In mid of 2018, our Founder Ritu Bhagat was working with some of the biggest beauty brands in the R&I space and re-alized the gap in the market where all the decisions for the brands and new product launches were made by older white men, whereas the target audience was younger Indian females. This difference made her realize how much better beauty and the products in the industry could be if the decision-makers understood the real issues faced by the users. Makeup in India is made with the goal to look 'fairer'
and 'whiter', rather than enhance and wear your true skin proudly. That’s why we created Harkoi, we wanted a brand that celebrated & solved beauty problems faced by Indian skin & skin tones. We wanted a brand that fought against the traditional mindset of 'fair is beautiful' and the Colorism faced by people of deeper skin tones every day.