How Mul Secrets has emerged as a necessity in an overcrowded beauty market

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

Mul Cosmetics is a brand that seamlessly blends the beauty of nature with the pinnacle of certified organic haircare and skincare. With a firm foundation in ancient beauty practices and a dedication to modern scientific rigor, Mul Cosmetics offers clinically proven formulas that stand as a testament to their unwavering commitment to customer well-being.

Deeply rooted in the cultural history of the subcontinent, Mul Cosmetics celebrates the age-old wisdom that has been handed down through the generations. They carefully deliberate over the abundant flora and fauna available, crafting potent and effective natural concoctions that have withstood the test of time.

In conversation with Adgully, Pooja Parker, Founder, Mul Secrets, speaks about how Mul Secrets ensure that every individual can partake in the goodness that surrounds them. She shares about the transformative journey of Mul Secrets along with the key challenges she had to face while building up this brand.

What inspired the founding of your start-up, and what problem did you set out to solve?

In a beauty market overflowing with external promises, Mul Secrets Wellness emerged as a necessity. After enduring a personal battle with adult acne for three years, I discovered the true key to skin health lies within. Our mission is to empower others with a holistic approach to their beauty concerns. We’re committed to clean and Ayurveda based solutions that nurture your skin from the inside out.

Could you provide an overview of your product/ service and its unique features or benefits?

At Mul Secrets, we cater to three core skincare concerns: Acne, Hydration, and Anti-Aging. Our innovative approach pairs an edible nutrition powder with an enriching mask for a holistic inside-out healing experience.

What sets us apart is the authenticity of our ingredients. Unlike common white powders filled with glucose, our nutrition drink powders are crafted from real herbs & fruits, solar dried-dried, and carefully blended. We’re proud to offer products with no preservatives or chemicals. When you prepare our nutrition drink, you’ll witness actual herbs and saffron floating in your glass—an unmistakable testament to our commitment to purity and potency.

How does your start-up differentiate itself from competitors in the market?

In a sea of external beauty products, MÅ«l Secrets stands apart as a wellness-focused skincare brand. We blend ancient wisdom with modern science, acknowledging that skincare is a holistic venture involving both external and internal factors. Our mission is to offer comprehensive skincare solutions that heal from within and enhance your outer beauty.

Our unique approach combines 90% Ayurveda with 10% active ingredients, ensuring faster and more effective targeting of your specific concerns.

What milestones has your company achieved so far, and what are your future growth plans?

We’re thrilled by the incredible response that we’ve received in such a short time, with many repeat customers already. This speaks volumes about the trust and satisfaction our brand offers.

Looking ahead, we’re excited to expand our product categories and continue providing top-quality solutions for a wider range of concerns. Additionally, we’re planning to increase our offline presence, making it even easier for people to access and experience the benefits of our holistic skincare approach.

How has the start-up venture evolved since its inception, and what challenges have you overcome along the way?

It’s been quite a journey. I began crafting this brand back in 2020, investing three years in perfecting our formulations through extensive trials and testing. My personal experience was integral in shaping our products, as I witnessed their transformative effects firsthand.

Our current challenge lies in the crowded beauty market, where establishing a meaningful audience connection can be a formidable task. However, our commitment to authenticity, holistic wellness, and quality sets us apart, and we’re determined to navigate this landscape to reach those who can benefit from our unique approach.

How does your start-up contribute to the industry or community you operate in?

Mul Secrets enriches the skincare industry by blending locally sourced Ayurvedic herbs with modern science, promoting holistic well-being. Our dedication to authentic ingredients and sustainable practices supports local communities in India. We educate and empower our audience, fostering a sense of belonging, and our expansion plans create job opportunities, further benefiting the local economy.

What problem does your start-up solve?

Mul Secrets tackles the prevalent issue of inadequate skincare solutions in an oversaturated beauty market. By harnessing the power of ancient Ayurvedic herbs like Arjuna bark, saffron, and Manjistha, we offer holistic, effective remedies. Our products are designed to not only enhance external beauty, but also to promote overall health and well-being, highlighting the significance of these potent ingredients in the pursuit of radiant skin and inner balance.

How much funding has the company raised, and from which investors?

We are bootstrapped as of now.

Who are your target customers, and how are you acquiring them?

Mul Secrets offers a range of age-specific skincare kits:

• Revive Acne Combo Pack (16-30): Targets puberty and adult acne.
• Hydrate Combo Pack (All Ages): Provides essential hydration for everyone.
• Rejuvenate Combo Pack (35 & Above): Focuses on anti-aging benefits.

Our tailored kits address unique skincare needs at different life stages, promoting healthier skin at any age.

What are the major challenges that the company faces currently?

The major challenges facing Mul Secrets Wellness include intense competition in the skincare industry, the need to continually educate customers about their holistic approach. Additionally, expanding offline presence to reach a broader audience.

What is the background and expertise of the founding team?

The founders and team members are specialists in Marketing and Strategy, with a wealth of knowledge and expertise in developing effective product marketing campaigns and strategies, both online and offline. Their core strengths lie in product development, where they work to create and refine products to meet market demand, and product marketing, where they excel in promoting and positioning products to maximise their reach and impact.

Clean Skincare has been a shared passion for our co-founders. With the aim to address the misconceptions and prejudices about India and its standards, their mission has been to promote the depth and wisdom of Indian skincare practices through local businesses. MÅ«l Secrets is their platform to showcase these ancient secrets to the world.

What is the company’s growth plan and vision for the future?

Our mission is to empower people to lead healthier lives and bring cleaner, more sustainable products into every home.

How does the company measure success, and what are its key performance indicators (KPIs)?

• Repeat customers
• Customers’ before and after journey
• Customer engagement in person with us