‘Storming the market’: Natural beauty brand Skinella says sheet mask sales in India are soaring

By Amanda Lim

- Last updated on GMT

Sheet masks are ‘storming the market’ in India, says Skinella [Getty Images]
Sheet masks are ‘storming the market’ in India, says Skinella [Getty Images]

Related tags Skin care India sheet mask

Sheet masks are ‘storming the market’ in India according to natural beauty brand Skinella, which is now exploring new launches after its first three variants performed ‘phenomenally well’.

Skinella offers natural vegan products inspired by superfoods such as berries, kiwis and honey. The brand is a subsidiary of Cosmic Nutracos, a beauty and wellness company that also produces the health food brand Gaia.

In the midst of the chaotic pandemic situation, the company observed a rapid change in beauty trends.

At first, the demand for hygiene products ballooned as a consequence of the outbreak, pushing the company to develop products like hand cleansing gels to cater to the market demand.

As people came to grips with the pandemic, they began re-evaluating their personal wellbeing needs and turned to beauty as a means of self-care and stress relief.

“Sheet masks have stormed the market because they are hassle-free, time-efficient and an effective skin care solution. We launched three variants of sheet masks last year and it has done phenomenally well. So, we are exploring launching more options under the sheet mask category,” ​said founder and director of Cosmic Nutracos, Dolly Kumar.

With the need to safeguard one’s health and well-being at an all-time high, the company anticipates the continued rise of superfood ingredients in beauty.

“Our focus has always been on natural superfoods and fresh fruits-based products, and we feel the potential in this space is immense now,” ​said Kumar.

The company followed up the debut collection of sheet masks with more variants with superfood ingredients such as manuka honey, figs and tangerines.

Additionally, the company is set to launch a new range of skin care products featuring superfoods such as goji berry, camu camu and green papaya, by the end of this month.

Digital expansion

Skinella was developed especially to cater to the needs of younger consumers aged between 15 and 25 years.

“What drove our brand’s development was the commitment to take the skin care experience for young girls a notch higher through innovative products and exotic formulations. The brand’s idea was to make girls and young women feel confident about their own skin by giving them flawless and glowing skin.​,” said Kumar.

Since it launched in 2017, the brand has expanded its retail presence across India and internationally as well, to markets such as Cambodia, Myanmar, Nepal and Bhutan.

“In a span of just four years, Skinella has attracted a large number of consumers. I believe there is more potential in this untapped market and target group of younger consumers,” ​said Kumar.

Kumar told CosmeticsDesign-Asia​ that despite the COVID-19 pandemic, the company did ‘moderately well’​ and managed to achieve its targets.

Aside from the launch of timely products such as hand sanitising gels and sheet masks, the company benefitted from a strong digital footprint, with a presence on major e-commerce platforms like Amazon, Flipkart and Nykaa.

The company is set to launch on Myntra, another of India’s leading e-commerce platforms, and launch its own mobile application in order to capitalise on the post-outbreak online boom.

“When it comes to offline and online potential, we do get major traction from offline, but we understand that online is the way forward, so we will be rolling out Skinella’s app with e-commerce and loyalty programme, among others,”​ said Kumar.

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