Next big step: WiZ Care eyeing expansion beyond hygiene and into skin care, make-up

WiZ Care specialises in mass personal care and hygiene products. It is a subsidiary of Cossmic Products, a consumer goods company founded in 1978.

In 2020, the company experienced a massive surge in demand for its personal hygiene products amid the COVID-19 pandemic.

“In the last two years, we’ve experienced huge growth so we’ve been considering what should be our next steps in the industry,”​ said Reetesh Dhingra, CEO of Cossmic and co-founder of WiZ Care.

On February 18, the company announced the launch WiZ Luxe, its first premium range of products which consists of new products such as facial cleansers, body lotions and body mists.

Speaking to CosmeticsDesign-Asia​ Dhingra explained that the range was designed to be able to tap into trends quickly.

“We came up with the idea of making it seasonal, we every month we can have new variants like a Valentine’s Day range or a Winter range with gingerbread scents… The great thing is we have the capabilities to do it because we’ve always been a hardcore manufacturing company.”​

The entry into the premium personal care category is just the first of many changes for the WiZ Care brand this year.

The company is set to open its second factory in April this year, which will set the company up to make its first foray into the skin care category to tap into the rising consumption of skin care in India.

“We’re more of a rinse-off company right now and we’re getting into leave-on products too. I’m talking serums, face packs that will be themed around ingredients like the Luxe range. In April our new factory should be up and running… I think by October we’ll be launching a whole range of skin care products,” ​said Dhingra.

In addition to skin care, WiZ Care was also considering entering the colour cosmetics market as well.

The company believes it can utilise these new categories to catch onto new trends, said Dhingra.

“Now, it's less about mass production and all about low [minimum order quantities]. The beautiful thing is, if you can get that right, you can catch onto any casual trend. We want to be at the forefront of that.”​

He elaborated: “If I can figure out what colours are trending, I can have a nail polish done and within a week turnaround time, we can create that product and have it on the market. The best part is that the consumer is telling you what they want through social media, you just need to interact with them.”​

This expansion will be important for the future growth of the company, which has begun to see sales of items like handwash and hand sanitisers plateau, said Dhingra.

“With all these plans going forward, our goals are very clear. We want to reach out to as many consumers as possible because a brand is really growing and it's growing big time. COVID was a catalyst and we really made it work for us, but we need to keep adding categories to move faster.”​