The beauty industry is embracing AI and advanced technologies to revolutionize sustainability. From ingredient sourcing to product packaging, technology is playing a pivotal role in reducing environmental impact. AI-driven algorithms enable brands to optimize formulations by identifying eco-friendly alternatives to traditional ingredients, minimizing waste, and ensuring ethical sourcing.
Archit Kaushik’s (Associate Director, Kindlife) professional vision is clear: to make Korean and Japanese beauty products easily accessible to Indian consumers while delivering exciting and innovative offerings directly to their doorsteps.
Kindlife prioritizes sustainable packaging and encourages its partners to minimize plastic use. The company actively collaborates with homegrown, women-led, and women-owned brands that prioritize purpose-driven initiatives.
A Pioneer in Global Brand Partnerships
Archit Kaushik’s professional journey spans nine years, primarily focused on contributing to the growth of startups and young brands. He commenced his career at Urban Company, gaining valuable experience in business development. Driven by a desire to explore the FMCG sector, Kaushik joined VAHDAM Teas, where he played a crucial role in expanding the brand’s global presence, including securing partnerships with renowned global celebrities. Archit became the first and only individual for an Indian brand to crack partnerships with global celebrities and names like OPRAH WINFREY, ELLEN DEGENERES, MARIAH CAREY, MARTH STEWART, EMILY IN PARIS, NICOLE SCHERZINGER
Seeking new challenges and inspired by Kindlife’s mission to provide access to premium Korean and Japanese beauty products through sustainable practices, Kaushik joined the company as Associate Director – Business. He is eager to leverage his experience and contribute significantly to Kindlife’s continued success in the dynamic Indian beauty market.
Driving Positive Change through Sustainable Beauty
Kindlife is on a mission to make a positive impact, driven by the belief that kindness is a superpower. The brand’s ethos is centered around four core principles: Product, Packaging, People, and Planet. All Kindlife products are carefully selected to be both beneficial for consumers and environmentally friendly.
Environmental stewardship is at the core of Kindlife’s operations, guided by strong ESG guidelines. As Business Head, Archit is responsible for identifying and partnering with brands that align with these core principles, ensuring they are cruelty-free, highly efficacious, and adhere to strict ESG standards.
The Evolving landscape of Wellness
According to Archit, the wellness and health industry is characterized by a dynamic landscape with a multitude of innovative ideas. However, a significant portion of the audience grapples with misinformation and a lack of reliable information. The proliferation of misinformation, particularly within the Food & Beverage and Beauty & Personal Care sectors, can hinder the ability of legitimate brands and products to establish trust and credibility.
Navigating this complex environment requires a proactive approach, including staying informed, seeking reputable sources, and maintaining transparent communication with consumers. Furthermore, adhering to stringent quality and compliance standards, both domestically and globally, is crucial for industry success.
The Kindlife Vision
Archit Kaushik, through Kindlife, has carved a unique niche in the Beauty & Personal Care space. The brand champions “conscious living,” a philosophy deeply embedded in every facet of its operations. Sustainability, ethical practices, mindfulness, and holistic well-being form the core pillars of Kindlife.

Beyond Products: Kindlife goes beyond being just an online marketplace for Korean & Japanese beauty brands. Archit emphasizes the brand’s commitment to offering a curated selection of “Clean, Conscious Products.”
Building a Community: Recognizing the power of shared values, Kindlife has fostered a robust community of like-minded individuals who share a passion for conscious living. Archit leads initiatives across various platforms, including social media, customer engagement, and in-person events, fostering a sense of belonging among members.
Personalized Solutions: Kindlife takes customer experience a step further by offering personalized and customized solutions through its in-house AI tool, “kiki.ai.” This innovative tool utilizes cutting-edge technology to deliver astonishing and highly valuable results for customers.
Key Trends in Beauty
Archit observes that the skincare and beauty industry is witnessing a growing demand for personalized solutions. As consumer awareness and access to information increase, there is a strong preference for products tailored to individual skin types, concerns, and preferences. This trend extends beyond basic skincare to encompass personalized foundations, hair care products, and more, often driven by AI-powered analyses, similar to Kindlife’s approach to understanding user needs. Furthermore, Archit notes a significant rise in demand for eco-friendly, sustainable, and cruelty-free beauty products. This reflects a global shift towards supporting socially and environmentally conscious brands.
KOSMOS: A Testament to Archit’s Vision for Kindlife
Archit was the part of core team member of KOSMOS, Kindlife’s flagship annual event, designed to offer an immersive experience into the world of Korean beauty, wellness, music, and food. Recognizing the growing influence of Korean culture among Indian Gen Z, Archit envisioned KOSMOS as a unique platform that would go beyond traditional beauty events. It was to be a celebration of Korean lifestyle, food, and music, providing a one-stop destination for young Indians to explore and engage with all facets of Korean culture.
Self-Care and Planet-Care
Under Archit’s leadership, Kindlife is pursuing ambitious growth plans for 2025 while maintaining a strong commitment to social and environmental responsibility. Kindlife actively demonstrates its dedication to the planet through concrete actions, including recycling hundreds of kilograms of waste, offsetting over 2,000 kilograms of CO2, and pledging 1% of its profits to environmental causes.
The brand’s “plastic-positive” approach and the ambitious goal of achieving carbon neutrality by 2025 exemplify Kindlife’s philosophy that self-care and planet-care are interconnected. This commitment is further underscored by Kindlife’s impressive track record: saving over 300,000 kilograms of plastic and recycling over 10,000 beauty and food empties.
Fostering a Culture of Collaboration and Growth
Archit emphasizes several key aspects for managing a fast-growing business:
- Alignment Around a Common Mission: Establishing a clear and compelling brand mission, vision, and values is crucial for ensuring that the entire team is aligned and working towards shared goals.
- Transparency in Decision-Making: Archit believes in fostering a culture of transparency by openly communicating the company’s goals, challenges, and the reasoning behind key decisions. This builds trust, reduces uncertainty, and encourages effective collaboration among team members.
- Building a Culture of Open Communication: Archit emphasizes the importance of creating an environment where team members feel comfortable sharing their ideas, feedback, and concerns openly and honestly without fear of judgment.
- Celebrating Wins Together: Archit believes in acknowledging and celebrating both individual and team achievements, big or small. This reinforces the importance of collaboration and motivates team members to strive for collective success.
- Empowering Autonomy While Encouraging Collaboration: Archit advocates for empowering team members with ownership over projects and tasks to foster accountability and a sense of pride. However, he emphasizes the importance of balancing this autonomy with strong team support and a collaborative approach.
Leveraging AI for Personalized Wellness
Technology and AI are deeply ingrained in Kindlife’s brand DNA, as exemplified by the company’s patented artificial intelligence tool, “Kiki AI.” Designed to guide users through wellness and beauty-related queries, Kiki AI offers personalized advice on skincare, wellness routines, and product recommendations. This innovative tool, available to all Kindlife app users, delivers highly accurate results and has garnered significant user engagement with high repeat usage rates.
Approach to Long Term Business Success
Archit emphasizes the importance of a clear long-term vision, aligned with the company’s core values and mission, while also recognizing the need for strategic flexibility to adapt to the evolving business landscape. He believes in setting well-defined long-term, mid-term, and short-term goals and emphasizes the crucial role of meticulous planning and disciplined execution.
Furthermore, Archit prioritizes building and nurturing long-term partnerships with stakeholders, believing that cultivating mutually beneficial relationships with vendors, customers, and strategic allies is essential for sustainable business growth.

The Trusted Source of Clean Beauty
Product Selection:
- Curated Assortment: Over 30,000 products and 800+ brands that meet our stringent criteria.
- Focus on Clean Ingredients: Toxin-free, plant-based, organic, eco-conscious, and cruelty-free options.
- Safe Formulations: No products with high-hazard ingredients on the EWG scale.
- Sustainable Practices: Recyclable packaging and partnerships with eco-conscious brands.
Supporting Purpose-Driven Brands:
- Empowering Women: Proudly partner with 65% women-led and -owned brands.
- Homegrown Heroes: 75% of our brands are Indian, fostering local businesses.
Customer-Centric Approach:
- Top Priority: We take customer experience seriously, addressing any concerns with utmost care.
- Strong Community: Our customers are valued members of our community.
Leading the Way:
- Favorite Destination: Kindlife is India’s favorite Korean & Japanese beauty shopping destination.
- Gen Z & Millennial Appeal: 85% of our customers are under 34, perfectly targeting the “Genzillenials” generation.
The Enduring Legacy of Public Service
While Archit admires many professionals, he is deeply inspired and influenced by his parents. Both parents dedicated over 38 years of their lives to serving the Delhi Government, demonstrating unwavering work ethic, sincerity, and positivity throughout their careers. Although they lack a corporate background, their dedication instilled these same values in Archit and his siblings during their upbringing. Archit’s parents have consistently provided unwavering support and encouragement in his professional endeavors, serving as his biggest cheerleaders throughout his journey.
Equally important to him is collaborating with brands and partners who align with the core principles and values that Kindlife represents.
On a personal level, Archit continuously strives to cultivate kindness, empathy, and empowerment both within the workplace and beyond, embracing these values as ongoing goals in his journey.
Archit’s Leadership Mantra
Archit firmly believes that striking the perfect balance between personal and professional life is crucial for sustained success. He shares a few strategies that have worked well for him:
1. Task Prioritization: As a leader, Archit recognizes the ever-growing list of responsibilities that come with the role. To stay efficient, he focuses on high-impact activities and delegates lower-priority tasks whenever feasible.
2. Delegate and Empower the Team: Archit emphasizes the importance of fostering intrapreneurship within the organization. For him, the ultimate goal of leadership is to empower individuals to take initiative, creating a win-win scenario for both the manager and the team members.
3. Trust Your Team: Trust, Archit believes, is a cornerstone of work-life balance for leaders. By delegating responsibility and decision-making authority, he not only builds autonomy within his team but also reduces unnecessary stress for himself. Micromanagement, he notes, stifles growth and adds undue pressure. To counter this, Archit ensures his team is well-trained, equipped, and confident in their ability to act independently.
4. Foster a Culture of Responsibility: Encouraging a sense of ownership within the team is another principle Archit swears by. When team members feel accountable for outcomes and know they have the necessary resources and authority, it naturally cultivates responsibility. This, in turn, simplifies leadership and contributes to smoother operations.