Founded in January 2024, Fugeno is a new-age gender-neutral brand that makes products rooted in the time-tested gharelu nuskhe (home remedies). The brand also combines the principles of biomimicry in its offerings.
HOW IT ALL BEGAN
Nupur Thakkar has an extensive academic and professional background.
Eventually, Nupur began a journey of multiple job stints — but all extremely impactful. She has worked in the domains of construction, Designing, Hair & Makeup, and even Alcohol.
Renee was just starting out and they needed someone who could build workflows, get in touch with vendors, and market their products. So Nupur’s next three years were spent growing and building Renee Cosmetics from the ground up. She was a founding member there.
Next, Nupur joined a distillery company and contributed to figuring out and smoothening the transportation and logistics for them.
Finally, after 8ish years of experience in the job and corporate world, Nupur wanted to start something of her own.
FUGENO’s Born:
I was visiting countries like Indonesia and Sri Lanka when I realized how a lot of them know exactly how to utilize the sources of nature. I came to know that allopathy is an option only when there’s a serious emergency. Otherwise, Sri Lankans heavily depend on nature-sourced medications like the Pink Pineapple.
This made Nupur think about how India can benefit from international Research and Development in nature-sourced forumulations and how they can be further integrated into skincare products.
“In India, we already have a lot of time-tested home remedies. But because they lack science, people doubt them. I aimed to make use of biomimicry and refine these home remedies into skincare products that give actual results without any trace of potential harm.” According to The Biomimicry Institute, “Biomimicry is a practice that learns from and mimics the strategies used by living organisms to solve challenges comparable to the ones we face as individuals and societies.”
That is how Fugeno was born – a mix of home remedies and biomimicry principles combined with the power to work on all skin types, regardless of gender.
FUGENO – FUTURISTIC SKINCARE
The word Fugeno is inspired by Future and Genome.
While the future is what lies ahead, the genome is the complete set of genetic material (DNA or RNA) in an organism. the brand integrates the science of biomimicry with nature-sourced products aiming to solve skincare problems for today and tomorrow.
From helping Gen Z and Alpha customers reject beauty standards on social media to guiding them towards the right skincare rituals, Fugeno does it all.
Its products are based on home remedies including ingredients like multani mitti, potato, cinnamon, nutmeg, papaya, and lavender. Apart from the above, it blends science-based elements like niacinamide and salicylic acid to get to the root cause of skincare problems, address them, and uncover glowing, youthful skin.
Fugeno’s product catalog includes Lavender Body Juice, Potato Bright Under Eye Mask, Cinnamon Spice Lip Plumper, and Multan Face Essential.
While it’s only been two months since the products went live on Amazon and the brand’s website, there have been largely positive reviews from customers.
According to Nupur Thakkar, Fugeno’s products use no chemicals and are absolutely safe for all skin types.
The products are mid-premium priced for now and range from Rs 250 to Rs 2,500.
Fugeno will become a complete ecosystem of skincare that can be banked on, despite changing trends and social media messaging that mostly involves propagating insecurities. What I want is to provide youngsters (and adults) is a safe skincare brand that solves real issues without overly glorifying the results.
