How D2C Startups are Making their Way in the Personal Care & Wellness Areas
How D2C Startups are Making their Way in the Personal Care & Wellness Areas

The beauty and personal care industry was already ballooning prior to the Covid-19 outbreak, and on a positive note, the multiple sectors under its larger umbrella witnessed major uplift as a direct consequence of the pandemic disruptions. The pandemic also caused a shift in cosmetic habits, with consumers at home taking a more sensible approach to their beauty routines, preferring to focus more on self-care and wellness. Multiple factors have fostered the development of this industry, including a shift towards chemical-free and environmentally friendly products, raising concerns about personal hygiene, which has led to considerable demand for wellness commodities, and the emergence of the direct-to-customer (D2C) model, which has resulted in agile and personalized solutions. More pertinently, D2C personal care and wellness startups powered by a digital-first model have empowered men and women to pamper themselves with their in-home professional care treatments at a reasonable cost, without having to go out.

Digital Disruption

The wellness and beauty industry is advancing at a rapid pace towards becoming a digitally seasoned industry. While the beauty sector has only recently begun expanding its digital footprints, the wellness industry has traveled a considerable distance. The rise of different technology-driven start-ups has augmented the process of digitization even further. D2C personal care startup’s digital approach relies on customer engagement, which involves extensive use of digital channels such as mobile applications and social networking sites to steadily connect with consumers. This enables brands to attract and retain customers in real-time and adapt to their demands and feedback. No doubt, social media platforms have evolved into a powerful medium for businesses to build and solidify their brand recognition.


Previously, in the name of offering an integrated service, all consumers were provided with a benchmark diet plan, workout regimen, beauty care, and so on. However, in order to build an individual relationship with the customer and to retain them for a longer period, the emphasis on personalization has grown tremendously. Customized beauty is an aspect of the wider customization trend that has impacted industries spanning from health and fitness to parlor and salon care. Millennials, in particular, are drifting away from one-size-fits-all solutions in favor of customized products and experiences. Top D2C industry players are now providing tailored goods and services centered on taste, liking, lifestyle, body type, and even genetics. Next-generation personalized care has the potential to benefit a wide range of wellness participants, particularly home salon brands that are assertively exploring new areas in order to differentiate themselves.

On-Demand At-Home Services

The personal care and wellness industry have always been at the forefront to implement a wide range of strategies to promote superior customer experience on the cusp of their hectic lifestyles. New-age D2C startups are also experimenting with various service models in order to provide greater convenience and achieve greater recognition. Growing consumerism, smartphone, and internet infiltration, and a steadily rising working-class population have set up ideal conditions for wellness businesses to streamline the on-demand at-home service framework. Many beauty companies, for example, offer a variety of services ranging from routine full body waxing to Cleanup, Manicure, Pedicure, Detan, Bleach, and Facial services. Some home salon brands offer a unique 7 a.m. to 7 p.m. service, allowing customers to take advantage of beauty services in the early mornings when most brick-and-mortar salons are unavailable.

Greater Transparency

Prior to the D2C revolution, there was no transparency in the personal care and wellness sector. A client’s visit to a beauty salon, for example, could easily cost them several thousand rupees. Many salon stores routinely charge absurdly high and deceptive prices for beauty treatments as customers are ignorant of the overheads. Beauticians use products that come in huge containers or bottles, making estimating the cost of materials used for a specific service almost impossible. To address the issue, many home salons and tech-enabled startups are now offering sealed mono doses of beauty products for one-time use, preventing refilling or cheating. Another key differentiator is the per-minute pricing model. Regardless of the service, the per-minute pricing model ensures that the client gets the service highlighted with the appropriate service timing. This allows customers to understand how much time the professional will spend on a service they pick and for which they are paying.


Personal and wellness care is no longer a desire, but rather a requirement for customers. Customers will undoubtedly have more stringent requirements for their beauty and wellness products and services in the future, implying that all D2C wellness industry players should be prepared to adapt to changes unfolding among customers and their rivals on the market.

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