Hassle-free beauty: Sanfe expands into skin and hair care to serve women at all life stages

Sanfe is a direct-to-consumer brand that was founded in 2018 by Archit Aggarwal and Harry Sehrawat. The brand first made a name for itself with its organic period care products before launching intimate skin care products.

On January 31, the company announced the launch of Sanfe Beauty, a new range of products that consists of skin, hair and body care beauty products.

Speaking to CosmeticsDesign-Asia​, Sehrawat said the firm was “expanding its horizons”​ into the beauty space in a bid to live up to its vision of being a brand that can cater to consumers of all age groups.

“We have always positioned ourselves as a one-stop shop for solutions for women from 15 to 54. We started with period care and entered into intimate hygiene as well as maternity care. Now we have face and hair care, and we can cater to all the life stages.”​

Simple solutions

According to Sehrawat, Sanfe Beauty was conceived to answer a consumer base that has become befuddled by a barrage of skin care information.

“​​We conducted consumer research with our existing consumer base of more than 10 million customers and we found that they find skin care a very costly and complicated category,” ​said Sehrawat.

In bid to demystify the beauty routine and make products more affordable, the brand developed minimalist formulations that target some of the biggest skin care concerns.

“The skin care range is called Sanfe Promise and we are doing exactly that. We are promising you that the product will be efficient in resolving your problem… Just believe us that this particular composition is the best suited for your skin,” ​said Sehrawat.

The entire Sanfe Beauty line-up ranges from U$4 to U$8, allowing the company to penetrate into areas on the fringes of the major tier-one cities.

Sehrawat had told us previously​ that the brand was aiming to expand into lower-tier cities in India.

“We’ve not limited ourselves to the tier one consumers. Any solution we develop must be accessible en masse. Our strategy is to give them a premium quality product at a mass pricing.”​

Sanfe Beauty is now available on the brand’s official website as well as e-commerce platforms Nykaa, Amazon, and Flipkart. 

Sehrawat said the firm was optimistic about the new business and by the end of the year hopes to rake in around U$650m to $900m monthly by the end of this year.

Overall, the business has been growing steadily at around 25% to 30% month-on-month. Additionally, Sehrawat hinted that the company has its eye on a few opportunities moving forward.

“There are other investment opportunities we will be exploring. A lot of things are going on in the backend and we hope to share the details soon.”​