Aesthetic Nutrition was founded by Divij Bajaj in November 2018. The company markets and sells chewable dietary supplements under the brand Power Gummies. The first SKU of Power Gummies is a hair vitamin which is vegetarian, contains 10 essential vitamins along with biotin and folic acid. The company intends to launch a portfolio of chewable dietary and functional nutritional supplements based on the early success of its hair vitamin product.