Charming and vivacious, visionary entrepreneur Neha Kannan tells Andrea CostaBir why her recently launched entrepreneurial venture Kaawaii Cosmetics is just what the li’l girl next door needs and wants!

Chennai-born Neha shifted base to Mumbai to marry entertainment dynamo Siddharth Kannan and took over managing ‘Sid K Productions’. A few years after becoming the mother of two beautiful girls, Neha decided to change career track as seeing her daughters’ growing interest in her cosmetics, transformed her perspective. “My daughters, Adhira and Saisha, are my biggest inspiration. I looked around and found that in India there was a great need to provide child-friendly cosmetics. Thus, I embarked on my entrepreneurial journey driven by the passion and desire to empower kids to embrace their individuality. My mission of creating safe, gentle and effective cosmetic products for children led to the birth of Kaawaii Cosmetics this year.”

Excerpts from the interview…

What inspired you to start Kaawaii Cosmetics?

Kaawaii Cosmetics was born from a passion to empower young minds and foster creativity. As a parent and entrepreneur, I recognised the need for a cosmetics brand that catered to the unique needs and preferences of kids and tweens. The idea struck when my  older daughter, Adhira, then three years old, began showing a keen interest in my makeup. As a parent, I wanted to encourage her creativity while ensuring her safety and well-being. However, I found that most cosmetics brands were either too mature or didn’t cater to her age group. This sparked a mission to create a brand that would provide safe and natural ingredients, and formulations that are gentle, non-toxic, and suitable for young skin.

Can you tell us more about the research and development behind creating perfumes specifically for children? 

I have been researching cosmetics for kids for the last five years, and I was fortunate to explore the global market for children and understand the products that work on an international platform. Creating perfumes for children requires careful consideration of their unique needs, preferences and sensitivities. We conducted sensory evaluations by giving testers to my daughters first, and then to their friends and parents to receive feedback, which we worked on before introducing the perfume in the market. We did stability tests to ensure the perfume’s quality, safety and performance.

Do share product, availability and price point details. 

We have four fragrances:

Flower Power – A vibrant floral bouquet that captures the essence of blooming gardens.

Orange Blossom – A zesty and uplifting scent that brings sunshine to any day.

Aqua Blue – A fresh and invigorating scent reminiscent of serene water adventures.


Timber Gold – A warm and earthy fragrance inspired by the great outdoors.

The perfumes are available on our website www.kaawaiicosmetics.com and on Amazon; and priced at ₹299/- each. 

What were some of the challenges you faced in bringing Kaawaii Cosmetics to life, and how did you overcome them?

As the founder of Kaawaii Cosmetics, I faced numerous challenges – especially finding reliable, child-friendly ingredient suppliers and manufacturers that meet regulatory standards. I overcame these challenges by attending industry trade shows, researching suppliers, and building relationships with reliable manufacturers.

You mentioned your daughters were a big inspiration. How involved were they in shaping Kaawaii Cosmetics? 

My daughters were not only my inspiration but also an integral part of shaping Kaawaii Cosmetics. They helped me brainstorm names and logos for the brand; they loved the idea of “Kaawaii” which means “cute” or “adorable” in Japanese. Both  girls were  chief product testers, trying out different formulae, textures and packaging. Their feedback was invaluable in refining our products and shaping Kaawaii Cosmetics.

What advice would you give to parents who are cautious about introducing personal care products to their young children? 

As a mom, I totally get it – introducing personal care products to our little ones can be super intimidating! We want to make sure they’re safe, gentle and effective for their delicate skin. That’s why, as a parent and founder of Kaawaii Cosmetics, I always recommend choosing products and brands that are specifically designed for your child’s age group. It’s so important to select products that cater to their unique needs and skin types. For me, it’s all about giving our kids the best possible start in life, and that includes using personal care products that are both fun and safe.

How do you think Kaawaii Cosmetics fits into the larger trend of kid-focused beauty products, and what makes it unique in that space?  

Parents are seeking products that cater to their children’s unique needs, skin types and preferences. Social media has created a new generation of kids who are aware of the beauty industry at large, thus driving demand for kid-focused beauty products. What makes us unique is that we encourage inclusivity, individuality, diversity and self-confidence in children. Our brand is designed with kids in mind, making it fun and colourful.

What’s your long-term vision for Kaawaii Cosmetics? Any other products or plans we can look forward to in the future? 

My long-term vision is to establish Kaawaii Cosmetics as a leader in the kid-focused beauty industry and to be known for its commitment to sustainability and empowerment. Also to create a positive impact on the lives of millions of kids, empowering them to develop healthy relationships with themselves, their bodies, and the environment. We will soon be launching safe and fun makeup for kids.