For decades, Indian beauty rituals have been deeply rooted in botanicals, time-honoured herbs, and ancestral wisdom. Yet, the modern skincare consumer demands efficacy backed by research. NAD+ (Nicotinamide Adenine Dinucleotide) has emerged as the gold standard in cellular repair and anti-aging science. A coenzyme found in every cell of the body, NAD+ plays a crucial role in energy production and DNA repair, slowing down the visible signs of aging.

While NAD+ has gained cult status in the global beauty industry, it has remained conspicuously absent in the Indian market—until now. Beyond Beyond’s debut product, The Ultimate Night Repair Supercream, introduces the first-ever skincare product made with NAD+, derived from Sunflower Shoot Extract, tailored specifically for Indian skin concerns like pollution-induced stress and dehydration.

Beyond Beyond doesn’t just harness cutting-edge science; it does so with an ethos of purity and responsibility. The Ultimate Night Repair Supercream pairs NAD+ with high-grade olive-derived Squalane, ensuring deep hydration without clogging pores—an essential consideration for humid Indian climates. Free from parabens, sulfates, and artificial fragrances, the formula aligns with the growing clean beauty movement that discerning consumers now demand.

Unlike traditional skincare brands that rely on marketing hyperbole, Beyond Beyond is rooted in clinical precision. “We wanted to create something that isn’t just a luxury indulgence but a transformative experience,” says the brand’s co-founder, Aparna Kakrania. “With NAD+, we are pushing the boundaries of what skincare can achieve at a cellular level.”

While India’s premium skincare segment has long been dominated by Western imports, Beyond Beyond is pioneering a shift toward homegrown luxury. The brand embraces minimalism in its aesthetic yet delivers maximal results—a philosophy that resonates with the new-age consumer who values quality over quantity.

This shift isn’t just about effective formulations but also about experience. From its sleek, apothecary-style packaging to its commitment to sustainability, Beyond Beyond is redefining what it means to indulge in self-care. The Ultimate Night Repair Supercream isn’t merely a product—it’s a statement of intent, a promise of rejuvenation, powered by science.