Moxie Beauty

Moxie Beauty

Added on August 26, 2026

Most Indian haircare brands still sell by "concern," dandruff shampoo here, anti-frizz serum there. Moxie sells by hair type instead. Wavy, curly, frizz-prone, damage-repair, scalp care and styling are separate ranges with their own multi-step routines, on the logic that a curl-defining cream built for 3A curls does nothing useful for 1B flyaways.

The founder story explains the bet. Nikita Khanna chemically straightened her hair from school through an XLRI MBA and into a management consulting career, more than a decade of never seeing her hair's actual texture. It reverted to wavy during the pandemic, and that was the first time she'd properly worked with waves rather than fighting them. Moxie's entire routine-based structure, built with co-founder Anmol Ahlawat, comes out of that gap: an Indian haircare aisle that never really asked what type of hair it was solving for.

The formulation claims back it up with specifics rather than vague "clean beauty" language. Moxie keeps a public list of over 1,400 ingredients it won't use, the products are vegan and cruelty-free, and even something as ordinary as the Cheat Day Dry Shampoo is built without the harsh alcohols and aerosols that make most dry shampoos in this price range feel like a compromise.

Worth knowing: this is a young brand, founded in 2023, and the routines are priced at the upper end for Indian haircare, four-step kits run into four figures. If you're used to a ₹200 supermarket bottle, the jump takes some getting used to.

Best for: wavy, curly or frizz-prone hair looking for a proper routine rather than a single fix, and readers willing to pay salon-adjacent prices for it.

— D2C Bazaar

About this brand— in their own words

Moxie Beauty offers the best hair care products. From shampoos to styling gels, find everything you need for perfect hair.