India’s startup ecosystem has grown significantly over the past decade thanks to the thinking and vision of India’s founders – from a handful of technology companies to dozens and now thousands of innovative new companies, reflecting their meteoric growth. Starting with 29 000 companies in 2014, the number has grown exponentially between 2015 and 2018 to 55 000 companies by the end of 2020. However, what awaits the startup ecosystem in 2021 remains to be seen. And we have all been witnessing this transformative journey for nearly a decade now. The evidence is that we have seen companies led by brilliant visionaries reinvent and innovate everything from technology to strategic development, from people management to customer knowledge.
Oh, that. Natural by Mocemsa Care is one of those well-known beauty and natural care brands whose development was helped by the glorious vision of its founders, Mr. Pulkit Malhotra and Mr. Paarth Malhotra. The company has capitalized on the niche interests of its customers in beauty, skin care and wellness and through its advancements has changed the game of skin care. From best-selling SKUs like the Cheese Lip Scrub and Strawberry Eye Gel, to recently launched SKUs like the Skin Junction face and body scrub, they all tap into different innovative segments of the natural skincare market.
The natural cosmetics, skincare and wellness segments are making inroads into the industry.
Beauty and skin care is a huge business, and natural beauty and skin care is developing rampantly. ‘Natural’ beauty and skin care are new trends that want to break through in the beauty and skin care segment. Several brands in the industry are trying to do something about the grayness that continues to plague the market. “Given the current transitional scenario where skincare enthusiasts are becoming increasingly aware of not only what they put on their skin, but also the greater environmental impact of the skincare products they use, the demand for natural beauty choices is huge! The recovery of these thriving and attractive categories in the health and beauty sector is Oh that! India’s fastest growing natural and organic beauty, skincare and wellness brand. As a brand, we need to be aware that you are always in the skin you are in – for life. And that’s why we guide you step by step, we honor and protect it, we take care of it with the utmost dedication! says Pulkit Malhotra, co-founder, Oh That! Of course.
Strong increase in demand for organic cosmetics and skin care products
Natural products such as beauty products, skin care and wellness are no longer just found on the shelves of ordinary stores. In fact, they are very popular and their popularity continues to grow. Moreover, they are increasingly preferred by most beauty enthusiasts.
“Interested industry segments are witnessing a paradigm shift from the use of chemical-based cosmetics to more natural choices, as people’s awareness of the benefits of the latter continues to grow. People have already realized how unhealthy chemicals can be,” explains co-founder Paarth Malhotra, Oh that! Of course. As explained earlier, this boom in organic skin and beauty care is part of a larger shift in consumer awareness of health, wellness and the environment in recent times. Thanks to a growing number of social media outlets dedicated to the benefits of a chemical-free lifestyle, consumers have access to more information than ever before.
The recent influx of “clean,” “organic” and “natural” skincare brands.
Against the backdrop of this sudden increase in natural, pure and organic products, all beauty brands – from online retailers to the big existing brands – are increasingly entering the market with natural offerings. “It’s an opportunity that everyone sees and tries to seize with all diligence. But the problem arises when you see tons of new brands trying to establish themselves in the market, and tons of new brands coming into the market at the same rate,” Pulkit says. “They lack the quality of what we call the differentiator that allows them to survive. In other words, they exist to make a lot of money while neglecting the most important factor: providing quality natural care services to their customers. And it also leads to abuse to make fake websites visible to the masses or to receive criticism from Amazon or biased, paid opinions from world-famous bloggers. Ultimately, this erodes customers’ trust in real brands”.
Pure beauty is about to become the future. It is always a calendar, always depending on customer demand. So all brands will get there eventually. “Natural beauty and skin care are something completely different, though. That’s what we do, and it goes way beyond purity”. Purity is just the beginning, and we’re proud to be part of an industry that’s moving toward less dirty and muddy,” says Paart.
It is a great first step, but there is still a lot of work to be done. Based on current industry trends, the organic beauty and skin care segments are expected to grow at 8-10% per year and the global market will reach $22 billion by 2024.
Focused on gaps in the existing beauty, skin care and wellness segments to capture opportunities
In terms of beauty, hair care, skin care and wellness, there has been a gradual shift toward natural extracts and essential oils as substitutes for chemical ingredients. Their prominence, part of India’s long heritage, inspires a general sense of confidence in the product range.
There are signs like Oh that! Of course, this supports the ideology. Their products do not harm the environment or animals, but soften the skin instead of polluting it with natural oils or treating it with self-destructive chemicals. In other words, the need for vegetarian and cruelty-free products has increased.
Paarth Malhotra and Pulkit Malhotra, co-founders, Oh, that! Of course.
This article was written by Mr. Pulkit Malhotra and Mr. Paart Malhotra, co-founders of Oh, that! Of course they did.
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Frequently asked questions
Which age group buys the most skin care products?
In May 2017, more than 50% of U.S. consumers between the ages of 18 and 29 purchased [almost] exclusively or primarily organic skin care products. When purchasing organic beauty and skin care products, quality was chosen as the most important criterion by young consumers.
Is the skin care industry growing?
According to the NPD Group, sales of skin care products reached $1.4 billion in the first quarter of 2019 alone, and are expected to continue growing in 2020. Statistica estimates annual growth at 3.5% through 2023, with the market expected to reach $180 billion by 2024.
Why is skin care so popular?
Skincare products currently represent $5.7 billion in the United States and are growing 8% annually, according to NPD Group’s Prestige Beauty Survey. This growth is driven by sales of natural brands and private labels, as well as brands offering targeted cosmetics to their customers.
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