The homegrown beauty company is targeting luxury salons with professional skin and hair care inspired by Korean and Japanese beauty practices.
CavinKare is entering India’s premium professional beauty segment with Dermaxix, a new salon-exclusive brand focused on skin and hair care. The launch gives the company a new offering for luxury salons while building on its experience in the professional beauty category through Raaga Professional.
The move comes as premium salons increasingly look for specialised products and treatments that can offer clients something beyond conventional beauty services.
Dermaxix has been developed as a homegrown alternative to international professional beauty brands, with products created in India for the requirements of Indian consumers.
The brand draws inspiration from both Korean and Japanese approaches to beauty. Its formulations combine internationally sourced ingredients with development work carried out at CavinKare’s R&D Centre, with a focus on the characteristics and needs of Indian skin and hair.
According to CavinKare, the idea is to bring together the innovation associated with Korean skincare and the precision of Japanese beauty practices in products designed specifically for professional salon use.
A technology-led approach to salon services
Dermaxix is making its debut with a product positioned as a first-of-its-kind innovation in professional waxing: Colour-Changing Korean Glass Wax. Inspired by Korea’s glass-skin beauty philosophy, the wax is designed to make the application process more precise for salon professionals.
The formulation changes colour during application, indicating when the wax has reached the appropriate stage for removal. It is also designed to melt at a lower temperature, with the aim of making the treatment more comfortable for clients.
The product contains 97.8% naturally derived ingredients and botanical extracts. It is also free from mineral oil and colophony. The company says the dermatologically tested formulation is designed to leave skin looking smoother and more radiant.
For salons, the product is intended to combine functionality with a more premium treatment experience, giving professionals another way to differentiate their services.
Building on Raaga Professional
Dermaxix is not CavinKare’s first move into professional beauty. The company has established its presence in the salon segment through Raaga Professional, which offers products across skincare, wellness, hair care and colour.
Raaga Professional has also invested in professional education through academies and training programmes for salon experts. Its network extends across metropolitan markets as well as tiered towns, giving CavinKare an existing understanding of salon professionals and their requirements.
Dermaxix builds on that experience while targeting a more premium segment of the market.
According to Ashrit Pattanaik, Business Head, Raaga Professional, the new brand reflects CavinKare’s effort to combine global beauty developments with its own R&D capabilities and understanding of Indian consumers. He added that the focus would remain on giving salon professionals products that balance performance with value.
More products planned
The Colour-Changing Korean Glass Wax is intended to be the beginning rather than a standalone launch. CavinKare plans to add more professional skin and hair care products to the Dermaxix portfolio in the coming months.
The company says these additions will continue the brand’s focus on globally influenced beauty innovations developed for the Indian market.
With Dermaxix, CavinKare is therefore taking its professional beauty business into a higher-end segment, using its existing salon expertise while introducing a new portfolio aimed at luxury beauty establishments. The launch also reflects the growing interest in specialised, experience-led services within India’s professional beauty industry.
