Inside A Homegrown Beauty Brand That's 'Qaafi' Original In Its Formulations and Design

It’s no secret that I love skincare, or beauty products in general. Over the last few years, I’ve borne witness to the growth of the industry. From having to get relatives in Delhi or Mumbai to buy newer launches from quality brands to seeing the inception of an award-winning brand from my own home state, I’ve seen it all. The advent of the D2C model has also done a phenomenal job of bridging this gap and inspiring and facilitating the launch of more original brands in the realm. When I came across the page for Project Qaafi, I didn’t know exactly what I was looking at. It was almost like a Superman-like situation: is it a skincare brand? Is it a design studio? Turns out, it was the best of both worlds and that is exactly what the founder had intended when starting the brand. 

While there has been considerable growth in the Indian skincare industry, it is visibly dominated by Ayurveda-rooted lines and or those that mimic international brands- from Korean Skincare to French Luxury Pharma. But Project Qaafi is taking a fresh, innovative approach where design and formulation are used to create a brand that is Qaafi original. Founded by Aahan Chatterjee, the brand aims to redefine what Indian skincare can be, blending traditional roots with contemporary twists. Project Qaafi is positioning itself as a lifestyle brand with a unique vision, bridging the best of traditional and modern worlds.

A Festive Drop with a Scent of Nostalgia

For Diwali, Project Qaafi extended its offerings with Qaafi Diwali Edit Mombatte, a limited edition that included two candles and a soap bar in collaboration with the homegrown soap brand, Sat Suma. The candles are an invitation to indulge in a sensory experience, infused with rich aromas of matcha latte, or Teak - warm scents that evoke a feeling of festive comfort. The highlight of this Diwali drop is the Project Qaafi x Sat Suma Pichola Soap, a luxurious, cold-processed soap crafted with a story in mind. Inspired by the breathtaking sight of Lake Pichola during Diwali, the soap aims to capture the serene beauty of Udaipur’s cityscape under festive lights. Made with French Red Clay, Chocolate Clay, Kaolin Clay, and Apricot Kernel Oil, Pichola is a treat for the skin and senses alike. By collaborating with Sat Suma, a brand they deeply admire, Project Qaafi emphasizes its ethos of celebrating local artisanship and heritage.

A Qaafi New Perspective on Skincare

Project Qaafi stands out with its mission to break the monotony of the Indian skin care market, moving away from the repetitive formulas and visual identities that often characterize the industry. Aahan's vision was clear: create products that embrace the richness of Indian ingredients and heritage without falling into the trap of "Ayurveda-only" or being dupes for international brands. Project Qaafi focuses on original designs and formulations that reflect a modern Indian identity.

The brand's debut collection, titled Qaafi Ignored, tackles issues often overlooked in skincare. Featuring just two products - a scalp serum and a hand cream - the collection reflects a commitment to addressing needs that might otherwise go unnoticed. Aahan’s intention with 'Qaafi Ignored' was to launch a simple, powerful set that caters to essential but often neglected aspects of personal care.

Moving beyond the usual oil-based treatments, Project Qaafi Scalp Serum is a water-based product that provides a holistic solution for scalp care. Combining modern actives with traditional extracts and essential oils, it aims to promote hair growth, strengthen the scalp, and maintain an optimal balance of hydration and oil. With added anti-inflammatory and antimicrobial benefits, it provides a complete care routine that nurtures scalp health, an area of personal care often left out of mainstream beauty regimes.

The Project Qaafi Hand Cream offers a level of care for hands that mirrors the thoughtfulness behind the scalp serum. Formulated with a ceramide complex, it aims to restore the skin’s natural barrier while delivering intense hydration. Ingredients like Hyaluronic Acid, D-panthenol, Sea Buckthorn Oil, Jojoba Oil, and Seaweed Extract make this hand cream a powerhouse for deep nourishment. According to the brand, the hand cream’s velvety finish and antioxidant protection make it more than just a skincare product; it's a ritual that honours the hard work our hands endure daily.

Beyond Skincare: A Lifestyle Brand in the Making

Project Qaafi’s philosophy is rooted in Indian traditions, but it’s constantly evolving with the shifting cultural landscape. Their goal is to bring a multidimensional perspective to skincare, pulling in elements from Ayurveda, organic practices, and science-based innovations. This inclusive approach reflects a broader idea of what "Indian" skin care can be - inviting users to embrace a routine that’s both rooted in tradition and relevant to contemporary needs.

In line with its lifestyle-oriented positioning, Project Qaafi introduced the Project Qaafi Tote Bag as part of their offerings. This pure cotton, screen-printed tote merges functionality with design, taking inspiration from the good old "thaili" or shopping bag that’s a staple in every Indian household. With a tagline that reads, “Thaili, but make it cool,” and a print that reads "Qaafi Baggage" the tote embodies the brand’s knack for elevating everyday essentials into fun, unique products.

A Truly Original Take on Indian Lifestyle and Wellness

Aahan Chatterjee and his team at Project Qaafi are bringing a refreshing voice to the Indian skincare industry. By thoughtfully merging aesthetics, utility, and heritage, the brand is building a community that appreciates a contemporary take on traditional practices. Project Qaafi’s emphasis on design, originality, and purpose-driven products are those that could resonate deeply with a generation that’s discerning yet rooted, looking for brands that align with their values and lifestyle.

Project Qaafi is essentially a movement towards mindful beauty that respects tradition while embracing innovation. As the brand continues to grow, one can only anticipate more drops that combine culturally rooted stories with quality products, redefining what it means to be a lifestyle brand from India. 

Follow Project Qaafi here.

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