Aakriti and Shaunak Chhaparia: Pioneering Clean and Vegan Beauty with La Mior

When engineers Aakriti and Shaunak Chhaparia embarked on their entrepreneurial journey, they set out to make a significant impact in the world of cosmetics. Their passion for clean and vegan beauty products led them to establish La Mior, a brand that not only offers a range of high-quality makeup and skincare items but also champions ethical and sustainable practices.

Identifying a Gap in the Market

The Chhaparia duo initially aimed to launch a direct-to-consumer (D2C) brand for vegan products, driven by Aakriti’s love for makeup and Shaunak’s strong operational background. However, as they delved deeper, they realized a glaring gap in the market – the absence of home-grown manufacturers specializing in clean and vegan skincare products. This realization sparked an opportunity, and the couple decided to establish their manufacturing facility to fill this void.

Pooling their savings, the Chhaparias invested Rs 90 lakh to set up their research and development lab in Surat, Gujarat, in 2018. The following year, LAMIOR Pvt Ltd was founded, with a mission to provide not only their own brand but also to cater to the needs of other home-grown brands and salon chains.

From White Labelling to In-House Brand:

La Mior’s journey began with white labelling cosmetic products for various brands and salon chains, including the likes of Enrich Salon and Daughter Earth. This strategic move allowed the Chhaparias to build a strong foundation and gain valuable insights into the market. As the demand for clean and vegan cosmetics continued to rise, they saw an opportunity to introduce their own in-house label – La Mior.

La Mior’s product portfolio encompasses a wide range of clean and vegan beauty items, including vegan lipstick, eyeshadow palettes, foundation, moisturizer, and more. The formulations are predominantly derived from plants and super foods, in line with the brand’s commitment to ethical and sustainable practices.

Scaling and Future Aspirations:

Driven by their dedication and a growing market demand for clean and vegan cosmetics, La Mior witnessed remarkable growth. The company achieved a significant milestone, doubling its revenue to Rs 4.2 crore in FY21. Presently, around 40% of La Mior’s revenue comes from white labelling, while the remainder stems from its private label. In FY23, the company’s revenue soared to Rs 9.6 crore, and it has set its sights on reaching Rs 20 crore by the end of the fiscal year.

The Chhaparias attribute their success to a steadfast commitment to reinvesting profits into the business. Their vision for La Mior extends beyond financial growth; they aim to be a leader in the clean and vegan cosmetics segment in India, catering to the discerning needs of consumers.

Educating and Innovating:

As pioneers in the relatively nascent clean and vegan cosmetics market in India, Aakriti and Shaunak Chhaparia understand the importance of education and innovation. They are aware that consumers often perceive clean and vegan products as less effective than their chemical counterparts. To address this misconception, La Mior focuses on crafting high-performing products that provide tangible results, all while promoting the benefits of clean beauty.

Differentiating themselves from established brands, Aakriti and Shaunak leverage La Mior’s robust manufacturing capabilities as a competitive advantage. They envision the brand’s expansion into the salon industry, following a trajectory similar to successful ventures like Clinique. Collaborating with salon chains and exploring offline presence through a shop-in-shop model are among their ambitious plans to reach Tier I and II cities across India.

In a market that is evolving towards conscious consumption and sustainable choices, Aakriti and Shaunak Chhaparia’s La Mior stands as a testament to the power of entrepreneurship and innovation. With their dedication to ethical practices, commitment to education, and a relentless pursuit of excellence, the couple is poised to lead the charge in shaping the future of clean and vegan beauty in India.