Born
from a deeply personal need and shaped by scientific intention, ALANNA was
founded by Rashi Bahel Mehra to address a problem many silently live with - lip
pigmentation, chronic dryness, and sensitivity. What began as Rashi’s struggle
with darkening lips soon revealed a wider gap: customers across age groups were
dealing with uneven tone, sun damage, and smoker’s lips, yet the market
continued offering only flavoured balms that masked the issue rather than
treating it. Determined to change this, Rashi launched ALANNA as India’s first
specialized lip-care brand on Amazon, offering solutions that repair deeply
instead of providing temporary relief.
Scaling a Purpose-Led Brand with
Amazon Launchpad
For Rashi,
the Amazon Launchpad program offered
credibility, nationwide reach, and a trusted environment for customers to
discover young, innovative brands. With Amazon’s logistics infrastructure,
transparent systems, and marketing support, ALANNA was able to scale quickly
and reach customers far beyond its home market. The marketplace has played a
pivotal role in helping the brand overcome visibility challenges, especially in
Tier 2 and Tier 3 regions where awareness around specialized beauty solutions
is still emerging.
Women Entrepreneurship Day serves as
a powerful reminder of how digital commerce is enabling women-led brands like
ALANNA to thrive. Amazon’s seller tools, AI-led recommendations, and customer
insights have helped the brand optimize listings, improve product
discoverability, and enhance advertising efficiency. Orders began flowing in
from cities like Guwahati, Indore, Coimbatore, and Srinagar, reinforcing the
trust that customers place in marketplaces when choosing new and science-backed
products. With FBA ensuring fast delivery and seamless returns, ALANNA has been
able to maintain a consistent, high-quality customer experience.
Empowering Women Through Sustainable
Employment
A large
part of ALANNA’s ecosystem is powered by women formulators, creators,
operations teams, and freelancers. Rashi consciously builds flexible
opportunities that allow women to grow professionally while balancing personal
responsibilities, reinforcing the brand’s people-first values.
Looking ahead, ALANNA is preparing to expand its science-backed approach beyond
lip care into face, hair, and body categories focusing on concerns like
pigmentation, tanning, acne, and dullness with gentle formulations made for
sensitive skin. As a women-led venture, the brand also continues to create
opportunities for women across its ecosystem from formulators and creators to
marketing and operations teams offering flexible roles that empower them to
build careers on their own terms.
With Amazon as a key enabler, ALANNA is not only
pioneering a new category in beauty but also demonstrating how women
entrepreneurs across India can harness digital marketplaces to scale
meaningful, purpose-driven brands one solution, one customer, and one
breakthrough at a time.