Formed in 2019, Secret Haircare is a Bangalore-based luxury organic hair care brand. Its founder Ashith Sasidhar reached out to us in December 2020 to help boost the brand’s Instagram presence, while highlighting some key USPs – 100% organic, natural, and hand-made.

First steps

So far, Secret’s Instagram comprised mostly ‘Before and After’ images and testimonials. 

We wanted to change things up by adding content that would:

1. Help showcase the products, how to use them and their benefits
2. Educate audiences about Ayurveda and the brand’s Ayurvedic heritage
3. Solve the audience’s everyday hair care problems through expert tips and advice

We also devised a new and unique brand language that would reflect the brand’s core values as well as tie the above themes together. Ashith was keen on a watercolour illustration style, which we helped define. We developed colour palettes and font styles to match the ethos of the brand.

Content development 

At the same time, we began to identify hair-related issues, themes, and information areas that would be meaningful for Secret's audience. Based on our research, we created fortnightly social calendars for Instagram posts and stories (outlining detailed concepts, captions and hashtags) starting February 2021.