Naturals Salon, a well-known beauty and personal care chain in India, is now selling directly to consumers with its new skincare brand, NXTFACE.
Targeting millennials and Gen Z, NXTFACE is a move by Naturals from just salon services to selling products as well, hoping to get in on the growing D2C beauty market in India.
The brand is starting with a selection of serums, sunscreens, lip balms, day creams, and other skincare items. These were created with help from Connell, a top cosmetic ingredient company in Asia. NXTFACE is investing about ₹10 crore to grow quickly across India’s booming D2C market. They’ll be selling their products on their website, on marketplaces like Amazon, and in Naturals’ many stores.
Dhamyanthi Kumaravel, the founder and CEO of NXTFACE and daughter of Naturals co-founder C.K. Kumaravel, says the brand understands what today’s consumers want, especially younger people who want skincare that is personalized, inclusive, and based on science. She also mentioned their work on Dark is Beautiful, a line that addresses the specific requirements of darker skin tones, setting them apart from other D2C beauty brands in India.
The company aims to reach ₹100 crore in revenue by the end of 2026 and ₹500 crore within four years. These goals show how fast the D2C personal care market is growing in India, with both new and established companies competing for customers with new ideas, inclusivity, and plans to sell their products both online and in stores.
To improve its sales strategy, NXTFACE is working with 100Days, the D2C growth part of Bombay Shaving Company. They will assist with logistics, marketing, and making the most of their ad spending. This shows that Naturals is ready to compete with other D2C brands in India.
NXTFACE also has an AI-powered skincare tool that suggests products. It uses selfies to examine skin and give unbiased info. According to Kumaravel, this AI explains the skin’s biology, which is in line with the trend of using technology and effective formulas in the D2C market.
The products are priced at about ₹550, making them both high-quality and affordable. Naturals plans to use its salons for product testing, which fits with its strategy of selling both online and in stores.
NXTFACE is entering a market where D2C beauty brands in India are growing and becoming more valuable. With its trusted name, smart selling plans, tech, and clear target audience, NXTFACE wants to be one of the fastest-growing D2C brands in the Indian beauty market.
