Company highlights in-house R&D model and patent-backed formulation in face wash segment
Nat Habit marked National Innovation Day by outlining its in-house research and development, manufacturing, and consumer feedback model that supports product development across its portfolio.
The company, which has over 45 lakh consumers and a presence across more than 10,000 retail touchpoints, cited LentiClear as a development within its skincare range.
India’s face wash market is estimated at approximately ₹10,000–12,000 crore in 2026 and continues to be led by synthetic surfactant-based cleansers. Natural alternatives have faced challenges in delivering foam, cleansing efficiency and skin feel. Ingredients such as lentils, used in skincare routines, have been difficult to integrate into formats that deliver consistent performance.
Nat Habit stated that its research and development team worked for over two years on this challenge, resulting in LentiClear, a lentil-based cleansing technology that supports cleansing and exfoliation within a foaming system. The company stated that it supports skin clarity by contributing to elasticity, hydration retention and the skin barrier.
The company attributed this development to its integrated structure, where formulations are developed, tested and manufactured in-house, enabling coordination between research, production and consumer inputs.
Nat Habit stated that LentiClear formulations are cold-processed and free from sulphates, parabens and silicones.
Gaurav Agarwal and Komal Sharma, Inventors, LentiClear, Nat Habit, shared, “Lentils have always been relevant to Indian skincare—the challenge was making them work in a format that delivers on performance. Conventional cleansing systems don’t easily accommodate them, which is why this hadn’t been solved at scale before. We spent two years, perfecting the formulation science and getting them to work together without compromising on efficacy or experience.”
The technology is being applied across the company’s Tikta face wash range, including Ubtan Tikta Face Wash, Masoor Daal Tikta Face Wash and Kaali Mitti Tikta Men’s Face Wash. The company stated that this range contributes 87 per cent of its face wash category revenue, with an average repeat purchase rate of approximately 52 per cent.
Nat Habit stated that LentiClear has received an Indian patent and forms part of its research-led product development. The company added that its anti-dandruff technology Beracyl and anti-acne technology Berbamyrisin are under patent.
Swagatika Das, CEO and Co-founder, Nat Habit, said, “Being vertically integrated means our R&D team works directly alongside our manufacturing and our consumers. When we identified gaps in the market, we had the ability to invest time and resources into solving them. LentiClear™ is a result of that approach – it is performance-first, backed by research, and built to deliver results that consumers typically associate with synthetic formulations. We’re seeing a clear shift where consumers no longer want to choose between natural and effective – both are expected. For brands, that means investing far more deeply in formulation and R&D than before.”
The company stated that it plans to continue investing in research-led product development and building a pipeline of formulations.
