Gentle on the skin, better for the environment. That is Idham’s philosophy. Akin to the Tamil meaning of Idham—soothing, calm, and comforting, much like nature. Mindfully handcrafting small batches of skincare, Bharathi Aravind has formulated products that soothe, nourish, and balance your skin, fortified by the goodness of nature.
Healing as a calling
Bharathi Aravind says the seed for what would eventually become Idham in 2023 was planted in her mind in 2014 after a bout of eczema. Severe itching, fiery, stinging patches, the sun would burn her skin, and sweat only made it worse. Even in such a difficult situation, when all else felt impossible, she refused to give in to steroids. She turned to homoeopathy for internal healing and oil massages. Her masseuse helped her make a powerful oil blend with natural ingredients, and within six months, she had completely healed. This forever changed her perspective on skincare and wellness, ultimately becoming the foundation of Idham.
Rooted through the rough
As a homegrown brand, there are unique challenges. “In the early stages, reaching people was our biggest challenge, from conveying our story to helping them experience what we create. Unlike big brands, everything at Idham is personal and handmade, so it took much longer to build awareness and trust. Pop-ups and exhibitions aren’t always financially rewarding, but they help us connect with people, which is a push in the right direction. Every conversation, every person who listened to our story, reminded me of why I started Idham. I truly believe that nature, in its raw form, has the power to care for our skin and hair,” Bharathi smiles. Despite the hurdles, every interaction helped her establish herself in the market.
Shampoo & conditioner bars
Finding a rhythm and fitting in
For Bharathi, achieving market fit didn’t mean keeping up with trends or scaling up to become a mass-produced brand; it meant authentic connections. Sharing her story and ideology behind each product allowed people to understand the ingredients and see how each little detail mattered, whether it was the formulation or the packaging. “Those who tried our products felt the difference. Our shampoo bars truly smoothed frizzy, unruly hair, and our deodorant creams worked without harsh chemicals. We slowly but steadily built a community of people who resonated with Idham’s values, and that’s how we fit in. We aim to solve real problems with effective, yet gentle skincare that is made with care, purity, and honesty.”
On the topic of the skincare and beauty industry, where it’s evolving and how Idham will evolve, Bharathi puts it eloquently, “The market is shifting towards minimalism, transparency and authenticity. Consumers today want to know what goes into the products they use on their skin. They are becoming plant-based and sustainable, and are choosing effective products, rather than flashy packaging and marketing gimmicks. There is also a growing appreciation for waterless and solid formulations, which are more eco-friendly and travel-friendly. People are moving away from chemical-heavy products and embracing holistic, conscious self-care. That is exactly what Idham practices and promotes.”
Bharathi hopes to see Idham evolve as a brand that connects people to nature, not just through its products, but also through awareness and conscious living. Over time, she would like to expand the range by introducing more solid, waterless and even hydrous formulations, with zero chemical additives. “My vision for Idham is to be recognised as authentic and sustainable. A no-frills brand that stays small enough to craft with care, but large enough to inspire a community to choose mindful, nature-driven self-care. Ethical sourcing and transparency will remain our top priorities.” As Idham found its place, it began to represent an alternate to the hurried pace of life.
Berry Blast lip balm
Learning how to bloom
Bharathi reflects on lessons she’s learnt along the way. “It has been a personal journey as much as professional. The biggest lesson I’ve learnt is patience. Building a brand takes time and effort. I’ve also learnt to listen carefully—to my customers, my instincts, and the small signs that guide my decisions. Integrity has been my anchor and compass, guiding me to choose quality and ethics over shortcuts. Another important thing I’ve learnt about leadership is empowering others through collaboration and trust. My daughter joined me recently, bringing a fresh perspective and energy to the team. We hired an agency to help create our brand identity and more people for marketing on our social media, which has been a game-changer. This lets us grow while staying rooted and grounded in our values,” she smiles proudly. Idham’s growth is marked by intuition and quiet strength.
Aloevera Soap
A slow, intentional evolution
Bharathi talks about her journey thus far. “This is essentially version 2.0 of my journey. Before Idham, there was Soap with Heart, where I made cold-processed soaps. Transitioning to Idham came with a lot of learning, making thoughtful additions and investments, from production to marketing. We expanded gradually, refining the process along the way. Based on feedback and results, product formulation takes anywhere from 3-12 months to finalise. I think my curiosity about formulation, mindful, intentional living, and determination are what shaped Idham into the brand it is today.”
All the products were born out of a personal need, either hers or her family’s. She designed them for people like herself, with no time for complicated skincare routines, but who want effective and practical products. This thought process worked in her favour, as customers saw the value in her products. “In the initial days, a customer came back to me after making a purchase and asked why I charged so little for something of such high quality. That was a pleasant surprise! That moment made me realise that I had something that people liked and appreciated. It gave me the confidence to continue.” In the rollercoaster of entrepreneurship, small wins pave the way for hope.
Idham’s products on display at a pop-up
Seeds of doubt and fear
No business is steady sailing. What matters is how you pick yourself up when you are faced with a dire situation. “There are times when things go wrong. It could be a problem with the product quality as a result of the weather conditions, ingredients, or some other unexpected factors. My first instinct is to panic, but over time, I’ve learnt to take a step back and look at it objectively. Every problem has a solution; you just have to stay calm to find, assess, and refocus your panic into productively solving the issue. Clear your mind, and the rest will follow!”
When it comes to moments of doubt, she fondly shares a quote from her friend that has stuck with her: ‘Let the brand decide what it wants to do—to grow or not, to flourish or not. You don’t have to doubt or decide for it.’ “Doubt creeps in now and then; stressful hours, restless days, sleepless nights. I constantly remind myself of my friend’s words. They help me trust the process, focus on doing my best and let the brand evolve naturally.” This became her mantra, allowing her to let the brand run its natural course.
Deodorant creams
Turning the page, one leaf at a time
Looking into the future, Bharathi describes her dream for the brand. “I feel ready to expand, but not in the conventional ways of rushing and scaling too fast. My approach is to take things one step at a time, progressing mindfully and consciously, maintaining the quality, ethics, personal touch, and sustainability that define the brand. From sourcing ingredients, formulation choices, packaging, and production process, I hope to grow as organically as possible, while focusing on ecological responsibility and plant-based principles. And ideally, remain as driven as we are today and stay grounded.”
Finding purpose in the everyday and staying motivated comes naturally to Bharathi. “The lovely feedback and trust that my customers revert with keeps me going. Knowing that people appreciate and rely on Idham products as part of their daily routine fuels my motivation and inspires me to do more. Their faith in the brand reminds me of why I started and keeps me committed to my craft.”
Body and foot butters
From humble beginnings to becoming a brand known for its conscious, handmade, mindful skincare, Idham offers a wide variety of products like soaps, deodorant creams, lip balms and scrubs, body butters, shampoo bars, oils, body scrubs and gels. You can find them on Instagram at @idhamnature
