Expressnews
CHOSEN®, the clinical-grade skincare brand founded by renowned dermatologist Dr Renita Rajan, is celebrating five years of innovation with a strategic rebrand that cements its leadership in science-backed skincare for Skin of Colour (SOC) in India. This milestone also marks the unveiling of CHOSEN’s Center of Excellence, a pivotal step toward pioneering melanin-rich skin research and high-performance formulations.
The CHOSEN HIFIVE Conclave, held today at Egmore Government Museum, Chennai, marked this pivotal moment as A.R. Rahman, the legendary music composer, presented CHOSEN’s redefined logo, a symbol of longevity, sustainability, and future-driven innovation. Founded in 2020, CHOSEN® was built to bridge the gaps in skincare for SOC, a segment often overlooked by the global beauty industry. Over the past five years, it has cultivated a thriving community of 50,000, offering 50+ SKUs across 8 product categories.
Reimagining Skincare for Skin of Colour
Unlike conventional skincare brands that follow a one-size-fits-all approach, CHOSEN® has focused exclusively on developing solutions for melanin-rich skin, which presents distinct concerns, including hyperpigmentation, irritation, and sensitivity. By integrating deeper research, protocol-driven routines, and cutting-edge formulations, CHOSEN® is setting new standards for SOC skincare in India and beyond.
This rebranding goes beyond aesthetics—it’s a strategic evolution that cements CHOSEN’s future as a trusted leader in SOC skincare:
- Refreshed Visual Identity – A new logo, updated packaging, and a sleek design language that represents scientific precision and inclusivity.
- Enhanced Digital Experience – A revamped website designed to educate consumers about SOC skincare and streamline their skincare journey.
- Science-First Focus – The announcement of India’s first Center of Excellence for Skin of Colour, dedicated to cutting-edge research and innovation.
Celebrating the milestone, Dr. Renita Rajan the Founder of CHOSEN said, “For decades, skincare has largely been designed with a limited spectrum in mind, often overlooking the specific needs of Skin of Colour. At CHOSEN®, we hope to be the change—our science is built for SOC, and it is a reaffirmation of our commitment to high-performance skincare that works with—not against—melanin-rich skin. By integrating deeper research, protocol-driven routines, and cutting-edge formulations, we hope to set new benchmarks for what skincare for SOC could be.”
Looking ahead, CHOSEN® is set to launch India’s first Melanin Lab, a dedicated research hub focused on advancing SOC skincare. This initiative aims to:
- Develop SOC-specific formulationsbacked by rigorous clinical studies.
- Set new industry standards by providing research-backed skincare protocols.
- Collaborate with dermatologists and wellness practitioners to integrate SOC skincare into mainstream beauty and healthcare.
Additionally, CHOSEN® is shifting the narrative around skincare routines by moving away from overloaded, multi-step regimens that may not be optimal for India’s humid climate. Instead, the brand advocates for targeted, effective routines that prioritize skin health without unnecessary layering. Through these efforts, CHOSEN® is positioning itself as India’s premier destination for Skin of Colour skincare, ensuring that scientific innovation, inclusivity, and sustainability remain at the heart of its growth.
The CHOSEN HIFIVE Conclave brought together industry experts like Dr Pal Manickam (founder of NewMe), Dr Sathya (Gynecologists and Infertility Specialists), Shiny Surendran (Sports Dieticization), Regena Cassandra (Actor & Sustainability Advocate), Hariharan Premkumar (MD & Head of India, DSG Consumer Partners), Deepak Jayaraman (Co-founder, Vanaalaya), Vikas Chawla (Co-founder, Social Beat), Ramya Subramanian (Entrepreneur), skincare enthusiasts, and the CHOSEN® community, the event featured insightful discussions on the future of SOC skincare, exclusive brand unveilings, and community-driven conversations celebrating five years of impact.
By continuing to push boundaries in research-led, high-performance skincare, CHOSEN® is set to redefine beauty norms in India and beyond.
