Today, people are becoming more conscientious about the ingredients in the products they use. How and where did the idea of curating a platform that sources and sells cruelty-free and sustainable beauty products come to you?
Yes, consumer choices are shifting towards a more sustainable and carbon-free life. During my stay in the UK a few years ago, I came across and used a lot of natural and organic personal care products. I realised that I was doing everything to stay healthy, be it my diet or my fitness regime but what I wasn’t careful about, was the products I was using on my body. When I discovered the toxins hiding inside my beauty and personal care products, I decided to switch to cleaner alternatives.
The ease of procuring them made me realise what the Indian consumer was missing out on. That was my Eureka moment. It edged me towards building Vanity Wagon.
How did you go about realizing this dream? And before investing in this concept as a business, what kind of research did you undertake?
The idea came through from the need for consolidation of the clean beauty space in India, and the most natural way of doing this was bringing into place a Clean Beauty Market. Vanity Wagon solves the issues regarding the search and discovery of clean beauty products, by bringing them all under one roof.
Research is a critical part of starting a business. Understanding the industry metrics, how it was operating and also the growth was the starting point. The industry is growing at a steady pace and I was surprised to see that numbers had doubled over the last few years. In fact, the global organic beauty market is expected to be worth $54bn by 2027. I went on to do extensive research into the brands, marketplaces and other shareholders in the space, and lastly an in-depth study into the consumers, including the buying patterns for e-commerce markets.