This edition is about a beauty and wellness D2C brand launched by someone who flunked the 7th grade!

 

Any guesses?

 

Let’s drop in another cue – the brand’s flagship apple cider vinegar shampoo topped all charts on Amazon for a record 5 years, even beating the mighty Unilever to the punch! Still no?

 

In the spotlight today is Manish Chowdhary and his INR 2800 Cr empire – WOW Skin Science!

 

But before we get to the growth playbook of WOW, let’s traverse back to the time when it all started.

 

Back To 2013!

Manish was bankrupt with a debt of INR 7 Cr. His previous entrepreneurial stint – an electronics retail business – had hit rock bottom, and he was looking to bounce back!

 

Manish knew it was impossible to pay the debt back moving boxes in retail. The margins were in fact marginal. So, he thought – why not build a brand, his own legacy?

 

So, he dedicated a year to research at this critical juncture. And, the beauty and wellness segment became an eye-candy for him. This was 2014. This INR 1040 Cr market was majorly unorganised and was ripe for a player to come in and take a major chunk.

 

Manish rolled his sleeves and launched WOW with just 5 SKUs.

 

WOW eventually proved its mettle as a leading beauty and wellness brand. And customers absolutely loved the brand – after all the USP was natural, wholesome, and no-added chemical products!

 

 

 

 

This incredible success of WOW can be attributed to multiple factors. Without further ado, let’s decode their growth playbook!

 

The WOW Plan – Inside The Growth Playbook!

#1 In a sea full of white, isn’t violet the amber?

 

Just like violet stands out, WOW products do too in any retail store. The unique brown bottle and golden aesthetics is a visual treat to the eyes and has that ‘WOW’ factor. This unique packaging strategy not only eludes a premium vibe but also acts as a distinct differentiator in the crowded beauty and wellness space!

 

 

 

 

Also, WOW has trademarked the design, making it impossible for copycats to replicate the same.

 

#2 Always On The Forefront Of New Marketing Initiatives! 

 

We’ll give an example here. Back in 2015, influencer marketing was an alien strategy to brands, WOW embraced the same with open arms.

Here’s a screenshot of Ranveer Allahbadia promoting a WOW product back in 2015!

 

 

 

 

This viral marketing approach wasn’t a one-time campaign—it became a consistent growth lever. The influencers ranged from beauty gurus to fitness influencers, each showcasing how Wow’s natural and toxin-free products fit into their daily lives. Their partnership with influencers, coupled with targeted performance marketing, helped Wow skyrocket brand awareness in just a few years.

 

As of today, WOW is a heavyweight in the influencer marketing game and has engaged with more than 300 influencers across YouTube and Instagram, achieving over 400 Mn views across platforms and touching over 50 Mn potential customers!

 

#3 Leveraging Consumer Feedback For Product Development

 

WOW didn’t just push products into the market—they listened, learned, and adapted based on consumer feedback. Their data-driven approach revealed consumer needs for toxin-free, natural beauty solutions, leading them to expand their product line from just 10 SKUs in 2016 to over 500 SKUs by 2021.

 

 

 

 

Key products like their Apple Cider Vinegar Shampoo, Onion Black Seed Hair Oil, Activated Charcoal Face Wash, and Aloevera Gel didn’t just happen by chance. Wow analysed online reviews, ratings, and consumer behaviour to fine-tune their formulations. As a result, WOW’s flagship products captured a 15% market share in the natural shampoo category.

 

#4 Subscription Model To Drive Recurring Revenue

 

WOW introduced a subscription model for repeat buyers. This move secured 20% of their monthly revenue from recurring customers and reduced dependence on constant customer acquisition. It also helped them lock in customer loyalty, as subscribers enjoyed discounts and prioritised delivery. This model further drove higher LTV.

 

#5 Competitive Pricing Through Vertical Integration

 

To compete, WOW had to offer more than just good products—they had to be competitively priced. By moving manufacturing in-house and taking control of their supply chain, they slashed costs and passed those savings on to the customer.

 

What these big brands sold for INR 1000, WOW was able to sell for INR 350, and they had a net margin.

 

#6 Going Omnichannel

 

While WOW initially focused on urban, tech-savvy consumers, they soon saw an opportunity in India’s Tier-2 and Tier-3 markets. By expanding into these regions and expanding presence to 41,000 retail stores across India, WOW tapped into a massive, underserved market and added 30% to their overall revenue. Their growth in these areas was also supported by partnerships with certain modern trade and e-commerce platforms like Nykaa and Amazon India.

 

The Final Straw

While WOW has been growing steadily over the last 10 years, there has been a minute drop in profitability!

 

 

Financials of Wow Skin Sciences

 

 

Manish is looking for ways to address the drop in overall profitability after the pandemic. Although they are focused on innovation, distribution, and marketing, competition from new players is putting WOW on the hot seat. Today, more than 5500 companies are striving for the top position on Amazon India in the beauty space itself.

 

It will be interesting to see how WOW navigates through this maze of competitors!