Winning Strategies for Skincare D2C Brands in India

Agam Chaudhary
4 min readMar 3, 2024

The Indian skincare market is burgeoning, with a notable shift towards direct-to-consumer (D2C) brands. The evolving consumer preferences, increasing internet penetration, and the desire for personalized skincare solutions have paved the way for D2C brands to thrive. To excel in this competitive landscape, skincare brands must adopt innovative strategies that resonate with their target audience. This article explores various tactics, supported by case studies and campaign examples, that can help skincare D2C players in India achieve growth in revenues and profits.

1. Localized Products

Indian consumers have diverse skin types and concerns, influenced by the country’s varied climate conditions. Brands like Forest Essentials and Kama Ayurveda have successfully tapped into this by offering products tailored to Indian skin types, using ingredients well-suited for the local climate.

2. Leveraging Ayurveda and Natural Ingredients

The Indian market has a deep-rooted trust in Ayurveda and natural skincare remedies. Brands like Mamaearth and Biotique have built their USP around natural and toxin-free products, appealing to the growing segment of health-conscious consumers.

3. Influencer Collaborations

Collaborations with beauty influencers and bloggers can significantly boost a brand’s visibility. For instance, Plum Goodness partnered with several influencers to promote their Green Tea range, resulting in increased brand awareness and sales.

4. Customization

Personalized skincare is a growing trend. SkinKraft, a D2C brand, offers customized skincare regimens based on an individual’s skin analysis, setting them apart from one-size-fits-all solutions.

5. Subscription Models

Subscription services ensure customer retention and steady revenue. Brands like The Derma Co. offer subscription plans for their skincare regimes, making it convenient for customers to receive their favorite products regularly.

6. User-Generated Content

Encouraging customers to share their experiences and results builds trust and social proof. For example, WOW Skin Science actively shares before-and-after photos and testimonials from customers on their social media platforms.

7. Educational Content

Providing valuable skincare tips and information can engage customers and position the brand as an authority in the skincare domain. The Minimalist’s blog and social media channels are filled with informative content that educates their audience on skincare ingredients and routines.

8. Mobile-First Approach

With the high mobile penetration in India, optimizing the shopping experience for mobile users is crucial. Brands like Nykaa have invested in user-friendly mobile apps and websites to enhance the shopping experience.

9. Eco-Friendly Packaging

Sustainability is becoming increasingly important to consumers. Brands like Juicy Chemistry and Earth Rhythm have adopted eco-friendly packaging, appealing to environmentally conscious customers.

10. Loyalty Programs

Rewarding repeat customers with loyalty programs can encourage loyalty and increase customer lifetime value. The Body Shop India offers a membership program that provides points, discounts, and exclusive offers to loyal customers.

11. Virtual Try-On

Augmented reality (AR) technology allows customers to virtually try products before purchasing. L’Oréal Paris India’s Virtual Try-On tool lets users experiment with different skincare and makeup products online.

12. Community Building

Creating online forums or groups where customers can share tips, advice, and product recommendations fosters a sense of community. Dot & Key has an active Instagram community where they engage with their customers and share user-generated content.

13. Limited Edition Products

Launching limited edition products or collections can create buzz and urgency. Kama Ayurveda often releases limited edition gift sets during festivals, which are usually sold out quickly due to high demand.

14. Flash Sales & Discounts

Time-limited offers can drive immediate sales and attract new customers. Sugar Cosmetics frequently hosts flash sales on their website, offering significant discounts on their products.

15. Cross-Selling

Recommending complementary products during the checkout process can increase the average order value. For example, when purchasing a face wash on the mCaffeine website, customers are often recommended to add a face scrub or moisturizer to their cart.

16. Customer Reviews

Highlighting positive customer reviews on the website and social media can build trust. The Derma Co. prominently displays customer reviews and ratings on their product pages, helping potential customers make informed decisions.

17. Email Marketing

Targeted and personalized emails can nurture leads and keep customers engaged. Plum Goodness sends personalized skincare tips and product recommendations based on the customer’s previous purchases and browsing history.

18. Referral Programs

Encouraging word-of-mouth marketing through referral programs can be highly effective. Neemli Naturals offers discounts to both the referrer and the referee, incentivizing customers to spread the word about their products.

19. Data Analytics

Utilizing data analytics to understand customer behavior and preferences allows for more targeted marketing. Purplle, an online beauty platform, uses data analytics to personalize product recommendations and marketing messages.

20. Strategic Partnerships

Collaborating with other brands, salons, or spas can help reach new audiences. For instance, O3+ Professional has partnered with various salons across India to offer their skincare treatments, expanding their reach beyond just online sales.

Case Study: The Success of Mamaearth

Mamaearth is a prime example of a skincare D2C brand that has successfully employed several of the strategies mentioned above. The brand’s focus on natural and toxin-free products resonated with the Indian consumers’ growing preference for clean beauty. Mamaearth’s strategic influencer collaborations and effective use of social media platforms have significantly boosted its brand visibility and customer engagement. The brand’s commitment to sustainability, reflected in its plastic-positive and cruelty-free certifications, has also helped it stand out in the crowded skincare market.


The skincare D2C market in India is ripe with opportunities for brands that are willing to innovate and adapt to the evolving consumer preferences. By employing a combination of the strategies discussed, along with a deep understanding of their target audience, skincare brands can achieve sustainable growth and success in the competitive Indian market.



Agam Chaudhary

Agam Chaudhary is a serial entrepreneur & investor in tech-enabled and ecommerce industries.