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India’s love for global beauty regimes

by Arun Shirishkar

Pilgrim, a D2C beauty brand registered a 2X increase in sales over the last 9 month taking advantage of the increased growth in beauty and personal care consumption by Indian millennial’ generation.

Homegrown D2C beauty and personal care brand, Pilgrim, which makes borderless beauty experiences accessible and affordable, revealed interesting insights on India’s love for global beauty regimes. The company registered a 2X increase in sales in the last 9 months. Interestingly, 30% of these sales came from North East India alone with Guwahati leading the pack. In metros, Bangalore and Delhi registered maximum sales.

As per the market reports, the demand for global beauty products was highest in the ‘face care’ category with a sales contribution of 80%. The top concerns in these categories were ageing and brightening. As per the data, women mostly bought night serums, night gel creams, and face creams. Males on the other hand preferred face wash, 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.

Commenting on the trends, Gagandeep Makker, Co-Founder & COO, Pilgrim, said, “There is an increased inclination towards beauty and personal care in Indian millennials. They want to explore and experience global beauty regimes from the comfort of their homes. Hence, we have seen demand for K-Beauty products increase since we started operations. There is an appetite for borderless beauty experiences from across the globe, to try out varied regimes. The trend is not a metro phenomenon but also prevalent in smaller cities. So, as a D2C brand, we are driven to empower modern millennials with global and affordable beauty rituals at the click of a button.”

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