Lips Finally Get Their Due: ALANNA Debuts World’s First Lip Wash

In the world of skincare and cosmetics, one area has long been overlooked: the lips. For Rashi Bahel Mehra, that oversight was personal. Despite trying countless balms, tints, and oils, her lips remained dark and dry, an issue that no existing product seemed to solve. That persistent problem sparked a realisation: lips are not just another canvas for colour, but a delicate and biologically distinct part of the body that deserves focused care.

Thus was born ALANNA, India’s First Specialised Lip Brand. Founded in 2021 in Bhopal, ALANNA isn’t just a startup, it’s a mission to reimagine lip care with the seriousness and scientific rigour typically reserved for facial skincare.

Building the Science of Smile

Lips are biologically unique. They lack oil glands, are thinner than facial skin, and are constantly exposed to environmental stress. ALANNA addresses this with science backed solutions tailored to lip-specific concerns like pigmentation, dryness, sensitivity, and UV damage.

The brand’s portfolio includes:

• LipWash®: The world’s first cleanser designed exclusively for lips
• Buttermasks® and scrubs: Infused with peptides and actives
• SPF glosses and balms: Offering protection and hydration

Each product is dermatologically tested, clean-label, and designed for visible, long-lasting results.

From Boardrooms to Beauty Labs

Before founding ALANNA, Rashi Bahel Mehra held senior marketing roles at global giants like Samsung, Lenovo, and Tata Communications. Her transition from tech to skincare was backed by both professional expertise and personal conviction. Certified in organic skincare formulation, she combined strategic insight with formulation science to create a category-defining brand.

She is joined by co-founder Ankesh Mehra, who leads operations and finance, ensuring that ALANNA scales sustainably while staying mission-aligned.

Breaking Through the Beauty Noise

Unlike mass-market brands that offer generic balms or premium labels that treat lip care as an afterthought, ALANNA is laser-focused. It caters to digitally savvy, health-conscious consumers aged 18–45 who seek high-performance, lip-safe alternatives.

These users aren’t just statistics, they’re individuals who find empowerment through care. From women self-conscious about pigmentation to men recovering from lip damage due to smoking, ALANNA’s community reflects stories of healing and confidence.

A D2C Engine Built for Scale

ALANNA operates through a direct-to-consumer model, leveraging its own website and major e-commerce platforms like Nykaa, Amazon, and Flipkart. This approach enables complete control over pricing, storytelling, and customer experience—key advantages for building a consistent and compelling brand. 

In just two years, ALANNA has achieved multi-crore revenue, a 40% repeat purchase rate on targeted solution routine kits, and forged strong partnerships across digital marketplaces. It was also named among the Top 15 Startups by IIM Bangalore’s NSRCEL and received grant support. It's also incubated at AIC-RNTU, Bhopal, which further nurtured and refined its business model.

Sustainability is woven into every aspect of the brand, from using lip-safe, food-grade ingredients to adopting recyclable packaging and ethical sourcing practices. This holistic impact has earned ALANNA recognition in leading publications, including Mint, Economic Times, and Times of India.

The Challenge of Carving Out a New Category

Launching a brand is hard. Creating a new category is harder.

Educating consumers about lip care as a vital skincare step requires patience and persistence. Scaling innovation while maintaining clean, clinical-grade formulations demanded focus and conviction.

But the effort paid off. ALANNA’s products are more than solutions, they are a statement that lips matter.

Reflecting on the journey, Rashi Bahel Mehra advises aspiring founders: “Be patient, be purposeful, and stay authentic. Building something meaningful takes time, especially if you’re creating a category. Lean on mentors, leverage incubation programs, and focus on solving real problems.”

What’s Next for ALANNA?

In the short term, ALANNA aims to expand its digital presence and deepen user engagement. Long-term, the goal is bolder: to become a global leader in lip wellness, enter international markets, and build flagship retail experiences that elevate lip care to mainstream skincare status.