SUMMARY
Pilgrim makes FDA-approved and PETA-certified vegan and safe products for a new generation of conscious beauty consumers
The Origin Story
After two decades of experience in the beauty and wellness industry, Anurag Kedia, an IIT-Bombay and IIM-Ahmedabad alumnus, knew that Indian consumers look for quality and affordability when shopping for skincare products. He was determined to create a safe, pocket-friendly range comparable to global brands. He found an equally passionate founder in Gagandeep Makker, a fellow IITian and a data and analytics expert. Together, they set up Pilgrim, which procures exotic beauty ingredients from all over the globe and provides FDA- and PETA-approved skincare essentials.
The Differentiator
Pilgrim brings exotic and effective skincare ingredients, ranging from the volcanic lava ash of South Korea’s Jeju Island to the red vine extract from Bordeaux, France. Its in-house R&D team and a dozen-odd global R&D partners have carefully researched and curated these ingredients to make the formulations. Manufacturing is done by top vendors from all over India. All Pilgrim products are PETA-certified (vegan and cruelty-free), FDA-approved and free of toxins such as parabens, sulphates and mineral oils. The brand has also partnered with The Disposal Company to recycle more plastic than it uses.
The Growth
The D2C brand started with skincare and haircare products but soon expanded to makeup, perfumes and gift sets. The online-only venture entered the offline realm by setting up kiosks in Hyderabad and Mumbai and a retail outlet at Chennai airport and its team size grew accordingly to more than 175.
What’s Next
Pilgrim wants to optimise online and offline retail and grow its product portfolio by pushing R&D to reach INR 1K Cr annual run rate by FY25. It will also enter global markets, expand its team size and leverage influencer marketing for effective brand building.
