Shani Hillian, the founder of IN GROOV, is redefining skincare with a focus on holistic beauty and wellness. Rather than just treating the skin’s surface, her brand emphasizes the connection between skincare, self-care, and overall well-being.
IN GROOV has quickly gained recognition for its approach, blending natural ingredients with mindful rituals to promote glowing, healthy skin.
Hillian’s journey into skincare began with her own struggles. Like many, she experienced skin concerns that weren’t just about external factors but also stress, diet, and lifestyle. Frustrated by products that only provided temporary fixes, she sought a deeper approach—one that addressed skin health from within.
“I wanted to create something that wasn’t just abou skincare but about feeling good in your skin,” Hillian explains. “Your skin reflects your overall wellness, and that’s where IN GROOV comes in.”
A wellness-first approach to skincare
What sets IN GROOV apart is its commitment to holistic beauty. Hillian designed her brand around the idea that skincare is more than just applying products—it’s a ritual of self-care. The brand incorporates natural ingredients known for their healing properties, including botanicals, adaptogens, and essential oils that nourish the skin while promoting relaxation and balance.
Beyond products, IN GROOV encourages wellness practices like mindfulness, hydration, and stress management as key components of a skincare routine. This inside-out philosophy has resonated with consumers looking for a more intentional approach to beauty.
Empowering through self-care
For Hillian, IN GROOV is about more than skincare—it’s about self-love. The brand’s mission is to empower people to embrace their natural beauty, develop healthy habits, and cultivate confidence in their skin.
“Skincare isn’t just a routine; it’s a moment to connect with yourself,” she says. “When you take care of your skin, you’re also taking care of your mind and body.”
As IN GROOV continues to grow, Hillian remains committed to education, sustainability, and innovation in the beauty space. Her brand is proving that true skin wellness isn’t about quick fixes—it’s about long-term self-care, intentionality, and embracing your natural glow.
