Nurturing Sensory-Safe Standards in Skincare Market
Ishwarya Iyer, Founder & CEO & Ganesh Sahasranam, Co-Founder & Advisor, B.Bath, 0
Ganesh Sahasranam, Co-Founder & Advisor of B.Bath, is a Chemical Engineer with 18+ years of manufacturing experience in industrial and medical gas sectors. Motivated by his own dermatitis and his children's eczema, he brings pharmaceutical-grade quality control and EWG compliance standards to B.Bath's formulations.
In recent years, families have become increasingly aware that even ‘gentle’ skincare products can trigger sensory overload, skin barrier damage, and dermatitis in children. B.Bath addresses this gap by merging dermatology, sensory neuroscience, and preventive healthcare into India's first educator-founded, clinically validated skincare line. In this exclusive interview with CEO Insights during B.Bath's prelaunch event, Ishwarya and Ganesh share their perspective on building a sensory-safe skincare brand and creating a genuine wellness community.
How are you creating a genuine community centered on your brand, instead of merely having a customer base?
Ishwarya: Our community began before we even launched products. We spent two years co-creating with over 200 families – parents, educators, occupational therapists, and pediatric dermatologists. Many of the families at today's prelaunch event have been testing our formulations since the beginning, giving feedback on everything from texture to scent intensity.
What makes this different from a typical customer base is that we're building a wellness circle, not just a product line. Through B.Bath Skin School – our digital education platform – we teach families about sensory triggers, skin barrier health, and how daily skincare rituals can become moments of regulation and calm.
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We particularly focus on neurodiverse families who've helped us understand that sensory safety isn't optional – it's essential.
Our goal is to be perceived as a preventive healthcare partner for families, not just another skincare company.
Ganesh: From a business perspective, when you build trust starting from infancy, you create lifetime relationships. Our products are designed to grow with families – from baby skincare to children's care to adult formulations. If a child uses sensory-safe products from birth, experiences calm bath times instead of stressful ones, and sees their parents use the same products, that becomes their standard for what skincare should feel like.
But this only works if the product quality is exceptional. We've implemented pharmaceutical-grade testing protocols – GMP, ISO, FDA-aligned manufacturing – because families trust us with their most vulnerable moments. Quality and sensory comfort are non-negotiable, and that's how you build genuine community.
How do you ensure your brand narrative and principles are conveyed uniformly and successfully across all marketing platforms?
Ishwarya: Everything we communicate stems from one core principle: skincare is preventive healthcare, not corrective cosmetics. This philosophy is woven through every touchpoint – from our website copy and social media content to our packaging design and Skin School workshops.
We've built our messaging around three pillars: Calm. Evidence. Empathy. Every piece of content asks: Does this teach something valuable? Does it reduce overwhelm? Does it build trust? We avoid aggressive marketing claims and instead focus on education.
For example, instead of saying "miracle cream," we explain how ceramides support the skin barrier and why pH balance matters for sensitive skin.
Our visual identity also reflects this – gender-neutral designs, muted color palettes, and playful-but-calm branding that appeals to both children and adults. Consistency comes from staying true to who we are: educators first, formulators second.
Ganesh: From a product development standpoint, our narrative consistency is backed by documentation. Every formulation decision – from raw material sourcing to preservative choice – is documented with COAs (Certificates of Analysis), stability reports, and EWG screening results.
We work with local Indian farmers for 70percent of our raw materials, which gives us control over quality and traceability. Our manufacturing partner allows us to conduct R&D trials on-site, so we've completed 12 reformulation cycles based on direct family feedback. This means when we say "clinically validated" or "EWG-aligned," these aren't marketing buzzwords – they're verifiable standards that inform every decision we make.
What kind of leadership do you adhere to at B.Bath?
Ishwarya: Our leadership model is distributed ownership. Our core team includes individuals who've been with us throughout my 14-year journey in inclusive education – from running Montessori schools to building the online learning platforms that were eventually acquired by Dibber International. When we launched B.Bath in 2023, many of these educators and team members transitioned with us.
We call it a "founding circle" because everyone acts like a co-founder. Each of our seven key stakeholders owns their domain completely – whether it's formulation, quality control, community engagement, or educational content. This means no matter who's leading a particular initiative, families can trust that B.Bath's standards remain consistent.
Looking ahead, we're working toward becoming an employee-owned company where every team member has equity. We believe that when people have ownership, they don't just work – they care deeply about impact.
Ganesh: Leadership for us means trusting people to lead. You need to define clear roles and responsibilities, provide the right resources and training, then step back and let your team excel. Micromanagement kills innovation, especially in a field like ours where we're pioneering sensory-safe formulation standards.
Of course, everything is documented and monitored – we have rigorous QC protocols at every stage. But within those frameworks, our team members have autonomy to make decisions, suggest improvements, and take initiative. That's how you build a culture of excellence.
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What market opportunities are you planning to invest in?
Ishwarya: The infant and pediatric skincare market in India is still emerging. Many families rely on traditional bathing practices, and there's limited awareness about skin barrier health or how sensory triggers affect children – especially neurodiverse children.
Our research with 200+ families showed strong receptivity to the concept of sensory-safe skincare. Parents told us that bath time had gone from 45 minutes of struggle to 15 minutes of calm after using our products. Occupational therapists validated that predictable textures, gentle scents, and skin-comfortable formulations reduced resistance during daily care routines.
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This tells us there's significant growth potential – not just in India, but globally. We're seeing similar needs in markets like the GCC and Southeast Asia. Our immediate focus is education: teaching families that preventive skincare can protect skin barriers, reduce dermatitis risk, and create bonding rituals rather than battles.
Ganesh: Our go-to-market strategy focuses on lifetime customer value. We're not just selling baby products – we're building relationships that span from birth to seniors. Our roadmap includes pregnancy skincare, elder care lines, and family wellness programs.
In Year 1, we're focusing on D2C and hospital partnerships. By Year 2, we'll expand to major e-commerce platforms and quick commerce. By Year 3, we're targeting Rs.25+ crore revenue with national retail presence. Our long-term vision is to build India's largest family wellness platform – where skincare, education, and preventive healthcare converge.
We're also exploring B2B channels – corporate wellness programs, daycare partnerships, and school collaborations – because sensory wellness is a universal need.
You need to define clear roles and responsibilities, provide the right resources and training, then step back and let your team excel
We work with local Indian farmers for 70percent of our raw materials, which gives us control over quality and traceability. Our manufacturing partner allows us to conduct R&D trials on-site, so we've completed 12 reformulation cycles based on direct family feedback. This means when we say "clinically validated" or "EWG-aligned," these aren't marketing buzzwords – they're verifiable standards that inform every decision we make.
What kind of leadership do you adhere to at B.Bath?
Ishwarya: Our leadership model is distributed ownership. Our core team includes individuals who've been with us throughout my 14-year journey in inclusive education – from running Montessori schools to building the online learning platforms that were eventually acquired by Dibber International. When we launched B.Bath in 2023, many of these educators and team members transitioned with us.
We call it a "founding circle" because everyone acts like a co-founder. Each of our seven key stakeholders owns their domain completely – whether it's formulation, quality control, community engagement, or educational content. This means no matter who's leading a particular initiative, families can trust that B.Bath's standards remain consistent.
Looking ahead, we're working toward becoming an employee-owned company where every team member has equity. We believe that when people have ownership, they don't just work – they care deeply about impact.
Ganesh: Leadership for us means trusting people to lead. You need to define clear roles and responsibilities, provide the right resources and training, then step back and let your team excel. Micromanagement kills innovation, especially in a field like ours where we're pioneering sensory-safe formulation standards.
Of course, everything is documented and monitored – we have rigorous QC protocols at every stage. But within those frameworks, our team members have autonomy to make decisions, suggest improvements, and take initiative. That's how you build a culture of excellence.
Also Read: 5 Major CPO Appointments in 2025
What market opportunities are you planning to invest in?
Ishwarya: The infant and pediatric skincare market in India is still emerging. Many families rely on traditional bathing practices, and there's limited awareness about skin barrier health or how sensory triggers affect children – especially neurodiverse children.
Our research with 200+ families showed strong receptivity to the concept of sensory-safe skincare. Parents told us that bath time had gone from 45 minutes of struggle to 15 minutes of calm after using our products. Occupational therapists validated that predictable textures, gentle scents, and skin-comfortable formulations reduced resistance during daily care routines.
Also Read: Anand Mahindra: Living the Philosophy ‘Purpose with Profit’
This tells us there's significant growth potential – not just in India, but globally. We're seeing similar needs in markets like the GCC and Southeast Asia. Our immediate focus is education: teaching families that preventive skincare can protect skin barriers, reduce dermatitis risk, and create bonding rituals rather than battles.
Ganesh: Our go-to-market strategy focuses on lifetime customer value. We're not just selling baby products – we're building relationships that span from birth to seniors. Our roadmap includes pregnancy skincare, elder care lines, and family wellness programs.
In Year 1, we're focusing on D2C and hospital partnerships. By Year 2, we'll expand to major e-commerce platforms and quick commerce. By Year 3, we're targeting Rs.25+ crore revenue with national retail presence. Our long-term vision is to build India's largest family wellness platform – where skincare, education, and preventive healthcare converge.
We're also exploring B2B channels – corporate wellness programs, daycare partnerships, and school collaborations – because sensory wellness is a universal need.