Raveena Mehta, founder of GoodSide discusses simplifying beauty routines, the rise of skincare-infused makeup, conscious consumption, and her ambition to build a globally relevant beauty brand from India
As India’s beauty market becomes increasingly crowded with products, routines and trends, GoodSide is betting on a different proposition: fewer products, multifunctional formulations and simplified beauty rituals. Founded by Raveena Mehta, the brand positions itself at the intersection of skincare and makeup, offering products designed to help consumers achieve a complete look in under three minutes.
In conversation with BW Retail World, Mehta shares the consumer insights behind GoodSide, her views on the evolution of hybrid beauty, the challenges of building a sustainable beauty business, and her long-term vision for taking an Indian beauty brand onto the global stage.
What consumer insight convinced you there was space for a brand built around simplicity, multi-functionality and skinimalism?
The idea for GoodSide came from observing a shift in how people relate to beauty today. Consumers are more informed than ever, yet many feel overwhelmed by endless product choices, complicated routines and the pressure to constantly keep up with trends.
What I noticed, both personally and through conversations with friends and customers, was that people still want to look polished and feel confident, but they want to achieve that with less effort, less clutter and more intention.
At the same time, people are leading increasingly busy lives. Whether they are heading to work, meeting friends, travelling or simply managing a packed schedule, beauty needs to fit into their lifestyle rather than demand time from it. That insight became the foundation of GoodSide.
We built the brand around multifunctional products that deliver maximum impact with minimal steps, allowing someone to create a complete look in under three minutes. For us, skinimalism is not about doing less for the sake of it; it is about doing more with products that are thoughtfully designed, highly effective and genuinely enjoyable to use. We saw an opportunity to create a beauty experience that feels effortless, modern and empowering.
How do you see the hybrid beauty category evolving in India, and what role do you want GoodSide to play in shaping that evolution?
I believe the distinction between skincare and makeup will continue to blur. Today’s consumers are no longer satisfied with products that only deliver cosmetic enhancement; they want formulations that actively contribute to the long-term health and quality of their skin.
At the same time, there is a growing awareness around conscious consumption. We live in an era of rapid mass consumerism, and it was important for me that GoodSide was built with intention—from the manufacturing partners we choose to the vendors we work with. We are deliberate about collaborating with those who share our vision of non-toxic, skin-infused beauty that is both effective and responsible.
India is uniquely positioned to lead this shift. Consumers here are highly ingredient-conscious; they read labels, research formulations and rightly expect transparency from the brands they trust. This is pushing the category towards products that deliver immediate visible results while also supporting long-term skin health.
In an industry often driven by constant product launches and large portfolios, how do you balance sustainable consumption with the commercial imperative to grow?
For us, growth is not measured by how many products we launch; it is measured by how valuable each product becomes in a consumer’s daily routine.
The beauty industry has historically encouraged accumulation, but I believe consumers are increasingly looking for curation. They want products that earn a permanent place in their make-up bag rather than products they use a handful of times before moving on to the next trend.
Our approach is to spend more time developing products and ensuring they solve multiple needs exceptionally well. When a product becomes indispensable, it naturally drives repeat purchases, customer loyalty and word-of-mouth growth. That creates a healthier and more sustainable business model than launching products simply to increase SKU count.
We absolutely plan to expand our portfolio, but every launch must meet a high threshold. It has to contribute to building our ‘five-minute face’ system, simplify a routine, solve a real problem or add meaningful value to the consumer. Staying disciplined in that philosophy is how we intend to grow while remaining true to our brand purpose.
Beyond vegan and cruelty-free formulations, what does sustainability mean for GoodSide across sourcing, packaging, product development and supply-chain decisions?
Sustainability is a journey rather than a destination, and honesty about that journey is incredibly important.
For GoodSide, sustainability starts with intentional product development. Creating multifunctional products that replace multiple items in a routine is itself a form of conscious consumption.
We also think carefully about ingredient sourcing, formulation efficiency and packaging choices. Our goal is to make decisions that balance environmental responsibility with product performance and accessibility. As a young brand, we are constantly evaluating where we can improve and adopt better solutions as they become viable at scale.
One of the biggest opportunities for the beauty industry lies in packaging innovation. Developing packaging that is more recyclable and resource-efficient without compromising the user experience remains a challenge, but it is an area where we hope to make meaningful progress over time.
Ultimately, sustainability at GoodSide is about building responsibly, making thoughtful decisions at every stage and continuously raising our standards as we grow.
What are your growth priorities over the next three to five years? Are you focused on expanding the product portfolio, strengthening omnichannel presence or taking GoodSide to international markets?
Our priority over the next three to five years is to build GoodSide into a globally relevant beauty brand that originates from India but resonates far beyond it.
The first focus is deepening our product ecosystem while remaining true to our philosophy of fewer, better products. We want to create a tightly curated range that allows consumers to build an entire routine around GoodSide without overwhelming them with choice.
The second priority is strengthening our omnichannel presence. Beauty is a category where consumers want both discovery and experience. Building strong digital relationships while creating meaningful offline touchpoints will be essential as we scale.
International expansion is also part of our long-term vision. Consumers around the world are increasingly open to discovering innovative brands regardless of where they originate, and I believe Indian beauty brands are entering a very exciting era. Our ambition is to represent a modern, design-led and ingredient-conscious vision of Indian beauty on the global stage.
At its core, however, our goal remains simple: to create products that make people feel good, look good and simplify their everyday lives. If we stay focused on delivering that value consistently, growth will naturally follow.
