Hygienic Research Institute (HRI), one of India’s leading beauty and personal care companies, has unveiled a new corporate identity and logo, alongside its new tagline, ‘Where Beauty Evolves’. Announced in Mumbai on 13 October 2026, the rebranding marks a significant milestone in the company’s 70-year journey.
The refreshed identity reflects HRI’s evolution from a heritage-led Indian enterprise into a modern, innovation-driven organisation serving consumers across India and international markets. It also underscores the company’s focus on scientific innovation, changing consumer aspirations, and the future of beauty.
HRI’s Journey Across Seven Decades
Founded in 1957, HRI has built consumer trust through established brands such as Vasmol and Florozone, while expanding its portfolio with contemporary beauty brands including Streax and Streax Professional.
Today, the company operates across multiple beauty and personal care categories, including:
- Hair colour: Products catering to diverse consumer needs.
- Hair care: Solutions designed for changing hair care preferences.
- Skincare: Products addressing evolving personal care demands.
- Professional salon solutions: Offerings for salon professionals and the beauty industry.
The new corporate identity reflects HRI’s transition from a single-brand, single-category business into a multi-brand, multi-category organisation.
What Does ‘Where Beauty Evolves’ Mean?
HRI’s new tagline represents its ambition to combine its established heritage with contemporary innovation. It highlights the company’s approach to serving both Bharat and India by bringing together consumer understanding, accessible beauty solutions, and premium experiences.
The refreshed positioning aims to reinforce HRI’s market presence while strengthening relationships with consumers and business partners.
Commenting on the rebranding, Dheeraj Arora, Managing Director and CEO, HRI, said the new identity celebrates the company’s legacy while reflecting its ambition to build a more progressive and future-ready organisation.
He added that ‘Where Beauty Evolves’ represents HRI’s commitment to continuous innovation, anticipating consumer needs, and developing solutions that enable individual expression through beauty.
chlorophyll Partners HRI for Brand Transformation
HRI partnered with chlorophyll, an Indian brand consultancy, to develop its new corporate identity and translate the company’s long-term vision into a distinctive brand system.
Kiran Khalap, Co-founder and Managing Director, chlorophyll brand & communications, said the process began with an understanding of HRI’s heritage, consumers, capabilities, and future ambitions.
The resulting identity seeks to preserve the brand equity built over seven decades while giving HRI a contemporary expression for its next phase of growth.
What Lies Ahead for HRI?
With its new corporate identity, HRI is positioning itself for the next stage of growth in the beauty and personal care sector. The refreshed brand platform reflects its ambition to strengthen its presence across categories, respond to evolving consumer expectations, and continue building on its established portfolio.
As the company enters its next chapter, ‘Where Beauty Evolves’ serves as a statement of its commitment to bringing together trusted heritage, scientific innovation, and changing definitions of beauty.