Pure Nutrition launches cosmetics range to tap into India’s booming beauty market

The new range consists of three skin care products and one hair care product made from natural ingredients, said the company.

“There is a shift towards mental and physical well-being through the use of natural, organic, anti-fatigue, anti-pollution and anti-ageing products. We see a great opportunity for us in this space with our expertise in natural products which enhance health,” ​said Sushil Khaitan, CEO and director of Pure Nutrition.

Khaitan told CosmeticsDesign-Asia​ that nutraceutical manufacturers like Pure Nutrition are contributing greatly to the growth of the beauty industry.

He added that the company has witnessed first-hand the demand for beauty supplements, which led the company to the decision to expand into topical cosmetics.

“There have been numerous times when our loyal patrons have come requesting for us to add beauty-specific supplements to the product suite. Indian customers place their trust in a brand after a lot of deliberation, but once they do so, lateral product adoption is rather quick, which is why it made complete business sense for us to expand our presence within the beauty segment,”​ he said.

The range will be available through the brand’s current distribution channels expanding across online and offline.

“We are present online across the world via our brand website and major marketplaces. We also have a very strong offline footprint across our company owned stores, several retail chains, modern trade etc. The idea is to cross leverage and grow our offline and online presence in the time to come,”​ said Khaitan.

However, expected digital platforms, in particular, to help drive the company’s growth in beauty. 

“With beauty-specific marketplace giants taking centre-stage, one of the biggest growth drivers for 2020 within the beauty and cosmeceutical space continues to be the easy availability of the products across digital platforms and the change in the mindset of the Indian consumer.”​

He noted that the company utilised technology such as Artificial Intelligence (AI) to maximise its strategies.

“We focus on iterating to build a well-constructed digital marketing funnel that leverages AI to execute targeted marketing strategies that drive favourable user behaviour. We also use a synergistic combination of multiple online tools to gauge user experience across our numerous communication touchpoints.”​

­​He added: “All these insights combined with human intuition help us create holistic marketing strategies that not only drive conversions but also boost repeat purchases.”​

Opportunities in cosmeceuticals

Despite this move, Khaitan believes the company’s biggest opportunities still lie in the cosmeceutical space.

The company has seen a great uptake in its cosmeceuticals category with products like biotin supplement and collagen supplements snatching top spots on its bestseller lists.

It also currently working on developing new products to further strengthen the range.

“We are in the process of developing problem-solution based products that are suited for specific skin and hair types. These products are being designed to fight extremely targeted problem areas,”​ said Khaitan.

He attributed the demand to poor lifestyles and increasing knowledge of skin care.

“Today, most skin and hair problems develop as a result of faulty lifestyle and diet choices… Consumers now realise the need to look beyond topical products. These factors have driven up the demand for nutraceutical products for beauty,”​ he said.

Additionally, he said consumers were now beginning to recognise the risks that nutritional deficiencies pose to skin or hair issues. “This has created an appreciation for solutions that are more than just skin deep.​