Jaipur | Rajshree Upadhyaya | Founded in 2023 by Kanika Singh Chopda along with co-founders Labdhi Chopda and Aditi Chaturvedi, Mishmash Naturals has emerged as India’s first Ayurvedic beauty and self-care brand designed exclusively for children. What began as a deeply personal experience soon evolved into a promising entrepreneurial journey. The idea for the brand was born when Kanika’s young daughter, Mishka, suffered an allergic reaction after using adult makeup during a school activity. Concerned by the lack of beauty products specifically formulated for children, Kanika began searching for safer alternatives. She soon realized that most products available in the market were simply repackaged adult cosmetics rather than formulations designed for young, delicate skin. This inspired her to create a brand that addressed this overlooked need. Joined by co-founders Labdhi Chopda and Aditi Chaturvedi, Kanika laid the foundation of Mishmash Naturals with the vision of encouraging creativity, confidence and safe self-expression among children through products specifically designed for their age group rather than encouraging them to imitate adults.
This philosophy became the cornerstone of the company as it developed a comprehensive range of Ayurvedic children’s beauty and personal care products, including kids’ makeup kits, lip balms, lip glosses, eyeshadows, blushes, sunscreens, body washes, shampoos, body lotions and hair oils. The formulations are made using gentle ingredients and food-grade colours while avoiding the harsh chemicals commonly found in conventional cosmetics. By placing safety at the forefront without compromising on fun, Mishmash Naturals carved out a unique niche in a category that had received little attention in India’s personal care industry.
National Television Exposure Helped Build Brand Recognition
Mishmash Naturals gained significant attention when founder Kanika Singh Chopda appeared on Shark Tank India to present the company’s vision. During the pitch, she shared the emotional story that inspired the business and highlighted the absence of dedicated beauty and self-care products for children in India. The founders positioned Mishmash Naturals as a brand that was not merely selling cosmetics but creating an entirely new category where safety, dermatological care and age-appropriate formulations take priority. The national television platform introduced the brand to millions of viewers and helped establish Mishmash Naturals as one of the emerging startups redefining children’s personal care in India.
The company’s growth journey continued beyond television as investors recognised the potential of the unique category it was building. Mishmash Naturals successfully raised Rs. 2.4 crore in a pre-seed funding round led by Inflection Point Ventures, with participation from the IIT Delhi Angel Network and several angel investors. The fresh capital enabled the company to strengthen research and development, expand its product portfolio, enhance manufacturing capabilities and increase its presence across the Indian market. The investment also reflected growing confidence in the founders’ long-term vision of building a trusted brand dedicated exclusively to children’s beauty and self-care.
Focused on Safe, Age-Appropriate Formulations for Children
Today, Mishmash Naturals continues to grow as an active direct-to-consumer brand with an expanding product portfolio and an increasing presence across India.
The company remains committed to developing safe, child-friendly formulations while educating parents about the importance of using products specifically designed for young skin instead of modified adult alternatives. In a remarkably short period since its launch in 2023, Mishmash Naturals has transformed from a mother’s determination to solve a personal problem into a nationally recognised startup. Its journey demonstrates how a small concern for a child’s well-being can inspire a business that challenges conventional thinking and creates an entirely new category within India’s beauty and personal care industry.
