In the last couple of years, a lot of B2C buyers and sellers have gone digital colossally. It started out as a desperate necessity and has now become the now normal. Even though the brands and business owners are trying to eke out, D2C brand Vanity Wagon has proved relatively resilient.
Given the realities of staying at home and mask-wearing, skin-care and hair-care products appear to be finding new customers furthering self-care and pampering trends. Vanity Wagon recorded the sales of face serums to be 22.18 percent of their total sales on the second weekend of November 2021.
They have reported a boom in the sales of hair care products too. Shampoos made up to 25 percent of their total sales on the same weekend. Undoubtedly, consumers’ purchasing choices reveal that they are keen to keep their bodies pampered and refreshed while they are stuck at home. Seeing the figures, it is safe to say that skin-care and hair care products are selling like hot cakes in the post covid time.
All this while, consumers have moved vividly towards online channels and the skincare companies and brands have responded in turn remarkably. Those who prioritized their digital transformation are agile and are able to keep their businesses running from their homes and are better equipped for success. Some brands are reimagining their products and reinventing the traditional business chain into a customer experience chain.
“The market is accelerating, thanks to digitalization. It has never been easier to discover, explore and shop clean beauty. It seems to be a frontrunner in future growth. Digitalization created an opportunity for us to bring the beauty industry to a broader consumer audience that wants to have cruelty free, eco-conscious and authentic products. Not just the customers but the brands have also harnessed the capability of e-commerce pretty well. Clean beauty brands, these days, are becoming purpose-driven, digital savvy, clinically backed and affordable. It’s good to see more brands are willing to tap the market.” says Prateek Ruhail, CEO and Co-founder of Vanity Wagon.
Vanity Wagon recorded a GMV of Rs 48.35 lakh in July 2021 which is 211 percent more than what was recorded in July 2020. The online retail sales increased by 314 percent in 2020 compared to 2019 and further increased to 113 percent in 2021 compared to 2020. Even in not-so-pleasant times, Vanity Wagon has grown at such a breakneck speed and its growth is attributable to the unique position it holds amongst a variety of trends like increasing interest for self-care products, skin-minimalism routines and regimes.
Since the inception of the brand in 2018, Vanity Wagon has grown from a 15-brand company to 185 now and their affiliate network has now reached a remarkable 500-member team from 98 in March 2020.