‘Holistic head-to-toe solutions’: Justhuman expands neurocosmetic portfolio with first skin care launch

The brand was established in 2021 by CEO Roshini Sanah Jaiswal and is headquartered in the US and India.

Justhuman rose to prominence as a pioneer in the neurocosmetics space.

“The simplest way to talk about neurocosmetics is that it’s about the communication between the brand and the skin. How does the skin talk to the brain​ in the most basic way? This is the something that has been in the pharmaceutical industry for decades with products like Tiger Balm and other topical muscle relaxers,” said Jaiswal.

“With neurocosmetics, we are applying something topically and communicates with your brain to change the way you are feeling.”

To do so, the brand utilises neuropeptides. According to the brand, neuropeptides “are produced by the body and bind to receptors that regulate cell renewal and inflammation, stimulating the production of collagen and hyaluronic acid”.

The brand started with a hand sanitiser has expanded its product offerings to include body care, hair care, and now skin care.

It has recently introduced its first skin care product, Microshots Age Defying Peptide⁶ Treatment Cream.

The anti-ageing product claims to offer a “comprehensive home treatment that rivals professional dermatological procedures”, including Botox, microneedling and fillers.

The introduction of this product marks Justhuman's expansion into the growing high-end skin care market, where it believes it can meet the increasing demand for scientifically driven clean beauty products.

 Jaiswal revealed that the brand will have more launches to come this year.

“We’re planning to have almost one to two launched every quarter. The intention is to have an initial portfolio of about 30 to 35 products. We will be pretty extensive, because the idea is to cover people holistically from the head all the way to their toes.”

“With the world going into the direction of wellness, and the wellness industry being one of the largest industries today, neurocosmetics are on the cusp of wellness. It doesn’t forget you as a whole person.”

The company’s product development is influenced by scientific and consumer research.

“Comparing India and the US, there are four top concerns, but they are all in different order. For instance, wrinkles were the number one concerns in the US and number three in India. Saggy skin was number one in India and number two in the US,” said Jaiswal.

Jaiswal said the company will focus on building a strong foundation in the US and India for the next two years.

The firm’s major goal is to secure Sephora as an offline retail partner in the US.

“We started in digital first because we’re a startup. It was easy, it was cheap, and we were able to push out quite fast. We are an e-commerce led brand and Sephora is the only [physical] retailer we are contemplating. I know its difficult to get into Sephora but we’re trying to figure out how because I believe people need to try our products because there is nothing like them in existence,” she said.