Skin Story, a clean beauty and lifestyle brand based in Dubai, UAE, has concluded plans to launch in India in May 2023 following recent efforts by the firm to break into major and emerging markets across the globe. The move, which experts describe as a welcome development following the rapid emergence of a new crop of clean beauty enthusiasts in India, is set to open up vast market opportunities for Skin Story and their array of products.
The brand, which launched in 2021 with three multistick product offerings namely Legacy, Bold, and Bare, has since embarked on massive product differentiation with the release of the Drama Mascara, Growth Lash and Brow Serum in December 2022, as well as the Define Eyeliner in April this year. According to co-founder Nidhi Sethi, the launch of Skin Story in India will offer a breath of fresh air to those who are conscious about their skin and the products they use.
“There are many people who react badly to toxic chemicals that most cosmetic brands use in their products. What we’re offering is something different, something safe. Through extensive research, we’ve been able to formulate clean, vegan, non-toxic ingredients and transform them into clean beauty products that will make you stand out and show forth your beauty. Thankfully, India has a lot of young people who are conscious of their beauty products and seek organic options. That’s the potential we intend to tap,” she explains.
The launch is also set to positively impact the country’s fast-growing cosmetic industry. The $25 billion Beauty and Personal Care Market in India is currently growing at a CAGR of 6.32%, according to Research and Markets. The growth trajectory rests on the expectation of big moves like this into the country to tap into the growing demand for beauty products by millenials across different segments.
“India is a huge market, no doubt, and we see a lot of potential there, especially in the area of clean and organic beauty products. As someone who’s allergic to chemically-formulated products, I know first-hand how important finding the right non-toxic product is to others like me. We provide well-researched solutions to beauty problems, because we’re passionate about helping people maintain and express their beauty the right way,” notes Rashi Sethi, co-founder.
Skin Story, with its India launch, sees this as an opportunity to continue to promote self-acceptance through their clean beauty products that caters to all tones and genders. “There seems to be a lot of potential and we will leverage on this momentum to expanding our footprint in the region. At the same time, we want to educate and set a new standard for effective and clean beauty makeup which provides incredible results without causing harm to their bodies or the planet,” says the duo.