Byline: Team Her Circle
This exclusive interview with Bhavika, the founder of FOY, takes you inside one of India’s most exciting innovations in the beauty and personal care space. FOY isn’t just another e-commerce platform, it is a hyper-personalised, expert-led beauty ecosystem designed to change the way Indians discover, shop, and experience beauty.
Bhavika begins by sharing the core idea behind FOY: to cut through the noise and content overload that dominates the beauty industry today. In her words, FOY was born out of the need for an advisory-led platform where users can discover beauty in a more curated and meaningful way.
She dives deep into FOY’s unique approach to brand on-boarding, explaining how each brand is carefully vetted based on its ingredients, technology, and compatibility with Indian skin tones and concerns. Rather than simply building a massive marketplace, FOY prioritises a curated selection of high-quality, innovative brands, ensuring that every product has a purpose and delivers results.
A major highlight of the conversation is Bhavika’s focus on technology-backed personalisation. FOY isn’t using AI and AR as a gimmick. Instead, the platform has invested in deep research to create innovative tools like Beauty GPT Personalised. This feature will scan users’ faces to provide comprehensive analysis and recommendations across skin, makeup, hair, and wellness, making beauty shopping more precise than ever before. She also teases the rollout of FOY’s dedicated app, launching October 2025, which will house all these interactive features in one seamless experience.
Bhavika is candid about the challenges of building trust with global beauty brands as a young platform. She shares how persistence, strong marketing pitches, and a clear vision have helped FOY on-board more than 30 global brands into India this year alone, a significant milestone for such a new entrant.
The conversation also touches on Bhavika’s perspective as a woman entrepreneur in a competitive industry. She highlights the additional effort women often have to make to be taken seriously, and how her approach to building FOY is rooted in empathy, community, and giving back to women who seek better beauty solutions.
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