How Happier Skincare is Integrating Superfoods in Indian Skincare Regime

Skincare plays a vital role in our everyday life. There are lots of skincare products in the market, which support skin’s integrity, and are extensively used by consumers for improving the appearance and achieving the glowing skin holy grail. According to sources, India’s cosmetics market was valued at nearly $11.16 billion in 2017 and is anticipated to grow at a CAGR of 5.91 percent during the forecast period of 2017-2025. In relation to this, India's skincare and beauty market has grown significantly, driven steeply by online sales and e-commerce.

However, the major challenge faced by the majority of the brands today is to pack all the goods in one product, such as protecting the tender skin from the effects of sun, pollutants, and the amount of skin collagen. Modern brands are struggling to offer everything, in order to grasp the bigger portion of the market, but they fail to control the cost and end up creating a product that is far above the reach of the common consumer. The idea for Happier Skincare originated from the desire to create more readily available and cost-effective skincare products. The objective of Happier was to launch a fun, youthful, and clean skincare line that had a universal look and feel, and met quality and testing standards.

Founded by Aakriti Suri in 2022, the idea of Happier was born when Aakriti realized that such products were not easily accessible in India. Either the goods were of superior quality and prohibitively expensive, or they were of inferior quality and reasonably priced. “I wanted to establish a company that offered consumers in India skincare that was clean, effective, high-quality, and aspirational, at an affordable price. I discovered that Indian consumers had changed due to social media exposure and now valued science-based skincare products that were powered by active ingredients. With this new understanding, I made the decision to collaborate with top chemists to develop skincare products that were superfood driven and powered by active ingredients such as niacinamide, hyaluronic acid, and Vitamin C,” Aakriti Suri, CEO, and Founder, Happier Skincare shares.

Retail and Marketing Strategies
The brand’s goal is to ensure that customers of all ages and backgrounds could access natural, safe, and affordable products for their personal well-being. Hence, the Happier Skincare line launched products that were formulated with superfoods and super actives after thorough research, sourcing, and testing.

“Happier Skincare has a presence in retail and offline platforms, but its focus is more on online selling, which is a key part of the overall marketing strategy. The company currently operates on its website and also sells through Amazon, Flipkart, Myntra, and Tata 1mg. In addition to these, the products are sold through Relay Stores, Foodhall, Dorabjees, and Nature's Basket in brick-and-mortar stores. To reach the desired audience, the brand relies heavily on digital marketing strategies, such as influencer marketing, public relations, social media campaigns, cross-promotion, etc. It has collaborated with various influencers to amplify its reach and create brand awareness,” she asserted.

Omnichannel is need for the day and Happier too has its strategies in place. “Omnichannel approach has been a priority for Happier Skincare with customers expecting fast delivery, product availability, and tailored experiences across multiple channels and social media platforms. Our brand also has a cross-promotion strategy that allows us to track customer preferences and create a seamless experience for the customers across various platforms. Influencer marketing especially creates an immersive customer experience,” Aakriti elaborated. 

Tech Integration
Since skincare is widely popular in India, the brand fused DIY method with technology to revolutionize this segment. The brand claims that most of the products incorporate age-old ingredients with a modern touch and clinically proven active ingredients. By leveraging the latest technological advances, the brand is able to create an immersive experience for its customers. 

“In order to ensure top-notch quality and efficacy, Happier Skincare employs world-class chemists to research the superfoods' advantages, compatibility, stability, ideal sourcing, and formulation. The superfoods were selected after thorough research and paired with active ingredients to boost their potency. The formulations underwent numerous iterations of testing and tweaking before being settled upon as the most pure, delicate, and effective formula. The products have undergone dermatological testing and are free of artificial dye, paraben, sulphate, silicone, and mineral oil,” Aakriti reiterated. 

Product Portfolio
The brand believes superfoods were not only nourishing for the body from the inside, but also for the skin. Their products contain ingredients such as avocado, watermelon, blueberry, acai berry, niacinamide, hyaluronic acid, and glycerin, along with clinically proven active ingredients. 

“Happier Skincare stands out from the others by offering quality products at competitive prices. Our products are safe and efficacious for all skin types. Their formulations are holistic and aim to make your skin healthier by strengthening your skin barrier with clean beauty products,” the founder said. 

The brand is currently not branching out into new categories but is present in five: nutrition and wellness, body care, face care, and hair care. Each of these categories contains products such as serums, toners, moisturizers, masks, and scrubs, which are tailored to each individual's needs.

Future Goals

This fiscal year, the brand has witnessed 50 percent growth, providing an encouraging sign of the future. However, despite this success, the brand has been unable to secure any rounds of funding. “Happier Skincare plans to utilize a combination of corporate investors in order to raise the necessary funds for our brand. We are in talks with several investors, and we plan to approach potential investors, extensively promote online, and launch new products. Our hope is that with this combination, we will be able to generate enough funds to ensure the longevity of our brand and bring us closer to achieving our goal of being a leader in the skincare industry,” Aakriti added.

The brand has also successfully launched an online marketplace in the UAE and plans to open a physical store soon. “We utilize the Amazon platform to sell its goods in the Middle East. Furthermore, the company has ambitious plans for expansion in the UK. This will be done through an e-commerce website and offline retail stores,” she concluded.