12 months Ender: How India is embracing New-Age Magnificence and Private Care Manufacturers

With the eventful 12 months of 2022 coming to an finish, each Indian will be seen to rejoice and prep for the brand new 12 months as the identical is going on after a pandemic-struck hiatus of two lengthy years.

With festivities across the nook, there was a big surge in demand within the markets that are flooded with customers. Each trade is witnessing the surge, and Magnificence and Private Care will not be behind. Nevertheless, the stiff competitors for patrons between on-line and offline manufacturers has turn into extra distinguished than ever.

To know the commotion among the many manufacturers this season, these manufacturers give us an perception into their 2022 journey and their 2023 development plans.

SUGAR Cosmetics

Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

This 12 months SUGAR Cosmetics touched bigger milestones, changing into one of many choose few manufacturers which have launched 120+ of their very own shops in retail, reaching a complete of 45000+ retail touchpoints throughout 550+ cities. 

SUGAR’s IG web page garnered 2.4M+ followers, changing into the most important client model in India on the platform, together with our experiment into gamified AR filters that hit virality on platforms like Instagram and Moj. 

The model’s #ShukarHaiSUGARHai Marketing campaign with marketing campaign ambassadors Ranveer Singh and Tamannaah Bhatia was additionally an enormous viral success permitting the model to obtain assist from impactful buyers particularly LCatterton and Ranveer Singh. 

“At SUGAR in 2022, we managed to nearly double our gross sales over the earlier 12 months, achieved the goal of being one of many Prime 3 manufacturers in shade cosmetics in India, and are taking a look at one other 12 months of huge development,” mentioned Vineeta Singh, Co-founder, and CEO, SUGAR Cosmetics.

She additional added, “Our plans for 2023 embrace focusing on and attaining a 100% Y-O-Y income development over final 12 months, growth to greater than 60,000 shops, making our D2C platform base stronger and bigger, and rising our group dimension to three,000 workers.” 

Protecting its viewers in thoughts, SUGAR is trying ahead to tapping into completely different classes of the sweetness trade. The model may also deal with creating strong content material to maintain educating and fascinating its neighborhood throughout all platforms–digital and others.

The Physique Store

“We at The Physique Store are embarking upon a brand new technique of ‘Change Making Magnificence’, which signifies that we goal to empower prospects, workers, and companions to drive optimistic change for the world via our channels, our merchandise, and our activism,” said Vishal Chaturvedi, Vice President, The Physique Store, South Asia.

With this imaginative and prescient, the model is aligned to achieve its purpose of 25 new shops in 2022 at varied areas. At present, having 200 extremely seen and accessible shops throughout India, together with Tier I and II cities, with the most recent additions in Itanagar, Surat, and Indore.

The model’s present product portfolio is already over 60 p.c Vegan, aiming to turn into 100% Vegan by 2023. This goal is the pure subsequent step ahead for the model’s Cruelty-Free dedication, together with reformulating all our core merchandise from 100% Vegetarian to 100% Vegan, whereas specializing in making its product packaging 100% recyclable thus lowering its environmental affect.

“We’re strengthening our retail and e-commerce channels by opening extra workshop shops and launching new digital experiences. We’re increasing our retail footprint with a transparent deal with smaller cities and cities. Rolling out the brand new Workshop retailer format in as many shops as attainable: 30+ new ACTIVIST Workshop shops per 12 months, yearly until 2025 bringing the model to folks the place they love to buy,” added Chaturvedi.


Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

Plum can be closing the monetary 12 months at over 2x the income of the earlier FY, complemented by the 44 p.c development seen in its general buyer base with a 96.54 p.c improve in repeat consumers which is a good win within the D2C house. 

“We raised $35 million (Rs 270 crore) in a Sequence C spherical in March 2022 totaling our funding to over $50 million. With this, our efforts have been in direction of bringing in additional salient model communication, rising our omnichannel presence and onboarding high-quality expertise with a deal with investments in advertising and know-how,” mentioned Shankar Prasad, Founder & CEO, Plum

Having launched over 8 unique model retailers within the final 12 months throughout cities, the model plans to scale this as much as 50 within the coming 12 months. Moreover, Plum onboarded Rashmika Mandanna and Mithila Palkar as its model ambassadors for the Plum skincare vary and Ananya Panday for the Plum Physique Lovin’ perfume vary.

“We might be increasing our make-up vary aggressively with a bunch of modern product codecs within the coming 12 months. We might even be launching a line of merchandise within the necessities and superior ranges underneath each skincare and haircare classes,” added Prasad. 



The post-pandemic interval has witnessed a radical shift in client conduct and expectations. As per analysis, the full retail sale is predicted to achieve $5.5 trillion by 2027 with on-line gross sales making up 30 p.c of the market.

The retail trade has been largely shadowed by challenges throughout the provision chain, financial uncertainty, and geo-political components. I really feel that going ahead, the one manner for retailers to sail via is by exhibiting sturdy ranges of adaptability, agility, and suppleness.

“As we graduate into the following 12 months, we will count on a renewed deal with enhancing the shopper procuring journey by offering a seamless expertise for hybrid procuring. Re-invention of bodily retailer designs together with a sturdy omnichannel technique would, nonetheless, emerge as a high precedence. Many firms can be seen including options to assist new procuring initiatives whereas integrating applied sciences supporting AR/VR developments. We’re aligned to steer the change and have a powerful conviction that our technique would create benchmarks of excellence in 2023,” said Samir Kumaar Modi, Founder, and Managing Director, Colorbar Cosmetics.


Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

“We’ve been relentlessly working in direction of bettering the well being and wellness quotient of Indians with Ayurveda. Just lately, we expanded within the US and UAE to allow this for the worldwide viewers as properly.  Our focus this 12 months was on growing the effectiveness of our merchandise. We’ve moved the needle on that entrance by efficiently conducting a scientific trial for our Dia Free Juice. It has additionally confirmed to be efficient in lowering HbA1c to an extent of 11 p.c and growing insulin manufacturing within the physique by as much as 25-30 p.c. Nevertheless, the spotlight of the 12 months was undoubtedly the popularity by Honorable PM Modi,” mentioned Ameve Sharma, Founder, Kapiva.

Within the upcoming 12 months, Kapiva goals to double down, concurrently growing model consciousness and recall to turn into a family identify.

Fashionable customers are much less involved with outward look than they as soon as had been, and are extra involved with their full well-being, which encompasses bodily, psychological, and emotional well being. In an effort to capitalize on this pattern, Kapiva is continually creating client consciousness by conserving the emphasis on the paramount significance of Ayurveda and the way it can allow folks to stay a holistic way of life.

Earth Rhythm

Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

2022 was a positive 12 months for Earth Rhythm, because it introduced in numerous optimistic modifications by way of group, development, and product. At an organizational stage, the model was in a position to double the scale of the group with its buyer base rising 4x occasions in comparison with the earlier monetary 12 months. 

The model additionally went offline with the launch of its unique kiosks at 12 completely different areas throughout India. “We’re increasing our make-up class which can go on to strengthen Earth Rhythm’s wide-ranging portfolio, we now have additionally been intensifying the present classes. True to our digital-first id, it was additionally a pure step for us to proceed investing in know-how in a bid to additional streamline operations and provides our prospects each comfort they want. We efficiently launched our very personal cell App for each Android and iOS platforms this 12 months and have been gaining regular traction on it. Subsequent 12 months, we plan to additional construct our portfolio by deepening the make-up class launched in 2022. We reckon 2x development over FY 2021-22,” mentioned Harini Sivakumar, Founder, and CEO, Earth Rhythm.

Consistent with this shift within the client’s desire, the model goals to strengthen its multifunctional product vary in each make-up and private care (face, physique, hair), aimed toward eliminating the necessity for and use of a number of merchandise in on a regular basis make-up and skincare routines.


Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

This 12 months at Arata launched over 20 merchandise and 30 offline shops throughout India, steadily rising 10 p.c month on month with respect to GMV. 

“Within the upcoming 12 months, we are going to go full throttle to bridge the gaps in our product line and be a one-stop store for all hair care wants. We’ve already begun our groundwork and have set processes to create formulation within the anti-hair fall, hair colorants, and hair styling segments,” mentioned Dhruv Madhok, Co-Founder, ARATA.


Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

2022 has been the 12 months of the primary full-fledged operations for Blushbee. Starting with simply three merchandise and later increasing to 10 classes with 64 distinctive SKUs, the model has witnessed huge natural development in its buyer base.

BlushBee as a cosmetics line is a product of cautious choices in selecting what it desires, the opposite benefit is that being a clear and inexperienced magnificence model which is a vital issue within the worth proposition.  

“We hope to develop right into a one-stop store for all issues associated to paint cosmetics, so we’re actively trying into introducing new merchandise like foundations, gloss, and so forth. We’ve additionally mentioned extending our horizons past simply the realm of shade cosmetics very quickly,” said Shobana and Navneethan, Founders, BlushBee Natural Magnificence Model.

Loopy Owl – Your Pores and skin Co

Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

The model was launched in 2022 with the mindset of embracing the true self and exploring the loopy facet. The model is PETA and IFRA licensed, FDA permitted, and presently offers the absolute best sensorial expertise in Hair Care with India’s First Date Seed Oil Shampoo, Conditioner, and Hair Oil.

“Within the quick time period, we’re working in direction of increasing on two fronts- launching extra reasonably priced luxurious merchandise throughout classes during which we function. With the correct set of group, merchandise, and advertising technique we had been in a position to launch our model, and right now, 6 months submit the launch we’re pleased to serve greater than 2000+ households,” commented Damanjit Kohli and Karishma Sahni,  Founders, Loopy Owl – Your Pores and skin Co.

Rising its touchpoint and interplay with the product, presently, Loopy Owl has signed up on all main market platforms – Amazon Launchpad, Flipkart Propel Program, Purple, Snapdeal, Tata 1 mg, First cry, Myntra, Nykaa, Bigbasket and can be launching itself on Blink it, Paytm, Pharmeasy and Shopperstop planning to develop its channel each month.



“As one of many quickest rising private care manufacturers in India, we now have seen important development within the final 12 months and clocked a sale of Rs 10 crore monthly together with a development of 6X. With the belief that the model has constructed all through, we now have had some nice partnerships this 12 months for our campaigns. Celeb shout-outs from personalities like Soha Ali Khan, and Vidya Balan, and affiliation with Kalki Koechlin in our most up-to-date industrial have been one of many key highlights,” mentioned Anurag, Co-Founder and CEO, Pilgrim. 

With a powerful client base of 1 million, the model goals to enhance its interplay and thus upgraded its know-how. Together with updating its know-how, the model can be utilizing modern methods to achieve its audience. 

Pilgrim goals to be a Rs 1,000 crore model within the subsequent 3-4 years by facilitating new product and class launches and exploring newer worldwide markets just like the Center East. Furthermore, planning to double down on its R&D capabilities and improve model investments by bringing in world experiences for its prospects, each on-line and offline. 

Together with establishing its presence internationally, Pilgrim goals to realize an annualized run fee of Rs 500 crore by December 2023.

iluvia Skilled

Year Ender: How India is embracing New-Age Beauty and Personal Care Brands

As a new-age, self-care model pioneering product-driven innovation and know-how, through the course of the 12 months iluvia witnessed development throughout completely different channels, and new launches, and hit a number of milestones.

The group has grown 25x in income between October 2021 and 2022 together with a 20x development in its on-line client base, presently current throughout key marketplaces and in over 1800 salons in India throughout 70+ cities. 

“It’s a very thrilling time for us as we’re engaged on introducing new patented remedy applied sciences and new launches within the haircare class. We additionally count on a optimistic development trajectory of 6x to 7x within the coming 12 months,” said Nishant Gupta and Palash Pandey, Administrators, Renaura Wellness Pvt. Ltd. 

Magnificence and Skincare, as a class, has burst forth because the onset of the pandemic in late 2019. The D2C house, particularly, has seen exceptional development which we count on will proceed in 2023 and past. Furthermore, The Indian magnificence and private care section, which stood above Rs 54,500 crore solely two years in the past, is predicted to develop at a CAGR of 11 p.c over the following 5 years.

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