Innovation

Herbaria Modern Botanicals introduced a unique innovation to India’s skincare industry by pioneering refillable luxury packaging in the bath and body care segment. Founded in Gurgaon in 2021 by Raghav and Gunjan during the COVID-19 lockdown, the brand identified a critical gap: while luxury skincare products delivered premium experiences, they were almost always packaged in single-use plastic. Recognizing the long-lasting environmental damage of such packaging, Herbaria reimagined how indulgence could be delivered sustainably. Their solution was to offer products in refillable glass jars and bottles for smaller sizes, while larger packs are provided in lightweight aluminum containers to minimize the carbon footprint of logistics. This approach ensures that customers enjoy a sensorial and aesthetic experience without compromising on environmental responsibility.

The innovation lies not only in packaging but also in formulation and sourcing. Unlike many brands that choose either nature-based or science-driven approaches, Herbaria combines both, creating effective products that cater to modern skincare needs. By sourcing botanicals like gomphrena flowers and apple leaves directly from Indian farmers and procuring packaging from vendors across India, the company strengthens local supply chains while maintaining a 97% plastic-free production process. To address the unavoidable 3% plastic use (labels required for durability in wet environments), Herbaria offsets its footprint by recycling seven times the amount, ensuring accountability and balance.

This innovation directly contributes to multiple UN SDGs. It advances SDG 12: Responsible Consumption and Production by reducing reliance on single-use plastics and encouraging refill culture. It supports SDG 13: Climate Action by lowering carbon emissions through sustainable material choices, and SDG 15: Life on Land by working with farmers for responsible botanical sourcing. By proving that luxury and sustainability can coexist, Herbaria is not just transforming consumer behavior in India but also setting a precedent globally- becoming the first Indian skincare brand to debut at New York Fashion Week 2025, showcasing sustainable Indian luxury on the world stage.

Sustainable luxury: Herbaria Modern Botanicals brings nature and science together for a greener future.

Inspiration

The inspiration behind Herbaria Modern Botanicals came from both professional experiences and personal reflections that deeply shaped co-founder Raghav Bhatia’s outlook on sustainability. Having worked at the Bain Consulting Group (BCG) for seven years, he was heavily involved in the company’s CSR programs. During that time, he noticed that even the largest corporations striving toward net-zero goals struggled to completely eliminate plastic. Reflecting on this challenge, he shared: “Every organization was running towards net zero, but they were not able to achieve it completely… there is some plastic in every product that is rather impossible to eliminate as we speak.” This observation left a lasting impression on him and fueled his desire to find a solution.

The idea crystallized during the COVID-19 lockdown when Raghav and his wife, Gunjan, observed the mountains of plastic packaging piling up in their own home. He recalls: “There was a lot of packaging that I saw at home which was going into landfill and that’s when the idea came that, you know, why can’t we refill it? Is there a refill available? And that’s when it stuck that there’s no refill available for those products.” This realization - that even daily-use luxury products had no sustainable alternatives - sparked the creation of Herbaria Modern Botanicals.

For Raghav, the inspiration was not only about building a brand but also about challenging the status quo in the skincare industry. As he explained, “We wanted to build a brand that felt sensorial and luxurious, but also plastic-free, refillable, and vegan… to prove that indulgence and sustainability can coexist rather beautifully.” This vision became the driving force behind Herbaria, blending personal conviction with professional insight to create a business that aligns profit with purpose.

Overall impact

Herbaria Modern Botanicals’ innovation of refillable luxury skincare packaging has created both short-term and long-term effects. In the short term, the brand carved out a unique space in the crowded Indian D2C market by offering a sustainable yet premium alternative. Customers were drawn not only to eco-friendly packaging but also to the luxury aesthetics of glass and aluminum containers. As Raghav explained, “Our customers not only rave about the product, but they also rave about the packaging… whether you use it to refill the product again or you use it for something else in the home, it can be reused.”

In the long term, the innovation has delivered global recognition and expanded opportunities. Herbaria became the first Indian skincare brand to debut at New York Fashion Week 2025, proving that conscious Indian luxury belongs on the world stage. This visibility attracted interest from distributors in Europe and the U.S., while in India the brand gained celebrity endorsements and influencer collaborations. As Raghav noted, “We have seen a lot of traction coming from the Western countries… distributors have reached out, consumers directly have reached out to place orders.” Consumer adoption of refills is strongest in Tier 1 cities and is gradually growing in Tier 2 and 3 markets as customers recognize the economic and environmental benefits.

Environmental Impact

1. Reduced single-use plastic by 97% with refillable packaging.

2. Offsets the remaining 3% plastic use by recycling 7x more.

3. Cut logistics emissions by using aluminum for larger packs.

Social Impact

1. Sources botanicals from local farmers, creating rural livelihoods.

2. Partners with small vendors for packaging across India.

3. Normalizes sustainability in luxury consumption.

Business Impact

1. First Indian skincare brand at NYFW 2025, boosting global credibility.

2. Expanded reach to Europe and U.S. distributors.

3. Built strong brand loyalty in India with eco-luxury positioning.

4. Growing offline presence in Goa, Delhi NCR, Bangalore, Hyderabad, and Mumbai.

Business benefit

Herbaria Modern Botanicals’ innovation of introducing refillable luxury skincare packaging has significantly benefited the business by creating strong differentiation in a saturated D2C market. Because the company positioned itself as both sustainable and indulgent, it quickly attracted a loyal consumer base that values eco-friendly luxury. Customers not only return for refills but also reuse the elegant glass and aluminum containers, reinforcing brand recall and long-term retention. As Raghav emphasized, aesthetics were central to their strategy: “Glass in itself shouts luxury and niche… people who are investing into luxury brands are still getting plastic. You can’t be sustainable and still serve plastic.” This philosophy has translated into repeat purchases and enhanced brand loyalty. Because the business aligned its innovation with global sustainability trends, it also opened new markets and growth opportunities.  These new locations have widened its consumer base beyond online sales and established it as a credible luxury brand.

Herbaria invested early in sustainable packaging and high-quality sourcing and as a result, it has positioned itself not only as a skincare company but as a conscious luxury movement. This reputation has attracted influencers and even unpaid celebrity endorsements, strengthening visibility without heavy marketing costs. Together, these outcomes - repeat purchases, expanded markets, and heightened brand credibility - demonstrate how a commitment to sustainability has directly fueled Herbaria’s business growth.

Social and environmental benefit

Herbaria Modern Botanicals’ innovation directly benefits the environment by tackling one of the biggest challenges in the beauty industry - single-use plastic. By replacing conventional plastic packaging with refillable glass and aluminum containers, the company has reduced its plastic footprint by 97%. For the unavoidable 3% plastic used in product labels, Herbaria offsets its impact by recycling seven times that amount, certified through third-party audits. This creates a measurable and accountable contribution to waste reduction. Additionally, switching from heavy glass to aluminum for larger product sizes has reduced the carbon footprint of transportation, making logistics more energy-efficient. These steps align with global sustainability efforts and support UN SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action).

Beyond the environment, the innovation also benefits society and local communities. Herbaria sources botanicals such as gomphrena flowers and apple leaves from small farmers in Himachal Pradesh, Uttarakhand, and other regions. This creates livelihoods in rural areas, supports local agriculture, and builds more fair supply chains. Packaging materials are also sourced from multiple small vendors across India, spreading economic opportunities across regions rather than depending on imports. In doing so, Herbaria strengthens India’s local manufacturing ecosystem while staying true to its “Made in India” philosophy.

Herbaria’s model also promotes a cultural shift in consumer behavior by making sustainability aspirational. Luxury customers now see eco-friendly choices not as compromises but as enhancements to their lifestyle. As refills become more widely adopted in Tier 1 cities and gradually in Tier 2 and Tier 3 markets, the brand is helping normalize responsible consumption for diverse consumer groups. By blending sustainability with indulgence, Herbaria shows how businesses can educate society while addressing global environmental challenges.

Interview

Raghav Bhatia, Co-founder

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