RAS Luxury Oils embarked on its transformative journey on April 19, 2021, with a mission to redefine the skincare landscape by prioritising efficacy, quality, and purity. Rooted in Raipur, Chhattisgarh, the brand draws inspiration from the family farms that nurtured its founders, instilling in them a deep appreciation for the healing potential of botanicals and herbs.
At the core of RAS’s philosophy is the incorporation of nature’s secrets and aromatherapy into its products. The brand derives its name, RAS, from the “Essence of Happiness,” encapsulating the joy and therapeutic benefits of essential oils. By infusing the essence of nature into their products, RAS aims to provide customers with a beautiful aromatic experience that positively impacts overall well-being. Essential oils, being biocompatible with the body, contribute to a holistic approach to beauty and wellness.
RAS distinguishes itself as India’s first farm-to-face luxury brand, presenting both challenges and advantages. Sourcing ingredients directly from farms ensures the freshest and highest quality components while supporting local farmers. The brand’s commitment to a transparent supply chain, free from adulteration, results in superior product quality.
A standout feature of RAS is its emphasis on sensorial beauty. The brand’s products engage the senses, creating a holistic beauty experience for customers. Specialized formulations cater to different skin types, offering tailored solutions for individual skincare needs. From face oils to creams, serums, masks, lip care, and body care, RAS integrates trademarked technologies like HYDRAPLENISH™ to deliver hydration and moisturization.
For RAS, the phrase “perform and transform” encapsulates its commitment to personalized skincare. The brand’s range of products, backed by innovative technologies, addresses individual requirements effectively. From skincare to lip care and body care, RAS products aim not only to enhance beauty but also to transform the skin’s health.
Sustainability and ethical sourcing are integral to RAS’s ethos. Adopting a farm-to-face approach, the brand ensures control over the entire production process, contributing to purity, quality, and traceability. Innovative packaging choices, such as biodegradable bubble wrap and glass bottles, reflect RAS’s commitment to minimizing environmental impact. The brand actively encourages responsible recycling practices, allowing customers to return empty bottles.
RAS measures its impact not just in terms of products sold but in lives positively influenced. With 300,000 customers, 400 employees, and 3,500 farmer connections, the brand has a net carbon-positive impact, recycling waste and conserving water. Inclusivity is reflected in the diversity within the company, with 67% women, 24% tribal community members, and 38% from other backward communities.
Data analytics plays a crucial role for RAS as a D2C brand, helping understand and cater to its customer base better. The brand leverages customer insights to fulfill orders efficiently, conducts surveys, and uses past purchase data to recommend specific products to customers.
Looking toward the future, RAS Luxury Oils has ambitious plans for both national and international growth. As a D2C-first brand, it aims to establish itself as India’s No.1 Luxury Skincare brand while expanding globally. The vision includes over 250 SKUs, physical retail locations, and a commitment to sustainable and eco-conscious skincare practices. RAS aspires to be a trailblazer in the industry, contributing to India’s recognition on the global beauty map through significant investments in research, development, marketing, and AI technology. The brand envisions impacting the lives of employed women and farmers while maintaining a focus on community and environmental impact. As RAS Luxury Oils continues its journey, it strives not only to meet but to exceed the expectations of its customers, creating a legacy of luxurious, sustainable, and transformative skincare.
When did you start your journey?
19 April 2021 our Journey started with RAS.
Could you elaborate on the specific secrets of nature and aromatherapy that RAS incorporates into its products? How do these natural elements enhance beauty and well-being?
Nature and aromatherapy, essential oil is what we do, The word RAS itself means Essence of Happiness And that is what we encapsulate in our products, the essence of nature including essential oils into our products which helps in a beautiful aromatic experience as well the therapeutic benefits . It enhances the well being as essential oils are bio compatible with the body and might impact the overall well being of a person positively.
As India’s first farm-to-face luxury brand, what challenges and advantages come with sourcing ingredients directly from farms? How does this contribute to the quality of your products?
It is always a challenge to manage the supply chain, The benefits for this are we get the most fresh and the highest quality ingredients and also we are able to support the local farmers, Due to no adulteration and keeping a strict check on the ingredients end to end results in the superior quality of products.
RAS places a strong emphasis on sensorial beauty. Can you explain how the brand’s products engage the senses and create a holistic beauty experience for customers?
We offer specialized formulations for different skin types. Our range of face oils caters to specific skincare needs, providing tailored solutions for our customers. This personalized approach to skincare differentiates us by addressing individual requirements effectively. RAS offers a range of face care products including creams, serums, masks, lip care and body care range. Few products in the range have various trademarked technologies like the HYDRAPLENISH™ Technology which offers a 148 hour hydration and moisturization to the facial skin.
In the context of beauty products, what does it mean for a product to “perform and transform”? Could you provide examples of how RAS products achieve this?
This personalized approach to skincare differentiates us by addressing individual requirements effectively. RAS offers a range of face care products including creams, serums, masks, lip care and body care range. Few products in the range have various trademarked technologies like the HYDRAPLENISH™ Technology which offers a 148 hour hydration and moisturization to the facial skin.
We stand out by adopting a farm-to-face approach, where we have direct control over the entire production process, from growing plants on our own farms to formulating and packaging our skincare products. This vertically integrated model ensures purity, quality, and traceability, setting us apart from competitors.We offer specialized formulations for different skin types. Our range of face oils caters to specific skincare needs, providing tailored solutions for our customers. This personalized approach to skincare differentiates us by addressing individual requirements effectively.
RAS offers a range of face care products including creams, serums, masks, lip care and body care range. Few products in the range have various trademarked technologies like the HYDRAPLENISH™ Technology which offers a 148 hour hydration and moisturization to the facial skin.
We showcase our commitment to sustainability through innovative packaging choices. We use biodegradable bubble wrap made from bio-plastic, minimizing our environmental impact. Additionally, all our products are packaged in glass bottles, which are infinitely recyclable and contribute to reducing plastic waste. We encourage customers to return empty bottles through a points system on our website, promoting responsible recycling practices.
No of lives positively impacted:
300,000 customers, 400 people whom we provide a source of livelihood directly, 3500 farmer connections.
CO2 emissions prevented: Net Carbon positive.
500kg of waste recycled every month.
3000 kg of single-use plastic saved every month.
2600 kg of microplastic saved every month.
26% water conserved compared to conventional farming.
No. of jobs created 110, lives impacted 500 directly, 4000 indirectly.
Diversity within our own company: 67% women, 24% tribal community, 38% other backward communities.
In the context of D2C brands, data analytics and customer insights play a significant role. How does RAS Luxury Oils utilize data to understand and cater to its customer base better?
Data is a very essential part as we are a D2C First brand to know where each and every customer is, To make sure the orders and the requirements are fulfilled quickly. We also do surveys with the customer to get a better knowledge about what is it that the customers actually wants, we launch products , we speak to them, we make sure we surprise them with some gifts so that they can try some new products as well,also the data analysis helps us to understand the needs and requirements of the customer from their past purchases and what are they going to purchase it also helps us in suggesting them the correct and specific products for them.
With globalization, does RAS Luxury Oils have plans to expand its market presence beyond India? If so, what strategies are being considered for international expansion?
We plan to establish ourselves as the No.1 Luxury Skincare brand in India, along with an extensive international expansion showcasing India’s rich heritage through our innovative products. We will grow our range to over 250+ SKUs, combining cutting-edge skincare technology with purest natural ingredients. We envision establishing 100 physical retail locations in India and few globally and leading in sustainable, eco-conscious skincare practices. Our vision includes a significant increase in community impact, aiming to positively affect the lives of 1,000+ employed women and partner with 10,000+ farmers. Through significant investment in R&D, marketing and integrating AI technology, we aspire to gain recognition as a trailblazer in the industry, putting India on the global beauty map.
