Breaking Barriers in Personal Care The Success Story of Sarthak Taneja and Raghav Sood’s Skin Elements

The personal care market in India has long been synonymous with products catering to female consumers. However, times are changing, and entrepreneurs like Sarthak Taneja and Raghav Sood are tapping into new customer segments, particularly the underserved men’s personal care market. In 2017, they co-founded Skin Elements, a brand that is making waves by addressing a niche yet significant market in the country.

Identifying an Untapped Niche:

Sarthak and Raghav recognized a gap in the personal hygiene industry, where the majority of products were geared towards women. Within personal hygiene, there was a glaring absence of options for men. This realization led to the birth of Skin Elements. The duo saw a unique opportunity to cater to men’s hygiene needs and decided to seize it.

Skin Elements can proudly claim to be a pioneer in the men’s hygiene category within the Indian personal care market. While countries like the United States have gender-neutral personal hygiene markets, India was lagging in this aspect. Men’s personal care products were practically non-existent, with most hygiene products being marketed towards women.

Hailing from Himachal Pradesh, a region known for top-notch manufacturers in the Baddi area, Sarthak and Raghav were keen on keeping their products locally sourced. They collaborated with a third-party manufacturer in Parwanoo, Himachal Pradesh, to conduct research and development for their products.

Creating Innovative Solutions:

Skin Elements’ journey began with the launch of its first product, a foaming intimate wash designed specifically for men. They followed this success with an anti-chafing cream tailored for athletes and active individuals. The cream quickly gained traction, with around 550 units sold per month shortly after its launch.

These products filled gaps in the market. For instance, instead of using traditional solutions like petroleum jelly, which is not ideal for chafing, consumers found Skin Elements’ anti-chafing cream to be a superior alternative.

A Profitable Venture from the Start:

The brand initially launched its products on Amazon but quickly expanded its reach to other leading e-commerce platforms, including Nykaa, Flipkart, and MensXP Mud. From its inception, Skin Elements has been profitable, and it even secured a $102,000 seed round led by Dheeraj Jain from Redcliffe Capital.

Today, Skin Elements offers a comprehensive range of skincare and personal hygiene solutions with a strong emphasis on hygiene, odor management, anti-chafing solutions, skincare, and haircare. The company has a total of 19 products and opened its second office in Gurugram in 2017.

Facing Competition and Rising Strong:

While competition has emerged in the men’s hygiene category, with brands like Beardo and Pee Safe entering the market, Skin Elements has managed to attract approximately one lakh customers in India, the US, Malaysia, and the UK. In the fiscal year 2021, the company achieved a turnover of Rs 7.5 crore.

Sarthak and Raghav allocate minimal funds to product launches, with the majority of their marketing budget dedicated to influencer marketing. Overcoming initial challenges in finding male influencers willing to promote intimate personal care products, the brand has seen remarkable improvements in user engagement and adoption.

A Promising Future:

Looking ahead, Sarthak and Raghav are focused on expanding their product portfolio. They plan to launch ten more variants as part of their new product line. Skin Elements is committed to breaking the barriers in personal care, pioneering men’s hygiene in India, and continuing to serve an underserved market segment.

As the personal care landscape evolves, entrepreneurs like Sarthak Taneja and Raghav Sood are at the forefront of bringing about meaningful change, offering innovative solutions, and challenging traditional norms in the industry.