Four years after shaking up the beauty market with Paradyes-India’s first semi-permanent hair color brand-its founder – Yushika Jolly has unveiled a brand-new passion project: Love Lang. And this time, it’s all about hair care.

In a heartfelt announcement, the founder shared the personal journey behind Love Lang, a brand built around the philosophy that hair care is a love language in itself. Unlike Paradyes, which was born to normalize bold hair color in Indian beauty routines, Love Lang embraces nourishment, repair, and everyday rituals. “My love for hair didn’t stop at color,” she wrote – and clearly, it’s evolved into something even deeper.

Love Lang stands apart with fruit-powered formulas, thoughtful actives, and adorable heart-shaped packaging that reflects both care and personality. It’s a brand rooted in inclusivity-one that invites people in, whether or not they’ve ever touched a bottle of hair dye.

It’s always refreshing to see founders resisting the urge to stretch a single brand too thin. Instead of folding hair care under Paradyes, she chose to start anew, respecting each brand’s purpose. That kind of clarity is rare-and commendable.

As she teases a behind-the-scenes look into the making of Love Lang in the coming days, one thing is clear: this isn’t just a product drop. It’s a love letter to hair, to beauty routines, and to building brands with intention.

You can shop the range now at @lovelang.in.