Nani, who started the Ayurveda-inspired personal care brand BIOMUNI at 65, questions whether highlighting a few ingredients, or showing that a particular ingredient is absent, can really amount to complete transparency.
Nani’s #RevealWhatsInsideCompletely campaign is built around a simple idea: don’t tell consumers only about a few ingredients. Tell them everything that goes into the product.
“Can you confidently tell consumers everything that goes into the product? At BIOMUNI, we proudly do!” says Nani, who recently came across BECO’s #WarOnWhatsHidden campaign, with the home-care brand calling out VIM and asking consumers to look more closely at what’s inside their cleaning products. For Nani, however, it brings a bigger question of transparency into sharp focus: What does complete ingredient transparency really mean?
She says, “Is transparency listing a few ingredients, or everything? BECO’s packaging lists Coconut, Plant-Based Formula and 5 Natural Bio Enzymes at the back of the product. On the front, it refers to coconut-based surfactants, Orange & Frangipani, and IFRA / Ecocert compliant ingredients. But this still does not address basic questions. Five Natural Bio Enzymes – which five? Coconut-based surfactants – which ones? Fragrance – what ingredients? If a label says ‘IFRA / Ecocert compliant ingredients’, what exactly does that tell the consumer? Does it identify which ingredients are compliant, or does it provide information about the formulation as a whole? Most importantly, where can a consumer find the complete ingredient list that tells them exactly what is present?”
Their website acknowledges the use of preservatives, yet this information does not appear on the product label.
These questions are pertinent. They are not about whether a particular ingredient is good or bad. They are more fundamental and seek to address how much information a consumer should have before making a choice.
If a laboratory report tells consumers that a particular ingredient was not detected, that is useful information. However, a report about the absence of one ingredient does not tell a consumer everything that is present in the product. And that is what consumers need to know today.
In times when consumers are increasingly confronted with vague claims around “natural”, “clean” and “plant-based”, this is a refreshing story of a brand choosing complete transparency. When such terminology can sometimes leave consumers with more questions than answers, BIOMUNI’s decision to openly disclose its full ingredient list offers a simple but powerful alternative: tell consumers exactly what is inside and let them decide for themselves.
For Nani, transparency isn’t a position inspired by another brand’s campaign. It has been part of BIOMUNI from the beginning. Every BIOMUNI product label carries the complete list of ingredients, along with a clear statement that it is the complete list and that there is nothing hidden. Infact,Nani took transparency one step further. BIOMUNI also makes its ingredient lists available on its website, so consumers can see exactly what goes into a product even before they decide to buy it.
“As a consumer myself, I would want to know exactly what goes into a product I am using,” Nani says. For her, being transparent also means being confident in what you have created. “If you truly believe in your product, you shouldn’t be afraid to show people exactly what’s in it,” she adds.
That is the thinking behind BIOMUNI’s approach: #RevealWhatsInsideCompletely. A belief that started at 65. An inspiration and a perfect example of the saying “age is just a number”, Nani started BIOMUNI at 65 after moving to Gurgaon and seeing the harsh effect hard water was having on her family’s hair and skin. What began as a personal problem led her to develop a solution and eventually build a brand around a simple belief: Consumers should know what they are buying.
Five years later, that belief remains at the heart of BIOMUNI. For Nani, consumers are smart enough to decide what is better, cleaner, or right for them. They simply deserve to have all the information before making that choice.
“Don’t just tell us what isn’t there. Show us what is,” says Nani, proudly holding a bottle of BIOMUNI’s Hard Water Shampoo and pointing to its label, where the complete list of ingredients is clearly disclosed.
Because transparency isn’t about revealing just enough. It is about giving consumers complete information to make an informed choice.
