In August 2022, Anirudh Kastia launched Put Simply, born from his deeply personal struggle with acne and damaged skin barrier
He spent over a year developing formulations in Korea—nearly 12 months, double the time he’d expected—but craft the skin-friendly, gentle products he believed in
Early challenges hit soon: both Facebook and Google ad accounts were abruptly banned, forcing a 45-day fight just to restore marketing access
The team even rebuilt the entire website to fix tracking issues—imagine a D2C brand unable to promote its own products online
But with persistence, Put Simply sold over 1,500 units in its first 8 months, crossing ₹10 lakh in revenue—milestones that felt monumental
By FY 2024‑25, the brand is targeting ₹2 crore in annual revenue, riding the early traction of standout products like their “Beat the Sun” SPF 50+ sunscreen
The core USP: K‑beauty formulas made for Indian sensitive skin, focusing on simple, barrier-repairing ingredients that work, not just sell
Their hero product, Beat the Sun, became fast-moving stock—often selling out faster than supply could catch up
Operations run lean: Shopify for e‑commerce, Notion for internal tracking, Shiprocket logistics, Convertway automation & Judgeme reviews ensure smooth execution
Despite being entirely bootstrapped, the brand is scaling through consistent product quality and a tight direct-to-consumer model
Packaging and visuals redesigned in early 2025 to reflect Put Simply’s clean, accessible identity and appeal to new customer segments
The brand stayed true to a one-size-fits-nothing ethos: products tailored for India’s diverse skin types, not just mass routines
Word-of-mouth from early users and reviews built initial brand trust—especially among those with sensitive or acne-prone skin
Anirudh also works as a D2C growth consultant—bringing smart business processes into the brand even before hiring his own team
As of early 2025, there’s no external VC funding publicly reported; Put Simply continues to grow on internal revenue and reinvested profits
Building in adversity taught patience: quality over speed became the guiding strategy for sustainable growth
The brand’s sensitive-skin-first approach differentiates it in India’s crowded beauty space—no fragrance overload, no harsh actives without purpose
But perhaps the strongest edge: educating consumers—clear ingredient communication, product explanations, and barrier-care insights
Every obstacle—from ad bans to supply chain delays—strengthened their resolve and refined their customer-first process
Today, Put Simply is a trusted name among Indian skincare lovers with sensitive skin—proof that smart formulation + honesty = consumer loyalty.
