THE CHALLENGE
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 this narrative head on?
For a brand set on championing character, it needed a name that did the same. It was the right word for a brand rooted in the belief that your hair, in its most natural state, is an expression of who you are.
SOLVING THE CHALLENGE
Simplify hair. Make it a spectrum easy to understand and navigate your haircare We gave Moxie a voice that felt like a friend who also happened to know everything about hair — confident without being a know-it-all, energetic without being exhausting, and always, always real.
SHAKING UP THE BEAUTY AISLE
India's beauty aisle is dominated by pinks and purples, so we picked colours that would be unmistakably Moxie - gender-neutral chartreuse and teal.
When we designed the packaging, we wanted to make sure we not only stood out on shelf, but would also be ergonomic, benefit-led and texture-inclusive.
extending
our range
A good brand is one that can be extended. It has scope of growth. Its more than just the productss that currently exist.
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