With this piece, we talk about organic skin care in India. We understand the trigger and drivers of this industry to understand what the future holds so… Organic skin care in India, Organic skin care in India, Organic skin care in India, Organic skin care in India, Organic skin care in India, Organic skin care in India, Organic skin care in India, Organic skin care in India
“Make your customers the hero of your story”
Every famous selling or brand building technique has risen out of these words. But did we ever think that a whole entire industry will rise out of this philosophy?
Well, here it is.
The organics industry was born and has risen due to only one reason: the customers. Over the last decade, consumers have become more and more conscious of what sort of products they use. What are the ingredients? What side-effects these products have on their skin? From sustainable clothing to fuel, everything has the customers probing deep into the component list like FBI agents out to catch the villain. Blogs, videos, vlogs, and what not have sprung up, launching people to stardom due to their research on ingredient lists.
One of the major entities of this industry is the Organic Skincare industry: previously just a sector of the skincare industry. It has grown to become a mammoth and is in fierce competition with the skincare industry that doesn’t identify as organic.
The rising love for the skin
Around 2015, ingredients like ‘parabens’, ‘SLS’, ‘SLES’ started doing rounds in the beauty community as villains. These are mostly used as preservatives and surfactants in the cosmetic industry. An ill-informed research paper gave ‘parabens’ a negative rep for being linked to cancer. The rest is history.
Brands started coming up with ‘paraben-free’ products, which slowly included ‘sulphate-free’ and ultimately ‘100% plant-derived ingredients’. Indie brands have started growing, and there is no stopping them. In India, brands like Forest Essentials, Kama Ayurveda have started rising. The new consumer is mindful of words like ‘natural’, ‘organic’, ‘certified organic’, ‘cruelty-free’ and not as much of the price. The industry was initially a part of the skincare industry as a niche sector for the middle to higher income group.
However, as the research grew, more affordable brands and products started gaining more footing: Biotique, Khadi, Juicy Chemistry. Even mainstream brands started trying to get on to the bandwagon: Tresemmé came up with their ‘Botanique’ range to be in the running. Though commercial brands are still in the play, the organic, indie brands are slowly but surely taking over the consumer base because of the variety of options they offer for various skin concerns.
The consumers feel taken care of, by a brand that connects with them not only by exceptional customer service but also through their products.
Related: Take a look at Brand centric vs Customer centric Marketing
The other reason
One other reason for this industry picking steam has been the increased sensitivity of skin due to pollution; Increased blue light exposure; and finally, poor eating habits. Dermatologists have seen an increase in skin issues like eczema, psoriasis, rosacea due to external factors. And, due to the immense amount of information, that is now available free on the internet, people are now taking to becoming their own skincare experts. They are more informed and actively study what ingredients will be good for their skin. This is the leverage the organic skincare industry has: it maintains transparency.
‘Sensitive skin” is the new buzzword, and the organic skincare industry has latched onto it pretty soon. People are not only looking for something to soothe their ‘sensitive skin’, but they are also looking to ‘detox’. An industry born out of fads is now growing at a very promising rate.
According to the 2018 Beauty Wellness Report, by 2017 the industry had globally grown about 3.6% from 2015. In 2019, the industry was worth approximately $36 Bn and is estimated to grow up to $54 Bn by 2027. It is an industry that is well-marketed and well-positioned in one of the most competitive markets. The personal care industry has been extremely controversial and notoriously famous for its stiff competition. Global organic personal care industry was estimated at USD 13.33 Bn in 2018 and the skincare sector leads the way.
You’ll wonder why I care so much to write a whole piece about it?
Because I am that consumer. The commercial brands make me feel lost in the herd. Whereas, with the organic brands, I just feel HEARD.