Drinkable beauty: OZiva launches fizzy drink with glutathione to quench skincare needs in India

The firm believes a combination of factors such as health awareness, aesthetic aspirations, and celebrity endorsements has put glutathione in the limelight in the country.

“Glutathione, the superhero of antioxidants, has taken centre stage in India, captivating health enthusiasts and skincare aficionados alike,”​ says Mihir Gadani, co-founder and COO of OZiva.

Glutathione is an antioxidant that can be naturally found in the body. It is produced by the liver and is involved in functions such as tissue building and repair as well as supporting the immune system.

In the beauty and skincare space, glutathione is commonly used for skin-lightening treatments due to its melanin-reducing properties.

But OZiva is tapping its antioxidant benefits to fight against pigmentation and helps promote radiant skin, a sought-after goal in skincare.

India’s unique skincare needs​

According to Gadani, Indian skin faces distinctive challenges due to increased susceptibility to pigmentation and environmental stressors like UV rays, pollution, stress, and blue light from digital devices.

These factors contribute to cellular damage, inflammation and collagen breakdown, negatively impacting skin health.

“Skin health and ageing are influenced not only by the passage of time but also by exposure to various environmental factors that disrupt the skin matrix. Therefore, nourishing the skin from within becomes crucial for maintaining its radiance and health. To address Indian skin concerns effectively, it is important for industry players to understand this,”​ says Gadani.

A refreshing solution​

Gadani explained that the decision to adopt an effervescent format was due to a few strategic considerations.

Firstly, it provides a quick and efficient way to incorporate the benefits of glutathione into daily routine, which is convenient for those with busy lifestyles.

Secondly, the effervescent format enhances the bioavailability of the ingredients, ensuring better absorption and effectiveness compared to traditional forms of consumption like oral, sublingual, topical applications and injections.

Last but not least, the fizziness gives a refreshing boost to the consumer experience, making it more enjoyable and appealing.

“As you drop the fizzy tablet into your glass of water, the anticipation builds, and the satisfying fizz reminds you of your favourite soft drink,”​ described Gadani, who calls the drink a guilt-free indulgence, where consumers need not sacrifice taste to gain health and beauty benefits.

“Overall, the fizzy tablet format stands out because it is practical, effective and user friendly, making it a preferred choice for many seeking the benefits of glutathione,”​ said Gadani.

Sustainable beauty from within​

Apart from innovative delivery formats, Gadani observed that consumers are constantly on the lookout for well researched ingredients that deliver efficacy.

The clean label and ingestible skincare trends have also gained traction in India. Consumers believe that consuming plant-based supplements ensures good absorption of nutrients, leading to holistic wellness. This is not only perceived as environmentally friendly, but also effective in offering sustainable results.

With these trends in mind, OZiva adopts a clean label philosophy for their products as they source for ingredients in India and abroad. The team sees themselves as part of the sustainable plant-based nutrition space.

“We don’t add any sugar alcohols or artificial sweeteners. There’s zero artificial colours and flavours. So, formulating the final product without these ingredients was a challenge but we managed to get a super tasty drink without any nasty ingredients,”​ said Gadani of the strawberry flavoured Bioactive Gluta.

The drink combines five bioactives that are known for their antioxidant benefits in skincare.

In addition to Glutathione, it contains  a ‘collagen builder’ of aloe vera and vitamin C helps to inhibit collagen breakdown, retaining skin elasticity, volume, and moisture; Lycopene from tomato skin to shield the skin from UV rays, one of the most damaging factors that causes skin ageing; Astaxanthin from red micro algae to fight free radicals to reduce cellular inflammation; And hyaluronic acid retains water for increased skin hydration and plumpness.

Future plans​

While OZiva is confident of their product, they are open to relook at the formulation should there be new concerns among consumers.

The company is based in Mumbai, with Bioactive Gluta available via online retail channels such as Amazon, Flipkart, Nykaa and Snapdeal.

OZiva is currently conducting multiple studies to address consumer needs and plans to come up with new solutions for women’s health, skincare and hair health soon.