After being a part of the entertainment industry for close to 2 decades, Shabia Walia had begun to get disillusioned by the industry, the culture and its people. The erratic schedule coupled with her desire to spend quality time with her growing daughter had started to weigh on her mind.
“A lot of us have this habit of reading scraps of papers lying around, the stories behind Classmate notebooks and the ingredients in the multitude of cosmetics we buy for us and our family. I also had this habit and every time I read the things that actually went into the soaps and creams, my concern grew. I was increasingly growing unhappy with the products I was using, especially for my daughter,” says Shabia.
Then one fine day on a cold January morning, a very simple recipe of a body scrub caught Shabia’s attention. Armed with the knowledge that all the ingredients were available at her home, she set out to concoct it.
“All done, and after bathing with it; I came out of the bathroom smiling. I had had an epiphany. That’s how Wild Earth was born,” she reminisces.
Providing clean, luxurious organic skincare that doesn’t harm you or the environment has been Wild Earth’s mantra from day one. “Sustainable skincare is the future and I firmly believe in it and strive to stay true to it with Wild Earth,” she adds.
Wild Earth believes in creating products that are packed with natural ingredients and free of harmful chemicals. Wild Earth truly believes that looking beautiful need not come at the cost of harming Nature or being cruel to animals. “Transparency is key to us and you will always know what goes into our products. All our products are handcrafted with ingenuity and passion and you will feel the love when you use Wild Earth,” says Shabia.
It’s in the wild that beauty lies
Wild Earth is a natural organic skincare brand with products ranging from body butters, lip balms, handmade soaps, anti ageing creams, face serums to shampoos, moisturisers and shower gels. The brand also offers amazing gift hampers for corporates and retail too. All the ingredients used are certified by EcoCert and all the products are cruelty free, free of sulphates, parabens, phthalates and palm oil. The manufacturing unit is GMP certified.
When asked about the challenges faced in the initial years and how difficult it was to get into the organic sector she says, “Initially I used to make everything myself in my humble kitchen. But as the orders grew, I had to shift out to a workshop. From ensuring the ingredients we sourced were ethical, of the right quality, plant derived, cruelty free, free of nasties, getting formulations tested and registered to the huge moqs suppliers asked for, cash flow, building a team, learning on the job, everything was a challenge but my experience in media which was to take each day as it comes & thinking on your feet helped.” Above all, her customers faith in her helped to grow slowly but surely.
Wild Earth’s major focus is the export markets of Philippines, London and Dubai. The brand also plans to increase exports to Middle East as soon as the pandemic ends.
Shabia outlines the future roadmap, “We want to create more problem solving products than generic products. We have plans to increase our face care line as people love our anti ageing cream and Vitamin C serum apart from our other organic skincare products. We also want to start selling online beyond India from this year. Making the brand available to as many customers, gaining more visibility, educating more and more people about the impact skincare has on them and the environment and choosing Wild Earth as their most preferred choice for the entire family…those are a few of my things on my wishlist for this year & next.”
Not satisfied by her own achievements, Shabia also wanted to share her share of blessings with those who are not so blessed or loved. And again with this intention of giving back, ‘The Bluebells Community’ her social initiative was formed.
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