How Environmanly is Elevating Personal Care Experience for the Responsible Men of the Planet

Men in India are warming up to self-care and grooming. That one more look in the mirror has a deep reflection on how they look and feel about themselves and how well their skin reflects it. Not every man is today shy or feels skincare products are only meant for the female tribe. What makes this trend pleasant is there are sustainable personal skincare brands like Environmanly that elevate the decision-making for the conscious consumer who doesn’t want to steal nature's bounty to look and feel good every day. 

Environmanly calls itself a personal care brand for the responsible man. Rahul Badesra and Ali Safdar Zaidi - co-founders, aim to offer men the same choice that most women already have - an eco-friendly, safe personal care product range that lets men face the mirror with pride and equality. Apart from clean ingredients, its products are backed by science and technology advancements that result in time and cost savings for the end consumer. 

“During the lockdown, I stumbled upon problems that I saw in the men's grooming industry – many products being sold making personal care overwhelming and complicated for men, use of chemical ingredients in the products, and plastic packaging that was discarded once the product was used. I decided something had to be done in this space and hence Environmanly was born in August 2020,” said Rahul Badesra, Co-Founder, Environmanly.

“We created a brief – partnered with a cosmetic scientist to create science-backed custom formulations with R&D of over a year and came up with 6 products that would be effective – vegan, toxin-free, and cruelty-free. And worked on finding the best sustainable packaging solutions available in the market – we went with post-consumer-recycled tubes, glass bottles, and corrugated boxes as our primary packaging,” he further added.

Omnichannel: The Way Forward

It is a digitally native brand and focuses on e-commerce platforms and its D2C website as its key sales points while it is planning to experiment with offline retail in select high-end stores in Delhi NCR, to begin with.

“As a new digitally native brand in the market, we need to focus on discovery and reach out to the maximum number of target bases out there. Therefore we are adopting an omnichannel approach while currently focusing on our brand's website as well as e-commerce platform listings,” he asserted.

Building a Strong Community

Being a content-driven brand, it has a content-first approach with Youtube and Instagram being the primary platforms for marketing. It plans to build a community of like-minded men who are focused on conscious and sustainable living while making responsible choices in their lives.

“We are reaching our audiences via our email newsletters, blogs, Youtube videos, and the Instagram page being the primary focus of our community building initiative. We are putting together a podcast series wherein we will be in conversation with people from all walks of life that resolute with our target audience - active/ fitness/ athletes/ sports celebs/ Youtubers/ corporate top execs and more with whom we will talk about personal care as a topic and see what they go through for their care routines in their daily lives,” he explained.

Betting Big on Sustainability

Environmanly wants to make men's personal care simple and clutter-free and wants to do so by not burdening the planet (making the brand completely sustainable). 

“We are a totally clean brand right from our product ingredients to our packaging - both primary and secondary. Additionally, we offer a 25 percent discount to the customers who return 4 or more empty Environmanly tubes on their next purchase so that we can once again recycle the used PCR tubes making it 100 percent sustainable. All the active ingredients used in our formulations are plant-based,” he asserted.

“We help the modern man make a responsible choice by saving water when using our products in the shower since we advocate the use of only 2 products (1 for hair and beard, 1 for face and body) and reduce multiple products saving time and money for the consumers too,” he further added.

Innovations and Technology: Enabling Growth

One of the biggest USPs of the brand is its custom formulations that were developed with help of science and technology by a cosmetic scientist to reduce the number of products in men's life and make them multi-benefit.  

“Two of our products are category innovations – Multi-Utility Balm which is an ultimate accessory for everyman and can be used for moisturization, nourishing protection of hair/ skin/ beard/ lips, and even tattoos. And second product being the Environmanly Intimate Serum - it helps keep men's intimate area and underarms fresh for up to 12 hours, it is anti-odor, anti-itch, has skin brightening properties, is soothing and calming for the intimate skin area,” he stated.

“All our products are backed by science and technology to create innovative custom formulations that make multi-benefit products in order to reduce the number of products in our life and hence making it clutter-free,” he further added.

Future Plans

Currently, the brand offers a complete range of personal care for men including - haircare/ skincare/ beard care/ intimate care/ tattoo care with its 6 products and plans to keep innovating more products as per the needs of the consumers and helping them to make their life simpler without burdening the planet.

“Content will be our key focus and is one of the most important pillars - it is very important to educate the customers and build a lifestyle brand and we will keep innovating products that aid the modern and responsible lifestyle of men,” he concluded.