Some brands are born out of market gaps. Others are born out of something deeper—a personal journey, a legacy, a quiet revolution. Twenty-Seven is the latter.
Twenty-Seven’s story began far from glossy marketing boards and trend-driven formulations. It started in 2018 in a small kitchen, with a daughter desperate to ease her mother’s struggle. While studying to become a doctor, she watched her mother battle severe eczema for years. Cream after cream, product after product, nothing seemed to work. So, she turned inward, into textbooks, ingredient science, and beauty traditions that spanned continents and centuries.
A simple quest to soothe soon became something far more profound. She started whipping healing butters and oils at home, crafting blends that didn’t promise magic—they simply worked. By the time Dr. Rinkle Sangoi Kapoor’s mother passed away, her skin was calm, clear, and at peace. That moment, bittersweet yet powerful, set the foundation for what would become Twenty-Seven.
A legacy drawn from global beauty wisdom
Twenty-Seven stands apart because it doesn’t belong to one school of beauty; it belongs to all. It draws from India’s ancient Ayurvedic science, steeped in centuries of herbal healing, while seamlessly integrating the understated elegance and precision of French skincare traditions.
From Ayurveda comes the philosophy of balance and botanical potency—ingredients like ginger root, cinnamon bark, and tea tree oil, known for their detoxifying and clarifying properties. This ensures skin health that goes deep, using nature’s pharmacy to calm, nourish, and restore.
France bestows the art of simplicity and subtlety—the belief that skincare is not about covering imperfections, but caring for skin so well that makeup becomes optional. This is apparent in the use of niacinamide, multi-molecular hyaluronic acid complexes, seaweed extracts, and antioxidant-rich botanicals—hallmarks of French pharmacy elegance.
But what makes Twenty-Seven truly exceptional is how these worlds converge. “This union is perfected not by marketing trends, but by relentless research, scientific rigor, and a commitment to efficacy,” Dr. Rinkle says.
Premium for a purpose
In a market saturated with quick fixes, mass-market products, and celebrity-endorsed placebo skincare, Twenty-Seven takes the road less travelled. At present, it offers two products: a Refreshing Facial Cleanser and a Rejuvenating Facial Serum.
Every ingredient is sourced intentionally—from trusted global suppliers known for purity and potency. Each product is years in the making, tested, refined, and perfected to deliver results you can see and feel. This is apparent from the fact that the Mumbai-based brand, which was officially incepted in 2018, released its first commercial line of products only in October 2024.
“Next up will be a concept-based moisturiser, after which we are coming up with an innovative, multifunctional sunscreen,” Dr. Rinkle says.
It isn’t just the formulations that make Twenty-Seven feel revolutionary. It’s the philosophy behind them. “It’s a quiet rebellion against beauty marketing that prioritises price tags over purpose, hype over healing,” Dr. Rinkle says.
Twenty-Seven’s products are available online and offline. Online, it sells through the brand’s website as well as e-commerce sites such as Amazon, Flipkart, Blinkit, Tata Cliq, and Nykaa. “Offline, they are available at Broadway (both Delhi and Hyderabad), Mink Lifestyle (Gurgaon), M-Plus Pharma (Mohali, Punjab), and will soon be available at Tata CLiQ Palette Store in Pune and other select retail stores across Mumbai,” the founder says.
Dr. Rinkle says her philosophy is to create skincare with soul—“deeply rooted in science, inspired by global beauty wisdom, and built on integrity”. It’s clear that she’s doing it with Twenty-Seven, which offers skincare rooted in generational wisdom, global traditions, and modern science.
