Mumbai: The hair, beauty, and personal care market is growing at an unprecedented rate - new brands are making inroads into the category, while established, legacy brands are finding ways to become more relevant to consumers with time. Sustainability is becoming a major factor when it comes to consumers deciding upon which brands to opt for.
One such brand that has been part of the category for nine years is Maison D’ Auraine – it is a leading conglomerate that has revolutionised the beauty and wellness space by combining the best of science and beauty. With a bouquet of the most revolutionary, innovative and premium hair, beauty and personal care products under its umbrella, the company’s ethos is rooted in developing high-quality products that are both sustainable and scientifically advanced.
Founded in 2014 by the visionary entrepreneur Arpit Jain, the brand empowers every individual to discover their authentic selves and step out with confidence by developing products & solutions that are vegan, environmentally friendly and crafted with impeccable formulations. With Maison D’ Auraine, beauty is not just skin-deep - it is a reflection of science, innovation, and a commitment to excellence.
Indiantelevision.com had a conversation with Maison D’ Auraine founder & managing director Arpit Jain on the evolution of the brand, charting a unique path in a cluttered category, the brand’s vision, and more.
A visionary entrepreneur, Jain has been extremely fascinated by the beauty industry and the science behind it since his management days at Western International University. Arpit has been at the forefront of bringing premium hair and personal care international brands to India.
At a very young age, Jain strengthened the company’s footfold in India by partnering with the world’s biggest keratin-based hair care brand GK Hair, the only brand to possess the hidden treasure of patented ingredient Juvexin in 2014. Under his leadership, Auraine Botanicals has achieved significant growth in the professional beauty industry, serving as a trusted business partner to over 10,000 premium salons and spas in 250+ cities across India. With Jain at the helm, Maison D'Auraine has deftly established strategic partnerships with some of the most illustrious names in the beauty and personal care industry. Notably, he has collaborated with pH, a reputable Italian brand that offers eco-friendly and uncontaminated beauty products, as well as Keune, a distinguished Dutch hair cosmetics brand, to expand their global footprint to India.
Jain’s journey has been marked by specific career milestones that have shaped his professional graph. He has not only achieved success but has also overcome numerous challenges that have contributed to his growth as a leader. Going forward, he plans to build and launch products with a focus on clean beauty and sustainability for over one billion consumers, service 20,000 pin-codes this year, and intends to start operations in the Middle East, Africa, and Europe. His commitment to revolutionizing the beauty industry has driven him to curate innovative global brands, establish trends and education programs, and set up a state-of-the-art R&D and manufacturing facility in India and Europe.
The dynamic industry leader has a grand vision of transforming the company into a global beauty industry leader. With operations spanning across India, the company holds dominance with five homegrown brands as well as multiple global brands in the beauty sector. Furthermore, his strategic decisions have led the company to achieve Ebitda positivity from Year 1. He has also launched a tech company, Alternativ Tech Labs, a software and app development company based out of Bangalore, to expand his digital offerings. Jain’s goal is to bring the finest global beauty and wellness brands to the Indian market while strengthening his partnership with international giants seeking to expand their reach in India.
Edited excerpts:
On the journey of Maison D' Auraine – the evolution of the brand in nine years
In just nine years, Maison D' Auraine has become a dominant player in the premium luxury beauty segment, with a strong presence in over 10,000 salons. Our journey is driven by a vision to bring the highest quality hair care products and services to India, making Maison D' Auraine the go-to choice for all beauty and personal care needs.
We have been actively contributing to the growth of India's beauty industry by introducing iconic international brands and taking them to a wider consumer base through strategic distribution networks and retail partnerships.
With a focus on excellence, innovation, and customer satisfaction, we aim to shape the future of the beauty industry, inspiring beauty enthusiasts nationwide.
On MDA charting out a differentiated path in capturing the consumer and the cluttered market
At Maison D' Auraine, we are carving out a unique path in the crowded personal care and beauty category. Our focus is on delivering exceptional experiences and introducing leading international brands to the Indian market. The brand selection is done meticulously on the basis of their quality and sustainability, ensuring that our customers receive the best. By partnering with the best of international brands, we bring a touch of luxury and excellence that sets us apart. Our strong presence in salons allows us to directly connect with customers and provide an extraordinary hair care experience.
With our extensive experience in both offline and online channels, we gain valuable insights from the market and understand the evolving needs of our customers. By prioritizing customer journey mapping, we ensure that every interaction with our brand is meaningful and tailored to their preferences. Not just that, we go beyond industry norms by investing in our training academy and elevating the standards of the beauty industry.
On MDA joining the bandwagon of sustainable and clean brands with its products and formulations
We are proud to be a part of the sustainable and clean beauty movement at Maison D' Auraine. Our products and formulations embody our commitment to environmental responsibility. They are 100% cruelty-free, clean, and developed using sustainable practices.
In line with our dedication to sustainability, we have established unique research & development (R&D) centres in India and Europe. These centres drive the advancement of safe, high-quality beauty products through cutting-edge research and innovation. By combining green initiatives with scientific development, we ensure that our products not only deliver exceptional results but also minimize their impact on the environment.
At Maison D' Auraine, we believe that clean beauty and sustainability go hand in hand. Our focus on sustainable practices and investment in research and development reflects our commitment to providing our customers with products that are not only effective but also align with their values.
On your associations with GKhair (Global Keratin) pH, and Keune
The partnership with GKhair, Keune, and pH has been nothing but an exciting and fruitful journey, for both, the brands and us.
GKhair, a global leader in hair taming, has revolutionized the way Indian consumers manage their hair. Its ability to deliver frizz-free, healthy and manageable hair has made it a sought-after treatment in the country, contributing to the growth of the beauty business and providing a solution for individuals seeking professional hair transformation. As their exclusive distributor in India, we provide their exceptional range formulated with JUVEXIN, an environmentally friendly keratin protein blend.
Keune, with its 100+ years of experience, provides innovative and high-quality solutions, including color treatments, rejuvenating care essentials, and versatile styling products. Keune prioritizes sustainability, using lighter and recyclable packaging and promoting cruelty-free and natural ingredients. By addressing the specific needs and preferences of Indian market. Their focus on diverse hair types, natural ingredients, UV protection, anti-frizz solutions, scalp care, and professional support has contributed to the brand's success in catering to the unique requirements of Indian hair care routines.
pH, an avant-garde Italian brand, specializes in high-end hair products enriched with oils and floral extracts. Our exclusive partnership allows us to offer their unique range, known for captivating fragrances and a sensorial beauty experience. By focusing on maintaining the pH balance of the hair and scalp, pH hair products have gained popularity among Indian consumers. Their gentle and effective formulations, scalp care benefits, damage repair properties, suitability for sensitive scalps, use of natural ingredients, and customized solutions have contributed to their success in the Indian market.
Through these collaborations, we ensure our customers have access to diverse, premium hair care solutions that are environmentally friendly and cruelty-free.
On your upcoming sustainable brand launches
Maison D' Auraine is proud to introduce upcoming sustainable brand launches that align with our commitment to clean, sustainable, and cruelty-free products. One of the highly anticipated brands Keune, is known for its locally-sourced, natural ingredients. Keune is dedicated to reducing its environmental footprint through lighter and recyclable packaging and concentrated formulas that use fewer resources. Additionally, Keune upholds a 100% cruelty-free policy and offers a range of vegan hair products, including the popular So Pure line. These upcoming launches reflect our ongoing efforts to provide environmentally conscious choices without compromising quality. We look forward to introducing these sustainable brands to our valued customers, empowering them to make conscious decisions while enjoying exceptional hair care experiences.
On MDA's business strategy
Maison D' Auraine's business strategy revolves around continuous evolution and adaptation to the dynamic market landscape. We have consistently stayed ahead of the curve by anticipating trends and embracing change.
Our approach centres on creating an exceptional customer experience through an omni-channel model. We have established strong partnerships with salons, serving as retail outreach points, allowing us to directly connect with our customers. The seamless integration of online and offline channels ensures a convenient and hassle-free shopping experience.
Our business strategy is focused on delivering excellence in every aspect of our operation and upholding the highest standards of quality and service that define Maison D’ Auraine.
On the focus of the advertising and marketing strategy to promote MDA
Maison D' Auraine recognizes the importance of an effective advertising and marketing strategy to promote our brands and reach our target audience. Our strategy focuses on a multi-channel approach. Our marketing strategy encompasses a diverse range of channels, including digital platforms, social media, print media, influencers, events, and strategic partnerships. This multi-channel approach allows us to effectively engage with our audience across various platforms and maximize our brand visibility. Through our focused advertising and marketing strategy, we aim to position Maison D’ Auraine as a trusted and aspirational brand within our industry. By forging strong emotional connections, engaging in meaningful conversations, and staying at the forefront of innovation, we are committed to driving brand growth, customer satisfaction, and long-term success.
On the media mix that you are planning to utilize to reach out to your TG
Maison D' Auraine recognizes the power and reach of digital platforms in today's advertising landscape. We understand that digital channels provide a targeted and cost-effective way to engage with our customers, including those in tier II and tier III cities. Therefore, digital marketing will play a significant role in our media mix. However, we also recognize the influence of traditional media, especially TV, in reaching a broader audience. To ensure effective reach and engagement, our media mix will incorporate a blend of digital marketing, television advertisements, print media, and strategic partnerships with local influencers and regional platforms. This holistic approach will allow us to connect with our target audience in tier II and tier III cities, maximizing our brand exposure and driving engagement.
On salon partnerships, and your plan to boost your collaborations to 20,000+ salons
By focusing on value, market analysis, relationship building, education and training programs, support, and tailored partnership programs, we plan to boost our collaborations to 20000+ salons across India and Internationally. We are focused on reaching a wide network of salons across India, including tier II and tier III cities. Through our hyperlocal approach, we aim to bring premium international brands and exceptional hair care products to more customers nationwide. Our goal is to create a strong network of salon collaborations, ensuring that brands by Maison D' Auraine become the go-to choice for salon professionals and customers alike.
On revolutionizing the beauty industry with your Indian and international research & development centers
Revolutionizing the beauty industry with Indian and international research and development centres requires a strategic approach and a commitment to innovation. We have built a strong team of experienced researchers, scientists, and experts in beauty, cosmetics, and related fields and ensured that our R&D team has a diverse skill set, including expertise in formulation chemistry, product development, sustainability practices, market analysis, and consumer insights.
With a strong commitment to clean beauty and sustainability, our partnered products are 100% cruelty-free and developed using sustainable practices. Our research and development efforts prioritize environmental responsibility.
By investing in these centres, we stay ahead of the industry, continuously improving and introducing new beauty solutions.
On your vision and way forward for MDA
Maison D' Auraine's vision is to bring premium international brands to every part of India, catering to the evolving needs of consumers in the beauty industry. We have embraced a hyperlocal approach, recognizing the changing dynamics and growing demand for luxury brands in tier II cities. Our focus is on expanding collaborations with over 20,000 salons across India, with a particular emphasis on tier II and tier III cities in the upcoming quarter of the fiscal year 2023-2024.
Our strategic approach involves onboarding reliable and sustainable brands that meet our customers' expectations. We are committed to offering products that are 100% cruelty-free and clean, while also adopting environmentally friendly practices. To further drive innovation and ensure the highest quality standards, we are investing in our own research and development center and manufacturing unit. Additionally, our pan-India Hairdresser Training Program is designed to enhance skill development and empower professionals in both metro and non-metro cities.
To summarise, our way forward at Maison D' Auraine revolves around expanding our reach, accessibility, and partnerships with salons across India, bringing the best of international beauty brands to our customers while prioritizing sustainability and skill development. With our vision, commitment, and focus on excellence, we are poised to shape the future of the beauty industry in India.
