Consumer and Internet
The Quiet, Quick Rise Of This Indie Clean Beauty Brand
15 Jul 2021
Still, in its early days, the Indian beauty e-commerce industry could see a slew of acquisitions over the next three-four years as smaller, direct-to-consumer (D2C) brands reach scale, following a pattern established in the US.
Homegrown direct-to-consumer or D2C beauty and personal care brands are fast becoming a darling of investors in India.
D2C brands bypass the conventional method of multiple supply chain partners by marketing and selling products directly to the consumers. Pilgrim is one of the brands that have gained popularity among millions of Indians over the last couple of years. Currently, India has over 80 D2C brands across beauty, personal care, cosmetics, and men’s grooming segments.
According to a recent report by Praxis Global Alliance (PGA) Labs and Knowledge Capital, between 2014 and 2020, investors pumped in $1.4 billion into the D2C brands, of which 54 per cent went into the beauty and fashion segment.
“We at Pilgrim want to empower that consumer with our products,” said Pilgrim co-founder and chief executive officer Anurag Kedia, in a conversation with Entrepreneur India. All of the D2C brand’s products are FDA approved and free from toxins such as parabens, sulfates, and mineral oils, which are otherwise commonly used in clean beauty products.

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