Problem solvers: Indian fem hygiene brand Sirona launches first face serums for sensitive skin

By Amanda Lim contact

- Last updated on GMT

Sirona has expanded its skin care line with its first face serums targeted at sensitive skin. [Sirona]
Sirona has expanded its skin care line with its first face serums targeted at sensitive skin. [Sirona]

Related tags: India, Sensitive skin

India-based feminine hygiene company Sirona has expanded its skin care line with its first face serums targeted at sensitive skin, which the firm believes to be an underserved demographic in its domestic market.

The company was established in 2015 and its first product was PeeBuddy, a reusable urination device that helps women urinate while standing, to give women more convenient and less unpleasant experiences at public washrooms.

Since then, the company has expanded its product portfolio to include sanitary pads, menstrual cups, intimate washes and anti-chafing creams.

Most recently, the company launched Anti-Acne Face Serum and Depigmentation Face Serum, the very first facial serums of its skin care line-up, which previously only consisted of an exfoliating facial cleanser.

The Anti-Acne Face Serum contains ingredients such as salicylic acid, tea tree oil and vitamin E to reduce acne, balance oily skin and lighten scars.

On the other hand, the Depigmentation Face Serum contains niacinamide, alpha arbutin and vitamin C to reduce hyperpigmentation spot and even out skin tone.

Both serums claim to be dermatologically tested and suitable for all skin types, even sensitive skin.

Co-founder and CEO Deep Bajaj told CosmeticsDesign-Asia​ that the company takes a problem-solving approach when it comes to product development.

“We should be able to say that the product adds some value over and above what already exists. Women, from puberty to menopause, face a lot of problems and we should have solutions for every phase of their life. Whatever issues you have, if we believe it is unaddressed, we want to step in and solve it.”

With its latest skin care products, Sirona is aiming to target people with sensitive skin and even eczema-prone skin.

It was driven to develop the products as Bajaj believes sensitive skin is a problem that is not being “adequately solved”.

Additionally, the company had previously developed a few products for people with sensitive skin, including a face and a body wash, and wanted to expand its offerings to this consumer group.

“I would say that there are not enough options for sensitive skin. It might be a small niche right now, but it’s a growing category. Again, we’ve taken a problem-solving approach with these products. We hope consumers can come to trust Sirona to take care of their sensitive skin issues.”

Business and philanthropic goals

Bajaj told us that the company is working on the development of new products that it believes can solve certain pain points for consumers.

Aside from that, it is also working on taking the business international to an international stage

It recently secured a partnership with Amazon which has helped the company to expand into the US with a limited range and hopes to expand it further.

Aside from the US, the company also has its sights set on a few European markets, including the UK.

“We have been profitable in the last three years – we’re not one of those start-ups that are burning money to grow. I believe these problems we’re addressing are global, so we do have global aspirations. We are confident that we can create value for women who are suffering from these problems.”

Furthermore, Sirona intends to scale up its involvement in philanthropic work.

It has previously gotten involved with charities that support underprivileged girls and trafficked sex workers by offering them free feminine hygiene products like menstrual cups.

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