NatHabit
NatHabit is an Indian beauty and wellness brand built on the principle that the most effective skincare and haircare is also the most natural. Founded in 2019 by Swagatika Das and Gaurav Agarwal, NatHabit brings Ayurvedic formulations made fresh daily — without chemicals or synthetic preservatives — directly to homes across India. In a market saturated with products that claim to be natural but deliver little more than 1–2% botanical extracts, NatHabit takes a different approach entirely.
Fresh Ayurveda · Zero Chemicals
NatHabit — short for Natural Habit — was born out of a shared frustration with the personal care industry. Swagatika Das, an IIT-Kharagpur alumna who had worked on consumer strategy at Apple, and Gaurav Agarwal, a serial entrepreneur behind ZipGo and TaxiPixi, both grew up with homemade skincare rituals: ground herbs, cold-pressed oils, and remedies passed down through generations.
When they looked at what was available on shelves, they found a wide gap between the promise of ‘natural’ and the reality of chemical-laden formulations.
Their answer was to set up Ayurvedic kitchens where products are prepared fresh each day using grains, pulses, nuts, milk, yogurt, fresh herbs, and flowers — ingredients that lose potency over time and therefore cannot be stockpiled or mass-manufactured with long shelf lives. By committing to daily freshness, NatHabit delivers a category of beauty products that simply did not exist at scale before: truly fresh, truly natural, truly Ayurvedic..
Natural Skincare and Haircare Range
NatHabit’s product range spans face care, hair care, and body care — all grounded in classical Ayurvedic formulations. Face care products include tikta (bitter herb) face washes, ubtan scrubs rooted in ancient cleansing traditions, gel moisturisers made with fresh aloe and botanical extracts, and targeted treatments for acne, pigmentation, and dull skin. Hair care covers a range of cold-pressed oils, herbal hair masks, and nutrient-rich nutrimask treatments designed to work at the scalp level rather than just coat the surface.
Body care includes cold-processed soaps, malai lotions, and underarm ubtans. Every product is free from parabens, sulphates, silicones, and synthetic fragrances — the ‘zero chemicals’ promise that NatHabit makes is not a marketing line but a formulation principle. This commitment to organic and natural living resonates with a growing cohort of conscious consumers who are rethinking what they put on their skin just as carefully as what they eat.
Shop Their Products
NatHabit products are available on Amazon.in. Each product below is made with fresh Ayurvedic ingredients and ships directly from their kitchen to your door.
Ubtan Face Wash
Moringa Vitamin-C Face Wash
Hibiscus Amla Hair Oil
Tri-Leaf Rosemary Hair Oil
Pure Gulab Jal Rose Water
Double Cocoa Moisturiser
Sustainability Mission and Impact
NatHabit’s sustainability commitment is embedded in its core operations, not bolted on as a marketing initiative. All products are AYUSH certified and manufactured under GMP (Good Manufacturing Practice) standards, with annual independent audits. Ingredients are sourced fresh and checked against AYUSH criteria before use, ensuring purity and traceability at every stage. There are no synthetic preservatives in any formulation — the daily preparation model makes them unnecessary.
On packaging, the brand has committed to using eco-friendly materials for 40% of its product range, with ongoing work to extend this. The direct-to-consumer model — selling primarily through their own website and Amazon.in — also reduces intermediary packaging and reduces the carbon footprint of distribution. For consumers interested in sustainable living, NatHabit offers a meaningful entry point: beauty products that are good for the body and gentle on the planet.
Founding Story
Swagatika Das and Gaurav Agarwal launched NatHabit in 2019 after recognising a persistent gap in the Indian beauty market. Both had grown up with access to natural, home-prepared beauty solutions — Das from an agricultural background, Agarwal from a family of doctors — and both were frustrated that these traditions had been displaced by chemically intensive products that offered convenience but compromised on health and efficacy. They built their first Ayurvedic kitchen and launched as a digital-first brand, reaching consumers directly without the layers of retail markup that had historically made clean beauty inaccessible.
The company has grown steadily, recording 150%+ year-on-year revenue growth and a 25x increase in marketplace sales. In late 2023, NatHabit raised a Series B round of $10.2 million, enabling further investment in its kitchen infrastructure, product research, and consumer reach. NatHabit represents what a new generation of sustainable brands in India can look like: mission-led from day one, commercially viable, and built on ingredients rather than advertising claims.
Awards and Recognition
NatHabit holds AYUSH certification and GMP certification across its product range — two of the most credible quality standards in the Indian natural and Ayurvedic personal care space. Multiple products have been recognised as bestsellers in their categories on Amazon.in, reflecting strong consumer trust and repeat purchase rates. The brand’s patented face wash formulation, launched in FY23, marks a milestone in proprietary natural product development in India.
Connect with NatHabit
Explore NatHabit’s full range of fresh Ayurvedic beauty products at nathabit.in. NatHabit is also listed on the Prakati Green Directory, where you can find more sustainable fashion and natural beauty brands making a difference. For those building a more conscious beauty routine, NatHabit is a strong place to start.