As Founder of The Bath and Care (TBC), Kushesh Bansal has been redefining India’s skincare landscape with science-backed, locally relevant innovations. In this conversation with The CEO Magazine (TCM), he shares the inspiration behind TBC, the journey of pioneering India’s first Collagen Jelly and Rose PDRN Sunscreen, and his vision for creating accessible, inclusive, and globally inspired skincare for every Indian.

TCM: What inspired you to start The Bath and Care, and how did you identify the gap in the Indian skincare market?

Kushesh: The inspiration behind The Bath and Care came from a simple yet powerful observation: while India was rapidly advancing in many industries, skincare continued to lag behind. Most products on shelves were either generic, lacking scientific validation, or imported at prices beyond the reach of most consumers. At the same time, Indian skin faces unique challenges—pigmentation, melasma, oiliness, and sensitivity due to our climate—that global brands rarely addressed. We saw this imbalance as a huge opportunity. Our goal was to build a brand that combined global innovations with formulations tailored specifically for Indian skin types, making premium, science-backed skincare both accessible and affordable. Moreover, as a brand, we believe in inclusivity for every face, irrespective of age, gender, race, and that every face deserves to look confident and beautiful.

TCM: TBC has pioneered several industry-first products like India’s first Collagen Jelly and the world’s first Rose PDRN Sunscreen. Can you share the story behind one of these innovations?

Kushesh: The Rose PDRN Sunscreen is very close to our hearts. Globally, PDRN technology was recognized for skin regeneration but had never been introduced in a sunscreen. We saw an opportunity to merge regenerative skincare with sun protection, which is a critical need in India. After months of R&D and consultations with dermatologists, we launched the world’s first Rose PDRN Sunscreen—a product that doesn’t just protect but actively repairs skin, setting a new benchmark for multifunctional skincare. At TBC, we believe PDRN deserve the best.

TCM: How do you balance global skincare formulations with products tailored specifically for Indian skin types and climate?

Kushesh: Our approach is to take inspiration from global research but adapt it through rigorous testing and dermatologist guidance for Indian conditions. For example, a formulation that works well in Europe may feel too heavy or greasy in a hot and humid Indian city. We work on modifying textures, absorption rates, and even fragrance profiles to suit local preferences. At the same time, we ensure that our actives remain world-class. This balance — global science with Indian sensibility — is what makes our products both innovative and relevant.

TCM: As a completely bootstrapped brand, what were some of the biggest challenges you faced in scaling TBC, and how did you overcome them?

Kushesh: Being bootstrapped meant every decision had to be thoughtful and strategic. We didn’t have the luxury of endless budgets, so we had to be extremely resourceful with marketing and operations. One challenge was building consumer trust without big advertising spends. We overcame this by focusing on strong word-of-mouth, dermatologist partnerships, and real customer stories that spoke for the brand. Another challenge was scaling logistics while keeping prices accessible — here again, careful financial planning and reinvestment of profits helped us grow steadily.

TCM: You took a bold step to pause operations in 2024 to reimagine the brand. What led to this decision, and what were the key learnings from that period?

Kushesh: By early 2024, we realized our initial approach wasn’t ambitious enough for the vision we held. We decided to pause operations of TBC to completely reimagine the brand’s identity. Those months were dedicated to deep R&D, collaborations with experts, and refining our purpose. The biggest learning was that true innovation requires patience and courage. When we relaunched in November 2024, TBC wasn’t just another skincare brand—it emerged as a science-backed movement with innovations like Collagen Jelly and Rose PDRN Sunscreen leading the way.

TCM: How has your academic background in Management, Accounts, and Finance helped shape the strategy and growth of TBC?

Kushesh: My academic foundation has been instrumental in running TBC like a sustainable business rather than just a passion project. With a background in Management, Accounts, and Finance, I could plan meticulously, manage cash flow effectively, and make strategic decisions rooted in data. This was especially crucial as a bootstrapped brand where every rupee had to count. It allowed me to balance creativity and innovation with financial discipline — ensuring we grew without compromising on stability.

TCM: What is your approach to R&D and dermatologist collaboration, and how does it influence the development of new products?

Kushesh: For us, R&D is the heart of TBC. We start by identifying real consumer pain points and then work closely with dermatologists to validate those insights. Every new product goes through multiple rounds of clinical testing, dermatologist consultations, and consumer trials before launch. This ensures efficacy and safety, but also builds credibility. Our collaborations help us stay ahead of trends and ensure that innovation never comes at the cost of skin health.

TCM: The D2C skincare space in India is highly competitive. What sets TBC apart and makes it resonate with consumers across the country?

Kushesh: What sets TBC apart is our focus on innovation with purpose. We don’t launch products just to fill shelves—every formulation is created to solve real concerns, from the first-of-its-kind Collagen Jelly to our Rose PDRN Sunscreen to Needle Glow 7500 exosome. Our products are gender-inclusive, designed for Indian skin needs, and priced to remain accessible without compromising quality. Consumers also value our transparency; we explain what goes into our products and why. This blend of innovation, honesty, and affordability makes TBC resonate strongly in a crowded market.

TCM: Sustainability and clean beauty are important today. How do you ensure TBC’s products remain affordable, ethical, and high-performance?

Kushesh: Sustainability is a non-negotiable for us. Our products are cruelty-free, non-comedogenic, and sulphate- and paraben-free. At the same time, we focus on affordability without cutting corners. By optimising supply chains, keeping operations lean, and investing directly in product development rather than heavy advertising, we make clean, ethical, and effective skincare accessible to everyone.

TCM: Looking ahead, what is your long-term vision for The Bath and Care, and what innovations or expansions can your customers expect in the near future?

Kushesh: Our long-term vision is to make TBC a global benchmark in skincare—a brand that not only brings the world to India but takes India to the world. In the near future, consumers can expect more category-first innovations, deeper R&D-driven product lines, and expansions into new segments of personal care. Our mission remains clear: science-backed, globally inspired, and locally relevant skincare that redefines beauty standards.