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

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

With the eventful yr of 2022 coming to an finish, each Indian will be seen to rejoice and prep for the brand new yr as the identical is occurring 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. Every trade is witnessing the surge, and Beauty and Personal Care is not behind. However, the stiff competitors for patrons between on-line and offline manufacturers has develop into extra outstanding than ever.

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

SUGAR Cosmetics

This yr 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 biggest 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 Campaign with marketing campaign ambassadors Ranveer Singh and Tamannaah Bhatia was additionally an enormous viral success permitting the model to obtain help from impactful buyers specifically LCatterton and Ranveer Singh. 

“At SUGAR in 2022, we managed to nearly double our gross sales over the earlier yr, achieved the goal of being one of many Top 3 manufacturers in colour cosmetics in India, and are one other yr of large progress,” stated Vineeta Singh, Co-founder, and CEO, SUGAR Cosmetics.

She additional added, “Our plans for 2023 embody focusing on and reaching a one hundred pc Y-O-Y income progress over final yr, enlargement to greater than 60,000 stores, making our D2C platform base stronger and bigger, and rising our crew measurement to three,000 workers.” 

Keeping its viewers in thoughts, SUGAR is wanting ahead to tapping into completely different classes of the sweetness trade. The model may even concentrate on creating stable content material to maintain educating and partaking its neighborhood throughout all platforms–digital and others.


Plum could be closing the monetary yr at over 2x the income of the earlier FY, complemented by the 44 p.c progress seen in its total buyer base with a 96.54 p.c enhance in repeat patrons which is an ideal win within the D2C area. 

“We raised $35 million (Rs 270 crore) in a Series 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 concentrate on investments in advertising and know-how,” stated Shankar Prasad, Founder & CEO, Plum

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

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


“We have been relentlessly working in direction of enhancing the well being and wellness quotient of Indians with Ayurveda. Recently, we expanded within the US and UAE to allow this for the worldwide viewers as effectively.  Our focus this yr 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 reducing HbA1c to an extent of 11 p.c and growing insulin manufacturing within the physique by as much as 25-30 p.c. However, the spotlight of the yr was undoubtedly the popularity by Honorable PM Modi,” stated Ameve Sharma, Founder, Kapiva.

In the upcoming yr, Kapiva goals to double down, concurrently growing model consciousness and recall to develop into a family identify.

Modern customers are much less involved with outward look than they as soon as have been, and are extra involved with their full well-being, which encompasses bodily, psychological, and emotional well being. In order to capitalize on this development, Kapiva is continuously creating client consciousness by holding the emphasis on the paramount significance of Ayurveda and the way it can allow individuals to dwell a holistic way of life.

Earth Rhythm

2022 was a positive yr for Earth Rhythm, because it introduced in lots of constructive adjustments by way of group, progress, and product. At an organizational degree, the model was in a position to double the dimensions of the crew with its buyer base rising 4x occasions in comparison with the earlier monetary yr. 

The model additionally went offline with the launch of its unique kiosks at 12 completely different areas throughout India. “We are increasing our make-up class which can go on to strengthen Earth Rhythm’s wide-ranging portfolio, we’ve got 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 give our prospects each comfort they want. We efficiently launched our very personal cellular App for each Android and iOS platforms this yr and have been gaining regular traction on it. Next yr, we plan to additional construct our portfolio by deepening the make-up class launched in 2022. We reckon 2x progress over FY 2021-22,” stated Harini Sivakumar, Founder, and CEO, Earth Rhythm.

In holding with this shift within the client’s choice, the model goals to bolster 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.


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

“In the upcoming yr, 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 have already begun our groundwork and have set processes to create formulation within the anti-hair fall, hair colorants, and hair styling segments,” stated Dhruv Madhok, Co-Founder, ARATA.


2022 has been the yr of the primary full-fledged operations for Blushbee. Beginning with simply three merchandise and later increasing to 10 classes with 64 distinctive SKUs, the model has witnessed large natural progress in its buyer base.

BlushBee as a cosmetics line is a product of cautious selections in selecting what it needs, the opposite benefit is that being a clear and inexperienced magnificence model which is an essential 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 wanting into introducing new merchandise like foundations, gloss, and so on. We have additionally mentioned extending our horizons past simply the realm of colour cosmetics very quickly,” acknowledged Shobana and Navneethan, Founders, BlushBee Organic Beauty Brand.

Crazy Owl – Your Skin Co

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 accredited, and at present supplies the absolute best sensorial expertise in Hair Care with India’s First Date Seed Oil Shampoo, Conditioner, and Hair Oil.

“In the brief time period, we’re working in direction of increasing on two fronts- launching extra inexpensive luxurious merchandise throughout classes wherein we function. With the suitable set of crew, merchandise, and advertising technique we have been in a position to launch our model, and as we speak, 6 months put up the launch we’re completely happy to serve greater than 2000+ households,” commented Damanjit Kohli and Karishma Sahni,  Founders, Crazy Owl – Your Skin Co.

Increasing its touchpoint and interplay with the product, at present, Crazy 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 might 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’ve got seen important progress within the final 12 months and clocked a sale of Rs 10 crore monthly together with a progress of 6X. With the belief that the model has constructed all through, we’ve got had some nice partnerships this yr for our campaigns. Celebrity shout-outs from personalities like Soha Ali Khan, and Vidya Balan, and affiliation with Kalki Koechlin in our most up-to-date business have been one of many key highlights,” stated Anurag, Co-Founder and CEO, Pilgrim. 

With a robust client base of 1 million, the model goals to enhance its interplay and thus upgraded its know-how. Along with updating its know-how, the model is additionally utilizing progressive methods to succeed in 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 Middle East. Moreover, planning to double down on its R&D capabilities and enhance model investments by bringing in international experiences for its prospects, each on-line and offline. 

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

iluvia Professional

As a new-age, self-care model pioneering product-driven innovation and know-how, through the course of the yr iluvia witnessed progress 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 progress in its on-line client base, at present current throughout key marketplaces and in over 1800 salons in India throughout 70+ cities. 

“It is a really 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 constructive progress trajectory of 6x to 7x within the coming yr,” acknowledged Nishant Gupta and Palash Pandey, Directors, Renaura Wellness Pvt. Ltd. 

Beauty and Skincare, as a class, has burst forth for the reason that onset of the pandemic in late 2019. The D2C area, particularly, has seen exceptional progress which we count on will proceed in 2023 and past. Moreover, The Indian magnificence and private care phase, which stood above Rs 54,500 crore solely two years in the past, is anticipated to develop at a CAGR of 11 p.c over the following 5 years.

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About the Author: Jessica