India will constitute five per cent of the total global cosmetics market and is set to become one of the top five global markets for revenue by 2025. SkinKraft that was conceptualised in 2017 and started retailing online in mid-2018, is using exact   technologies to create customised skincare regimes for Indian women. 

With data being at the core of SkinKraft, the startup  has already assisted over four lakh women with their skin concerns by handling typical complexion issues. It  customises each kit according to the individual’s needs through its proprietary SkinID. Chaitanya Nallan, co-founder & CEO, Incnut Digital, tells us more... 

- How is technology enabling customisation of skincare solutions?
Skincare brands are tapping the power of technology to make customised skincare solutions convenient for consumers. For instance, at SkinKraft, data is at the core as it aids us in understanding the skin profiles of individuals better and match it to the right set of products. It also assists us in further improving the efficacy of our products and expand new products that a particular skin profile needs.

- How does AI, ML and data analytics work in the skincare industry?
AI and ML is enabling companies to get unique information about an individual’s skin characteristics like type, skin issues, lifestyles, environment and geographic location. All this gives an accurate picture of the individual. This data paves the way for the creation of customised solutions in skincare. They will be altering the further landscape of skincare, hair care and the beauty industry in the next three-four years, leading to even more personalised choices.

- What are the technology trends in the skincare industry?
Smart beauty devices are getting smarter in 2020. In recent years, we have seen L’Oreal showcase its wearable sensors to track sun damage and skin pH levels. While Shiseido unveiled its own tech-enabled systems- Shiseido’s Optune, an IoT-powered skincare system that leverages AI to detect users’ skin conditions and then dispenses a personalised formula each day. We saw a huge push towards customisation in 2019 and the envelope will be getting pushed further next year. 

- What is the premise of SkinKraft?
Skin type, skin issues, skin support systems, pigmentation levels, skin damage levels, hydration levels and several other aspects make an individual’s skin unique and have to be catered uniquely. So, a generic product, mass-produced by an FMCG company cannot be the most effective way to care for your skin. In fact, these products encourage trial-and-error skincare which in the long term leads to premature ageing of the skin. This made us build our customised skincare brand SkinKraft.

- How do you use data to create skin care solutions for clients?
SkinKraft understands your skin and its characteristics using the unique skin profiling system called the SkinID™. Designed by dermatologists, the Skin ID takes you through a series of questions about your current skin and lifestyle and recommends products based on your inputs. The regimen consists of a three step skincare consisting of a cleanser, moisturiser and an active for your skin concern. Machine learning is changing the game of skin care industry by satisfying the users with the right products for their skin. It evolves over time.

- How are customers reacting and accepting it?
When we started, the main challenge was to create awareness around the concept of customisation. Instead of positioning ourselves in the market, what we did was drive awareness and conversation around the subcategory of customisation and how it differs from the traditional setup and more importantly, empowering the customers with the knowledge. Customers were/ are intrigued by it and have supported the idea of experiencing skincare which gives them exactly what their skin needs. 

- What are your future plans?
We believe that one in three women will move towards customised products by 2025. A confluence of three significant trends: mass internet adoption enabling feedback loops and user input, AI enabled understanding of ingredient effectiveness and modern manufacturing technologies will cause a significant shift in the next 5-10 years. We are expanding the line up of our skincare range to include customised sunscreens, anti-ageing products with more powerful and efficacious ingredients. We are also set to launch our customised hair care products this month.