Nat Habit is one of India’s fastest-growing fresh-beauty startups, built on the philosophy of “Made Fresh Every Day.” Valued as a rapidly scaling D2C brand in the clean beauty space, Nat Habit has gained massive traction for its 100% natural, preservative-free, handcrafted skincare and haircare, inspired by traditional Indian kitchen rituals.
Unlike conventional cosmetic brands, Nat Habit follows a fresh-to-order model, meaning products are prepared in small batches using raw herbs, flowers, oils, and Ayurvedic ingredients without synthetic preservatives or fillers. This approach has made Nat Habit especially popular among ingredient-aware consumers, new moms, and clean-beauty beginners.
Founded in 2017, Nat Habit has revolutionized India’s natural beauty market as the country’s first “fresh beauty” brand, achieving an estimated valuation of ₹50+ crores by 2025. Created by Priyanka Khandelwal, a chemist-turned-entrepreneur passionate about returning to kitchen-style beauty traditions, this Pune-based startup has become the go-to choice for Indians seeking truly natural, preservative-free skincare and haircare.
What started as a small operation mixing fresh ingredients in a kitchen has grown into a thriving brand serving 200,000+ customers—all while maintaining the “made fresh daily” philosophy that sets them apart. Nat Habit’s success lies in its radical approach: rejecting the entire concept of shelf-stable products, instead creating formulations so fresh they require refrigeration and have 2-4 week shelf lives.
Unlike brands that claim “natural” while using preservatives for 2-year shelf stability, Nat Habit chose the authentic but challenging path: making products fresh to order, delivering within days of production, and encouraging customers to use them quickly. This commitment to genuine freshness over convenience has earned them a cult following among clean beauty enthusiasts who appreciate real ingredients they can recognize.
Today, Nat Habit represents the renaissance of India’s kitchen beauty traditions—proving that our grandmothers’ besan ubtans, methi hair packs, and malai face masks can be elevated into effective, modern formulations without compromising their natural integrity.
Why It’s #1: This is the product that embodies Nat Habit’s fresh beauty philosophy—traditional ubtan made fresh, daily.
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Key Benefits:
Perfect For: All skin types, daily cleansing, those transitioning from chemical cleansers, glow-seeking
The Ubtan Tradition: For centuries, Indian women used ubtan (herbal powder paste) for cleansing and beautifying skin. Nat Habit brings this tradition forward—fresh-ground, preservative-free, the way your grandmother made it.
How to Use:
Adjustment Period: If coming from foaming cleansers, your skin needs 1-2 weeks to adjust to non-foaming natural cleansing. Trust the process—clean doesn’t require foam.
Expected Results:
Texture: Fine powder, mix to smooth paste
Shelf Life: 4 weeks from manufacturing (store in cool, dry place)
Price: ₹349 for 100g
Why Acne-Prone Skin Trusts It: Clears breakouts without harsh chemicals that damage barrier.
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Perfect For: Oily skin, acne-prone skin, hormonal breakouts, congested pores
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Price: ₹399 for 100g
Why It Removes Tan: Natural ingredients that have been removing tan for centuries, now conveniently packaged.
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Perfect For: Tanned skin, pigmentation, uneven tone, post-summer skin
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Price: ₹399 for 100g
Why It’s Precious: The legendary Ayurvedic facial oil adapted into fresh gel format.
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Perfect For: Pigmentation, dull skin, all skin types, those who find oils too heavy
The Kumkumadi Legend: Kumkumadi is one of Ayurveda’s most prized facial treatments—traditionally an oil infused with saffron and 16 precious herbs. Nat Habit makes it fresh in gel form for modern preferences.
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Shelf Life: 2 weeks (refrigerate)
Price: ₹649 for 50g
Why It’s Essential: Pure, fresh aloe vera gel—the way nature intended, not shelf-stabilized.
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Perfect For: All skin types, oily skin especially, soothing, summer hydration, after-sun care
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Shelf Life: 2 weeks (refrigerate mandatory)
Price: ₹299 for 100g
Why It’s Luxurious: Fresh cream (malai) and saffron—the royal facial treatment.
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Perfect For: Dry skin, dull skin, special occasions, winter care, mature skin
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Bridal Secret: Many brides use this 2-3x weekly for months before wedding for that traditional bridal glow.
Shelf Life: 1 week (refrigerate mandatory)
Price: ₹449 for 50g
Why Scalps Love It: Traditional Ayurvedic hair pack (lep) for stubborn dandruff.
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Perfect For: Dandruff, itchy scalp, oily scalp, flaky scalp
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Expected Results:
Texture: Coarse powder, makes thick paste
Shelf Life: 4 weeks
Price: ₹399 for 100g
Why Hair Grows: Ayurvedic herbs that stimulate follicles and reduce shedding.
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Perfect For: Hair fall, thinning hair, weak hair, overall hair health
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Price: ₹449 for 100g
Why It Softens: Deep conditioning without silicones—just nourishing herbs.
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Perfect For: Dry hair, frizzy hair, damaged hair, chemical-treated hair
Price: ₹399 for 100g
Why It’s Different: Fresh, natural shampoo that actually foams—rare in natural category.
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Perfect For: All hair types, those transitioning from chemical shampoos, daily washing
How to Use:
Adjustment Period: First 2-3 washes may feel different—hair adjusting from silicones to natural cleansing. By week 2-3, hair feels cleaner, healthier.
Shelf Life: 3 weeks (refrigerate after opening)
Price: ₹449 for 200ml
Why It Works: Treats dandruff while cleansing—two in one.
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Perfect For: Dandruff-prone scalp, oily scalp, combination with Anti-Dandruff Lep
Price: ₹499 for 200ml
Why Body Deserves Natural Too: Traditional body cleansing and brightening.
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Perfect For: Body tan, rough skin, dry elbows/knees, natural body care
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Price: ₹449 for 200g
Why It’s Gentle: Liquid format for those who prefer convenience over powder.
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Perfect For: Daily bathing, sensitive skin, convenience-seekers
Shelf Life: 3 weeks (refrigerate)
Price: ₹399 for 200ml
Why Pure Matters: Steam-distilled, fresh rose water—no added anything.
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Perfect For: All skin types, toning, mixing with ubtans, facial mist, makeup setting
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Shelf Life: 2 weeks (refrigerate)
Price: ₹249 for 100ml
Why Eyes Need Ghee: Traditional eye treatment—ghee nourishes delicate eye area.
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Perfect For: Dry under-eyes, those preferring traditional treatments, night treatment
How to Use:
Shelf Life: 2 weeks (refrigerate mandatory)
Price: ₹549 for 15ml
Yes. Nat Habit products are:
Compared to brands like Juicy Chemistry, Kama Ayurveda, Vilvah, Nat Habit charges a freshness premium. However, users pay for:
For clean-beauty lovers, Nat Habit offers good value.
Yes, but choose lightweight products like ubtan facewash and aloe gel.
Yes, with consistent weekly use over 3–4 weeks.
Most are safe, but ingredient checks and doctor consultation are recommended.
Yes, due to no preservatives. Refrigeration is often advised.
Rose & Oat Ubtan or Aloe Gel are ideal beginner choices.
Nat Habit represents the authentic return to India’s kitchen beauty traditions proving that our grandmothers’ time-tested remedies, when made with quality ingredients and proper ratios, can compete with modern formulations without compromising on natural integrity. From the versatile Daily Glow Ubtan to the powerful Hair Growth Lep, each product embodies the brand’s commitment to genuine freshness over convenient shelf stability.
RAS Luxury Oils | Dr. sheth’s | Re’equil brand | Indulgeo Essentials | mCaffeine | Bella vita | Just herbs | Mamaearth brand | Derma co. | Dot & key brand | Plum brand | Minimalist brand | Best Face Toner in India| फेस जेल फायदे | पिंपल्स के लिए सबसे अच्छा फेस वाश| सबसे अच्छा मॉइस्चराइजर | विटामिन सी फेस क्रीम|
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