Hygienic Research Institute (HRI) has introduced a refreshed corporate identity and logo, accompanied by the tagline ‘Where Beauty Evolves’, as the company looks to strengthen its position in the beauty and personal care market after nearly seven decades of operations. Founded in 1957, the company’s rebranding reflects its transition from a heritage-led Indian business into a multi-brand, multi-category organisation focused on innovation and changing consumer needs across India and international markets.
HRI’s portfolio includes established brands such as Vasmol and Florozone, alongside contemporary beauty brands Streax and Streax Professional. Its offerings span hair colour, hair care, skincare and professional salon solutions. The new identity brings together the company’s heritage and consumer understanding with its focus on scientific innovation, while addressing both mass-market accessibility and premium beauty experiences.
Dheeraj Arora, Managing Director and CEO of HRI, said, “Our refreshed identity celebrates HRI’s legacy while reflecting our ambition to build a more vibrant, progressive and future-ready organisation, preserving the trust, values and brand equity we have nurtured over seven decades. From a single-brand, single-category business, we have evolved into a multi-brand, multi-category organisation. ‘Where Beauty Evolves’ marks the next chapter of this journey and reflects our ambition to strengthen our presence in the Beauty & Personal Care space. It embodies our commitment to continuous innovation, anticipating evolving consumer needs and creating solutions that empower individual expression through beauty. Our new identity reinforces this ambition, strengthening our market position, deepening connections with consumers and partners, and enabling us to play a more meaningful role in their beauty journeys.”
The corporate repositioning was developed in partnership with chlorophyll, a brand consultancy tasked with translating HRI’s business evolution and long-term vision into a new identity system.
Kiran Khalap, Co-founder and Managing Director of chlorophyll brand & communications, said, “Creating HRI’s new identity began with understanding its heritage, consumers, capabilities and future ambition. Through research, brand immersion, analytical thinking and an outside-in perspective, we identified a distinctive territory that could carry HRI into its next chapter. The result honours seven decades of equity while giving the brand a contemporary expression for the future. ‘Where Beauty Evolves’ captures HRI’s ability to evolve with its consumers and shape what’s next in beauty.”
