“I am the future Vineeta”: Ruby’s Organics’ on Shark Tank India

Ruby's organics on Shark Tank India Season 4

Three points you will get to know in this article:

  • Ruby’s Organics is India’s first organic makeup brand in the D2C space.
  • Founder Rubeina Karachiwalla secured ₹1 crore for 8% equity.
  • The sharks debated the brand’s valuation, organic claims, and growth potential.

About Ruby’s Organics

Ruby’s Organics logo

The beauty industry is evolving, and clean beauty is no longer just a trend—it’s a movement. Ruby’s Organics, a Mumbai-based D2C beauty brand, has positioned itself as India’s first organic makeup label, offering cosmetics made from plant-based and mineral-derived ingredients.

Founded by Rubeina Karachiwalla, the brand has carved a niche in the market by focusing on sustainable, chemical-free formulations. Her Shark Tank India pitch wasn’t just about funding—it was a statement of confidence in the future of organic beauty.

Would the sharks recognize its potential, or would they question its ability to compete in a highly saturated industry?

 

Click here to visit their official website : Ruby’s Organics

What Makes Ruby’s Organics Unique?

Unlike conventional makeup brands, Ruby’s Organics prioritizes natural ingredients while maintaining high performance. The products are designed to be:

  • Plant-Based – Derived from botanical extracts, free of synthetic chemicals
  • Mineral-Rich – Uses naturally sourced minerals for pigmentation
  • Cruelty-Free – No animal testing, aligning with ethical beauty standards
  • D2C Model – Sells directly to consumers via its website and major marketplaces.

 

The beauty industry is largely dominated by synthetic formulations, but Rubeina believes consumers are increasingly conscious about what they apply to their skin.

“If food needs to be organic, why shouldn’t makeup?” This belief is what drives Ruby’s Organics and its mission to redefine beauty in India.

The Shark Tank India Pitch

Rubeina entered the Shark Tank India stage seeking ₹1 crore for 2.5% equity, valuing her company at ₹40 crore.

The sharks immediately dived into discussions about:

  • Market Positioning – Competing with global and domestic brands.
  • Financial Performance – Assessing revenue growth and profitability.
  • Organic Certification – Verifying if the brand meets stringent organic standards.

Sales Growth Over the Years

  • FY21-22: ₹2.2 crore
  • FY22-23: ₹3.2 crore
  • FY23-24: ₹4.5 crore
  • FY24-25 (till October): ₹3.87 crore
  • Projected Sales: ₹7.5 crore
  • FY21-22:
  • FY22-23:
  • FY23-24:
  • Projected Sales:
  • FY24-25 (till October): ₹3.87 crore

The sharks acknowledged consistent growth, but they questioned whether the company’s profit margins were strong enough to justify its valuation.

Ruby’s Organics Unit Economics

A closer look at the brand’s unit economics revealed the following breakdown:

    • COGS (Cost of Goods Sold): 24%
    • Direct Expenses: 15%
    • Marketing Spend: 37%
    • Fixed Costs: 27%
    • EBITDA : 3%
  • COGS (Cost of Goods Sold):
  • Direct Expenses:
  • Marketing Spend:
  • Fixed Costs:
  • EBITDA:

While the business was generating revenue growth, the high marketing costs concerned the sharks.

Aman Gupta pressed Rubeina on whether she would ever consider adding non-organic products to increase margins.

She firmly refused, stating that her commitment to clean beauty was non-negotiable.

While Rubeina’s passion was undeniable, four out of five sharks backed out:

  • Shark Namita Thapar: Concerned about competition from bigger brands.
  • Shark Ritesh Agarwal: Questioned the long-term profitability.
  • Shark Aman Gupta: Found the valuation too aggressive.
  • Shark Vineeta Singh: As a beauty brand owner herself, she wasn’t convinced by the pitch.

 

Only shark Kunal Bahl saw long-term potential and made an offer. ₹1 crore for 10% equity – A significant drop from Rubeina’s original valuation.

Rubeina wasn’t ready to give up. She countered with ₹1 crore for 4% equity. This move sparked one of the most memorable moments of the pitch.

Vineeta advised her to revise her counteroffer to be closer to Kunal’s terms. Instead, Rubeina confidently responded, “I am the future Vineeta.”

The room erupted in laughter and surprise, with Aman Gupta playfully responding, “That’s so sweet. We would love to have you here.”

Kunal, known for avoiding aggressive negotiations, admitted that he liked Rubeina’s confidence. After further discussions, they closed the deal at:

  • ₹1 crore for 8% equity
  • New Valuation: ₹12.5 crore

 

While the valuation was lower than Rubeina’s initial ask, she secured a shark who believed in her vision.

Future Plans for Ruby’s Organics?

With funding in place, Ruby’s Organics is set to:

  • Expand its product line – Introducing more clean beauty offerings.
  • Strengthen brand awareness – Investing in influencer collaborations and digital marketing.
  • Increase retail presence – Growing beyond D2C to brick-and-mortar stores.

 

“This is just the beginning,” Rubeina shared after the pitch.

Her determination, belief in clean beauty, and ability to hold her ground made Ruby’s Organics one of the most talked-about Shark Tank India pitches.

Ruby’s Organics may not have secured its initial valuation, but Rubeina walked away with a deal and a strong shark in her corner.

Her ability to stand firm in her vision, despite intense scrutiny, is a lesson for entrepreneurs everywhere—sometimes, confidence can be as valuable as the product itself.

Shark Tank India once again proved that business is not just about numbers; it’s about the people, their conviction, and their ability to sell their dream.

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