Launched in 2023, Moxie Beauty is more than just a hair care brand, it's a response to a real need in the Indian market. Born out of the frustration with one-size-fits-all products, Moxie offers solutions crafted specifically for Indian hair types, habits, and the challenges posed by our unique climate.

With their swift move towards quick commerce platforms, Moxie is now set to offer free samples to let consumers experience their products firsthand and standing out in this cluttered category full of legacy brands needs to be cracked. When one such progressive brand like Moxie shook hands with Kyoorius Young Blood to collaborate with their brief , it only spoke for their authentic and intentional worldview. This brief came as an exciting opportunity for me to collaborate with a  brand that's reshaping the beauty narrative in India and offering something refreshingly honest to the market.

The question was how do we get consumers excited and ensure they actually try our product and don’t just leave it lying on their bathroom counter? along with creating an experience that introduces them to Moxie, the brand.