Amway aims to generate a third of beauty revenue from herbal skincare

By

Isabelle Crossley

Published
Dec 23, 2020

Direct-selling business Amway plans to increase its focus on herbal skincare and expects the product category to make up a third of its overall beauty revenue over the coming five years.

“We are expecting to generate 33% of the total revenue of the beauty category from herbal skincare alone by 2025,” said Amway India’s CEO, Anshu Budhraja, the Press Trust of India reported. 
 
Amway recently launched herbal skincare line ‘Attitude Insta Nourish Herbals Range’ to strengthen its presence in the sector. The line is designed for millennial consumers looking for natural skincare products. 

The business is also focusing on the nutrition segment which, along with natural beauty care, has increased in popularity due to the ongoing coronavirus pandemic.
 
“From an Indian perspective today, even my kids are talking about Ayurveda,” Budhraja recently told Your Story. “I mean they are going back to the roots of what was created thousands and thousands of years ago and we are going back to being familiar with what was around us in different elements. I would say there is a resurgence from a consumer preference (standpoint) because it comes very naturally to us, recommended by mums.”
 
On December 22, Amway won ‘best corporate’ in the category ‘eliminating malnutrition’ at the CSR Times Awards 2020, it announced on Facebook. The business has worked to eliminate malnutrition through its ‘Power of 5’ campaign in India as part of its wider corporate social responsibility initiative.