Brand shifts from ‘Fresh Ayurveda’ to a modern, wellness-led positioning
Direct-to-consumer beauty brand Nat Habit has unveiled a new identity, “Breathe Life, as it seeks to strengthen its presence in India’s fast-growing natural beauty segment. The shift marks a move away from its earlier “Fresh Ayurveda” positioning toward what the company described as a more contemporary and assertive brand expression.
The rebrand includes a new logo, visual design system, and colour palette led by orange, aimed at differentiating the brand from the green-brown tones common in Ayurvedic products. Nat Habit said the new identity will appear across its packaging, retail presence, and digital platforms starting this month.
“New identity brings that spirit to life, expressing the strength and confidence of modern Ayurveda while staying 100% natural at its core. Breathe Life reflects our belief that true beauty is about feeling alive, balanced, and deeply nurtured,” said Swagatika Das, CEO and Co-founder, Nat Habit.
Actor Sahher Bambba features in the campaign introducing the refreshed identity through a short film released on the brand’s digital channels.
Founded in 2019, the Bengaluru-based company sells fresh, preservative-free personal care products and claims to have over four million customers. Nat Habit said it is approaching Rs 250 crore in annual revenue and is present in more than 10,000 retail outlets. Investors include Bertelsmann India Investments, Fireside Ventures, Peak XV Partners, and Amazon India Fund.
