Naturals Salon, one of India’s most recognised beauty chains, has stepped into the direct-to-consumer space with the launch of its skincare brand, NXTFACE. With this move, the company aims to expand its offerings from service-based to a full-fledged product portfolio, catering especially to millennials and Gen Z who seek science-backed, fuss-free skincare.
NXTFACE debuts with a range that includes serums, sunscreens, day creams, lip balms, and other essentials. These formulations were developed in collaboration with Connell, a leading supplier of cosmetic ingredients in Asia. Backed by an investment of around ₹10 crore, the brand plans to scale rapidly through its website, online marketplaces such as Amazon, and Naturals’ extensive network of salons across the country.
According to Dhamyanthi Kumaravel, founder and CEO of NXTFACE and daughter of Naturals co-founder C.K. Kumaravel, the brand was built on insights into what younger consumers seek today. They developed skincare that is personalised, inclusive, and rooted in research. She also noted that their “Dark is Beautiful” line was designed specifically for deeper skin tones, a segment she believes remains underserved by many Indian D2C brands. The brand has developed the products and R&D from Connell, Asia’s top cosmetic ingredient formulator.
NXTFACE has set ambitious targets to earn ₹100 crore in revenue by 2026 and ₹500 crore by 2030. These goals mirror the growth of India’s D2C beauty market, where both new-age and established companies are competing through innovation, accessibility, and omnichannel reach.
To strengthen its growth strategy, NXTFACE has partnered with 100Days, the D2C arm of Bombay Shaving Company, for support in logistics, marketing, and ad optimisation. The brand is also leaning into technology with an AI-powered skin analyser that uses selfies to study skin concerns and offer unbiased recommendations. This showcases the use of science behind each issue rather than making vague claims.
With prices starting at around ₹550, NXTFACE positions itself as an affordable yet premium option. Leveraging Naturals’ salons for product testing and consumer feedback, the brand is all set to carve a strong presence in India’s increasingly competitive beauty landscape.
