Over the last few years, India’s direct-to-consumer (D2C) scene has changed a lot, especially in the crowded beauty and personal care area. Some new brands have had a tough time with slower sales, rising costs to get customers, and trouble standing out. But Pilgrim has emerged as a standout story in D2C news India, scaling its revenue 24x to ₹400 crore in FY25 and setting a clear path toward ₹600 crore by FY26.
Pilgrim started in 2019 with a simple idea: create products inspired by global trends but made locally, price them fairly, and focus on millennial customers who care about ingredients, sustainability, and being ethical. This helped them stand out in the busy Indian beauty market, where big companies and international brands are common.
Pilgrim has grown against the trend in the Indian D2C market these past three years. While some beauty brands saw their sales drop or stay the same, Pilgrim went from ₹17 crore to ₹400 crore, helped by over $54 million in funding. Because of this, they’re one of the fastest-growing D2C brands in India and often come up in discussions about D2C startups and the industry.
One big part of their success is that Pilgrim changed from just being an online brand to selling in many ways. While online is still important, they actively started selling in stores, to other businesses, and in professional beauty areas. Now, offline sales make up about 20% of their total income, which shows that their strategy works in a market where people still like to discover skincare products in person.
Unlike some brands that focus on discounts, Pilgrim’s growth comes from people using their products again and giving feedback. They really listen to their customers through surveys, calls, videos, and personal chats. They use this information to improve their products, pricing, and marketing. This keeps customers coming back, with almost 40% buying at least three times within a year on their website.
Pilgrim’s products mix global ideas with local needs. They have lines inspired by Korean skincare, French grapes, and Spanish squalene, all while being cruelty-free, vegan, and sustainable. This keeps them appealing in different markets and strengthens their hold on the Indian beauty and skincare scene.
Using their money wisely has also helped. Pilgrim raised money in different rounds, like a $9 million Series B, to grow offline, build their team, and invest in their brand for the long run. They reportedly have ₹200 crore to spend and are now investing more in areas like Pilgrim Professional, their B2B line, and PHD (Proven Honest Derma), a brand made with an international dermatologist.
As the Indian D2C market gets more mature, Pilgrim’s experience shows something important to founders and investors: to grow sustainably in the beauty world, you need more than just a good online presence. You need trust, repeat customers, offline sales, and great products. With strong sales, careful growth, and a leading position in their category, Pilgrim’s story is becoming a great example in the Indian D2C market.
