In recent years, consumers in India have become more conscious of what they use on their skin and what they put on their plates, resulting in a shift towards organic skincare and beauty. Organic products have always been prevalent in India, particularly with the popularity of Ayurveda. For consumers looking to switch to organic products, it is critical not to underestimate the power of natural and organic ingredients. The potential for this category in the future is substantial, provided that consumers continue to prioritize natural and organic skincare and beauty products.
India’s organic personal care products market is expected to grow from $571.43 million in FY2020 to $1,239.04 million in FY2026 growing with a CAGR of 14.69 percent, according to TechSci Research.
In a bid to make its mark in the organic market, Elinor was established in 2022 with the aim of offering natural skincare solutions to people. Parul Katyal and Kanika Malhotra, Founders of Elinor, suffered from sensitive skin for many years and began researching the ingredients in their skincare products in 2015. They discovered that many brands in the current market use chemical components such as parabens and sulfates and animal-tested products, which can harm the skin and cause various problems. They wanted to provide customers with an unforgettable experience that would become a part of their daily routine.
Apart from its website, Elinor is currently available on several online e-commerce platforms, including Myntra, Purplle, Tata Indigo, Credit, Amazon, Flipkart, and Maccaron. It plans to expand further to other platforms, including Nykaa and globally.
The company's focus on the D2C model for expansion is due to the effectiveness of marketplaces and influencer marketing. “D2C model offers several advantages for skincare brands, including greater control over the customer experience, better margins, direct feedback from customers, and faster time to market,” said Parul Katyal.
Currently, Elinor is only available on online e-commerce platforms. However, the company intends to collaborate with beauty stores and malls to offer customers its products. It also plans to open its stores in the coming months.
The brand currently offers a range of 17 products such as moisturizers, sunscreens, body creams, face washes, serums, masks, and scrubs Elinor's target audience is between the ages of 18 and 60 years.
“We intend to introduce 15 new products in the coming months to expand our product portfolio,” stated Kanika Malhotra.
Technology at Par
As a skincare brand, the brand is constantly exploring new technological innovations to enhance its products and provide a better experience for its customers.
Some of the technological innovations that it is bringing in to woo more consumers and expand its presence include:
Artificial Intelligence (AI) and Machine Learning: Elinor is using AI and machine learning to develop personalized skincare routines for its customers based on their skin type and concerns. This enables it to provide a more tailored experience and better results.
Augmented Reality (AR): The brand is using AR technology to allow customers to try on its products virtually before purchasing. This enhances the shopping experience and gives customers more confidence in their purchase decisions.
Internet of Things (IoT): It is also exploring IoT technology to develop smart skincare devices that can analyze skin health and provide personalized recommendations for our customers.
3D Printing: The company is using 3D printing technology to develop customized skincare products that are tailored to the unique needs of each customer.
READ MORE: Demand For Organic Brands Increases In Last Two Months
Elinor plans to expand its sales threefold in 2023 by expanding its product line and distribution channels, investing more in marketing, improving customer experience, expanding internationally, and incorporating sustainability. Its marketing strategies include paid campaigns, influencer marketing, promotions, and gift boxes that include a selection of its skincare products.
“We are pleased with our performance in FY22 and are optimistic about our growth prospects for next year. Our focus remains on delivering value to our customers and driving sustainable growth for our business,” the Founders asserted.