Online-driven, direct-to-consumer Ayurvedic beauty company Just Herbs has such a devoted fan-base of loyal customers that they call the shots on almost everything ranging from the packaging and names to even the formulae of its products.
The Indian millennial consumer is no longer accepting the 'cookie-cutter,' 'one-size-fits-all' approach to anything that they consume.
Everything from food and beverages to fashion and entertainment is customized, on-demand and curated to suit their specific needs. Beauty is no different.
Gone are the days when marketing departments at big beauty companies could get away with 'creating wants and desires’ through persuasive advertising. Today, beauty trends are created on Instagram, Snapchat and Facebook feeds of regular people, the so-called 'beauty influencers' who lead tribes of devoted fans and followers.
One natural beauty company has amassed a cult-following of conscious-minded consumers across India, driven by this trend. Meet Just Herbs: A home-grown, award-winning and PETA-certified Ayurvedic beauty company that has such a devoted fan-base that they call the shots on almost everything ranging from the packaging, names and even the formulae of its products.
Case in point: In 2017, thousands of women came together on the brand’s Instagram and Facebook handles to decide on shades, texture and functionality of a 99.3% natural BB cream christened the Herb-enriched Skin Tint. As of now, Just Herbs is crowdsourcing for India’s first version of a micellar-water makeup remover with a long wait-list of products suggested by its customers that they’d like the brand to work on next.
“The fundamental shift in our preferences towards authenticity, engagement and values over mere features and benefits in the brands we consume has impacted beauty in a big way,” says Arush Chopra, CEO, Just Herbs.