How D2C Marketplace Tressmart is Revolutionizing the Beauty Landscape in India

Tressmart is an e-commerce marketplace where it offers different brands directly to the consumer through its websites.
How D2C Marketplace Tressmart is Revolutionizing the Beauty Landscape in India
Sargam Dhawan Bhayana

Tressmart, a distribution house that carries premium and luxury skin, hair care, and beauty products, was started in the year 2016 by Sargam Dhawan Bhayana. Going from strength to strength, it not only curates high-quality, beauty products but products that are unique, revolutionary, and with strong founder backgrounds who create innovatively game-changing beauty products.

In mid-June 2020, Tressmart launched its e-commerce platform making it India’s first online destination offering a premium to luxury products and appliances only for hair. This online shopping destination offers a comprehensive selection of premium hair care products, tools, and appliances such as DAFNI, Toppik, Amazon Series, Fix My Curls, Splitender Pro, The Cosmetic Republic, Batiste, and more.

Tressmart also owns the internationally renowned Paul Penders brand globally. Paul Penders is the world’s first vegan and cruelty-free makeup and skincare brand deeply rooted in the laws of nature. A pioneer in the vegan way of life, today the brand stands for the growing awareness of sustainability, harmonious coexistence, and responsible beauty.

“We are relatively new in the market and have managed to achieve this in just over a year. In the future, we will exclusively market these products on other platforms for greater brand visibility. We have recently launched The Hair Story Box, a specially curated box, selected by an expert panel that focuses on very specific hair concerns for different hair types. We launch a new box every 2 months keeping factors like season change, festivities, etc. in mind to target specific hair concerns. These one-of-a-kind boxes are specials and have been priced as value sets,” Sargam Dhawan Bhayana, Director, Tressmart Marketing Pvt. Ltd asserted.

Retail Strategy

Tressmart is an e-commerce marketplace where it offers different brands directly to the consumer through its websites. It follows a D2C, inventory-based model, where it purchases products directly from manufacturers and stocks them in its warehouse as this model allows higher profit margins. 

Tressmart operates 2 e-commerce platforms that retail over 150 brands from all over the world. These websites exclusively market certain haircare and hair styling products along with a large inventory of professional products that are not readily available on any other online platform in India. 

“Glow by Tressmart is an online destination for a premium to luxury beauty products and tools. An extension of Tressmart, Glow is a new venture by Tressmart launched in July 2020 that brings to its patrons the best of luxury beauty in the comfort of their homes. Featuring the best of luxury beauty, Glow by Tressmart offers 100 percent genuine and authentic products such as StylPro, Paul Penders, Celebrity Fridge, Dot & Key, Ayca, Bomb Cosmetics, Shankara, Myra Veda, and more,” she explained.

“Soon, to make your job easier, Glow By Tressmart is coming up with a new segment called Glow Baby - your one-stop shop for everything you could possibly need for your newborn, and even things you didn’t know you would need, the only portal that brings love, care, health and joy for your little munchkin. After consultation with experts and extensive market research, we plan to bring to you only what is best for your baby. From food to diapers, to nursing, equipment, appliances, and baby skincare, we plan to have your needs fully covered,” she further added.

Its online channels of sales are Instagram, Facebook, Affiliated Marketing, and Cross Collaborations with other similar interest brands and influencers. 

“We also have our products listed on other well-known marketplaces such as - Amazon, Snapdeal, Flipkart, Nykaa, Purplle, Myntra, Ajio, and many more. Currently, we are working on expanding our offline channels by retailing through stores and salons such as JCB Salon, Salon Magnifique, Kunchals, Silhouette Salon, BeSpoke, Fragrance Lounge and Health and Glow, and many more,” she stated.

Marketing Strategy

The marketing strategy of the brand includes extensive digital marketing, PR, and events. It emphasizes on its unique concept of selling only innovative products as compared to the run-of-the-mill products available at a dime a dozen. Its savvy marketing techniques and hassle-free buying options have all worked well for the brand to generate healthy revenue and enhance its customers' experience. 

"Our endeavor is to give our customers a shopping experience that is as close to an in-person shopping experience as possible so we can take full advantage of the market growth within e-commerce that has taken the world by storm. We are working on expanding our retail channels through stores and salons with incentives and commission-based collaborations," she asserted 

Future Plans

The brand, which has seen exponential growth since its inception in 2016 both in terms of share of growth as well as the number of brands added, is targeting a revenue of Rs 20 crore this fiscal.

In spite of 2021 being an extremely difficult year for all businesses across the globe, Tressmart has seen a growth of 1120 percent in January 2021 as compared to a growth rate of 138 percent in 2020, in just 7 months of its inception.  

“For fulfilling more futuristic needs, our immediate plan in the near future is to create a professional panel of skin and hair specialists that would help advise and guide our customers in choosing the right products for their skin and hair care needs. We at Tressmart and Glow by Tressmart are working on launching smaller and lesser-known brands that boast innovative products.  The idea behind would be to push these brands in the right direction through aggressive marketing campaigns with the help of social media which would eventually help us to boost sales and build the brands,” she said.

“Since it can get confusing and intimidating for our customers to choose between multiple brands that sell products that target the same concern for skin and hair care needs, we are also working on introducing the option of product comparison on all our platforms that will help customers make suitable purchase choices,” she further added.

Sargam Dhawan Bhayana