HRI Unveils New Corporate Identity ‘Where Beauty Evolves’
CE DESK 
Hygienic Research Institute (HRI), one of India’s leading beauty and personal care companies, has unveiled its refreshed corporate identity, modern logo, and new tagline: Where Beauty Evolves.
The rebranding represents the most comprehensive corporate refresh in HRI’s 70-year history. The transformation signals the company’s evolution from a heritage-led Indian enterprise into a modern, science-backed, and innovation-driven beauty organization serving both domestic and international markets. Developed in collaboration with brand consultancy chlorophyll, the new visual identity honors seven decades of consumer trust while projecting a future-ready outlook.
Founded in 1957, HRI has built an extensive multi-brand personal care portfolio. Its household labels include heritage names like Super Vasmol 33 and Florozone, alongside modern salon and consumer brands Streax and Streax Professional across hair color, haircare, and professional styling.
Speaking on the launch, Dheeraj Arora, Managing Director and CEO of HRI, said that “Our refreshed identity celebrates HRI’s legacy while reflecting our ambition to build a more vibrant, progressive and future-ready organisation, preserving the trust, values and brand equity we have nurtured over seven decades. From a single-brand, single-category business, we have evolved into a multi-brand, multi-category organisation. ‘Where Beauty Evolves’ marks the next chapter of this journey and reflects our ambition to strengthen our presence in the beauty & personal care space. It embodies our commitment to continuous innovation, anticipating evolving consumer needs and creating solutions that empower individual expression through beauty. Our new identity reinforces this ambition, strengthening our market position, deepening connections with consumers and partners, and enabling us to play a more meaningful role in their beauty journeys.”
The new positioning highlights HRI’s focus on research and development, modern formulation sciences, and expanded salon partnerships as it scales its footprint across India’s fast-growing personal care and cosmetics sector.
