The platform is introducing over 80 brands across skincare, haircare and personal care, with ingredient assessments, product testing and a minimum four-star customer rating
FirstClub has entered the beauty and personal care market, extending its ingredient-focused approach beyond groceries nearly 18 months after launching its consumer platform. The company is positioning the new category under its ‘Filtered for Good’ label, applying ingredient screening and product quality standards to help consumers make informed purchasing decisions.
The platform, which has prohibited more than 200 ingredients in packaged food products, including artificial colours, preservatives and palm oil, is bringing a similar approach to beauty and personal care. The expansion follows its earlier entry into pet care and home and kitchen categories.
The decision to enter beauty and personal care came after FirstClub conducted a consumer poll to identify the next category shoppers wanted it to address. Beauty and personal care emerged as the most preferred option.
Over the past year, the company has developed an ingredient-led evaluation framework covering products such as shampoos, facial cleansers, moisturisers and sunscreens. The screening process considers international and domestic benchmarks, including the Environmental Working Group’s Skin Deep database, European Union regulations and Indian standards.
In addition to ingredient assessments, FirstClub has introduced product-specific testing criteria. These include mandatory pH testing for cleansers, in vivo testing for sunscreens and restrictions on mineral oil in hair oils. Products must also meet a minimum customer rating of four stars to qualify for listing. As part of this selection process, the company has shortlisted products from a market comprising around 500 moisturiser brands in India.
“While the industry focuses on offering more choices, we believe in offering better ones,” said Ayyappan R, founder and CEO of FirstClub. “At FirstClub, curation and quality have always come before catalogue size. It’s not your job to figure out what goes into your products; it’s our job at FirstClub.”
The beauty and personal care category is launching with more than 80 brands spanning skincare, haircare, body care and personal care. Products are priced between Rs 300 and Rs 3,500. The portfolio includes FirstClub’s exclusive labels, such as Chosen by Dermatology, Flout and LNGVTY, alongside brands including The Bare Bar, &Done, Sereko and Manetain.
The company is also focusing on ingredient transparency across product listings. Its product pages provide ingredient information in simplified language, outlining the function of individual components. Shoppers can also access details about key ingredients, skin concerns addressed, suitable skin types and customer reviews.
For instance, a moisturiser listing may specify whether the product is suitable for dry skin, identify vitamin B5 as a key ingredient and display customer feedback. The platform aims to give shoppers access to this information at the point of purchase rather than requiring them to research product formulations separately.
Beyond product listings, FirstClub is introducing a Samples Selector feature that will allow customers to try products before purchasing full-sized packs. Its ‘Complete the Regime’ feature will suggest complementary products, enabling shoppers to put together skincare routines through the platform.
