INDUSTRY PROFILE

EVOLUTION OF SKIN CARE INDUSTRY

Ancient and Early Civilizations
Skincare practices in ancient civilizations were closely related to beauty, hygiene, and
religious rituals. In ancient Egypt, both men and women used cosmetics and skincare products. They
applied oils, such as castor oil and almond oil, for cleansing and moisturizing their skin. Egyptians
also used scented oils and ointments, not only for personal care but also for religious ceremonies and
burial rituals.
In ancient Greece, beauty and skincare is highly valued. Greek women used a mix of honey,
olive oil, and myrrh as a moisturizer, while Greek men and women used white lead-based foundation
to achieve a paler complexion. The Romans were influenced by the Greek beauty ideals and
incorporated various herbal remedies, including rosewater and barley flour, into their skincare
routines. Ancient Chinese skincare practices were rooted in traditional medicine and herbal remedies.
They utilized natural ingredients like ginseng, pearl powder, and green tea to maintain healthy and
youthful skin.

Middle Ages
During the Middle Ages, skincare and beauty practices diminished in popularity as society
focused more on religious and philosophical pursuits. However, in the Renaissance period, there was
a renewed interest in beauty and personal care. Queen Elizabeth I of England set the trend for pale
skin, and women used white lead-based cosmetics and ceruse (a mixture of white lead and vinegar)
to achieve the desired complexion.

Industrial Revolution
The Industrial Revolution marked a turning point in the skincare industry. Mass production
techniques allowed skincare products to become more widely available to the general public.
Ingredients like lanolin (derived from sheep's wool) and petroleum jelly were introduced during this
era. These innovations paved the way for the creation of products like cold creams and skin balms. In
1870, Robert Chesebrough, an American chemist, patented petroleum jelly, which later became
known as Vaseline. It gained widespread popularity due to its versatile applications in skincare.

Early 20th Century:

 The early 1900s witnessed further advancements in skincare product development. Cold
creams, lotions, and moisturizers became more refined and commercially successful. Brands like
Nivea, founded in 1911, and Clinique, established in 1968, gained prominence during this time. The
1920s brought a significant shift in beauty ideals, with a focus on a more natural, youthful
appearance. This led to the development of new skincare products, including sunscreens to protect
the skin from sunburn and tanning.

Mid to Late 20th Century:

The mid-20th century saw the rise of cosmetic brands and increased emphasis on skincare
research and development. With the growing awareness of the harmful effects of sun exposure on the
skin, sunscreen products became more widely available in the 1930s. In the 1950s, advancements in
scientific research led to the development of anti-aging skincare products containing ingredients like
retinoids and alpha-hydroxy acids. These compounds were found to promote skin cell turnover and
improve the appearance of wrinkles and fine lines. The 1960s and 1970s saw a surge in skincare
marketing, with various companies promoting their products through television advertisements and
celebrity endorsements.

Late 20th Century:

Moving towards the late 20th century, the industry focused heavily on anti-aging skincare
products, incorporating powerful ingredients like retinoids. Simultaneously, there was a burgeoning
demand for natural and organic skincare alternatives, reflecting a growing awareness of the benefits
of plant-based ingredients.

21 Century:
Entering the 21st century, the skincare industry experienced explosive growth, driven by
unprecedented technological advancements and a deeper understanding of skincare science. K-
beauty and J-beauty skincare routines from South Korea and Japan gained global popularity,
emphasizing multi-step regimens and innovative ingredients. Social media and influencer marketing
further propelled the industry, as skincare enthusiasts shared their experiences and recommendations
online. Additionally, environmental consciousness played a significant role, encouraging a shift
towards sustainable and eco-friendly skincare practices.

SKINCARE INDUSTRY IN INDIA

 The skincare industry in India has a deep-rooted history, drawing inspiration from traditional
Ayurvedic practices. Over the past few decades, the sector has witnessed remarkable growth, driven
by economic liberalization, globalization, and rising disposable incomes. Urbanization and media
influence have played significant roles in boosting the demand for skincare products, with celebrity
endorsements and social media further fueling the trend. The accessibility provided by e-commerce
platforms has expanded the industry's reach, while the male grooming segment has also experienced
substantial expansion.
Presently, the market offers a diverse array of products, ranging from time-honored herbal
formulations to cutting-edge technological solutions. Natural and organic skincare products are
particularly favored, and there is an increasing emphasis on sun protection and anti-aging solutions.
With growing consumer awareness and demand, the skincare industry in India continues to flourish,
providing lucrative opportunities for both local and international brands.

IMPACT OF NATUREL PRODCTS IN SKINCARE INDUSTRY

The rise of 100% natural skincare products has transformed the beauty industry. Consumers
now prioritize safe, eco-friendly ingredients, spurring the growth of natural and organic brands.
Natural products are valued for their gentleness, suitability for various skin types, and healing
properties like hydration and antioxidants. However, individual skin sensitivities should still be
considered. This trend has pushed companies to innovate with nature's power while maintaining
product efficacy. Mainstream brands have also incorporated more natural ingredients to meet
changing consumer preferences. The impact has empowered consumers to make conscious choices
for sustainable, healthy skincare, driving further advancements in the industry.

MARKET SCENARIO:
The global skincare market is projected to grow from $109.71 billion in 2023 to $167.22
billion by 2030, exhibiting a CAGR of 6.21% during the forecast period.
 North America has been accounted as largest share in global in skin care products market due
to the rising demand for anti-aging products from both the male and female has been noticed. With
this the behaviour of customer was also analysed and it was reflected as single customer prefers
around six to seven products from trending skin care collection.
Asia-Pacific region is anticipated to witness a faster CAGR during the forecast period. This is
primarily due to the growing middle-class population coupled with the rising per capita income of
consumers in the growing economies including China, Japan, India, and South Korea in the region.

COMPANY PROFILE

STORY BEHIND VILVA

Kruthika, after completing her Engineering Degree in information technology, entered into
marriage with a business family. Kruthika's journey to creating her own natural soaps was deeply
influenced by her late mother, who had sensitive skin and endured skin problems for over a decade.
Her mother's struggles with conventional skincare products motivated Kruthika to seek safe
alternatives and inspired her to pursue a path in creating natural products.

After her mother's passing in 2016, Kruthika established Vilvah in 2017. Armed with a
diploma in natural cosmetology, she embarked on her soap-making venture, focusing on Goat Milk
soaps due to her agricultural background and her daughter's eczema condition, which required gentle
care for dry skin. Through rigorous experimentation, Kruthika and her family honed a recipe that
initially catered to their own needs but eventually evolved into a product line they shared with their
customers.

Starting with just 2 or 3 goats on their farm, Vilvah has grown significantly, with numerous
herds of goats now providing fresh goat milk, which serves as the foundation for various goat milk
products. Despite introducing different skincare items over time, Kruthika's classic Goat milk soap
holds a special place in her heart, as it symbolizes her mother's wish for her to use safe and effective
products and remains a cherished offering in the Vilvah product range.

Initially, Kruthika only shared her homemade products on her personal social media page but
was pleasantly surprised by the overwhelming positive response she received. Encouraged by the
feedback, she took a leap of faith and officially established her brand, Vilvah, in 2017. The initial
investment was Rs 10,000 done by Kruthika herself. Today they are manufacturing close to 50
natural skincare products under their brand. Recognizing the potential for growth in this venture, her
husband also saw the opportunity and supported her vision

Working together, Kruthika and her husband nurtured Vilvah, transforming it into a
successful company named Vilvah Stored Pvt Ltd. Unlike many other businesses, Vilvah grew
organically without any external funding. They established their office and manufacturing unit in
Coimbatore, where they now employ a team of nearly 50 people, including dedicated members for
research and development.

The R&D team at Vilvah invests significant time and effort, ranging from 6 months to 4
years, to develop new products. One such ongoing project is the creation of a hair dye, which they
have been diligently working on for the past 3-4 years. Kruthika's journey from a hobby-driven soap-
making endeavor to a successful brand is a testament to her determination and passion for creating
natural and effective products.

VILVA AND ITS MAIN INGRIDENT GOAT MILK

Coming from an agricultural background, Kruthika was raised alongside cattle on the family
farm. This connection to nature led her to realize the potential benefits of using Goat Milk in their
soaps. Goat Milk is renowned for its skin conditioning properties and is beneficial for hair as well.
The fat globules present in goat milk provide nourishment to the scalp and hair strands, promoting
moisture and overall health. Moreover, Goat Milk is rich in essential nutrients, such as vitamins and
minerals, and contains alpha-hydroxy acids that gently exfoliate the skin by removing dead skin
cells.

Kruthika discovered that Goat Milk's pH level is similar to that of human skin, making it
naturally enriched with lactic acid, which aids in the breakdown of dead skin cells, particularly
beneficial for sensitive skin conditions. Additionally, Goat Milk contains higher levels of vitamins,
minerals, fats, and proteins compared to cow's milk. Its Caprylic Acid content, a type of alpha-
hydroxy acid, aids in cellular renewal, resulting in a complexion-boosting effect and youthful-
looking skin. Interestingly, the historical figure Cleopatra was known to bathe in goat milk for its
skin benefits.

During the initial stages of her soap-making venture, Kruthika formulated all the products
herself after completing a diploma course in cosmetology. However, as the business grew, she
decided to invest in a team of Cosmetic scientists to build their Research and Development (R&D)
department. Innovation became a key focus, and Vilvah Stored Pvt Ltd emphasized thorough clinical
trials before launching any product. They conducted tests for packaging compatibility, stability, and
the efficacy of the products to ensure top-notch quality.

PRODUCTS FROM VILVA:

specializes in offering a wide range of skincare and hair care products for both men and
women, carefully crafted from natural ingredients. The prime focus of their brand is on ensuring the
safety and efficacy of the ingredients used in their formulations. Their product line includes an array
of skincare essentials and hair care solutions, all made with utmost dedication to quality and natural
goodness. From nourishing face serums to revitalizing hair masks, Vilvah's offerings cater to the
diverse needs of their customers, promoting healthy and radiant skin and hair
VILVA AND SUSTAINABILITY:
Vilvah Stored Pvt Ltd places sustainability at the core of their brand values. They have taken
significant steps to ensure their packaging practices align with their commitment to the environment.
Impressively, 90-95% of the packaging materials used by their brand are entirely plastic-free. Unlike
many other companies, Vilvah avoids secondary packaging for all their products, recognizing that
such packaging, often in the form of boxes, is typically used by consumers for a mere 5-10 seconds
before being discarded.

To minimize their ecological footprint, Vilvah opts to include all necessary product details
directly on the product bottles, eliminating the need for unnecessary secondary packaging.
Additionally, they have made a conscious choice to use only aluminium and glass bottles for all their
products, further promoting sustainability.

Notably, Vilvah sets a commendable example in e-commerce packaging practices as well.

They refrain from using bubble wrap, which is commonly utilized by many other brands but can be
harmful to the environment. Instead, they employ eco-friendly materials for packaging and billing
receipts, opting for recyclable paper.
With a strong focus on educating their customers about sustainable practices, Vilvah Stored
Pvt Ltd remains dedicated to making sustainability a central aspect of their brand's mission. Their
unwavering commitment to environmentally responsible practices sets them apart as a company that
genuinely cares about the well-being of the planet and its inhabitants.