SkinKraft’s Smart Skincare: Powered by Science, Backed by Influencers

Discover SkinKraft’s influencer-first approach to skincare rooted in dermatological science. Learn how personalized routines, regional content, and honest testimonials turned the brand into a trusted name across India.

Over the last 10 years, the Indian beauty and personal care market has seen a dramatic shift. Consumers are no longer simply picking products off the shelf based on brand names or advertisements; they are now actively searching for the ingredients, identifying functionally what their skin types are, and asking for sustainable solutions. The heightened consumer awareness and scrutiny have created a vacuum that is ready for personalised skincare, which is itself a rapidly growing category due to digital literacy, changes in lifestyle, and a functional outcomes-based mindset.
Personalisation of skincare is no longer a trend; it is now an expectation.

The SkinKraft Origin Story

SkinKraft leads this personalisation trend. Founded by Chaitanya Nallan, Sangram Simha, and Veerendra Shivhare, the brand was built from their systematic, thorough understanding of what Indian consumers needed. They had already established successful lifestyle media platforms like StyleCraze and MomJunction, which fell under their parent company IncNut, which gave them unparalleled access to conversations with millions of women that gave them one clear insight: generic skincare was not working out. Determined to capture the gap in the market, they spent a total of 10,000 hours studying the skincare patterns of Indian consumers as well as the patterns in Japan and Taiwan to ensure they established a usable product. With a culmination of that work, they officially launched SkinKraft, India's first dermatologist-approved, customized skincare plan. With science, transparency, and personalisation at the heart of the product, SkinKraft launched to a rapid adoption in consumer marketplaces. According to financial data accessed by Tofler, their revenue grew from Rs 47.3 crore in FY20 to Rs 150 crore in FY21. And in addition to skincare, they expanded into personalised hair care and supplements to boost immunity, further emphasizing their holistic perspective of beauty and wellness.

What Makes SkinKraft Unique?

In an oversaturated market with tons of copy-paste brands, SkinKraft differentiated itself by building around six key pillars:

• Personalization Through SkinID: Each SkinKraft experience starts with a SkinID quiz, which is a diagnostic tool that examines skin type, lifestyle, environmental factors, and concerns, and then creates a customised regimen that ultimately drives results in the long run.

• Dermatology Validated: Each formula is supported by clinical research and dermatology guidelines to account for the variety of skin in India without compromising on its safety and effectiveness, and including everyone.

• Chemical-free guarantee: No parabens, no SLS, no BPA; just clean skin-loving ingredients that deliver results while eliminating potential risk.

• On-demand manufacturing: Products are made only after an order is placed. This ensures the product's freshness and eliminates waste.

• Automated No-Touch Manufacturing: A 100% contactless process minimizes potential contamination and maximizes hygiene for a brand that promises personalized care.

• Holistic wellness ecosystem: From custom shampoo to supplements for gut health, SkinKraft strives to treat beauty from the inside.

Skipping Celebs for Real Influence

While most beauty brands consistently have celebrities, SkinKraft took a different path, even to the extent of entirely avoiding celebrity endorsements. It went all-in on educational-based content and used influencer marketing as these types of advertisements produced trust. As founder, Chaitanya Nallan, puts it, "We are not selling a single hair oil, or face wash. We are asking people to sign up and answer 30 questions. That takes trust." That trust comes through valuable content: extended blogs, videos, tutorials, testimonials, and education before selling. SkinKraft devotes 1/3 of its marketing budget to content creation, which is rare in a space where flashy usually wins.

#IamMyType - When Advertising Campaigns Hit Heart Strings

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In 2021, SkinKraft launched its first advertising campaign #IamMyType, dedicated to honoring uniqueness while breaking beauty stereotypes with an inclusive message: your skin care is to be individualized and personalized, just like you. But this was not simply another reel, it was a movement. This was portrayed in a brand film, which highlighted the often-overlooked emotional side to personalization.

Along with a ton of engagement on Instagram from influencers, authors, IAS officers, and designers, all explaining their individual stories. Included were names like Siddharth Batra, Tahira Kashyap, Chander Kanta Gariyali, and Payal Singh. By showcasing real people from diverse backgrounds, SkinKraft did more than launch a marketing campaign, it created a moment that became socially and culturally relevant.

YouTube: Raw, Real, and Relatable

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Another platform that SkinKraft has been running in parallel with Instagram is YouTube. For SkinKraft, YouTube is the raw, unrehearsed place for user testimonials, real users, real narratives, and real transformations. The testimonial videos that SkinKraft creates often follow a day-by-day format and provide powerful social proof. In skincare, nothing helps the cause more than "I tried this and here is what happened." When influencers promote results with visual evidence, from an honesty perspective, the trust doubles when there are real people and visible changes.

The Influencer Ecosystem: Built on Honesty

Instead of just paying influencers to deliver scripted content, SkinKraft allows influencers to share personal experiences. The brand focuses on micro and mid-tier creators who have highly engaged followers and who are honest instead of hyped. By engaging influencers this way, for SkinKraft, influencers are not just billboards; they are bridges from heavy science content to skincare in the everyday. And it works, especially with their target audience of women ages 18-35,  predominantly in Tier 2 cities and metros, where genuine and honesty are valued more than glamour and celebrity.

Instagram: More Than Pretty Pictures

SkinKraft has approached Instagram like it's a skincare school. Instead of typical product and influencer spam, their feed contains:

• AM to PM skincare routines

• Ingredient explainer

• Myths vs. facts posts

• Layering guides

Taking this content-first approach has established SkinKraft as a reputable educators. Consumers do not merely browse; they learn. It is not just social media, it is social trust building.

Memes Meet Skin Science

SkinKraft is not afraid to have fun while reaching Gen Z and younger millennials. Their meme strategy is equal parts funny and observational about unrealistic beauty standards, poor skincare advice, and the common mistakes that many individuals make. By providing relatable content, they have established themselves as more than just a brand; they are now part of the dialogue. 

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What’s next: Regional + Inclusive Growth

SkinKraft is not just going to take its Rs 150-crore success and settle into complacency. SkinKraft is starting to expand its influencer strategy to encompass regional creators and underrepresented audiences. 
Plans include:

• Regional Language Content: Educating while eliminating the barrier of English speakers--language accessibility.

• Dermatologist-Influencer Collaborations: Authority meets relatability.

• AI SkinID 2.0: Better personalisation using machine learning.

• SkinKraft's In-App Influencer Content: Tutorials and reels in the SkinKraft ecosystem.

These moves not only help to elevate SkinKraft from a D2C brand to a full wellness-tech platform where personalization is at its core, but it is entirely driven by people.

Key takeaways - Why SkinKraft's approach works:

1. Hyper Personalisation - SkinKraft believes that everyone’s skin is different, so there’s no one-size-fits-all solution. Instead of selling the same trending products to everyone, SkinKraft creates personalised skincare based on your unique skin type, concerns, and goals. This customised approach makes customers feel seen, understood, and cared for.

2. Science-Based Trust - SkinKraft doesn’t just promise results, it proves them. The brand relies on dermatological research and clinical testing to create safe, effective formulas. Customers can trust that what they’re using is backed by real science, not marketing fluff. This transparency builds long-term credibility and confidence in the brand.

3. Content-Driven Branding - Instead of simply trying to sell products, SkinKraft focuses on educating its audience. Through blogs, videos, and social media posts, the brand shares useful information about skin health, routines, and ingredients. This approach makes customers feel empowered and more connected to the brand because they’re learning and growing with it.

4. Influencer First Strategy - Rather than chasing big celebrity endorsements, SkinKraft focuses on real people and real stories. It partners with everyday influencers and loyal customers who share honest experiences and genuine reviews. This creates a sense of relatability and authenticity that appeals to a wider audience and builds trust naturally.

5. Campaigns with a Heart - SkinKraft’s campaigns are not just about products; they are about people. The #IamMyType movement, for example, celebrated individuality and self-acceptance, encouraging people to embrace their unique skin and stories. These emotionally driven campaigns make the brand feel human and inspiring while still being highly effective.

6. Platform Savvy Presence - SkinKraft knows exactly where its audience spends time online and meets them there with tailored content. Whether it’s fun memes and quick tips on Instagram or detailed skincare routines on YouTube, the brand adapts its message to fit the mood and style of each platform. This smart use of digital space helps the brand stay relevant and engaging across the board.

SkinKraft is not only disrupting skincare, it is redefining skincare. It is creating a routine with personalization, coupled with science-based content and authentic influencers; it's not just building a brand, but trust. In a country as diverse as India, which is still grappling with changing definitions of beauty while wellness is becoming a more conscious decision based on data, SkinKraft shows that relevance is not about fame, but about understanding. When that understanding is articulated in the right voice, whether it be an influencer or a meme, it clicks.

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