K-Beauty Regimes Drive ~30 pc Sales from North East India: Pilgrim

With 70 percent of women buying these global beauty products, the average order value stood at Rs 900.
K-Beauty Regimes Drive ~30 pc Sales from North East India: Pilgrim

Homegrown D2C beauty and personal care brand, Pilgrim, which makes borderless beauty experiences accessible and affordable, revealed interesting insights on India’s love for global beauty regimes. The company registered a 2X increase in sales in the last 9 months. The sales have primarily been driven by the K-Beauty range followed by the French Beauty range. 

Interestingly, 30 percent of these sales came from North East India alone with Guwahati leading the pack. In metros, Bengaluru and Delhi registered maximum sales.

The data also shows that the demand for global beauty products was highest in the ‘face care’ category with a sales contribution of 80 percent. The top concerns in these categories were aging and brightening. With 70 percent of women buying these global beauty products, the average order value stood at Rs 900. This number stood at Rs 700 for men who bought one product at a time as compared to females who bought multiple products in one go.

Commenting on the trends, Gagandeep Makker, Co-Founder & COO, Pilgrim, said, “There is an increased inclination towards beauty and personal care in Indian millennials. They want to explore and experience global beauty regimes from the comfort of their homes. Hence, we have seen demand for K-Beauty products increase since we started operations.  In fact, we have witnessed an ARR of Rs 18 crore since May 2020. However, there is an appetite for borderless beauty experiences from across the globe, to try out varied regimes. The trend is not a metro phenomenon but also prevalent in smaller cities. So, as a D2C brand, we are driven to empower modern millennials with global and affordable beauty rituals at the click of a button.”

As per the data, women mostly bought night serums, night gel creams, and face creams. Males on the other hand preferred face wash, face masks, hair serums, and sulfate-free shampoos. These global beauty products were most popular amongst the 25-50 age group driving 50 percent of Pilgrim’s revenue. 

Pilgrim recently raised Rs 13 crore in Series A funding. The round was led by Fireside Ventures, Rukam Capital, and founding teams of Boat, NoBroker, and the Founder- CEO of Bewakoof.com, with Dexter Capital as the transaction advisor.
 

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