Newly Launched Lisén on India’s Vast Cosmeceutical Potential

Lisén is a direct-to-consumer (D2C) cosmeceutical skincare brand that launched exclusively online in December 2021.

The brand was founded by Ramandeep Singh who has a decade of experience in the beauty industry. Her roots in the industry began with her family, who founded Indian color cosmetics company, Blue Heaven Cosmetics in 1974.

India’s interest in skin care has grown steadily over the past few years and accelerated during the pandemic.

“The market [in India] is moving into skincare in a big way. Over the past two years, there has been a plethora of interest and education in skin care. It’s exploding and I see it going to continue for the next 5-10 years. We thought it was a good time to venture into this space,” Singh said.

In particular, he said that the cosmeceuticals segment holds untapped potential and should be “the future of skin care”in India.

“We realized that the Indian market was ready for [cosmeceuticals] that this was a result of the change in purchasing priorities, purchasing power and changes in behavior that have taken place in India over the last two or three years, mainly due to the pandemic.

He explained that the pandemic had unintentionally aligned trends in India with other, more mature skincare markets.

“People had plenty of time to see what was happening in the world through social media. This development has come very quickly compared to what we would have seen if we had not had a pandemic. It would have taken maybe three to four years.

Exclusive online only

With the ongoing pandemic, the company envisions Lisén as an online-only brand for the foreseeable future.

“We are seeing a very, very rapid upward shift in online shopping behaviors and people are also consuming more content online. In the near future, we see ourselves as an online-only brand for the most part.

Besides its official website, the company plans to expand its online presence with major third-party retailers in India, including Purplle, Nykaa and Myntra, over the coming months.

Additionally, the online channel would make it easier for the company to target the international beauty market.

As all Lisén products have been formulated with Indian skin in mind, the company believes the brand would resonate with the Indian diaspora community across the globe.

For its first 12 months, the company aims to sell at least 100,000 units of its products. The company has launched about 12 products and plans to expand its line with a few more products.

“There is a lot of room for improvement in this space. We look at trends from a global perspective and we want to develop products that are not necessarily very common here in India,” Singh said.

Among the many needs seen in the field of skin care, Singh said he will focus his efforts on multi-functional beauty products.

“We seek to simplify skin care with multi-purpose products. This is where we focus our energy now.

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