According to some interesting data shared by a beauty company, aging and shine has become the biggest concern for Indian women.
The average order value for women is INR 900 (multiple products) vs INR 700 (one product).
Homegrown beauty and personal care brand, Pilgrim, which claims to make borderless beauty experiences accessible and affordable, revealed interesting insights on India’s love for global beauty regimes. The company has registered 2x growth in sales in the last 9 months. The sales have been primarily driven by the K-Beauty range followed by the French Beauty range. Interestingly, 30% of these sales came from North East India alone, with Guwahati leading the way. Among the metros, Bangalore and Delhi recorded the highest sales.
The data also shows that the demand for global beauty products was highest in the ‘face care’ category, which accounted for 80% of sales. The top concerns in these categories were aging and flaking. With 70% of women buying these global beauty products, the average order value was INR 900. The number was INR 700 for men who bought one product at a time compared to women who bought multiple products at a time.
Commenting on the trends, Gagandeep Makkar, Co-Founder and COO, Pilgrim said, “Indian millennials have seen an increasing trend towards beauty and personal care. They want to explore and experience global beauty regimes from the comfort of their homes. Hence, we have seen an increase in the demand for K-Beauty products since we commenced operations. In fact, we have seen an ARR of Rs 18 crore since May 2020. However, there is an appetite for borderless beauty experiences from around the world, with different regimes to try. The trend is not a phenomenon of metro but is prevalent in smaller cities as well. Therefore, as a D2C brand, we are driven to empower modern millennials with global and affordable beauty rituals at the click of a button. ”
According to statistics, most women buy night serums, night gel creams and face creams. Men, on the other hand, prefer face washes, face masks, hair serums and sulfate-free shampoos. These global beauty products were most popular amongst the 25-50 age group driving 50% of Pilgrim’s revenue. Pilgrim has recently raised Rs 13 crore in Series A funding. The round was led by the founding teams of Fireside Ventures, Rukum Capital, and Boat, NoBroker, and the founder-CEO of Bewakoof.com, with Dexter Capital as transaction advisor.
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