As brands move from “free-from” claims to “doing-something-for-me” proof, they build the axis of functionality.

For most of the last decade, “clean label” was the fastest way for an Indian consumer brand to signal quality. No parabens, no sulphates, no maida, no palm oil, no added sugar, no artificial colour — the absence of undesirables was, by itself, a compelling enough story to build a brand around. From this proposition alone have sprung dozens of new-age brands, which went on to threaten incumbents, and reshape categories.

Today, though, every second personal care, food, or wellness brand launched claims to be clean, natural, or free-from something. In a world where clean label has become table stakes, what comes next?

We’ve noticed the answers emerging from several different directions.

As brands move from “free-from” claims to “doing-something-for-me” proof, they build the axis of functionality. Consumers who have spent years reading ingredient lists are now asking harder questions: Does this serum actually fade pigmentation? Does this supplement actually improve a measurable outcome? Does this leave-in actually stop frizz? Brands are responding with clinical trials, before-and-after data, and third-party testing baked directly into their marketing. In BPC, we see the shift from naturals to derma skincare, with The Derma Co formulating its range with clinical-grade actives at concentrations backed by in-vivo testing and published research rather than marketing copy. In F&B, we see Yoga Bar, possibly the clean label OG, now focused on high-quality, great-tasting protein that – in their words – loves you back.

Another axis is expertise, with brands built by practitioners rather than marketers. In BPC, that’s usually doctors, dermatologists, or scientists. Chosen, founded by cosmetic dermatologist Dr Renita Rajan, is a clear example: it builds formulations specifically for melanin-rich Indian skin using an “exposome” approach that studies pollution, UV exposure, and diet. Its sunscreen, for example, uses a UV filter called bemotrizinol, which is the first of its kind to be approved by the US FDA in 26 years. SKINQ, too, follows a similar playbook, where the dermatologist isn’t just a recommender of products, but at the very core of the brand itself. In food, you can enjoy offerings created and shaped by chefs: Le15 brings alive Pooja Dhingra’s obsession with French patisserie, specifically macarons, while The Baker’s Dozen reflects Aditi Handa’s decades of expertise with sourdough and baking.

Close to 90 per cent of Indian households already choose at least one health-linked FMCG product, and this wave of healthification has expanded well beyond food and supplements. Snacks are “protein-fortified.” Beverages are “gut-friendly.” Skincare is “oxytocin-releasing.” The trend also goes deeper, as consumers actively track and optimise their performance, sleep, and long-term health. So Inito helps track fertility hormones to support conception. DUSQ calms the parasympathetic nervous system so you can sleep better. Mattresses from The Sleep Company deliver measurable outcomes like spinal alignment and recovery via their patented technology. Kitchenware from Cumin Co and Stahl helps you cook and serve food in healthier ways.

A brand like Cumin Co also taps into another important axis, design. Looking good for the ’gram has sharpened the focus on aesthetic appeal, with consumers raving about Cumin Co’s Shyamal Dutch ovens, that can be customised with a charm, or the retro styling of the Nester oven, or even the bright, cheery, design-forward appeal of Mokobara.

Not only do these brands look and feel distinctive, they exemplify the cross-category trend of Made for India and Indians. So, EDT Luma is a glass air-fryer for Indian cooking, and Beyond chimneys are designed for the high heat of an Indian kitchen. Fable Street and Underneat offer fashion and shapewear made for Indian women, not adapted to them – so everything from sizing, to materials, to use cases, reflects that focus.

An emerging axis is traceable, ethical sourcing, which could well become a values-based differentiator as Indian consumers grow more discerning about where ingredients come from and how they’re produced, rather than just what they exclude.

None of these axes are mutually exclusive, and the strongest emerging brands are stacking two or three at once. So, you might see a dermatologist-founded brand with clinically proven actives and an AI-driven diagnostic front end, for example.

Clean label unlocked a world of opportunity for new-age consumer brands. But what lies ahead is an entire arsenal to take them to the next level.

The author is Co-founder & Partner at Fireside Ventures

Published on September 26, 2026