BW Retail World speaks to Skinvest CEO and Founder Divya Malpani about the brand’s journey, breakthrough products, and plans to redefine skincare for Indian skin
What inspired you to start Skinvest, and how has your vision evolved over time?
Skinvest grew from my own struggles with skincare. I battled hormonal acne throughout high school, and although I was confident, acne would sometimes make me avoid social situations. The clinical products available then were effective but uninspiring—they didn’t make me feel good about myself.
While studying at Northeastern University in Boston, a spring break experience highlighted a gap in skincare. My friends and I—all with different skin types—used the same sunscreen and ended up with completely different results. This made me realise that products designed abroad weren’t suited for Indian skin, which faces unique concerns such as stretch marks or hormonal acne.
In 2020, I began research, consulting dermatologists, cosmetologists, and manufacturers. By February 2022, we launched Skinvest with five SKUs, including Bomb Bum Cream, which remains our bestseller. Our vision—to create innovative, high-performing products designed for Indian skin and climate—has stayed consistent, even as we refine how we position the brand in the market.
Could you walk us through major milestones for Skinvest so far?
Launching in February 2022, one of our first big milestones came in November when we won the Beauty & You Awards, hosted by Estée Lauder and Nykaa, with a fund of Rs 1.3 crore. This allowed us to invest further in R&D and marketing, strengthening our growth trajectory.
We began with five SKUs, and today we have eight, following customer feedback and product improvements. Bye-Bye Bumps is now our top seller, followed by Bomb Bum Cream. Within a year, we achieved Rs 1 crore in sales, and since then, we’ve grown sustainably at 2X per year. Unlike rapid VC-backed growth strategies, we prioritise thoughtful product development, often spending 12–14 months on R&D for each launch. Our repeat purchase rates are strong—28% overall and 66% for our face sunscreen, Sunny Side Up. This year, we also expanded into quick commerce platforms like Blinkit and Zepto, helping us reach more customers efficiently.
What challenges have shaped Skinvest’s operations?
Inventory management has been the toughest. Predicting which products will go viral is difficult, and coordinating with 10–12 vendors adds complexity. Just yesterday, we ran out of stock for Bye-Bye Bumps—an indicator that we need better planning.
Hiring the right people is another challenge. Skills alone aren’t enough; attitude, cultural fit, and understanding the brand vision matter. Customer acquisition costs are rising each year, making retention strategies increasingly important. Maintaining sustainable profitability is also a hurdle, but it ensures long-term stability and prevents the pitfalls of fast, unsustainable growth.
How is Skinvest performing now, and what’s driving growth?
Our body care products remain our strongest performers—Bye-Bye Bumps and Bomb Bum Cream lead the way. Facecare products, like Face Hug Moisturiser and Sunny Side Up, are gaining traction. Compared to our first year, we’ve grown 4X. Repeat purchase rates are impressive, signalling strong brand loyalty.
Initially, 90 per cent of our sales came from our website via Meta and Google ads. Now, about 50% come organically from marketplaces like Nykaa, Amazon, and quick commerce platforms. This indicates strong brand recall and customer trust—people are seeking Skinvest actively rather than just discovering it through ads.
What are the future plans for Skinvest’s expansion?
We have over 10 new products ready to launch, which will expand our SKU range significantly. Our presence is pan-India, with select offline stores such as Broadway Stores in Hyderabad. We’re also selling on Amazon UAE, where the majority of customers are of Indian skin types.
We’re entering two new categories: haircare and combined skin & makeup products, with a focus on skin health rather than generic products. Offline expansion is planned for next year, after reaching certain revenue and brand awareness thresholds. Meanwhile, we’re actively participating in pop-ups, exhibitions, and citywide events to allow customers to experience our products firsthand. We’ve been bootstrapped so far, but may raise funds next year to scale further into general trade.
