Vanity Wagon - A Reformative Platform for Natural and Organic Beauty Products

Company Profile is an initiative by ListMyStartUp to publish verified information on different startups and organizations. The content in this post has been approved by Vanity Wagon.

The love for organic beauty and personal care products is increasing in India. With people becoming aware of the long-term damage that chemical-containing beauty products can cause, the demand for organic and natural products is increasing like never before. This has instigated the emergence of many organic and natural care brands that claim to be chemical-free.

In the presence of too many choices, it has become tough for consumers to choose genuine products. To solve this confusion and to ensure that the consumers choose only genuine organic beauty and personal care products, Vanity Wagon was started. The picks and collects just the best organic beauty wagon and personal care products for you.

Company Highlights

Startup Name-Vanity Wagon

Headquarter-Gurugram, Haryana

Founder-Naina Ruhail, Prateek Ruhail & Sahil Shrestha

Sector-Natural Beauty & Personal Care


Vanity Wagon - About

The is a Gurugram-based startup founded in the year 2018. It is a one-stop platform to buy genuine organic beauty products for beauty and personal care. Vanity Wagon offers the products included in the platform that are toxin-free, harmful chemical-free, cruelty-free, and completely safe.

Our belief is to create a shopping experience that is not only par satisfaction but also through an informed choice. We impart a large amount of information on our products and also on the general adoption of organic products in one’s life. We want to grow as a platform that is informative, trustworthy, and fun.

What is Vanity Wagon?

Vanity Wagon app is India’s First Natural Beauty Market with its headquarters in Gurugram. It offers all categories of products like Bath and body, skin-care, hair-care, makeup, men’s care, mom and baby care, beauty products, wellness products, and gifting options. The best part is that all the products available in Vanity Wagon are organic and natural.

According to some Vanity Wagon reviews has also established itself as an informative platform, where they share detailed information about various beauty products, beauty advice from experts, and the various benefits of switching to organic products.

One of the experiments that we did was with our own forum wherein we interact with individuals daily and not only reply to their queries but also post some legitimate–core information on organics and the natural personal care industry. The forum started as a pilot project but with the response, we realized how many information gaps existed in the market and decided to take it on as a long-term project.

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Vanity Wagon - Organic / Online Beauty Industry in India

According to Red Seer Consulting, the Indian online beauty market is currently pegged at $150 million. The market size is growing 10 times per year and is expected to reach $1.6 billion by 2025.  The Vanity Wagon tracking and interface are easy to use on both the website and app.

The market size of organic beauty wagon products is currently $42 million. The global market value for natural cosmetics and beauty products is expected to make shift from 30 billion dollars in 2021 to 50.5 billion dollars by 2027. Vanity Wagon believes in sustainable beauty and stands firm in its mission to educate the audience and deliver what’s best for them in the long run.

Vanity Wagon - Founders & Team

Vanity Wagon's founders are Naina Ruhail, Prateek Ruhail, and Sahil Shrestha.

Naina Ruhail is an established media influencer and professional make-up artist in India. She completed her MBA in 2012 and then went on to specialize in beauty & skincare with her education at the London School of Styling and the London School of Makeup. She has 7 years of professional experience in marketing and brand building.

Prateek Ruhail is an MBA from the University of Oxford with a Dean's Commendation Award. He has 3 years of Project Finance (Legal) and 4 years of Business Management experience. His area of expertise is business strategy and core management. He also has led mega infrastructure project financings, thereby understanding the nuances of financial management in India.

Sahil Shrestha has an educational qualification in management and technology. Post completion of his MBA in 2012 he went on to work in different facets of operations. He is one of the main Vanity Wagon founders, as he leads the operational vertical, bringing the best of his experiences onboard.

The idea was thought of by Naina post her stint in London, UK. The market research and study showed tremendous industry growth and also a promise for a brand like Vanity Wagon to create a niche space for itself.

That being said Prateek and Naina went on to initiate the set-up of Vanity Wagon India when Sahil Shrestha (the operational team leader) jumped in and went on to complete the founding team.

Vanity Wagon - Name & Logo

The team wanted the startup name to focus on two strong points - ‘An Indian woman’s beauty box’ and ‘pan India coverage’. The initial names were around beauty and organic and natural. Several names came up, however, nothing was strong enough to focus on our two strong points – ‘An Indian woman’s beauty box’ and ‘pan India coverage’.

The Vanity Wagon logo and name are based on a beauty box that holds a Woman’s care needs and we want to build the whole personal care space of a Woman’s life with organic–natural products. Hence came the idea of the Vanity Wagon website.

Most often women in India would refer to their beauty arsenal by the term Vanity Kit. Further, the Wagon symbolizes the team traveling from household to household, city to city, and reaching every nook and corner of India, while servicing the personal care needs of an individual.

Vanity Wagon - How It All Started?

The idea was taking form while Naina was learning beauty & skincare at the London School of styling and London School of Makeup. She noticed that in the UK shopping for organic and natural beauty care products was easy, as dedicated platforms were offering just organic and natural beauty and personal care products. However, in India the beauty and personal care market is fragmented.

Besides, the market research and study showed tremendous industry growth and also a promise for a brand like Vanity Wagon India, to create a niche space for itself. The idea was validated when the first stage of research was conducted about the beauty market in India.

The organic beauty market with the fast growth of over 52% proved that the consumers of India were making the switch and a marketplace like Vanity Wagon would just make it easier.

With the idea in place, the question in mind was how to go about launching the market, which brands to keep initially, which products and categories to target, and what consumer base to work on.

With several social surveys, A&B testing, and market research the team went on to finalize all these and a point to start from. Assembling the tech team, the base work for the portal – tech, design, graphics, was put in place and the idea was executed with a turnaround time of 4 months.

The launch of the Vanity Wagon website was led across all metro cities in India simultaneously with all the buzz that could be created. With a launch event for the media, blogger collaborations, and social media launch strategy in place, Vanity Wagon went live for India in 1 go and started servicing over 10000 pin codes on Day 1.  

Vanity Wagon - Business Model

Vanity Wagon’s business model works on an upfront discount – inventory-driven model. There are many ways that you can avail Vanity wagon coupon code and offers.

Vanity Wagon - User Acquisition

The first 10 customers came in very early for Vanity Wagon. With a pre-launch plan in place, the company gathered tremendous traction before it went live and the first 10 customers were acquired fairly quickly (in 2 days)

Vanity Wagon heavily relies on customer-centric promotions. It uses social media platforms and also paid and owned media to reach out to the target audience. As said by Prateek, owned media is working remarkably well for Vanity Wagon India.

One of the first campaigns we did worked well for us, owing to the team's approach to it and the concept – ‘What Organic Means to You’.  We did this campaign with bloggers, a few household women, and the real users out there. The idea was to understand what we need to do to make organics popular and the whole campaign was really helpful. With over 100 ideas on what organics can mean we knew which notes to hit and doing so earned great success in the short term post the campaign.

Vanity Wagon - Growth

Vanity Wagon operates out of Gurugram (Corporate Office) and warehouses at present in Delhi With revenue growth of 100% month on month, the company is destined for great success in the long term.

Starting with a limited brand base, it now boasts over 151 brands including some top players in Natural Beauty such as MyGlamm, Ruby’s Organics, Indulge Essentials, Raw Nature, and Biotique.  

The User-base continues to grow steadily at 50-70% month on month and is driven by multiple sources online and offline Vanity Wagon works closely with every customer and runs to create a communal feeling wherein every user freely converses with our experts and benefits in every possible way even if there is no transaction involved.

Vanity Wagon - Funding & Investors

Vanity Wagon funding is bootstrapped and is working towards raising early-stage investment in FY 19-20. The shareholders at present are the founding members.

The cash flow for the funding has been fairly consistent with great support from our family and friends too. We have managed to create the right buzz in the market and are getting rewarded for that each day with our growing user base and repeat customers – Prateek

Recently in January 2021, the company raised over $200,000 in a seed round that included investors like Agility Venture Partners, Alfa Ventures founder Dhianu Das, actress Anita Hassanandani and angel investor Sanjay Nagi. The most latest funding was raised in October 2021 by the seed round.

The total amount raised by Vanity Wagon is $934k.  The Vanity Wagon funding is said to be used to expand its global footprint, onboard more brands, and fulfill a larger consumer base.

Vanity Wagon - Startup Challenges

According to Prateek, the biggest challenge for the Vanity Wagon app is to make the users switch. With so many nice-smelling, beautifully packed chemical products on the market, the majority of the user base is content with buying products that a celebrity endorses. Natural products are comparatively newer to the space of mainstream beauty and are slowly making their place in the market.

Vanity Wagon - Competitors

There are many platforms offering beauty and platforms online. Some of the Vanity Wagon competitors are the Nykaa platform, Purplle platform, and Dermstore platform.

While all other platforms offer all sorts of beauty and personal care products that may or may not be natural, Vanity Wagon's USP is a dedicated platform for just natural and organic products.

Vanity Wagon reviews talk about the platform creating a space where an individual only has natural options be it in makeup, skincare, bathing essentials, or wellness. Everything on the portal is non-harmful chemical driven and makes it easy for a consumer to get hooked on clean beauty.

All our competitors motivate us primarily being Nykaa, having done so well in the last few years. They have gone on to create a community for beauty and we look to do that for natural beauty.

Vanity Wagon - Advisors & Mentors

Vanity Wagon India has advisors from different fields and tangents including – tech, marketing, and business strategy.

Col. A S Ruhail (Retd.) with a distinguished career in the Indian Army went on to successfully establish an educational venture. His core being strategy and business implementation, the Vanity Wagon website closely associates with him on major strategy standpoints and benefits in every way possible.

Mr. Mayank Kumar (IIM Lucknow) has a successful enterprise and advises Vanity Wagon on the technical growth plans and strategies.

Mr. Vaibhav Jain is a successful entrepreneur – marketer and angel investor. He offers his support in marketing and brand-building initiatives for Vanity Wagon.

Vanity Wagon - Future Plans

The platform claims to have sold over one lakh products and registered 5 times more growth since 2019. Vanity Wagon has great plans for growth in the future-

The company wants to serve customers through an omnichannel strategy, thereby aiming to open 15 stores by the end of 2022.

Vanity Wagon are targeting to have more than 200 brands associated with them by the end of 2022.

The company is planning to ship Indian Organic beauty products to 5 offshore territories and they are currently planning to start with Singapore and then move forward with other APAC countries.

The company is also planning to take over several brands to increase its business. The brands that are unable to fit the market due to money issues but have great potential in their products are on the target list of vanity wagons.

Story of Fizzy Fern- Ayurvedic and Natural skin care products makers


Vanity Wagon is a platform started by three individuals for the betterment of people. Vanity Wagon is a platform that promotes the growth and sale of nontoxic products. They promote the clean beauty marketplace. The beauty products that are available on their site all fulfill the criteria set by the Vanity Wagon team. Some of the basic information about vanity wagons is shared above.


What are clean beauty brands in India?

Clean beauty brands sell products that are in harmony with our body and health and does not have any toxic chemical in them. Some of the most well-known clean beauty brands in India are Butterfly, FAE Beauty, Blur, etc.

Does Vanity Wagon sell original products?

As per the reviews collected by Vanity Wagon, the products sold by them are 100% original. Vanity Wagon is also known as the best platform to sell clean beauty products that do not cause any toxicity to the body and health.

Is brand Myglamm chemical-free?

Yes, the products made by Myglamm consist of no toxic chemicals in them. They are made with 100% free toxic formula.

Is MartiDerm cruelty-free?

Yes, all the products made by Martiderm are cruelty-free as they are not tested on any animal as well as there is no harm done to any animal in their production.

Who are the competitors of Vanity Wagon?

The competitors of Vanitywagon are Nykaa, Purplle, and Dermstore.