With exotic ingredients ranging from Volcanic Lava Ash from Jeju Islands, Korea, to Red Vine from Bordeaux, France, Pilgrim brings consumers beauty ingredients and rituals from faraway places. All Pilgrim products are FDA-approved, 100 percent vegan, and free from toxins like parabens, sulfates, and mineral oils – common offenders on beauty product labels.
The brand’s target group is predominantly women, aged 18 to 35 years, spread across the country. Its products are tailored to solve a very specific need for a consumer. For instance, a consumer with acne-prone oily skin and acne-prone dry skin has different needs and a different set of ingredients and formulations are required to resolve these skin concerns.
Pilgrim is a digitally native brand; its products are available only online.
“Our D2C website contributes 35 percent of total sales, while other marketplaces and online channels contribute 65 percent. Only 35 percent of our sales come from the Top 10 cities while 65 percent from Tier-I, II, and III cities and towns,” Anurag Kedia, CEO and Co-Founder, and Gagandeep Makker, Co-Founder, Pilgrim said.
Pilgrim plans to achieve an Annualized Run Rate (ARR) of Rs 150 crore by December 2022 with an NPS of 50+ across all ranges. By December 2025, it aims to achieve an ARR of Rs 1,000 crore.
Pilgrim also looks to launch in the US and Europe by 2023 through Amazon.