Ruby’s Organics Brand Audit: Mumbai Makeup, Made in Gujarat

Ruby’s Organics sells makeup in India with “organics” in its name. Its homepage calls it India’s first certified organic makeup brand. What follows is the record as it stood on 3 September 2026: who owns and makes the brand, what it costs, and how its claims are worded.

Snapshot

Company

RK Cosmetics Private Limited, CIN U52100MH2019PTC326741, incorporated 14 June 2019, Mumbai

Founder

Rubeina Karachiwalla, director since incorporation

Ownership

Independent; ₹1 crore raised for 8% in February 2025, an implied ₹12.5 crore valuation

Made by

Carewell International, GIDC Umbergaon, Valsad, Gujarat — manufacturing licence GC/682

Price band

₹553 to ₹1,403 at selling prices on 3 September 2026; MRPs ₹650 to ₹1,650

Range

More than thirty products — lipstick, lip crème, cream blush, kohl, brow gel, mascara, setting powder and mist, skin tint

Formulation

Anhydrous — the formulas contain no water, which is why they need fewer preservatives

How it started

Rubeina Karachiwalla worked in public relations before she started making cosmetics. She began at home, then went looking for a factory. In her own words she approached a few manufacturers until she zeroed in on one.

The company behind the brand, RK Cosmetics Private Limited, was incorporated in Mumbai on 14 June 2019 with paid-up capital of ₹1.44 lakh. Its registered office on Bhulabhai Desai Road is the same address the packs give for the marketer, which is what ties the brand to the company on the public record.

The founder asked for ₹1 crore for 2% on that show, which would have valued the business at ₹40 crore. She closed at ₹1 crore for 8%. The pitch disclosed that 58% of sales came direct and 42% through marketplaces, but no sales figure appears in the coverage.

What they actually make

The brand uses a contract manufacturer and says so on every page. All eleven product pages we read name the manufacturer: Carewell International, at the GIDC estate in Umbergaon, Valsad district, Gujarat, holding manufacturing licence GC/682. RK Cosmetics is named as the marketer.

That is the standard Indian direct-to-consumer structure, and naming the factory and its licence number on every listing is clear disclosure. It is the same distinction a reader meets with Campus, which owns its plants, against a brand that markets what somebody else moulds.

GC/682 is a cosmetics manufacturing licence under the Cosmetics Rules 2020. It covers the factory’s permission to make cosmetics; it is not an organic certification.

The certification question

On the pages read on 3 September 2026, the homepage carries the line “Shop India’s first certified organic & chemical-free makeup brand” beside an Ecocert COSMOS badge image.

For a finished product to be COSMOS ORGANIC, Ecocert requires that at least 95% of the plants it contains are organic and that organic ingredients make up at least 20% of the whole formula. Water and minerals do not count as organic — which, for a brand whose formulas contain no water, is arithmetic in its favour rather than against it.

Ruby’s Organics names its contract manufacturer and its licence number on every product page we read.

The other claims on the page

The homepage also uses the phrase “chemical-free”. The Nuddy lipstick’s page carries the phrases “100% natural ingredients” and “vegan formula” and publishes its full ingredient list.

The Lash + Brow Growth Oil costs ₹700 for 6 ml. Its page says the product promotes growth for long lashes and full-looking brows, and asks for eight to twelve weeks of daily use, with noticeable results after three, in the page’s words.

What Ruby’s Organics costs in India

All prices below were read on rubysorganics.in on 3 September 2026, when the site was running a 15% discount across the range. Both the MRP and the price actually charged are given, because the second is the one you pay.

Brand’s own store, read 3 September 2026, during a site-wide 15% discount.

The kohl pencil is the number that matters. At ₹553 it looks like the cheapest thing in the range. It holds 0.35 grams, which works out at ₹1,580 a gram — and ₹1,857 a gram at full MRP.

The kajal brands this site has priced run from about ₹97 to ₹1,214 a gram, and Ruby’s sits above the top of that range. The per-gram figure comes from dividing the price by the weight printed on the pack.

Shelf price, Smoked Kohl Pencil

₹553 after discount, ₹650 MRP

Net quantity

0.35 g

Price per gram

₹1,580

Checked on

3 September 2026

Elsewhere the range prices as a premium Indian indie and prices that way consistently. The lipstick at ₹842 sits at the very top of SUGAR’s ₹487 to ₹854 band and at nearly twice Colorbar’s ₹449. The setting mist at ₹15 a millilitre is the best-value item on the list by a distance.

Who Ruby’s Organics is actually for

On the makeup bands this site uses, Ruby’s Organics is mid-range. The core line runs ₹553 to ₹1,403 at the prices actually charged, with nothing in the budget band and nothing above ₹1,500.

It suits a buyer who wants anhydrous, plant-heavy formulations and likes to judge a product by its ingredient list. Water-free makeup is a real formulation choice with real consequences for preservatives, and this brand has made it deliberately since the start.

The shelf-life line is worth a look too. Every page states 24 months from manufacture. None states a period after opening — the small open-jar symbol that tells you how long a product lasts once the seal is broken. For preservative-light formulas that is the more useful number of the two.

Ruby’s Organics and cruelty-free status

PETA’s Beauty Without Bunnies directory carries no company page for the brand. Set against that, testing cosmetics on animals has been illegal in India since 21 May 2014, so for an Indian-made brand a cruelty-free badge is the legal floor rather than a distinction.

Buying it in India

The brand sells directly through its own store and through the large marketplaces, and the direct channel is where most of its sales come from. Every declaration described above is a website declaration; what the physical pack says is the version Legal Metrology rules actually govern, so read the box in your hand.

The habit of reading the box travels well beyond makeup. The declaration block on a box — maker, address, licence, net quantity, MRP inclusive of taxes — is the same four or five lines whether you are holding a lipstick or a pair from Sparx, and the brands that print it fully are telling you something about how they operate. It is also the quickest way to see, as readers of our Bata audit already know, that the name on the front and the company behind it are often two different things.

Common questions

How we research and verify brand audits: our methodology.

References

1. Ruby’s Organics homepage, 3 September 2026 — the “India’s first certified organic & chemical-free makeup brand” line and the Ecocert COSMOS badge
2. Ruby’s Organics — Nuddy lipstick, 3 September 2026 — the “vegan formula” and “100% natural ingredients” wording, the price, and the published ingredient list
3. Ruby’s Organics — Smoked Kohl Pencil, 3 September 2026 — the ₹650 MRP, ₹553 selling price and 0.35 g net quantity
4. Ruby’s Organics — Lash + Brow Growth Oil, 3 September 2026 — the growth claim and the eight-to-twelve-week usage instruction
5. Ruby’s Organics — About us, 3 September 2026 — the plant and mineral based description
6. Ecocert — COSMOS certification, 3 September 2026 — the 95% and 20% organic thresholds and the exclusion of water and minerals
7. ZaubaCorp — RK Cosmetics Private Limited, 3 September 2026 — incorporation date, CIN, registered office, capital and directors
8. Business Today, 4 February 2025, report on the Shark Tank India deal — the ₹1 crore for 8% investment, the ₹40 crore ask and the direct-versus-marketplace split
9. Youth Inc, 28 April 2018 — the founder’s account of starting at home and choosing a manufacturer, and the water-free formulation