About-Us

WHAT WE STAND FOR

We are obsessed with innovation

We love challenging the status quo and doing things better - whether that’s pioneering product innovations, pursuing cutting edge design, or pushing the envelope on customer experience.
We are always intentional

We are deeply thoughtful about the products we formulate, the ingredients we use, and the messages we put out into the world. We don’t say, do, or make anything simply for the sake of it.
We keep it authentic

We keep things as real and transparent as possible. We don’t want to add to the noise of false promises, unrealistic standards, photoshopped pictures, and under-performing products.
We have high standards

From spending years creating proprietary formulae for our products, to validating them on hundreds of real Indian people across climate zones, to investing in only the cleanest ingredients, we never cut corners.
We are proudly Indian

All our products are formulated for and made in India. We have a deep love and respect for the cultural and ethnic diversity in our country - there’s no one way to be Indian, and we celebrate them all.
We believe beauty is personal

We believe beauty has little to do with how we look, and everything to do with how we feel. We exist to help you explore, discover and express your individual style - life is too short to wear a uniform.

You’ve got moxie.

That energy, that character,

that something special that makes you, you.

Moxie isn’t perfection, it’s personal.

It’s about exploring what you like, expressing what you love

and discovering who you are.

It’s the beauty of choosing yourself and doing your thing.

And we’re here to help you do it a thousand times over.

To be the unwavering “yes” to all you want to be

and celebrate you in your truest form.

the moxie maker

Click on each image to know Nikita's story!

The Sincere Student, Age 13

Started blow drying her 'frizzy' hair straight on special occasions, so it would look 'neat and tidy'
The Goth Girl, Age 18

Started getting her hair chemically straightened. It was always poker straight in college, never a strand out of place
The Anti-Frizz Achiever, Age 22

Continued the permanent straightening each year, while she got her MBA from XLRI and graduated with a gold medal
The Polished Professional, Age 25

Started blow-drying it after each wash to transform into the quintessential, well-groomed management consultant, killing it in the corporate world
The Haircare-Obsessed Homebody, Age 27

Stopped blowdrying during the lockdown, started to see some wavy spirals. Chanced upon curly hair care videos.
The Moxie Maker, Age 29

Threw herself into the art and science of hair care. Realised how little the beauty industry teaches us about caring for different hair textures. Decided to build a company that nourishes, represents and celebrates all hair types.