GlobalSpa
24-Feb-2023
Our skin deserves only the best! The growing awareness around sustainable beauty and the damage chemicals and harsh sulphates can do to our skin, has compelled us to move towards gentle and organic options.
With this very thought Kimi Jain introduced Kimirica - a self-care experience that is the perfect blend of natural and organic skincare. With a range of thoughtfully designed bath, body, and skincare essentials Kimirca is changing the dynamics of the clean beauty industry. Kimi Jain, Co-founder of Kimirica shares the brand's journey of being a 100% vegan and guilt-free brand, the idea of bringing luxury and wellness under one roof and the future plans for Kimirica.
What was the inspiration behind creating a guilt-free and 100% vegan brand?
Back in 2012, we noticed that people used to shop for sustainable and luxury self-care products when they were travelling overseas because there weren’t enough options available in India. That’s when the four of us (Kimi Jain, Rica Jain, Mohit Jain, and Rajat Jain) came up with the idea for an Indian brand that offers the ultimate luxurious experience by using safe, effective ingredients that are ethically and sustainably sourced. This idea became the Kimirica vision. We discovered that there was a gap in the market and became the first movers to fill it by taking a conscious route to give people a self-care experience that’s both luxurious and guilt-free.
In a dynamic environment like today, how do you manage to adapt to market trends?
We believe that understanding what the consumer really wants is the most important aspect of marketing. We pay close attention to market trends and consumer demands and devise our marketing strategies accordingly, this has helped us in staying relatable. While the industry is growing by leaps and bounds, there are still just a few big players in India when it comes to the clean and sustainable beauty segment. With growing awareness, consumer trends are also changing, with more people tilting towards choices that aren’t just good for them, but also for the planet. Kimirica has been a pioneer in redefining luxury through natural, sustainable, luxurious experiences. Our understanding of our consumer needs has helped us double the loyal consumer base in the past financial year.
How pivotal a role does the design and the packaging of the product play?
The first impression is what hooks the customers. Even those who haven’t heard of our brand, feel compelled to pick up our products and experience them. We design every Kimirica product as a sensory experience, from the moment you open the box to the moment you use it on your skin. Our thoughtful details and beautiful designs, add to the aesthetic appeal of our products. We believe a truly premium product is a holistic experience. The fragrance, the packaging, and the ingredients should come together to create an exceptional experience that keeps you coming back.
How does the brand aim at bringing wellness and luxury under one roof?
We don’t just create products, we create luxurious experiences that are good for your body and soothe your soul. We do this by being uncompromisingly committed to premium quality formulas. We can ensure our quality because Kimirica is the core innovator, formulator, and manufacturer of everything we create. Our scientific ecosystem helps us create skin-loving formulations that are just the right mix of exquisite fragrances and plant-based actives. Each formulation requires thousands of hours of research, sourcing, and hundreds of trials. We have spent the last decade delving deep into both modern science and Ayurveda to harness the potent power of plants in the most luxurious manner to contribute to your well-being.
What’s next for Kimirica?
We have big plans to make ourselves more accessible to our customers and we are looking forward to expanding to over 100 stores in the future. There is still a large portion of consumers that feel uncomfortable buying self-care products online without trying them first. With the launch of our stores, we aim to simplify the shopping experience and make it more interactive for a larger set of consumers. We have already made our brand omnichannel but this is just the beginning. We aim to spread our vegan, eco-friendly and ethical approach to luxury self-care worldwide.
