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K-Beauty Regimes Drive ~30% Sales From North East India Alone; 2X Sales Increase In 9 Months: Pilgrim, D2C Beauty Startup

The data also shows that the demand for global beauty products was highest in the ‘face care’ category with a sales contribution of 80%.

Homegrown D2C beauty and personal care brand, Pilgrim, which makes borderless beauty experiences accessible and affordable, revealed interesting insights on India’s love for global beauty regimes. The company registered a 2X increase in sales in the last 9 months. The sales have primarily been driven by the K-Beauty range followed by the French Beauty range. Interestingly, 30% of these sales came from North East India alone with Guwahati leading the pack. In metros, Bangalore and Delhi registered maximum sales.

The data also shows that the demand for global beauty products was highest in the ‘face care’ category with a sales contribution of 80%. The top concerns in these categories were ageing and brightening. With 70% of women buying these global beauty products, the average order value stood at INR 900. This number stood at INR 700 for men who bought one product at a time as compared to females who bought multiple products in one go.

Commenting on the trends, Gagandeep Makker, Co-Founder & COO, Pilgrim, said, “There is an increased inclination towards beauty and personal care in Indian millennials. They want to explore and experience global beauty regimes from the comfort of their homes. Hence, we have seen demand for K-Beauty products increase since we started operations. In fact, we have witnessed an ARR of INR 18 crores since May 2020. However, there is an appetite for borderless beauty experiences from across the globe, to try out varied regimes. The trend is not a metro phenomenon but also prevalent in smaller cities. So, as a D2C brand, we are driven to empower modern millennials with global and affordable beauty rituals at the click of a button.”

As per the data, women mostly bought night serums, night gel creams, and face creams. Males on the other hand preferred face wash, face masks, hair serums, and sulfate-free shampoos. These global beauty products were most popular amongst the 25-50 age-group driving 50% of Pilgrim’s revenue. Pilgrim recently raised INR 13 Crores in Series A funding. The round was led by Fireside Ventures, Rukam Capital, and founding teams of Boat, NoBroker, and the founder- CEO of Bewakoof.com, with Dexter capital as the transaction advisor.

Source: Business World

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