Ambala · 2026Hemang Jain
Began with a body wash he couldn't buy. Founded in Ambala in 2019.
I didn't set out to build a body-care house. I set out to fix one product — and never stopped. Seven years on, the question we ask first is still the one we asked then.
The house, in four facts.
Chapter 01The body, finally seen.
Indian beauty had become fluent in the face: serums, actives, routines, correction. The body was still being handed bigger bottles, generic fragrance, and shame dressed up as solution. I started TLC because the body deserved to be seen — its breakouts, dryness, texture, sweat, scent, desire, and memory.
The first brief was simple: build formulas for real body concerns, then compose fragrance as the emotional signature of the ritual. Science had to solve the problem. Fragrance had to create the memory.
That is the house we are still building: India's body-first, fragrance-led house. Care for the body you live in, and scent for the way people remember you.
Seven years, in chapters.
Where The Love Co. began, and where it is now.
Before TLC
Led education, publishing and distribution — founding and running SkoolStore out of Ambala. The operating grounding that later shaped TLC.
Founded in Ambala
14 February 2019: Japanese Cherry Blossom Body Wash launches from Ambala.
The Leela Collection
Inspired by the love of Krishna. A new collection, made to be carried and remembered.
Six things I've come to know.
The non-negotiables that decide every formulation and every launch.
Scent is the first decision
Most brands pick fragrance last, almost as a top-coat. We start there. The scent dictates the texture, which dictates the actives. A wash that doesn't smell beautiful is a wash we won't make.
Built for Indian skin
Humidity, hard water, sweat, sun. Indian skin lives in conditions most global brands never test for. Every formula is weighted for the Indian climate and the Indian body.
Patience over velocity
We would rather miss a season than ship something that wasn't ready.
A ritual over a routine
Routines are mechanical. Rituals are felt. Every product is designed to layer, so the trail builds across the day and stays into the night.
The customer knows
The market is talking — you only have to listen at the right pace.
Build to be inherited
We are not a brand built to be sold. We're a house built to be inherited. That changes every decision: the team's equity, the pace of growth, the kind of partners we take.
What I actually do.
Most of the work is small, slow, and not glamorous. Below is roughly how a Tuesday goes.
- 6:30 amWalk. Coffee. Read the customer-care queue from the night before — every single message.
- 9:00 amLab review with the chemistry team in Ambala in person — open trials, fragrance tweaks, packaging samples.
- 12:30 pmThree 30-minute 1:1s with team leads. No agenda — just space to surface what's hard.
- 3:00 pmWriting — either an essay for the Journal or a long memo to the team. Two hours, no meetings.
- 7:00 pmLast hour: read one chapter of something old. Currently re-reading Yves Saint Laurent's letters.
Explore what we've built.
The whole catalogue, the journal, the team — every chapter is open.
