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Having worked with men’s grooming brand Beardo, Suraj Vazirani was looking to enter the beauty space himself in 2018, when he came up with the idea for The Beauty Co. Vazirani claims through his research, he became convinced that the Indian market had room for toxin-free, innovative beauty products with active ingredients.
In the initial days, the focus of the company was on creating a community of users who could become influencers in their own right. The problem was that women still preferred to buy beauty products the traditional way or from established brands, but these were not focussed on natural ingredients or clean beauty. One of the ways it broke free of the clutter is by experimenting with unique marketing campaigns that went against the grain of traditional beauty ads. Vazirani claims that this helped convey the brand’s ethos. As a result, direct sales to consumers have been increasing at 30%-40% per month in 2021, with minimal cash burn. The D2C brand recorded a revenue of INR 10 Cr in FY21.
Vazirani claims the biggest USP of The Beauty Co’s products is that at least 99% of the ingredients used are completely natural. Further, he says the compact packaging makes them convenient to carry everywhere, which is one of the considerations of the modern consumer. “We got the first mover advantage pan-India thanks to Coconut Shell Activated Charcoal Teeth Whitening Powder, Dry Coffee Scrubs, Activated Charcoal Glitter Glow Mask and Rose Gold Oil.” These products were not available in India at the time of their launch and this made The Beauty Co a unique proposition among a sea of competing brands.
The company started off with a charcoal teeth whitening powder and coffee-based scrubs that were sold on Amazon. The Beauty Co added more products to its stable before focussing on the D2C business. As demand for its initial products rose, the company launched a complete range of skin and hair care products. Today, The Beauty Co offers 40+ SKUs on its own website, as well as marketplaces such as Nykaa, Myntra, Amazon, Flipkart, Paytm Mall, BigBasket and Snapdeal.
n the long term, The Beauty Co is also looking at adding more SKUs in the personal care and hygiene space including oral, face, and body care. But that’s once consumers are more familiar with the brand. The current big focus for Vazirani is improving the brand recall. “I’m a believer if branding and product is sorted, customers will come again to buy 100%, this is where we are genuinely working towards,” he adds.