How Bare Anatomy is Disrupting the D2C Segment with Its Personalized Approach

Gurugram-based Bare Anatomy aims to revolutionize the hair and skincare niche with its concept of personalization. The company contradicts the notion of ‘one size fits all' and employs a distant mode of operation that sets it aside from others in the race. 

The personalized haircare and skincare brand came into existence when the personalization concept caught the eyes of the founders. The personalization concept is quite new in the Indian consumer market focusing on each customer discretely and addressing their problems.

“Finding the one product that suits everyone is very difficult. It is, thus, the concept of personalization that intrigued us (founders). In the beginning, the company aimed to crack the notion and create products that are more suitable for people. For this, it started following a scientific approach,” Rohit Chawla, Co-founder of Bare Anatomy, explained the genesis of the brand. 

Trusting the E-business Model 

The brand got off the ground in 2019 and faced various constraints the following year owing to the pandemic. However, it sustained the pressure by focusing on its online business model. It holds a firm belief in online retail rather than offline retail. While manufacturing personalized products, first of all, it takes a quiz from customers and then, formulates programs based on the algorithm, as well as hardware that is customized too. 

“Business-to-customers (B2C) is very interesting as companies in the sector are mostly tech-driven. At Bare Anatomy, the business is run online through the website. The process starts from taking a quiz from the customers and to analyzing responses via customized algorithms,” Chawla explains the brand's business operations. 

While running the e-business model, the company also focuses on enhancing the user experience through a digital model. It claims to have strong retention that it exercises. In addition, it employs digital marketing approaches such as SEO marketing, Facebook marketing, and other online marketing channels. 

Technology Shoring Up the Business 

Technology and research and development (R&D) play a pivotal role in the Gurugram-based brand. The company’s seasoned tech team utilizes a distant database from other e-commerce or retail platforms.  

“We use a different database because when a customer takes a quiz, the data is retained and later used when the customer comes back the next time. Thus, the data is saved so that the customers and the firm can use it later,” Chawla shared. 

The is also planning to use machine learning in the future; however, it is focusing on its system currently. At the moment, it is purely dependent on the technology that it has built on its own. 

Besides technology, the brand is using customized hardware to enrich customers’ experience. While taking the quiz, personalized formulas are generated from the algorithm. To segregate these formulas, it makes use of the personalized hardware that distances the ingredients according to that formula. 

Future Action Plan 

The brand mainly focuses on haircare and skincare. It offers three to five products in the haircare and skincare segment. It offers a regime in each segment such as a pre-shampoo mask, shampoo, and conditioner. 

“There is also a personalized aspect of every formula. We focus on regimes like a pre-shampoo mask, shampoo, and conditioner. Similarly, we have three products for skincare. These are two main categories that we focus on,” Chawla said while talking about the brand’s regime. 

Earlier this month, the company bagged seed funding of $500,000 from Sauce.vc, a venture capital fund that focuses on consumer-centric businesses. In addition to this, it had participated in the WebEngage Startup Programme that helped scale the business and gain various benefits in the process.