From identifying a gap in India’s beauty appliances market to building a technology-led consumer brand, Founder Tanisha Lakhani discusses innovation, premiumisation, manufacturing ambitions and the future of beauty tech
Pro Touch operates in a highly competitive beauty and personal care market. What gap did you identify when launching the brand, and how has the business evolved since then?
When I started Pro Touch in 2022, technology was transforming every aspect of our lives—from groceries to our morning alarms. Yet beauty routines remained largely unchanged, often involving lengthy, complex regimens with an ever-growing number of products.
In the beauty appliances category, consumers had very limited choices. They could either buy generic products that had existed for decades, invest heavily in expensive international brands that were not designed for Indian skin or hair, or purchase low-cost products from traders with little assurance around quality, warranties or after-sales service.
There was a clear gap for technology-driven beauty solutions that were effective, trustworthy and accessible. Consumers were becoming more educated and were actively seeking solutions that delivered results without necessarily requiring frequent salon visits.
The opportunity was evident. When we started, the category was worth around Rs 5,000 crore. Today, it has grown to nearly Rs 15,000 crore and continues to expand at around 15 per cent annually, making it one of the fastest-growing segments within beauty and personal care.
From a business perspective, we began as a single-product D2C brand. Today, we offer seven to eight beauty appliances across hair, skin and body care. We have expanded across online marketplaces, launched our first retail presence through Broadway in Mumbai and established a growing presence in Delhi, Hyderabad, Pune and the UAE.
We are also taking early steps towards manufacturing, having set up the first phase of our assembly line. The journey has been about building an ecosystem rather than simply selling products.
The beauty and wellness sector is seeing a significant shift towards premiumisation and personalised experiences. How is Pro Touch positioning itself to capitalise on these trends while maintaining scalability?
The Indian beauty and personal care appliances market today is at a stage similar to where skincare was around a decade ago. Consumers are increasingly informed and are actively seeking premium and personalised solutions.
At Pro Touch, we have never focused on discounting products simply to drive scale. Our positioning has always been centred around delivering international-quality products at accessible premium price points. We aim to offer Dyson-level innovation and Philips-level reliability while remaining affordable for Indian consumers.
We were among the first brands to launch an automatic hair multi-styler with multiple attachments and a foldable styling device that doubles as a dryer. Today’s consumers, particularly Gen Z, want multifunctional products rather than several single-purpose devices.
We also introduced India’s first microcurrent device designed to bring professional-grade skincare technology into consumers’ homes. More people are now looking for long-term investments that reduce the need for frequent salon visits while delivering consistent results.
Scalability comes from continuing to innovate while understanding consumer needs and offering products that genuinely solve problems.
What strategies have been most effective in ensuring quality control and fostering long-term customer loyalty?
In the appliances category, post-sales service is extremely important. When customers spend Rs 2,000 or more on a product, they want confidence not only in the purchase but also in the support that follows.
As a digital-first brand, one challenge is helping customers experience products before purchasing. To address this, we invest heavily in educational content and virtual demonstrations. Customers can even connect with us through video consultations to understand product features and expected outcomes.
We also offer a one-year doorstep warranty, which provides reassurance and builds trust.
Beyond the products themselves, we focus on creating a complete ecosystem. We have developed detailed processes for handling customer queries, order fulfilment and after-sales support. Our aim is to provide an experience rather than simply deliver a device.
How is Pro Touch leveraging digital innovation to enhance operational efficiency and customer experience?
Technology sits at the core of everything we do. Internally, we use proprietary tools to understand consumer behaviour throughout the customer journey. We analyse how customers interact with products, what concerns they are looking to solve and the price points they are comfortable with.
We have integrated AI into our customer acquisition and content strategies. This allows us to segment audiences more effectively and provide highly relevant product recommendations and educational content.
For example, a consumer seeking a quick hair-styling solution may be introduced to products such as our blow brush, while someone looking for advanced skincare solutions may be guided towards products such as GlowPro.
On the product side, innovation is about meaningful technology rather than simply adding more features. For instance, with GlowPro, we combined technologies such as microcurrents, radio frequency-inspired treatment principles and LED light therapy into a single, easy-to-use device. The objective is to simplify advanced skincare treatments without compromising effectiveness.
What is the one principle that influences every product innovation at Pro Touch?
The answer is simple: simplification. Consumers do not want a complicated 30-minute beauty routine. They want a quick, effective and enjoyable experience that fits into their daily lives.
Every product we launch begins with the question: how can we simplify this process while maintaining efficacy?
Take our 2-in-1 hair trimmer as an example. Consumers are often faced with multiple tools and attachments for different needs. We wanted to eliminate that complexity by creating a compact, easy-to-carry device that performs multiple functions without compromising performance.
Simplification and effectiveness are the two principles that guide all our product development decisions.
What are your key growth priorities for the next three years?
Our focus is on strengthening our position as a leader in beauty and personal care appliances while expanding both geographically and across product categories.
International expansion is a key priority. We have already established a presence in the UAE and are looking at entering additional Middle Eastern markets.
On the retail front, we have moved beyond being purely online. We are currently available in five stores and plan to expand to 12 additional locations this year.
From a product perspective, there are still several untapped consumer needs across areas such as under-eye care, anti-ageing solutions and advanced hair styling. These will form an important part of our future innovation pipeline.
We have been growing at 100 per cent year-on-year and are committed to maintaining that momentum while continuing to invest in innovation, retail expansion and manufacturing capabilities.
Finally, what do you believe will define the future of beauty technology?
The future of beauty technology will be shaped by products that are both personalised and easy to use.
Consumers increasingly want professional-grade results at home, but they do not want products that are overly technical or difficult to operate. Technology should simplify experiences, not complicate them.
For us, innovation is not about adding more features. It is about making beauty routines faster, smarter and more effective. Brands that can deliver that balance will define the next phase of growth in beauty technology.
