The Change-makers: Leaders transforming beauty & wellness market

For Saloni Anand, co-founder of Traya, and Tarun Sharma, co-founder of mCaffeine and Hyphen, making it to the Fortune India 40 Under 40 list is more than an accolade, it’s a recognition of building brands that combine science, culture, and consumer trust in India’s booming personal care market.

Breaking the Myths of Hustle
Both founders have challenged the traditional ideas of hustle culture. For Anand, success doesn’t come from endless late nights but from balance. “We’re home by 6:30 every evening. We don’t work weekends unless there’s a crisis. And honestly, we’ve been delivering better outcomes because of it,” she says. Sharma echoes a similar sentiment. “People think hustle is just working harder. But there is no substitute for using your brain. Hustle is a balance between mental and physical energy,” he explains.

The Power Moves That Worked
For Sharma, data is the quiet power move behind scaling mCaffeine and Hyphen. “We track over 1,800 dashboards daily. For a company our size, that’s extreme, but it keeps us sharp,” he says. Anand, on the other hand, credits authenticity. “Being honest and listening to the consumer is my strength. It’s not a flashy power move, but it works for me.”

Building From Personal Insight
Traya’s story began when Anand’s husband and co-founder struggled with hair loss. Watching him turn to caps for confidence sparked a realization: hair fall is not cosmetic, but a chronic lifestyle issue. “The industry has completely messed it up. Your gut impacts your hair,” Anand insists. Today, Traya blends Ayurveda, allopathy, and nutrition into clinically validated kits, expected to hit ₹335 crore in FY25 and ₹600 crore in FY26.

Sharma’s journey with mCaffeine started with spotting an overlooked ingredient—coffee. “The Indian market was turmeric, neem, sandalwood. We wanted something culturally relevant but scientifically proven,” he says. Eight years later, mCaffeine drives most of its sales from coffee-based products, boasts 50% repeat purchases, and has expanded with Hyphen, which crossed ₹100 crore in just a year.

The Future They’re Building
Both founders are dreaming big. Anand wants Traya’s science-backed approach to expand into chronic conditions like thyroid and diabetes. Sharma, meanwhile, is setting up PEP Brands—the parent of mCaffeine and Hyphen—for a possible IPO, eyeing global scale.

Together, Anand and Sharma represent the new face of Indian entrepreneurship: grounded in science, driven by consumer truth, and bold enough to rewrite industry rules.