Hyderabad Haircare Brand Xtovia Secures INCI Names for Synthesised Molecules

Hyderabad-based haircare brand Xtovia has secured International Nomenclature of Cosmetic Ingredients (INCI) names for two of its synthesised molecules, founder Navneet Misra announced at the Experience I-Beauty event held at Broadway in Hyderabad.

The company, founded in 2025, has registered Arginine Thioctate and Stearamidopropyl Dimethylamine Thioctate. According to Misra, Xtovia is the first Indian beauty and personal-care brand to obtain INCI names for two of its own synthesised molecules.

Speaking at the event, Misra stated that real independence involves inventing in India and developing intellectual property that the world recognises. He noted that while Indian beauty brands have traditionally focused on product formulations and relied on global brands for key actives and technologies, Xtovia chose to enter the market with its own proprietary actives and technology.

The newly registered molecules are part of TriLayerX HairTech, Xtovia’s patent-pending multi-layer hair repair platform powered by three Alpha Lipoic Acid-based actives. The platform is designed to target three structural layers of hair: the cortex, the cuticle, and the lipid layer, rather than relying on a single repair mechanism.

The platform relies on the understanding that healthy hair depends on multiple structural components. While the cortex provides hair fibre strength, the cuticle serves as a protective outer layer, and the lipid layer above the cuticle maintains the protective barrier. Damage across any of these layers can affect hair strength, texture, manageability, and overall appearance.

TriLayerX brings together three distinct technologies to treat these layers. NanoEncapX is designed for deep cortex repair. CutiCloneX, which uses the INCI-registered Arginine Thioctate, delivers precision cuticle repair. LipidMimicX, featuring Stearamidopropyl Dimethylamine Thioctate, is designed to recreate the protective lipid layer on the surface of the hair.

Misra highlighted that while launching a direct-to-consumer beauty brand in India typically takes three to four months, Xtovia spent almost two years focusing purely on research and innovation to put Indian beauty, or 'I-beauty', on par with global innovators.