Advocating for skin nutrients in the same way the body needs nutrients to be healthy, Amway India, one of the country’s FMCG direct-selling companies, announced the repositioning of its premium skincare brand Artistry to Artistry Skin Nutrition line in India.
The initial launch featured an anti-aging solution kit that would help to improve cellular repair for a more youthful appearance. The company has introduced products under the anti-aging umbrella with plant-based botanicals from Nutrilite farms. The paraben-free, vegan skincare space is increasingly gaining traction in India.
The anti-aging market in India is estimated to grow at a CAGR of 8.84% in the next five years, which indicates potential for this segment.
A few years ago, Amway had partnered with the Indian Institute of Techonology, Bombay, for research on nutraceuticals, botanicals, and herbal supplements, as part of which it said it would collaborate with the B-school to bring technology and innovation in its nutrition and herbal range.
Ajay Khanna, chief marketing officer at Amway, said in a statement that “health-conscious consumers are looking for products that are enhanced with nutrients.” He added that a majority of Indian consumers prefer beauty products with a combination of chemical-free, vegan, and plant-based claims.
