When choosing what our first product launch should be, Himadri and I did an extensive exploration of the Indian market. Our journey involved scrutinizing both home grown and imported products, with a particular study of the impressive offerings from Korea. Korean's are famous for inventing double cleansing - the process of using an oil cleanser (aka cleansing balm or oil) first and then following it up with a water cleanser. These cleansing balms, capable of effortlessly removing not only foundation and concealer but also stubborn waterproof mascara, set a high standard that our own creation had to meet—and exceed.
As we spoke to more members of our skincare community, three prominent challenges emerged, demanding innovative solutions:
1. Affordability:
The cleansing balms we admired often came with a hefty price tag. Recognizing the pivotal role of this product in maintaining excellent skin health, we were determined to make it accessible to Indian women without breaking the bank.
2. Tub Woes:
The conventional waxy balms housed in tubs posed a series of inconveniences. From being unfriendly to nails to the unhygienic exposure to hands and water splashes, these balms required a more user-friendly approach. Furthermore, their oily residue necessitated a follow-up second cleanse, a cumbersome step especially after late-night partying.
Our task was clear:
- create a cleansing balm capable of tackling the toughest waterproof makeup, including the notorious mascara.
- Package it in a tube for ease of use, eliminating the drawbacks of tubs and ensuring nail-friendly usage.
- Design a one-and-done product that emulsifies well, rinses off easily, and eliminates the need for a second cleanse.
The Insane Brief and Brave Formulators:
Armed with an almost insane brief, our courageous formulator team embarked on an arduous journey that spanned numerous iterations (a whopping 45, to be precise) and multiple trials with various ingredients. The goal was to source the exact Japanese cleansing agent renowned for its unparalleled makeup removal prowess. Complemented by a European ingredient ensuring single-cleansing effectiveness and enriched with locally sourced natural ingredients, we aimed to leave the skin not only makeup-free but also hydrated and conditioned.
The Winning Formula:
After tireless efforts and meticulous fine-tuning, we achieved the seemingly impossible. Dreamy Atoms emerged as the culmination of an extraordinary journey—a cleansing balm that defied convention, offering unparalleled makeup removal, nail-friendly application, and the convenience of a one-and-done product. The infusion of Japanese and European ingredients, combined with the richness of locally sourced naturals, resulted in a cleansing balm that not only met our high standards but exceeded the expectations of Indian women seeking a skincare essential that delivers on its promises.
In essence, the Dreamy Atoms journey isn't just about creating a cleansing balm; it's a testament to the relentless pursuit of innovation and the unwavering commitment to providing a transformative skincare experience for every woman.