High Street Essentials Pvt Ltd Forays into Beauty Segment with Indya Skin Care

Fashion house High Street Essentials Pvt Ltd has forayed into the personal care segment with the launch of an in-house brand, Indya Skin Care. Marking its entry into the steadily growing beauty and wellness industry, this brand extension strengthens the company's vision to be a one-stop lifestyle destination for its customers. 

Aligning with the company’s plans of utilizing funds from its latest round of funding in June 2020 to venture into new categories that are pertinent to current times and valuable to its audience, Indya Skin Care fulfills the functional and emotional aspect of self-care at home in this new post-pandemic era. 

Following the brand’s ethos of being a modern Indian label that toes the fine line between traditional and Western cultures, Indya Skin Care decodes beauty for Millennials by bringing together the goodness of Indian ingredients and the efficacy of Western science. The products are created for the modern Indian woman who is as comfortable using acids, essences, and vitamins, as she is in finding skincare solutions in her kitchen. Categorized under five ranges that target specific skin concerns, the brand is dedicated to formulating a unique combination of beauty blends that are 100 percent paraben, SLS, and cruelty-free.

Commenting on the launch of the new brand, Tanvi Malik and Shivani Poddar, Co-Founders, HSE, said, "While we have been researching the beauty space for quite some time, the escalating demand of skin care products this past year gave us that final push. The closure of salons and spas due to COVID, forced people to take better care of their skin at home, eventually finding delight in the routine and making it a means to unwind and de-stress."

"With an existing loyal community of 2 million customers, supported by a robust system of logistics, and strong marketing, we are certain that our vision of broadening brand Indya to fit into every aspect of a woman’s self-care needs will be a success," they further added.

With 39 SKUs in the face care category ranging from Rs 250-1,450, Indya Skin Care will be available on the brand’s website, exclusive brand stores, and online beauty marketplaces like Nykaa, Purplle, and Myntra.