the last month has been surreal.
The Hindu ran a piece on us. influencers we never pitched started reacting on their own. clips went viral across instagram, reels, the whole feed. and the comments weren't just "cool looking towel". it was people finally waking up to something thats been bothering all of us silently - but never had a proper answer...till now.
for years skincare was a shelf. a cleanser, a serum, an spf, a moisturizer. you bought the routine and hoped.
something shifted. people figured out skin isn't a shelf - it's everything that touches it.
the water they shower in. the food they eat. the pillow they sleep on. and finally, the towel they drag across their face twice a day, every single day.
that last one was the blind spot. you can run the perfect 12-step routine and then undo it with a damp, bacteria-loaded towel in three seconds. india's starting to get that. and that's a bigger deal than any single product launch.
Just last month :
- The Hindu asked the question straight up - "are towels the missing link in skincare?" - and didn't flinch from the answer.
- a celebrity dermatologist - the kind whose client list runs up to names like Anushka Sharma mentioned us (funny because we have one Anuksha sharma in our customer base).
- and the study holds: 60+ people, ~21% reduction in acne in 14 days, just from switching the towel.
when the press, the derms, and the data all point the same direction, people stop calling it a trend and start calling it a habit.
but there was something we didn’t expect.
the last couple of weeks, the buyers changed.
not just early adopters and skincare nerds but celebrities, professionals, the kind of elusive, hard-to-reach people who don't buy things because of an ad. they bought because someone they trust told them it was real.
that's the signal we actually care about. you can't run a discount to make those people show up. they arrive when something has quietly crossed over from "product" to "thing serious people use."
the world is slowly waking up. that's the good news.
so two things sit on us now:
- make the best product, full stop. the moment the press and the derms vouch for you is the exact moment you can't afford a single bad batch. We’ve had issues in the past like any brand. but since the tide is rising higher and higher, we will but 200% to ensure quality never skips a beat.
- be there when people reach for us. The last year alone 4 of our best products stocked out. It took about 30 daays to get back. as a growing business stock outs are cool, but it means someone who trusted us didn’t get a doctor towel. We will put better efforts to ensure this never happens again.
because the worst thing we could do right now is convince india that the towel matters... and then not have one ready to hand them.
read the piece that kicked it off → The Hindu: Are towels the missing link in skincare?