Bespoke Ayurvedic beauty: Vedix aims to capitalise on self-care and wellness shift as it makes its global leap
The brand is owned by Hyderabad-based IncNut Digital, which also operates personalised skin care brand SkinKraft, as well as several women-centric digital media platforms.
The company moved into the Ayurvedic beauty space after observing a huge market demand in India, and potentially overseas, which it believes is being driven by the all-consuming need natural beauty products globally.
“There’s a part of the customer base that yearns for products that are natural, that go back to the basics to be as clean as possible. I would say Ayurveda naturally lands in those categories,” said Jatin Gujrati, head of business, Vedix.
An ancient wellness concept
Vedix is based on the Ayurvedic concept of prakruti, or constitution, that consists of three doshas: vata, pitta and kapha.
“The core of Ayurveda believes that everyone is different based on their inner dosha profile, which can be influenced by internal and external factors. The job of an Ayurvedic expert is to create solutions that can bring back balance and help with your ailments. So, it just seemed to be a very natural transition for us to move into the customised product space,” explained Gujrati.
The firm offers a range of skin care, hair care and wellness products. The product personalisation is based on a questionnaire developed by Vedix to determine an individual’s prakruti.
Since it launched in 2017, more than three million consumers have taken the questionnaire and the brand has fulfilled over a million orders.
According to Gujrati, the company is continuing to grow with around 50,000 new customers every month.
“Our repeat customer rate is close to 65%, which is very high compared to the general trends in the beauty and personal care category, which is normally 25% to 30%. We have very high brand loyalty primarily because our products are good,” said Gujrati.
The company operates on a subscription model and has found that its repeat customers often upgrade to a six-month subscription after purchasing a standard one-month subscription, which costs approximately $12 for three products.
Bringing Ayurveda to the world
Being an online direct-to-consumer brand has allowed the firm to build the business in a “capital efficient” way.
Gujrati told CosmeticsDesign-Asia that the company has ambitious plans to expand the business internationally, where it believes it can tap into current trends.
“Ayurveda may be a relatively newer concept but things like organic and herbal beauty have been around for a very long time and there’s absolutely a demand for that. Also, Ayurveda is not just skin care or hair care, it’s a holistic lifestyle. We are seeing a trend towards, self-care and wellness with things like meditation and yoga. So, we believe we are in a good position to capitalise on those trends.”
Vedix is targeting the US, the Gulf Cooperation Council (GCC) countries first but is also looking into South East Asia.
The company is set to launch via e-commerce platform Amazon in the GCC and the US by the end of this year and by March 2022 respectively.
This year, the company will be expanding its range of products with more skin care and hair care products.
Furthermore, it intends to focus more on expanding its range of wellness supplements moving forward.