Skin Elements, a personal hygiene startup, was launched in 2016 by Sarthak Taneja and Raghav Sood who together challenged the then male beauty standards with their first-of-its-kind personal hygiene products. Headquartered in Parwanoo, India, Skin Elements is a renowned label for men’s personal hygiene, odor management, female hygiene, skincare, hair removal, and sexual intimacy products.
For the first six months, the co-founders focused on studying the market dynamics, researching about the intimate problems that men never talked about and finding a manufacturer who could offer ‘chemical-free’ and ‘natural’ quality products. It was in 2017 that the Skin Elements came with ‘Men’s Intimate Wash’ and launched it on e-commerce marketplaces like Amazon.
Skin Elements, an industry pioneer, prides itself on introducing ‘men’s hygiene’ category to the world of e-commerce where men could choose from a variety of skincare and personal hygiene products without any taboo attached. The startup offers a wide range of au naturale skin, hair and intimate health products such as intimate washes, face masks, anti-chafing cream, shampoo & conditioner, among others, manufactured in Himachal Pradesh & Uttarakhand, India.
According to the co-founders, it was challenging as well as satisfying to enter into an unchartered territory with no competition and launching a functional product range that could have more visibility here than in a crowded market. Word-of-mouth played a key role in building trust among customers who began to feel comfortable in purchasing their products. To achieve this level of transparency, Skin Elements invested heavily in the paid advertisements since finding influencers in this segment was one of the key challenges, apart from educating the customers.
A category creator & market leader, Skin Elements, has a rigorous sampling process that takes place over six months before it is introduced in the market. Right from researching about it to creating at least 10 different variations to sample testing it in labs, the product then goes for tests like bacterial growth and hypo-allergy, and more.
Besides selling on its own website, its vegan products are also available on all the major e-commerce platforms including, Amazon, Nykaa Man, Purplle, Myntra and Flipkart. Started with an initial investment of Rs 10 lakh, Skin Elements secured a $102K seed round by Redcliffe Capital in 2018. Moving forward, the brand hopes to expand its product portfolio and introduce 10 more varieties under its vast categories.
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