Beauty below the chin: Mukti Organics sees need to focus on body care for mature demographic

Ever since the pandemic triggered a worldwide self-care movement, the body care products have become an essential component of the beauty ritual.

CosmeticsDesign-Europe​ previously reported​ that UK-based beauty retailer Space NK experienced a whopping 847% increase in body lotion sales in 2022.

The success of body care brands like Sol de Janeiro​ and Frank Body have largely been driven by the Generation Z consumer base.

Mukti, the founder of the eponymous organic beauty brand, has identified a gap in the market for body care products that meet the demands of an older demographic.

“This year we are going to be focusing on the neck down. The body care category is something we are looking to move into a little bit more. I think once you pass a certain age, you start dealing with things like crepey skin, discoloration. By the time we get to looking after that, it can be too later,” ​she told CosmeticsDesign-Asia​.

She revealed that the brand will be launching an “age defiance” ​body product that is set to be launched later this year.

“People are drilling down into what they can do to support their wellness. I think we are sort of a lifestyle brand in that we take this holistic approach.”​

Continuous improvement

In addition to introducing new body care products, the firm is working to improve and relaunch its existing products, such as its Hyaluronic Marine Serum and its Vitamin A Elixir.

“I don’t tend to launch too many products unless I can see a niche or have customers asking for something. I’m always interested in improving when new ingredients or new technology becomes available,” ​said Mukti.

“The results always speak for themselves, and I think that’s where you get that customer retention and loyalty as well.”​

Since the brand launched in 2000, the beauty market has shifted drastically.

At the moment, the brand is being influenced by the quiet beauty trend, which emphasises a minimalist approach to skin care with maximum impact.

These trends are in line with the brand’s own values and principles.

“Globally, people are feeling the pressures of increased interest rates, inflation, and their budgets have become tighter. Now people are looking at how they can extend their skin care routines. One way is by buying quality products with quality ingredients. That way, you won’t need to use too much,”​ said Mukti.

Continuously improving its products is pivotal as beauty consumers become increasingly demanding.

Furthermore, the firm is experiencing challenges as the market becomes more saturated with brands and products.

“This is the busiest I’ve ever seen this sector with so many players that have entered the market. Obviously social media has had a big impact and that’s changed they way we do things. It’s more challenging now to get cut through,” ​said Mukti.

Moving forward, the company is aiming to expand its business in the US and the UK.