9 months ago
WOW Skin Science Struggles in Shifting Beauty Market
WOW Skin Science was very popular during the pandemic because of its natural products like onion shampoo and apple cider vinegar skincare.
However, as time passed, people started preferring products with strong science-backed ingredients that solve specific skin problems.
WOW didn't change its products quickly enough and also expanded too fast into physical stores, which didn't work well.
Now, the company is trying to update its products by adding actives like glycolic acid and peptides, but it's a slow process to regain trust.
Other companies like Plum and Juicy Chemistry have done better by focusing on science-backed solutions and keeping their products updated.
WOW Skin Science initially succeeded with natural, chemical-free products but lost relevance as consumers shifted to science-backed, actives-driven skincare.
The company's poorly planned expansion into offline retail and reliance on outdated formulations worsened its struggles.
Competitors like Plum and Juicy Chemistry have thrived by focusing on clinical efficacy and updating their product lines regularly.
WOW is now revamping its formulations to include actives, slowing its offline expansion, and introducing new product categories.
Despite raising significant funding, WOW's revenue has declined, and it continues to face challenges in regaining consumer trust.
- Who
- WOW Skin Science, a Bengaluru-based beauty company
- What
- Struggles due to shifting consumer preferences towards science-backed skincare
- Where
- India, with a focus on the beauty and personal care market
- When
- Over the past three years, with significant declines noted in FY24
- Why
- Consumers are increasingly preferring actives-driven, clinical skincare products over natural, chemical-free options
Key facts
- Company
- WOW Skin Science
- Founder
- Manish Chowdhary
- Initial Success
- Onion shampoos and apple cider vinegar (ACV) products
- Market Shift
- Consumers prefer science-backed, actives-driven products
- Revenue Decline
- ₹246.8 crore (FY24) from ₹343.9 crore (FY22)
- Losses
- ₹130 crore (FY24)
- Funding
- Competitors
- Plum, Juicy Chemistry, Honasa (Mamaearth)
Quotes
Manish Chowdhary
Founder of WOW Skin Science
“Our differentiation was gone. Everyone was making some version of the same thing.”
livemint.com
“Our formulations were advanced five years ago. Today, they are obsolete.”
livemint.com
Shubham Virmani
Co-founder of Esskay Beauty
“Consumers tried natural products, didn’t see results, and shifted to acids.”
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“With nano-encapsulation and better extraction, natural formulas can now deliver visible results. If it’s natural and gives results, it becomes a win-win.”
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Shankar Prasad
Founder of Plum
“People are still looking for actives, but they’re not chasing single ingredients anymore. They want solutions. Those solutions can come from actives, natural sources, or hybrids like exosomes. What matters is results—and safety.”
livemint.com
Pritesh Asher
Founder of Juicy Chemistry
“People are exfoliating every day, even two or three times a day. Now many have irritated, inflamed skin—and that’s why the natural segment is rising again.”
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