Mumbai, Sep 07: ROS Beauty, the playful beauty brand built around making everyday beauty simpler and more joyful, today launches Hand It Over Moisturising Hand Gel, a lightweight, skincare-led hand treatment designed to make hand care easier to incorporate into everyday life. Developed around a simple insight that people often overlook hand care not because they don't understand its importance, but because traditional hand creams can feel heavy, slow to absorb and difficult to use throughout the day, Hand It Over rethinks the category through its gel format.
The idea started with a simple question: if hand care is something we know we should be doing, why isn't it something we consistently reach for? While consumers have become increasingly thoughtful about their skincare routines, hand care often remains an occasional step, something we remember when our hands feel dry rather than something that naturally fits into our day. ROS Beauty saw an opportunity to address the experience itself, rather than simply creating another hand cream.
This became particularly relevant when looking at the realities of everyday life in India. Humidity, frequent hand washing and sanitising, and constant movement between outdoor heat and air-conditioned environments can make rich, sticky textures feel uncomfortable, especially when you need to get on with your day immediately after applying them. For ROS Beauty, this raised a bigger question: could hand care be designed around how people actually live?
The answer was Hand It Over, a gel-based format created to feel lightweight, quick and effortless enough to use throughout the day. The gel absorbs quickly without leaving behind a greasy or slippery residue, making it easier to reach for after washing your hands, between tasks or whenever your skin needs a little extra care. In clinical testing, the formula demonstrated significantly improved skin hydration for up to 24 hours after a single application.
But the innovation isn't limited to texture. ROS Beauty deliberately brought a modern, skincare-led approach to a category traditionally dominated by basic moisturising formulas. Hand It Over combines 2% Niacinamide, a Ceramide Complex and a Peptide Complex, alongside Retinol, Sodium Hyaluronate, Shea Butter, Olive Oil, Vitamin E and Allantoin, bringing together hydration, barrier support and skin-conditioning benefits in an everyday treatment. Niacinamide helps support the skin barrier and improve the appearance of uneven-looking skin, while the Ceramide Complex helps reinforce the skin barrier and reduce moisture loss. The Peptide Complex supports smoother, firmer and healthier-looking skin, while Sodium Hyaluronate helps attract and retain moisture for a hydrated, plumper-looking appearance. The inclusion of Retinol further reflects ROS Beauty's intentional approach to the category, bringing the formulation thinking consumers have come to expect from modern skincare into an everyday hand treatment, where it works alongside hydration, barrier-supportive and conditioning ingredients.
For Aastha Chhabra Shingala, Founder, ROS Beauty, the product represents a natural extension of the brand's philosophy of making everyday beauty feel easier and more enjoyable.
“For us, Hand It Over felt like such a natural next step for ROS because we’ve always believed that beauty should make everyday routines feel a little more joyful and a little less complicated. We realised hand care was one of those things that often gets overlooked, something we remember when our hands feel dry, rather than something we genuinely enjoy doing. We wanted to change that, and make caring for your hands feel as considered, sensorial and effortless as the rest of your beauty routine.”
Co-Founder Rifaa Malik adds that the development process began by questioning why hand care wasn't naturally becoming part of people's routines.
“When we started developing Hand It Over, one of the things we kept coming back to was why hand care was so often overlooked. We realised that a big part of it was the experience itself - traditional hand creams can feel heavy, take time to absorb and leave that slippery feeling behind, especially in the kind of weather we live in. So we started questioning the format: if people don’t enjoy using something, how do you make it part of their everyday routine? We wanted to create hand care that felt effortless enough to reach for throughout the day, while still delivering the kind of skincare benefits we expect from our beauty products. That’s what led us to the gel format, and became the starting point for everything we built around Hand It Over.”
With Hand It Over, ROS Beauty is making a case for hand care to become less of an afterthought and more of a natural part of the everyday skincare routine. By starting with the way people actually use hand care and rethinking the format around that behaviour, the brand is bringing a more modern, skincare-led approach to a category that has remained largely unchanged.
Hand It Over Moisturising Hand Gel is priced at ₹599 and available for pre-order now on rosbeauty.co and will be shipped out on 5th September, 2026
