‘Clean beauty that shows results’: Justhuman targets underserved mature women with new line

Justhuman is a clean beauty and personal care brand founded this year by FMCG veteran Roshini Sanah Jaiswal.

It currently has six SKUs that spans hair care – including a probiotic anti-dandruff shampoo, conditioner, and a hair fall therapy shampoo; as well as body care – including a body wash and a coffee caramel body scrub.

Gap for clean and effective beauty​

Jaiswal had identified the market gap after being diagnosed with an autoimmune disease known as Lichen planopilaris that can lead to hair loss and blotches on the skin.

“I tried all kinds of products. Even with big, expensive MNC brands from the US and Europe, I became conscious to even one dirty ingredient and did not feel safe using it. With organic and vegan products, there were certain oils that gave me problems.​

“Also, as I was using them as a woman over the age of 40, I want results and I’m not getting them whether it’s plumping, pigmentation removal or addressing crow’s feet… none of that was getting addressed, and it was taking so long,” ​she told CosmeticsDesign-Asia.​

Notably, the brand is targeting Gen X women. Explaining its emphasis on effective results, it said: “Their skin is changing dramatically as they age. I don’t think it’s fair to give them products that don’t work or take very long to work. So, we’re trying to look out for these women. There’re not many companies that have gone in and target mature women, but it’s our target.”​

Jaiswal added that by effective, it meant giving its consumer results in 10 days to two weeks. It said that its anti-dandruff series reduces up to 80% dandruff in two washes.

CosmeticsDesign-Asia​ had earlier published an in-depth analysis​ about what it takes to crack the Gen X consumer market.

Microbiome and neurocosmetics​

Its products contain organic and natural ingredients, as well as “safe synthetic ingredients.​” Jaiswal said that the latter term meant that its products are clear of chemicals are that listed in US FDA and Proposition 65 (P65)​.

Its two main ingredients are its probiotic Bacillus coagulans in its anti-dandruff series, as well as peptides used in its upcoming skin care line launching in August this year.

She added that the link between the skin microbiome and neurocosmetics​ was still at a “nascent stage." ​Ingredients such as probiotics and peptides were key to reinforcing a positive skin-brain connection.

“The skin is our largest organ with so many sensory nerves. Whatever you put on the skin has a conversation with your brain. By putting clean ingredients like certain peptides, you can have a positive conversation that highlights the skin-brain connection. ​

“It makes you feel better. We’re very mindful that the consumer journey is not just about looking good, but feeling good about yourself,” ​she said.

When asked about probiotics’ role in its anti-dandruff series, she said it helps to balance the scalp by “overlaying good bacteria to remove the bad bacteria.​”

Traditional anti-dandruff products contain chemicals that end up stripping the scalp: “Bacteria should not just be destroyed or removed. There’s a huge dependency between the good and bad bacteria.  What we need to do is always create good bacteria to balance the scalp.​

“Not to mention that the chemicals that are on your scalp is probably entering your body as there is skin there as well.”​

Global brand, not just Indian​

The formulations for its hair and body care products come from the US, while skin care comes from South Korea and Europe.

Its products are currently distributed across India only via its website, and is planning to launch in the US in the similar way. It is hoping to enter major e-commerce such as Nykaa and Sephora India by this year, and Sephora US and beauty retailer Blue Mercury by next year.

It currently has two manufacturing facilities – one in India and one in the US. This has a significant impact on the cost of its products. In India, its products are priced an average of US$16 to US$19, and it will be launched in US with a starting price of US$27.

When asked about its brand positioning in the domestic and overseas market, Jaiswal said that it is targeting the “affordable luxury​” segment and that it aims to be a global MNC brand.

“Huge Indian brands that have come up in the last two to three years are targeting mass segments. We’re targeting a very different market, for example, where an MNC sits.​

“Today, India has the positioning and full ability to go global. And that’s what we want to do. We know India is not strong in skin care, so we don’t do that here, but we do the personal care here. We’ll do the skin care in South Korea and Europe, and bring it to India.​

“So, ​we are trying to be the global company that has supply chain across the globe that is providing our customers wherever the best product is possible, wherever it's coming from. There’s nothing perceived very Indian about us except for the fact that I am Indian,”​ she said.