Radhika Ghai on how AI is transforming the beauty and wellness industry

Founded in 2021 by Radhika Ghai, Vidit Jain, and Manasa Garemella, Kindlife is an online marketplace catering to the growing demand for new-age beauty and wellness products. As global beauty trends gain traction in India, the platform aims to bridge the gap between international standards and local accessibility. With over 2 million visitors per month and operating in a $250 billion total addressable market, Kindlife is positioning itself as a key player in the evolving beauty and wellness space.

In an exclusive interaction with Adgully, Radhika Ghai, Founder and CEO, Kindlife, discusses the inspiration behind launching the platform and the journey so far. She shares insights into the thought process behind the brand name, strategies for scaling further, and the significance of their newly revamped AI-driven logo, Kiki 2.0. She also highlights the shifting consumer approach toward beauty and wellness in India and the key trends shaping the industry's future.

What inspired you to start Kindlife, and how has the journey been so far? Also, what was the thought process behind choosing the name “Kindlife”?

There was a shift in consumer preferences after COVID. Young Indian consumers, particularly Gen Zillennials, were looking for high-quality ingredients, better-for-you, efficacious products in their self-care routines. For this generation, self-care is central and an essential form of self-expression. While both brands and consumers were ready, the challenge lay in discovery and curation. This is where Kindlife came in—to bridge this gap and transform the beauty and wellness space. In under three years, we have rapidly grown to become the go-to destination for young Indians looking for trending global beauty, especially Korean and Japanese. The platform offers over 800 brands, with 25% being global brands.

The name Kindlife was thoughtfully chosen with self-care at its core. Kindness is in the actions you take, and the platform enables millions to make choices that are kind on the body, in the body, and around the body. At its essence, Kindlife is making self-care mainstream. Any move towards a better you is a kindmove, regardless of whether it’s big or small.

With over 2 million visitors every month and a $250 billion total addressable market, how do you see Kindlife scaling further?

Kindlife is on a strong growth trajectory with immense potential to scale further. Our focus is on expanding brand partnerships, enhancing discovery, building unique experiences for Gen Z and strengthening omnichannel reach. With technology central to our business, and utilizing our proprietary AI-tech kiki.AI, we are creating a unique, personalized experience to make product discovery seamless, ensuring consumers effortlessly find high-quality, globally trending brands. Through Kindbox, we are exclusively bringing global brands into the country, enabling them to tap into the massive 700 million consumer potential through online and offline channels.

Kindlife is set to redefine the future of beauty and wellness with the launch of revamped logo Kiki. Could you share what makes it unique?

Our new logo embodies cuteness, self-expression, and the spirit of a new generation that values authenticity and purpose. Beyond being cute, it has to have the right tonality and meaning attached. AI is transforming the beauty and wellness industry, especially for Gen Z and Gen Alpha. As they move away from the ‘Google’ to ‘AI-driven ChatGPT’ world, their approach to self-care discovery is also undergoing a significant shift. We stand at the forefront of this digital revolution—where technology meets cutting-edge beauty to empower and inspire a new generation.

We’re leveraging AI to enhance user experiences, foster deeper connections, and create a more intuitive and personalized journey. Our proprietary AI tool, kiki.Ai, helps consumers navigate the app with ease, offering personalized recommendations, tips, and guidance tailored to their unique beauty and wellness needs – your go-to companion, always evolving alongside you.

Do you see a shift in Indian consumers’ approach to beauty and wellness?

Definitely! There is high awareness of global beauty trends, and young consumers are interested in high-quality products. With Gen Z and Gen Alpha prioritizing authenticity and efficacy, we curate the best of trending brands that truly resonate with this new generation of beauty enthusiasts. The growing influence of Hallyu (the Korean Wave) and J-Wave (the Japanese Wave) has further shaped preferences—Indian consumers are embracing K-beauty’s intricate multi-step routines alongside J-beauty’s minimalist, results-driven approach. This evolving landscape presents an exciting opportunity to redefine beauty and wellness in India. At Kindlife, as young India’s go-to beauty destination, we are at the forefront of this shift.

Kindlife is not just a marketplace, but also builds first-party brands. What drives your product development strategy?

At Kindlife, our aim is to bring the best of trending brands to young consumers, allowing them to experience global beauty firsthand. We’re exclusively launching 35 brands over the next two quarters. We carefully curate these brands and our focus is on enhancing discovery, and strengthening omnichannel reach to make international beauty more accessible. With live shopping on the app and creating unique online and offline experiences for Gen Z and Gen Alpha, we are bridging the gap between international brands and India’s thriving beauty community, creating a new era of beauty retail in the country.

The beauty and wellness market in India is evolving rapidly. What key trends do you see shaping its future?

The beauty and wellness industry in India is experiencing a significant transformation, driven by trend-driven consumer choices, ingredient efficacy, and global trends. At Kindlife, we observe several key factors shaping its future:

Inside-Out Skincare: Consumers are increasingly prioritizing skin health by choosing science-backed formulations that deliver real results. There is a growing demand for multi-functional products that not only nourish the skin externally but also support its health from within. Collagen-based solutions, for example, are gaining popularity for their ability to enhance skin elasticity, hydration, and overall resilience. This shift highlights a more holistic approach to skincare—one that focuses on overall benefits rather than just surface-level improvements.

AI & Technology in Beauty: The integration of AI-powered skin analysis, personalized product recommendations, and virtual try-on features is revolutionizing the beauty experience, making it more customized and accessible for individuals.

Multi-Step Skincare as Self-Care: Inspired by K-beauty, layered skincare routines are evolving beyond just achieving healthy skin—they’re now seen as holistic self-care rituals. In 2025, this trend reflects mindfulness, encouraging individuals to dedicate time to their well-being while achieving radiant skin.

Targeted Actives for AM & PM Routines: There’s a growing awareness of using specific active ingredients at different times of the day. Consumers are embracing separate AM and PM skincare routines, ensuring their skin receives the right ingredients when needed.

The Rise of Masking: Face masks remain a cornerstone of K-beauty, with 2025 seeing a surge in their popularity as a deeply restorative practice. From instant hydration to detoxification and targeted skin treatments, masks are now an essential part of skincare regimens worldwide.

At Kindlife, we are committed to curating brands that embody these values, ensuring that Indian consumers have access to the best of high-performance beauty and wellness.