In the green heart of Coimbatore, Vilvah Store has emerged as a celebrated natural skincare and haircare brand known for its clean, sustainable formulations. Founded in 2017 by Kruthika Kumaran, the brand is built on her journey from engineer and homemaker to eco-beauty entrepreneur rooted in personal need, farm-to-face purity, and mindful living.
A Personal Mission: From Kitchen to Clean Beauty Brand
Kruthika, an engineering graduate from Gobichettipalayam, was inspired to create natural skincare after witnessing her mother’s prolonged battle with severe skin conditions, worsened by commercial products. Post-marriage and a decade as a homemaker, she pursued an online diploma in natural cosmetology and began experimenting in her kitchen in 2016, crafting formulations for her daughter’s eczema.
The brand name “Vilvah” draws from the Vilvam leaf, sacred in Ayurveda and reflective of its Indian roots . Launching with just ₹10,000 on a Facebook page, Kruthika’s botanical soaps quickly gained traction, with early success rooted in farmhouse goat milk sourced from her family farm in Kasipalayam .
Product Innovation: Goat Milk, Aloe, and Pure Goodness
Vilvah’s growing line comprises over 70 products spanning skincare, haircare, and bodycare. Signature offerings include:
- Goat Milk Soaps & Hair Serums: Crafted using farm-sourced goat milk, celebrated for its hydrating qualities .
- Aloe Vera Gel, Shampoos, Conditioners, Serums: Clean formulations designed for sensitive skin.
- Eco-Packaging: Commitment to sustainable materials like glass, aluminum, and compostable paper, reinforced by initiatives like refill stations and zero-plastic usage .
All products are made in-house in their Coimbatore facility and adhere to cruelty-free, vegan, and chemical-free standards.
Growth and Community Roots
Today, Vilvah operates three physical stores (Coimbatore, two in Chennai, with expansion in Bangalore planned) and sells through its own website alongside platforms like Amazon, Nykaa, and Flipkart.
Remarkably, it has scaled from a ₹10,000 bootstrap to approximately ₹27 crore in annual revenue (FY 2022‑23), with around ₹3.02 crore in profits.
Kruthika emphasizes consumer feedback, R&D investments, and laying a solid operational foundation including ERP and cosmetic science teams to maintain product integrity while scaling mindfully.
Leading India’s Clean-Beauty Wave
From heartfelt beginnings to a growing empire, Vilvah stands as a shining example of entrepreneurial purpose and sustainability. With Kruthika Kumaran at the helm, the brand continues to champion clean formulations, farm-to-face authenticity, and eco-conscious practices, offering consumers products that are pure, mindful, and made with love.
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