Mr. Ishfaq Hussain, the CEO of The Optional and Managing Director of Den Hills Pvt. Ltd., is one of the youngest entrepreneurs from J&K. With a vision to transform the skincare industry, he founded The Optional under the parent company Den Hills Pvt. Ltd.
During his journey, Mr. Ishfaq Hussain closely observed the skincare market and noticed a serious gap: people were struggling with skin concerns that even 10 different products together could not solve. Most brands were focused on trends and marketing hype instead of real solutions.
With The Optional, Mr. Ishfaq Hussain set out to change this by creating scientifically formulated, lab-tested products through a strict R&D process. The philosophy is simple yet powerful:
👉 One Product. One Solution.
Today, the brand is working on advanced solutions for concerns such as tan removal, acne, pigmentation, pores, skin texture, anti-aging, collagen boosting, and skin brightening. Many of these solutions have never been introduced in India before, and Mr. Ishfaq Hussain believes that with the right science, such problems can be addressed within days, not months.
But his vision goes beyond skincare. As the MD of Den Hills Pvt. Ltd., Mr. Ishfaq Hussain is committed to creating meaningful employment opportunities in his home state and across India, while taking a brand from J&K to the global stage.
This is just the beginning of his mission. With The Optional, Mr. Ishfaq Hussain aims to redefine skincare with science, deliver trust with every product, and establish one of the most impactful brands to come out J&K.