ready to meet your next fashion obsession. Trust me, your closet will thank you!
Fashion Finds
ALAN By Vani: Defying Norms with Style
Image Source: Instagram/alanbyvani
ALAN By Vani blends modern twists with statement-making designs, offering seasonal collections and custom-made pieces. Their commitment to innovation and quality shines through in every design and timeless piece of jewellery. The brand celebrates individuality and exceptional style, turning every piece into a statement of personal flair and craftsmanship.
Oshin: Redefining Aesthetics with Sustainability
Image Source: Instagram/oshinsarin
Established in 2022 by Oshin Sarin, the eponymous label revolutionises the harmony between conscious production and style. Oshin's core philosophy emphasises well-structured garments, embracing inclusive ‘body type’ categories over traditional gendered sizing. Sustainability is at the brand's heart, featuring organic materials and eco-friendly dyeing techniques. Besides deadstock and recycled cotton, the label's innovative fabrics also include rose flower fabric, lotus flower fabric, and banana fabric, all dyed with AZO-free dyes. At Oshin you can expect minimalist elegance through clean lines, sharp tailoring, and subtle details that capture attention.
O'Frida: Celebrating Uniqueness
Image Source: Instagram/ofridatribe
O'Frida is dedicated to making every woman feel fabulous, regardless of age, skin tone, or body type. The brand draws inspiration from the abstract expressionist movement, treating its clothing as wearable art pieces. Each garment features hand-painted stories that celebrate individuality in all its glory. Whether strutting down the street or lounging at home, O'Frida's designs are crafted to make every woman look and feel amazing.
PHUE: Where Fashion meets Art
Image Source: Her Circle
PHUE is a maximalist fashion brand that’s all about bold colours, eclectic prints, and turning heads. Each piece is a statement, designed for the confident, expressive folks who live to break boundaries. With PHUE, you’re not just wearing clothes – you’re wearing art. Embrace your individuality and celebrate the beautiful chaos of life with every outfit.
House of Soi: Where Fashion Meets Fun and Function
Image Source: Instagram/houseofsoi_official
House of Soi began with a bold idea: making fashion accessible and affordable by embracing the digital age. Their collections showcase a love for bold prints, luxe fabrics, and flattering silhouettes. Think flirty and feminine, confident and carefree, timeless and wearable. With an in-house production line that ensures every garment is meticulously crafted, House of Soi creates pieces designed to stand the test of time. The next time you’re looking for a fun wardrobe staple, make sure you check the brand out!
Mina Jaipur: Redefining Conscious Jewellery
Image Source: Instagram/mina.jaipur
Mina Jaipur is all about jewellery that makes a statement—about you and the planet. Their in-house designs by master artists blend craftsmanship with responsible sourcing, ensuring each piece feels uniquely yours and stands the test of time. Their direct-to-consumer model cuts out the middleman, offering high-quality, handcrafted jewellery at great prices. Since March 2022, Mina Jaipur has upskilled over 100 undereducated men and women, helping them achieve financial independence. They prioritise using recycled and freshly-mined metals to support communities, and lab-grown gemstones to reduce environmental impact.
Beauty Finds
Zygos: Eye Makeup's New Best Friend
Image Source: Instagram/zygosbeauty
This one’s for the makeup lovers out there! With Zygos Beauty, the mission is to craft innovative eye makeup products right here in India. Built with care, lab-tested, and featuring custom formulas, Zygos Beauty promises to deliver high-quality products that artists and makeup enthusiasts will adore. The brand’s Reyeflective Palette is packed with 20 jaw-dropping eye shadows- a combination of multi-textured shades- all smooth as butter on application. If you’re looking for a makeup splurge, this palette maybe it!
Dab to Fab: Skincare Smarts
Image Source: Instagram/dabtofabofficial
Dab to Fab, founded by Pranauthi Sangisetti, is here to upgrade your skincare routine. This isn't just about looking good; it's about making sure your skin is ready for anything life throws at it. With a focus on the skin’s microbiome, Dab to Fab uses smart ingredients and innovative formulations to keep your skin barrier strong- giving us two smart products- a cleansing gel and moisturizer. Think of your skin’s microbiome as a tiny ecosystem that keeps everything in balance. A healthy microbiome equals a healthy skin barrier, which means fewer breakouts, less irritation, and better protection against UV damage.
Perenne: Where Nature Meets Skincare Brilliance
Image Source: perennecosmetics.com
Meet Perenne, the skincare brand that’s blending together nature, science, and a dash of French elegance. Founded on the principle of sustainable beauty, Perenne's products are crafted using OE (Original Extract) fruit water, making them uniquely efficacious and naturally bio-compatible with your skin. Their clean beauty philosophy means saying a firm "NO" to parabens, phthalates, sulfates, silicones, and other nasties. Instead, they focus on safe, natural ingredients, with fragrances kept to a minimal presence of less than one percent. What’s more? Perenne’s packaging is made from post-consumer recycled plastic and glass- highlighting the brand’s focus on sustainability apart from making sure all products are non-GMO, cruelty-free, dermatologically tested, hypoallergenic and non-comedogenic.
Murshmallow: No Nasties with Great Quality
Image Source: Instagram/murshmallowskin
Meet Murshmallow: the skincare brand that’s as sweet as its name and as dedicated to your skin as you are to your self-care routine. With a no-nasties policy, the brand’s products are free from toxins, alcohol, and parabens, proving that clean beauty doesn’t have to be expensive. They’ve cherry-picked potent ingredients from around the globe and wrapped them in recycled packaging, making self-care both effective and eco-friendly. Our absolute favourite has to be their Coconut Milk & Vanilla Body Polish- a light yet super effective scrub/polish that helps all the gunk out of the skin easily!
Happier: But First, Sunscreen
Image Source: Instagram/happier.skincare
Meet Happier a brand that redefines sun protection by blending joy with health through innovative SPF formulas that keep your skin protected and hydrated. Whether you’re slathering on their sunscreen stick (which feels super light on the skin, FYI), enjoying the lightweight gel, or perfecting your glow with their tinted sunscreen, every application feels like a sunny Sunday. With a commitment to cruelty-free, skin-loving products, Happier ensures that your skincare routine is as delightful as a day in the sun—without any of the sunburn.