The Dead Sea Secret: Adonis CEO Jagjit Singh Malhotra on the Rise of Mineral Formulations

An Exclusive Interview with Mr Jagjit Singh Malhotra – Founder & CEO of Adonis, an Indian skincare brand focused on Dead Sea mineral–based, science-backed formulations

In a market saturated with botanicals, Adonis Founder & CEO Jagjit Singh Malhotra champions a mineral revolution. He shares his vision for introducing India to science-backed, Dead Sea mineral-based skincare, discussing its unique benefits and the challenges of carving a niche in the beauty industry.

What sparked your idea to launch Adonis as a mineral-led skincare brand, and how did your background lead to focusing on Dead Sea formulations for Indian consumers?

Jagjit Singh Malhotra: As a frequent traveller, I observed that foreign countries offer phenomenal skincare products with excellent packaging and the latest ingredients, whereas in India, only a few companies provide a limited range of such products.

This realisation inspired me to bring about a change by launching an Indian brand that meets international standards.

Having studied medicine, and coming from a family with a three-generation legacy in the same field, I felt well-equipped to undertake this journey. Today, we are proud to be the only company in India to incorporate Dead Sea minerals in our products.

How do Adonis formulations differ from imported Dead Sea brands like AHAVA, in terms of adapting to Indian skin types and pollution exposure?

Jagjit Singh Malhotra: A very important point to note is that almost all other Dead Sea mineral brands are designed for European climates and skin biology. In contrast, Indian skin is more prone to hyperpigmentation, excess oil production, acne, and pollution-induced damage.

Adonis formulations are:

• Lighter in texture to suit India’s humid climate
• Non-comedogenic and oil-balancing, catering specifically to Indian skin types
• Enhanced with anti-pollution and antioxidant actives to combat PM2.5 exposure
• Dermatologically tested for long-term daily use under Indian conditions

In essence, Adonis doesn’t just use Dead Sea minerals—it optimizes them for India.

With the Dead Sea mud cosmetics market growing rapidly in India, what strategies helped Adonis stand out amid competitors like SeaSoul and VedaOils?

Jagjit Singh Malhotra: Our differentiation stemmed from two clear strategies:

1. Science-backed positioning – Adonis is not a “trendy natural brand.” We emphasise dermatology, mineral science, and measurable results, rather than relying solely on ingredient-led storytelling.
2. Focused product portfolio – Instead of diversifying across too many categories, we developed hero products that address real Indian concerns such as acne, pigmentation, dandruff, and skin sensitivity.

This balance of credibility, clarity, and consistency has enabled Adonis to stand out in an increasingly crowded market.

What regulatory or sourcing hurdles did you overcome to make Adonis affordable yet effective, avoiding high import costs?

Jagjit Singh Malhotra: One of the biggest challenges was balancing authentic mineral sourcing with affordability. Importing finished products in their entirety often results in high costs due to customs duties, logistics, and regulatory complexities.

To address this, we:

• Partnered with certified international mineral suppliers for raw materials
• Undertook formulation and manufacturing in India, thereby reducing costs
• Ensured full compliance with Indian cosmetic regulations and safety standards

This hybrid model enabled us to maintain global ingredient quality while offering India-appropriate pricing, thereby making premium mineral-based skincare more accessible.

What new Dead Sea-inspired products or expansions are planned for Adonis to capture more of India’s booming natural skincare segment?

Jagjit Singh Malhotra: Adonis is actively expanding into the following areas:

• Advanced scalp and hair therapies utilising mineral complexes
• Barrier-repair and sensitive-skin ranges designed for urban consumers
• Professional spa and dermatology-focused solutions
• Mineral-infused sunscreens and anti-ageing products

Our long-term vision is to establish Adonis as India’s most trusted mineral-led skincare authority, rather than merely a product brand.

What advice do you have for entrepreneurs entering the mineral-led skincare space in high-growth markets like India?

Jagjit Singh Malhotra: My key advice would be as follows:

• Do not blindly replicate global brands; instead, localise the science, textures, and pricing to suit the Indian market.
• Invest in education and credibility, rather than focusing solely on packaging.
• Develop products around genuine consumer needs, not passing trends.
• Prioritise long-term trust over short-term hype.

In high-growth markets like India, brands that successfully combine authentic science with deep cultural understanding are best positioned to succeed.

Jagjit Singh Malhotra’s commitment to purity and potency has positioned Adonis at the forefront of mineral-led skincare. His insights underscore the significant shift towards potent, proven Dead Sea formulations, promising a transformative future for the Indian beauty consumer.

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