Paper by Kala, a new Indian personal care and wellness brand, has announced its launch with a range of products that aim to make self-care a natural part of women’s everyday lives. Built on the belief that women deserve time for themselves, the brand introduces a ritual-led approach to personal care, encouraging women to find moments of pause within their existing routines rather than make room for yet another activity in their already busy schedules.
The idea behind Paper by Kala comes from a simple observation. Women are often managing multiple responsibilities, whether at work, at home or in their relationships, leaving little time for themselves. While self-care has become a widely discussed concept, finding the time and space for it continues to be a challenge. Paper by Kala looks to address this gap by making everyday activities, particularly the daily shower, an opportunity to slow down and reconnect with oneself.
The brand’s name also reflects this thinking. Paper is often associated with fragility, but it is a material that is resilient, adaptable and capable of taking many forms. The founders saw a parallel with women, who are constantly adjusting to different roles and responsibilities while carrying more than is often visible. This thought forms the foundation of the brand’s philosophy, ‘For Everything You Carry’.
Speaking about the launch, Abhinit Gogia, Co-founder and CEO, Paper by Kala, said, “When we started thinking about Paper by Kala, one thing stood out. Women are constantly doing things for everyone around them, but rarely find the time to do something just for themselves. We didn’t want to create another elaborate self-care routine that would demand more time or effort. The idea was to make the time they already have, even if it is just seven to ten minutes in the shower, feel like their own. That is where Paper by Kala started, and that continues to guide how we are building the brand.”
At launch, Paper by Kala introduces two signature collections, VOID and STILL, each developed around a different self-care experience. VOID, described as The Ritual of Release, is intended for moments when one wants to leave the pressures of the day behind, while STILL, The Ritual of Pause, focuses on slowing down and taking a break from the constant demands of daily life. The portfolio includes body washes, balms and complementary face care products, bringing these experiences into different parts of the day.
The product range has been developed with a focus on skincare ingredients, textures and sensory experiences. Central to the brand’s ingredient philosophy is Paper Fiber Actives™, which draws inspiration from the strength and adaptability of paper and brings together plant-derived ingredients and skin-conditioning components. The formulations feature ingredients such as niacinamide, aloe vera, panthenol and botanical extracts, selected for their roles in supporting skin hydration and comfort.
Kusum Gogia, Co-founder and Chief Product Officer, Paper by Kala, said, “For us, the product experience was as important as the formulation itself. We looked at how a product feels on the skin, its texture, its fragrance and the overall experience of using it. VOID and STILL have been developed for different moments and needs, but the thinking behind both remains the same. We want women to enjoy these few minutes rather than look at personal care as another task to complete. Our focus has been on bringing together ingredients and experiences that make these everyday rituals worth looking forward to.”
Alongside its product launch, Paper by Kala is also looking to build a community of women who connect with its philosophy. Through its initiative, ‘The First 100’, the brand plans to bring together a founding group of women who will have early access to new products, participate in product trials and share feedback that will help shape future offerings.
The brand is also working on expanding its portfolio with ALIVE- The Ritual of Structure, planned for 2027. While VOID and STILL focus on winding down and slowing down, ALIVE is being developed around the idea of bringing greater clarity and intention to the start of the day.
With its launch, Paper by Kala aims to build a personal care brand that goes beyond functional skincare and makes a case for something often overlooked in women’s daily lives: taking a few minutes for themselves, without feeling the need to justify it.
