In Focus 19 Feb 2021 Innovations and chan ...

Innovations and changes in skin care industry, Kruthika Kumaran, Vilvah Store founder

SPOTLIGHT
Published Feb 19, 2021, 8:34 pm IST
Updated Feb 26, 2021, 5:08 pm IST
Our motto is simple - To deliver products which really work and which are suited for Indian skin, says Kruthika Kumaran
Kruthika Kumaran, Vilah Store founder
 Kruthika Kumaran, Vilah Store founder

Natural, soft glam, hard glam, golden hour, dewy, eco-friendly, sustainable, natural, zero waste, clean beauty, refillables, facial massage, Gua Cha, celebrity skin care, Korean beauty and the list goes on. If you are a beauty and skin care junkie or even a noob on social media media, you must be familiar with these constantly changing trends. Brands are either pushing in new trends with their innovative marketing strategies or catching on to the existing ones and revolutionizing Skin care and beauty standards. Beauty Tech innovations and advanced skin care tools have even made it possible for us to achieve at home skin care results which was previously only possible at clinics leaving the starry eyed consumers wanting for more.

Demand for organic skincare products has maintained strong growth. With the increasing number of label readers, environmentalists and organic enthusiasts, how would sustainable organic brands approach such changing trends? Kruthika Kumaran-Founder, Vilvah Store, shares her perspective - “Being original is our strategy and I think our customers love it. Innovation doesn’t have to be complex, we believe in a simplified approach towards innovation.Though we are constantly updating social media and are on our toes, We don’t get influenced by trends. Our motto is simple - To deliver products which really work and which are suited for Indian skin. We make sure 95% of the ingredients are of Indian origin as we strongly believe produce from Indian soil suits us better. We are flag bearers for sustainable and zero - waste living, we are not pushy with our customers by posting too many sales. We always insist our customers to question themselves before taking the decision to buy any product - Do I need it? Will I completely use it?”

 

With the beauty and skincare industry constantly trying to make the fountain of youth a reality - fragrances that can be absorbed into your bloodstream that can have different effects on your body, fillers made from silk procured from spiders, silkworms, and caterpillars, disappearing packages, a precision wand straight out of Harry potter which detects skin imperfections and applies makeup to those precise spots without wasting products on places that require less coverage, there is no stopping to innovations.

There is no doubt that trends are propelling futuristic innovations, a brand’s strength to stick to it’s core belief system could be tested. Staying true to our core values and merging with the innovations and trends is what we do.

 

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