Malayali young entrepreneur launches Korean skincare brand 'The Hart' to transform Indian market

Kochi: A Malayali startup is preparing to capture the Indian market in the burgeoning Korean Beauty (K-Beauty) sector. Dr Arathi Ravi Pillai, a young entrepreneur from Kerala, has launched Korean skincare products under the brand name “The Hart”. The brand has already introduced four skincare products and two lip oils into the Indian market. The company’s warehouse is based in Kollam, whilst product manufacturing takes place entirely in South Korea.

Dr Arathi Pillai, Co-founder of The Hart Cosmetics, told Mathrubhumi that South Korea was chosen due to its advanced research and development in skincare.

Dr Arathi, who is also a pediatrician, is the daughter of prominent industrialist Ravi Pillai. Her husband, Dr Aditya Vishnu, is the co-founder of The Hart. Dr Arathi previously headed Upasana Hospital in Kollam, a part of the RP Group, but stepped down from the role to build her own venture.

Her personal challenges with skincare inspired the concept of a responsible skincare brand. Having dealt with sensitive skin from a young age, her skin issues worsened after childbirth due to hormonal changes, prompting her to research the subject extensively. Realising that healthy skin instils confidence and is closely linked to mental well-being encouraged her to enter this sector.

The core offering from ‘The Hart’ is a barrier repair cream designed to restore skin health and enhance natural radiance. In addition, the line includes a cleanser and a serum. Dr Arathi notes that while conventional routines often require 10 to 12 different products, their simplified regimen achieves effective skincare with just two products.

Products are currently priced between ₹850 to ₹1,650. The brand plans to introduce at least two new products annually, focusing on solutions for dullness, dryness, sensitivity and anti-ageing.

Sales are conducted via the brand’s website, thehartcosmetics.com, and through online marketplaces such as Amazon and Myntra, with several dermatologists also recommending the range.

Co-founder Dr Aditya Vishnu stated that key markets currently include Kerala, Bengaluru and Mumbai, with the founders focusing on a direct-to-consumer (D2C) model for expansion.