Nikita Khanna, founder of Moxie, came to us with an ambitious vision: build a brand to introduce India to the beauty of textured hair, all while disrupting the beauty aisle. Tired of curls and waves being viewed as "wild" and "messy" in India, she envisioned a brand that celebrated individuality.

India has always idealised poker-straight, long, silky hair, and has only recently started bringing curls into the haircare conversation. But the concept of anything in between, i.e. textured hair, was entirely alien. Hair that was wavy or frizzy was called “unruly” and “untameable”.

How could we show beauty that lay in unique textures, and fight thvis narrative head on?