St. Botanica launches natural premium haircare range in keeping with evolving consumer needs in India

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Emmbros Overseas recently launched a premium haircare range, GO Range, under the St. Botanica brand name, which is claimed to be produced from natural ingredients with botanical extracts.

The range is also stated to be free from paraben, sodium laureth sulfate (SLS) and mineral oil, and comes with a dermatologically tested and US Food and Drug Administration (FDA)-approved formula. It is also a vegan product, which is sourced cruelty free and is PETA certified.

Sahil Mehta, director at Emmbros Overseas Lifestyle Pvt Ltd, said: “At St. Botanica, we believe in perfecting the art of Skin and Hair Care by using the endowment of Science to bring out the best from Nature and Natural Botanics. With GO Hair Care Range, St. Botanica has introduced yet another innovative concept with botanically rich ingredients, sustainably sourced to curate natural formulations.”

Thus, the new range is likely to appeal to those Indian consumers who are concerned about the ingredients and formulation of the products they use/or want to purchase. This is also evidenced by GlobalData’s research where 44% of the Indian consumers stated that knowing about ingredients and their sources is more important than before/it is top priority to them as a result of the Covid-19 pandemic, when purchasing products for the household (excluding food/drinks).

India has the third-largest haircare market in Asia-Pacific in value terms and is expected to increase from $4,385.2m in 2019 to $6,503.9m by 2024, growing at a CAGR of 8.2% during 2019-2024. With rising disposable incomes and urbanization, beauty related aspiration sales have soared in India. As a result, an increasing number of consumers are becoming highly discerning in their choice of haircare products, preferring high-quality products formulated with natural and organic ingredients, and are willing to pay more for an enhanced brand experience. This is highlighted in GlobalData’s consumer survey, wherein 40% of Indian consumers said that they are willing to pay up to 20% or even more for brands or products that communicate details about source of ingredients.

Consumers in India are also seeking bespoke haircare products that cater to specific concerns, such as breakage, dryness, and damaged hair. Therefore, the ingredients that go into products, as well as the related marketing claims, have a significant influence on consumers’ purchase decisions. To appeal to these consumers, manufacturers are innovating and offering products targeted at specific consumer needs. Thus, the new GO Hair Care Range, which consists of nine different shampoos and conditioners for hair specific requirements, is expected to entice consumers seeking personalised solutions. For instance, GO Colored Purple shampoo, which is made from Linseed Oil, Sunflower Oil and Purple Mica, helps in protecting and maintaining colour treated hair and may resonate well with consumers with bleached or blonde hair.

Growing urbanization and evolving consumption behaviour are driving innovation and new product launches in the Indian haircare sector. This is likely to encourage major brands to come up with Haircare products with herbal extracts or more personalized offerings for greater acceptability among consumers.

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