We didn't set out to make another lip balm.
We set out to rethink what lip care could be.
Lip care was being treated like a one-step category.
ALANNA began in 2015 with a simple observation: we had elaborate routines for our face, hair and body, yet lip care was still largely reduced to applying a balm.
We believed lips deserved more thoughtful care. So instead of building a brand around one product, we began building a complete routine around the needs of lips.
Your lips need a routine.
Not just a balm.
Cleanse. Exfoliate. Nourish. Treat. Protect.
Lip care with a reason behind every step.
We asked a simple question: why do we clean our face, but not our lips?
That question led to LipWash®, a dedicated cleansing step created specifically for lips.
It reflects how we think at ALANNA: rather than adding another balm to an already crowded shelf, we look for the missing step in the routine.
Because lipstick residue, environmental buildup and daily lifestyle habits affect how lips look and feel too.
Specialized care without complicated beauty talk.
A brand built from consumer insight, curiosity and formulation.
ALANNA was founded by Rashi Bahel Mehra with a belief that the most meaningful beauty brands begin by solving overlooked consumer problems.
Years of understanding brands and consumers eventually led to a deeper interest in formulation, ingredients and product development. That combination became the foundation of ALANNA: consumer-first thinking backed by purposeful formulation.
Building India's specialized lip-care ecosystem.
From cleansing and exfoliation to nourishment, targeted care and sun protection, ALANNA is building a complete routine around one of beauty's most overlooked areas.
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