When you're choosing what to put on your hair and skin you shouldn't have to rely on advertising celebrity endorsements, or marketing claims. What matters isn't how many ingredients are listed on a bottle but what those ingredients actually do. At Brillare, we believe in Substance Over Form which means every product should answer one simple question: What problem does the product solve for the consumer and does it actually deliver what's promised? Because ultimately trust should not come from claims; it should come from real results.

When it comes to hair and skincare, consumers shouldn't have to choose between natural ingredients and visible results. Yet when Brillare entered the market in 2009, that was often the choice consumers faced. Natural products were seen as gentle and harmless but their results were often slow or missing while synthetic products were considered more result-oriented. Brillare believed that natural and result-oriented should both be non-negotiable. That belief brought the brand to life with one clear purpose: to create result-oriented natural skincare and body care. Starting with a 10 × 6 ft research lab and a team of five Brillare set out to develop natural formulations that could also deliver visible results.

Before you trust a product, it has to prove itself. For Brillare, that meant putting our formulations in the hands of people who understood hair better than anyone: professional hairstylists and salon owners. For three years, we went door to door, approaching distributors and salons and asking them to give our formulations a chance. One salon at a time. we built relationships and gradually placed our products in the hands of professionals. By 2017, Brillare had become a recognised brand among salon owners and by early 2019, our footprint had expanded to 10,000+ salons across India. More importantly this gave professionals the opportunity to use test and experience our formulations themselves creating a true proof of concept. Because when a product is trusted by professionals who work with hair every day that trust means something.

We wanted to get closer to the people using our products. For years, Brillare’s formulations were experienced and trusted through salons and professional hairstylists, but the people ultimately choosing and using these products deserved to understand them just as well. Consumers shouldn’t have to depend on a salon, salesperson or advertisement to know what they are putting on their hair and skin. So Brillare made a conscious pivot towards Direct-to-Consumer, expanding through our own website, social media and e-commerce platforms. This shift allowed us to move from being a salon-led brand to one that could engage directly with consumers and explain what went into our formulations why each ingredient was there and what it was designed to do. Salons gave us a platform to prove our formulations; D2C gave us a platform to explain them directly to consumers. And that led us to ask a bigger question: If a product says it is natural what does that really mean?

Natural shouldn’t just be written on the label. By 2020, consumers were becoming increasingly eco-conscious and moving towards nature and sustainability. But a product could look natural talk about natural ingredients and still contain very little meaningful natural activity. Brillare believed that if consumers were choosing a product for its natural ingredients, those ingredients should actually play a meaningful role in the formulation. That belief led us to create 100% natural, 100% active products which became the foundation of our Zero Dilution Promise.

If you're trusting what's inside, you deserve to know what's inside. For consumers to truly understand what a product contains, they should be able to see the ratios and amounts of the elements used in the formulation. That is why Brillare began making its products more honest transparent and easy to understand by clearly communicating ingredient percentages. We wanted consumers to see for themselves exactly what was inside the bottle instead of simply taking our word for it.