Rajshree Upadhyaya | Business Remedies | By creating a premium organic beauty brand, Kanika Devani has carved a distinct identity with Mintree in India. Her journey is shaped by years of working closely with some of the world’s most influential beauty and lifestyle brands. With professional experience at organisations such as L’Or├йal Paris, Benefit Cosmetics, and Reliance Brands, she developed a deep understanding of how global beauty businesses are built, scaled, and positioned in competitive markets.
However, while studying the Indian market, Kanika noticed a consistent gap. Although premium beauty products existed, very few offered certified organic formulations combined with sustainability and professional-grade performance. This insight became the foundation of Mintree, which she officially launched in 2019 with the aim of redefining luxury beauty for both salons and conscious consumers. Mintree was envisioned as a brand that respects both skin and the environment, without compromising on comfort or performance.
From the very beginning, the company committed itself to being certified organic and completely vegan, staying away from sulphates, parabens, and animal testing. Instead of entering the crowded mass retail space, Kanika chose to focus on the professional salon ecosystem. She believed salons could serve as powerful brand ambassadors. This strategy helped Mintree build credibility quickly, as salon professionals adopted the offerings and introduced them to customers seeking a more elevated self-care experience.
A strong focus on biodegradable packaging
One of the defining elements of Mintree’s identity has been its thoughtfully curated pedicure and manicure kit portfolio, which soon became the brand’s signature. These kits transformed routine salon services into multi-step spa rituals, combining exfoliation, hydration, and relaxation into a single experience. Over time, the range expanded to include body lotions, face scrubs, masks, and other skin and body care products, all with equal emphasis on organic ingredients and sensory luxury.
Another important aspect of the brand has been its biodegradable packaging, designed to reduce long-term environmental impact and align with Mintree’s sustainability philosophy. Mintree’s growing presence across hundreds of salons paved the way for its appearance on Shark Tank India Season 3. When Kanika appeared on the show, she presented Mintree as a profitable and fast-growing professional beauty brand with a strong salon network and ambitious plans for expansion.
She sought an investment of Rs. 90 lakh for a small equity stake, valuing the company at a premium to reflect its revenue, margins, and brand positioning. Her pitch stood out for its clarity, confidence, and strong emphasis on scaling clean beauty. The sharks engaged deeply with the business model, questioning pricing, repeat usage, and the brand’s long-term potential beyond salons. Piyush Bansal and Azhar Iqbal resonated strongly with Mintree’s vision and execution. After negotiations, Kanika accepted an offer of Rs. 90 lakh for 1.5% equity, bringing the valuation to a more balanced level while securing strategic partners who understood consumer brands and scaling challenges. This deal marked a major milestone, validating Mintree’s approach on a national platform.
Focus on product quality and brand consistency
After Shark Tank India, Mintree continued to operate actively in the market. The brand strengthened its relationships with salons while also exploring greater visibility and direct-to-consumer opportunities. Rather than expanding rapidly only to scale back later, Mintree remained focused on product quality and brand consistency.
Today, Mintree continues to operate under Kanika Devani’s leadership, offering a range of professional and consumer beauty products. Mintree’s story is one of thoughtful growth-driven by expertise rather than hype, and built on the belief that luxury beauty can be ethical, organic, and commercially viable. From its launch in 2019 to its presence on Shark Tank India and beyond, Mintree stands as an example of how insight, patience, and purpose can shape a distinctive Indian beauty brand.
