Forty-five years is a long time to be inside an industry before deciding to challenge it.

Twenty-five years at Hindustan Unilever. Twenty years at Reliance Retail. Developing, evaluating, and helping bring products to millions of consumers. Those years gave me something product labels rarely offer: an unfiltered view of how beauty is actually made — and what the industry quietly tolerates in the name of shelf appeal.

One question kept returning throughout all of it: Why do we routinely apply substances to our skin and hair that our own bodies neither produce, nor recognise, nor can metabolise?

The beauty industry's honest answer is that it has never had to ask. Trends move. Claims inflate. Consumers adapt. And the biology of skin and hair — complex, self-regulating, remarkably intelligent — gets worked around rather than worked with.

At age 72, that question became iCosmétiques.

Not a retirement project. A reckoning. A brand built on a single conviction: that beauty products should work with biology — not around it, and never against it. Every formulation begins with a demanding test: if the body doesn't recognise an ingredient, doesn't work in harmony with it, and cannot metabolise it — it probably doesn't belong on your skin or hair. And it certainly doesn't belong in our products.

After 45 years, my curiosity remains exactly where it started. iCosmétiques is my commitment to rethink what we put on our bodies, redo what the industry has allowed to persist, and restore beauty to what it was always meant to be — thoughtful, truthful, and genuinely transformative. Better beauty begins with better questions.

It’s time to rethink, redo and restore. It's time to Re-Beauty.