Skincare involves tending to the body's largest organ, mirroring overall wellbeing through diet, lifestyle, sleep, and stress management. To combat beauty insecurities driven by flawless images and unrealistic beauty standards, Muddy Water Cosmetics was conceived from a passionate desire for skincare free of self-criticism. The company rejects the idea that skincare should induce anxiety or adhere to unrealistic norms. Instead, it advocates for a holistic, high-performance, crueltyfree, and gentle approach to skincare. Founder Amanpreet Wraich transitioned from a 15-year career in IT to founding a skincare startup. Inspired by her background in science and engineering, she discovered a passion for formulating skincare products at home. Originally planning to open a salon, the COVID-19 pandemic shifted her focus toward creating gentle, effective skincare solutions. Her startup emphasizes consistent care and a positive selfimage, steering away from harsh chemicals to promote long-term skin health.

Embracing Self-Expression

Muddy Water's 'Follow the Sun' skincare line is designed to keep the skin hydrated all day. The line currently features seven essential products an individual needs from morning to night: face wash, toner, serum, day cream, sunscreen (gelform and matte, water-resistant options), and night cream. The brand prioritizes quality and safety by adhering to stringent European standards,

known for their rigorous regulations. By distinguishing between beneficial and harmful chemicals, company ensures its formulations exclude all toxic ingredients.

"We prioritize the use of high-grade ingredients over high concen-trations. For instance, our approach to formulating a Hyaluronic Acid serum focuses on the efficacy of the ingredient rather than simply increasing the percentage. This ensures that our products deliver effective results without compromising skin health", says Amanpreet.

Muddy Water products are suitable for all skin types because they lack toxic chemicals. However, skincare preferences vary greatly, and effectiveness can depend on individual skin concerns and preferences. The formulations are crafted with a commitment to gentle, clean, and preventive care, aligning with the brand's vision of consistent, gentle skincare. Highquality ingredients are used in carefully measured amounts to ensure gradual and effective results without compromising the skin barrier. Regarding shelf life, Muddy Water products adhere to a two-year lifespan from the manufacturing date, incorporating necessary preservatives to ensure safety and effectiveness.

To enhance the shopping experience for its customers, the company leverages several key technologies. It currently sells via e-commerce and its website. The company is implementing Whatsapp automation with AI chatbots to handle customer queries efficiently. While chatbots manage simpler questions, human representatives are available for more complex issues, as the company believes that human interaction is crucial for ultimate customer satisfaction.

Additionally, the brand uses advanced warehouse management systems integrated with its website and e-marketplaces. These systems automate order capture and management, ensuring seamless operations and timely delivery. By combining AI-driven automation with human touchpoints and efficient backend systems, the company aims to deliver an exceptional shopping experience.

Lastly, in building its brand identity, Muddy Water adopted a deliberate, customer-focused strategy. After initially focusing on e-marketplaces for six to eight months to gather feedback, the company prioritized refining its products based on real user experiences. As it gradually expanded its website, the company maintained a gentle, gradual growth approach. By emphasizing soothing, informative content on social media, the company avoids promising quick fixes in skincare. Integrating brand building elements such as including goodies in packages and actively seeking feedback, the brand aims to establish trust based on product quality and plans to expand the line with four additional targeted products by year-end.