A peek into Prolixr's roller-coaster journey so far
Best friends Jayesh and Aditya were just 22, when they stumbled upon the trending personal care niche on Instagram, while on a walk discussing various business ideas. Quickly, they looped Mayur into the idea. Mayur has been Jayesh’s former partner in Unzag Media; a performance marketing agency. All three of them felt that India came up short on a brand which could resonate with millennials and the forthcoming sector of Gen Z.
Beginning a DTC personal care brand was simple for the trio; where Jayesh and Mayur excelled in scaling DTC Brands through their online marketing abilities, whereas Aditya brought in his prior knowledge in the personal care industry accomplished through his family-owned salon business under the brand name 'Cut And Style' with 90+ outlets PAN India.
They bootstrapped the brand in 2017 and launched their first product in the year 2018 namely Detoxifying Sea Algae Face Mask. It took them a year to consummate the product in the wake of experiencing innumerable samples and suppliers to find the ideal formula containing Seaweed Algae, Vitamin C, Activated Charcoal, and Hyaluronic Acid in the right amount. The product assists with detoxifying, brightening and removing pollutants from the skin, causing the skin to feel baby soft and clear.
The Face Mask became a rage in the country. From Influencers to celebrities, everybody contributed to its virality. In around 19 months, the brand has as much as 70,000 clients with stunning reviews and feedback. The product is sold nationwide through their website and on marketplaces like Amazon, Nykaa, Flipkart and so forth. The brand professes to service 8,000 orders every month online, with an average ticket size of ₹999.
In August, last year, in the wake of seeing the response and input on the product, they propelled a similar mask for Men, so as to increase the market share.
The founders of Prolixr consider the yearly market evaluation and analysis as an absolute must, as they believe every year has its own utilization story to tell. When you compare the needs of customers five years back to now, it is a whole lot of different. Today, everything is about needs and interests-provoking consumerism.