Naturals Salon is piloting home beauty services in Bengaluru and launching NXTFACE, a new AI-driven D2C skincare brand—marking its push to innovate, diversify, and compete in a tech-led beauty market. Know more here.
Naturals Salon and Spa, one of India’s largest beauty services chains, is doubling down on innovation with two significant developments: the pilot launch of home beauty services in Bengaluru and the introduction of its new D2C skincare brand, NXTFACE. These moves signal Naturals’ intent to stay competitive in a rapidly evolving market shaped by tech-enabled convenience and younger, digitally savvy consumers.
Naturals Salon pilots home beauty services
As the home beauty services market gains momentum, Naturals is stepping into the space with a focused, two-month pilot in Bengaluru. The initiative aims to compete with new-age tech platforms such as Yes Madam and Urban Company, which have grown their presence by offering convenience-led solutions.
In this initial phase, Naturals will offer only skincare services, supported by an investment of ₹5 crore, combined with contributions from franchise partners. If the pilot proves successful, the company plans to scale across the southern states, including non-metro markets, after April 2026.
India’s salon industry is currently valued at ₹30,000 crore, with home salon services forming a growing ₹3,000 crore segment. Naturals had previously attempted home services in 2015–16 through tele calling but struggled due to lack of tech infrastructure and resistance from franchisees. Today, with rising customer awareness post-pandemic and clearer digital workflows. The company believes the timing and the technology is finally right.
C K Kumaravel, Co-Founder and Chief Managing Director of Naturals Salon and Spa comments on home services. He says, “We are leveraging the salons chains and hiring two dedicated persons per store, providing them with specialised kit. Our expertise in the industry and 15,000 in-house service providers makes it easy for us to onboard and train people and take advantage of lower customer acquisition cost.”
Naturals unveils skincare brand NXTFACE
Complementing its service expansion, Naturals has launched NXTFACE. It’s a direct-to-consumer skincare brand designed for younger audiences seeking targeted, effective, and affordable solutions. This marks the company’s first step into the D2C beauty landscape, broadening its footprint beyond salon services.
NXTFACE debuts with a range of serums, sunscreens, day creams, and lip balms. The formulations were developed with support from Connell, a leading cosmetic ingredient formulator in Asia.
The brand aims for an omni-channel presence through its own website, Amazon, and Naturals’ nationwide salon network. Backed by a ₹10 crore investment, NXTFACE has ambitious revenue goals. It eyes ₹100 crore by 2026 and ₹500 crore within four years.
A standout feature is its AI-powered skincare analysis tool. Users can upload a photo and instantly receive unbiased, science-backed insights. These are generated through a proprietary system built on large language models.
From the leadership desk of NXTFACE
Dhamyanthi Kumaravel, founder and CEO of NXTFACE and daughter of entrepreneur C.K. Kumaravel, highlighted the brand’s focus on addressing the unique beauty needs of millennials and Gen Z. “We are working on something called ‘Dark is Beautiful’. What dark skin requires is different from fair skin. So we are putting it together as a portfolio.” She says, “Our AI does not rate beauty; it explains biology. It helps analyse hundreds of data points and look at what kind of products suit you.”
She further added, “For D2C, we tied up with 100Days, which is Bombay Shaving Company’s arm, to help us with knowledge sharing in logistics, fulfilment, marketing, customer acquisition costs, return on ad spends, etc. Additionally, we will encourage customers visiting the stores to try these products.”