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Everyuth Naturals

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Lighten up life situations and skin problems by changing a category


Zydus Wellness


  • Mumbai


Skincare is one of the fastest growing categories in India. The segment has been witnessing steady growth. It stood at $1.6 billion in 2017 and is projected to grow by 9% and reach $2.7 billion by 2023. The competitive landscape is largely dominated by foreign multinational players such as Johnson & Johnson’s Clean & Clear and emerging yet powerful domestic players like Himalaya, Patanjali and Biotique that offer natural skincare solutions.

Everyuth Naturals, a small regional niche player and a brand traditionally known for its single product offerings like walnut scrub, orange peel-off mask and single facewash, was rapidly losing market share and relevance with young consumers in this innovation-driven category.

Our challenge was: How do we grow the brand and compete in a cluttered category with players occupying well positioned spaces?


India has a long-standing association with beauty and skin. Fair and clear skin has always been associated with beauty. However, the current skincare narrative was full of negative conversations around anxiety and tension with skin issues like tan and pimples, amongst others. Hence, we had two specific tasks:

How do we positivize the conversations?

How do we build emotional connection with our target audience?

Our conversations with consumers revealed that the behaviour of young girls didn’t change much when they had a tan or pimples. In fact, “skin anxiety” was not even on their mind. This was our aha moment, the human tension which led to our insight that millennial women are less anxious and more accepting of their beauty issues.


To create differentiation and build a strong emotional connection with young girls, Everyuth positivized the ongoing negative category narrative of skin issues based on the insight of Lightening Things Up, e.g. lighten up conversations around solving skin problems and lighten up the discussion about clear skin.


Everyuth market share has been on a steady increase, from 5.2% in 2017 to 5.9% in 2019. Facepack has almost doubled its market share within two years, from 3% in 2017 to 5.6% in 2019. Within a year of launch, Tan Removal Facepack Range now contributes almost 5% of total brand turnover. Scrub market share has increased from 33.9% to 35.6% in 2018–19, a significant increase over 2017–18

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